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The Ideal Product Assortment, Part II

By: Maritza Rodriguez and Dawn MacLellan
Posted: September 28, 2012, from the October 2012 issue of Skin Inc. magazine.

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Does packaging play a role in consumer spending? According to consumer-spending statistics, women make or influence 80–85% of all family purchasing decisions. Since a woman averages about 2.6 seconds when making her purchasing decisions, packaging for women’s products should have a maximum feminine appeal (and packaging for men’s products should have a very distinct masculine appeal). Other key drivers in consumer spending as it relates to packaging include ease of use, an appealing and desirable shape, how the product opens and closes, the ability to control the amount of product that is dispensed and easy storage.

Can you share examples of point-of-purchase (POP) items? In general, POP items should be smaller-sized items or package bundles. POP items should also be easy to display and store. POP packaging should be able to be easily grabbed and lifted, and can include small, travel-sized items or kits, face and body care lotion testers, fizz balls, CDs and even jewelry. Remember to keep it simple and focus on the season to address current need and demand. Be sure to change it up frequently to keep it exciting and appealing for frequent clients.

Should I consider a “play station” in my retail space? An attractive, organized and well-maintained play station can become one of your spa’s most in-demand areas. A play station helps clients experience new products and allows them to discover a product or service they were interested in, but just needed a little motivation in order to make the final decision. Be sure there is information displayed that includes the ingredients, benefits and services offered with the products displayed.

Maritza Rodriguez has worked directly in the capacity of image and marketing consultancy with some of the most renowned professional skin care brands on the market. She is currently the global vice president of marketing & communications for Pevonia International and its related brands.