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Price, Aesthetics and Added Value Key to Bath and Body Sales--With Exclusive Commentary From Dori Soukup and Elaine Sauer on How This Can Translate Into Retail Sales
Posted: April 18, 2011
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Soukup says, "Skin care facilities should focus on quality, value and ingredients. When the client is educated by the skin care professional on the benefits of the products, the price becomes less of an issue."
While this segment is often targeted toward women, men are starting to make a substantial impact in the market of bubbles; a plain old bar of soap is no longer going to cut it. Men between the ages of 18–34 report the highest usage of body wash at 58%, compared to 50% of those ages 35–54 and 42% of those who are 55+.
According to Soukup, "Merchandising for women and men should be different. Designate certain shelves for women and men within the boutique. Use props to capture their attention, shelf-talkers to provide information about the products' benefits and make sure you price all the products."
“Men represent a key demographic for sales of body wash products, and marketers of these products should attempt to gain the attention of men to boost their sales,” said Fay. “Having said that, a whopping 74% of women buy liquid body soap or wash compared to 50% of men—so women are still the key purchasers.”
Soukup says, "A good idea is also to bundle products together and offer a gift-with-purchase to entice the consumer and be more competitive with other retail outlets."