- Experts on Hand: The presence of pharmacists and/or trained beauty consultants is part of the appeal of mass marketers. Retailers are taking that knowledge to the next level. Walgreens is freeing up pharmacists so they can interact with customers who have skin care concerns. They work in conjunction with the retailer’s more than 3,000 beauty experts who are trained to recommend skin care regimens, according to Heather Hughes, Walgreens group vice president, GMM of beauty, personal care and seasonal.
Rite Aid develops educational information about new skin care products which is shared with its pharmacists, according to Summer Kerley, Rite Aid’s vice president, clinical and market access solutions. There is a barrage of new skin care items hitting the market, Kerley said, and The education helps everyone in the store know what’s new and where to find it. There are greater opportunities to leverage the symbiotic relationships between pharmacists, derms and beauty experts.
Studies show close to 70% of Americans indicate they have some skin issue, yet only 38% seek the help of derms or other professionals. Derms also face restrictions from insurers who won’t always pay for topical solutions, so they recommend retail options. This leaves a gap that pharmacists and beauty advisors can fill. While social media has spurred sales with hacks and tips, there is also a great deal of misinformation. Derms and other experts are joining in and bringing well-informed posts and often directing shoppers to stores with professionals who can help them find the right product.
- Derm Brands are Proliferating: The facial skin care brands with the greatest consumer reach are mostly dermatologist recommended, according to Laura Toscani, consultant analytics and insights at IRI. The researcher’s data revealed that consumers buying derm-focused brands spend 14% more than average than skin care. 50% of those queried said lines backed by derms are important in making a purchasing decision. Demand encourages more derm brands to expand to mass doors.
CVS is currently experimenting with Skin Care Centers filled with derm-recommended brands such as CeraVe, LaRoche-Posay and Vichy, along with emerging lines such as Volition, Wander Beauty, Blume and, recently, Proactiv. “We made the move to introduce Skin Care Centers, complete with on-site skin diagnostic tools, guidance from CVS Beauty Consultants and licensed estheticians and products that until that point had only been found in prestige beauty retail,” said Andrea Harrison, CVS’ vice president of beauty and personal care. “This, combined with some of the most well-loved, clinically proven skin care brands we already offered, created an enhanced new assortment.”
Derm heritage is certainly a secret weapon for CeraVe.
“We firmly believe the reason we have experienced long-term success as a brand is because of the dermatologist-developed formulas intentionally cured with our namesake ingredient, ceramides. Our formulas curated with three skin-identical ceramide ensures that all CeraVely products to work restore and repair the skin barrier while also providing their individual benefits, so that consumers have a diverse range of effective, affordable products to choose from to curate their skin care routine,” Gill said. “Word of mouth has continued to be a key factor In the success of our brand, which includes dermatologists recommending our products to their patients, leading to new users and lasting brand loyalists.”
[Read more: How nurturing relationships with skin care professionals builds retail sales and credibility]