“If we’re going to help the most amount of people have the best of sex they can, putting it within arm’s reach and working with the largest retailer in the world seems logical,” Okris said. He said the brand was approached by high-end retailers but passed on the opportunity. The benefits go both ways: Mitch Orkis, co-founder and chief marketing officer at Cake, wants lube and toys to be accessible to all consumers. “That kind of democratisation from the big box retailers is making people feel like this isn’t something I have to be nervous to order or be ashamed of,” said Katie Thomas, head of the Kearney Consumer Institute, a think tank that evaluates consumer behaviour. being on the cutting edge big box, you think of Target over Walmart,” said Chris Ventry, a vice president at SSA & Company, a consulting firm.īalbale is trying to change that and is leaning into bolder categories like sexual wellness to send a message to customers that it’s okay to buy products that may have a stigma attached. With 4,700 stores, Walmart may be America’s largest retailer, but “when we think about. “These digitally native brands have built a business model on customer acquisition … It’s no longer financially feasible to reach the type of customers you need at the frequency you need to in order to stand out.” “Beauty is a battleground that a lot of retailers are trying to focus on,” said Balbale. The hope is to become a brand-discovery destination for younger consumers and generate (even a fraction of) the buzz that other direct-to-consumer lines like Kylie Cosmetics and Glossier have in the past. To further reinvigorate their aisles, all are vying to sign exclusive deals with newer, digital-first brands. But today, as traditional retailers are making new investments in beauty, a fresh approach was required.Ĭompetitors Target and Kohl’s inked partnerships with Ulta and Sephora, respectively, last year, and JC Penney just unveiled a new in-store beauty experience. Walmart’s beauty assortment has traditionally featured standard mass market and drugstore brands. “We’re bringing more indie, niche brands into our stores that would probably surprise a customer five years ago,” said Musab Balbale, vice president of beauty at the retailer. Other new names include Bubble, Gen-Z skin care line Uoma’s new makeup label, Uoma by Sharon C cosmetics brand Lotti London and Skinproud, a Glossier lookalike that sells skin care. “Cake ended up being this really cool brand I now follow because of just seeing them at Walmart,” said Hardy.Ĭake is just one of about 100 beauty brands landing on Walmart shelves this year, as America’s largest retailer continues a revamp of its beauty, wellness and sexual health assortments. Hardy, 28, left the store with “Tush Cush,” a $10 hybrid water and silicone-based lubricant designed for backside play, and looked the brand up on Instagram shortly after. Taken together, these objective assessments reveal the best products you can buy, ones that truly deliver.Hillary Hardy, a medical assistant for a women’s health clinic in American Fork, Utah, never imagined she would buy lube and a vibrator from Walmart.īut on her weekly trip to the retailer, while picking up her usual for groceries and personal care items, she discovered Cake, a new sexual wellness brand that hit Walmart’s shelves and website in July. to elicit and quantify feedback on factors like ease of use, benefits and drawbacks. For hair, the Instron machine calculates conditioning properties and the climatology chamber regulates humidity to determine frizz-blocking effects.Īnd that’s just the beginning: Products are often label-masked to eliminate bias and are distributed to consumer testers throughout the U.S. The Lab uses advanced equipment including the Corneometer device, for measuring skin moisture levels the Visia Complexion Analyzer, for tracking changes in skin including wrinkles and hyperpigmentation and the Cutometer, for gauging skin firmness. The scientists in the Good Housekeeping Institute Beauty Lab follow stringent industry protocols to evaluate beauty products - from face and body skincare to haircare and hair styling, makeup, tools, technology and more-throughout the year. Beauty Director Mike Garten How We Tested
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