HEALTH & WELLNESS BEST PRACTICESRETAIL PARTNERING TO SERVE THE BEAUTY SHOPPER

2 ........ Assessing The Opportunity3 ........ Who Is Today’s Beauty Shopper?4 ........ What Matters Most To Her?

5 ........ Effective Retail Partnering6 ........ Overcoming Challenges6 ........ Laying The Groundwork

7 ........ The Result8 ........ Scorecarding9 ........ Next Practices

ROSACEA

CROW’S FEET

SUN-DAMAGED SKIN

ACNE

DRY SKIN

CLOGGED PORES

FINE LINES, WRINKLES AND CREASES

SMILE LINES

AGE / BROWN SPOTS

CONTENTS

2 RETAIL PARTNERING TO SERVE THE BEAUTY SHOPPER HEALTH & WELLNESS BEST PRACTICES

This GMDC case study illustrates a highly innovative partnership between Unilever and CVS Pharmacy that has added a new dimension to skin care merchandising.

In many ways, skin care plays a singular role in the health, beauty and wellness aisle, one that brings together beauty and health care, offering brands and products that address aesthetic concerns as well as items that target specific skin conditions. That characteristic provided the groundwork for these companies to collaborate in promoting three Unilever skin care lines that are primarily beauty brands but also have strong health and wellness claims.

What made the Love Your Skin initiative unique, however, was the fact that it combined product offers with non-branded educational content on skin care and health provided by a dermatologist who participates in Unilever’s outreach program. Customers can access that content through the Love Your Skin web page.

In addition to the educational innovation that distinguished Love Your Skin, Unilever developed new business processes and procedures to bring different brand teams and its ad agency together to drive the partnership and a customized shopper experience with CVS Pharmacy. This report reveals how a retailer and supplier can together create new ways to reach customers if they are prepared to try new things and leverage each other’s strengths.

Some of the key takeways from the study include:

• Who is the beauty shopper and what is the size of the prize.

• Be bold enough to pioneer new business practices and organizational forms to launch a unique initiative, but be sure that it has management support and is measured for ROI.

• Create and communicate a clear road map and objectives for both partners to keep all parties on the same page.

• When the results are in, identify what worked and what didn’t, and why. If the program succeeds, assess how it might be replicated in other areas of your business.

EXECUTIVE SUMMARY

HAVE QUESTIONS OR COMMENTS ABOUT THIS WHITEPAPER? ENGAGE WITH ME...Mark Mechelse, Director of Research, Industry Insights & Communications1275 Lake Plaza Drive, Colorado Springs, CO 80906719.338.1218 | markm@gmdc.org | www.gmdc.org

SKIN CARE EDUCATION