NEW YORK — Thank goodness for impulse purchases.
Mass market retail buyers report that add-on beauty sales are what they are striving for as they hope to lift sales over an anemic 2004. The goal is to get a woman to buy something a little extra on her way out of the pharmacy. To that end, merchants are looking for offbeat products that stop shoppers in their tracks.
Buyers attending recent trade shows identified a handful of items they think have the pulling power to deliver incremental sales. Here are a few favorites.
Cell phone, iPod decorations: Teen girls across America are customizing their phones and iPods with a kit called Bling It On. Currently sold in specialty stores such as Claire’s, the kits retail for about $20, and are expected to be picked up by several drugstore and discount chains.
Cosmetics cases and bags: This often-overlooked category is emerging in importance for many chains as consumers are becoming increasingly obsessed about organizing their products. One major chain produces more than $4 million in annual sales of bags alone. The beauty of cases and bags is they can be merchandised underneath pegs in often unused space. They also can be placed on top of fixtures or on off-shelf merchandisers. A clever new promotional item is Miamica, cases for feminine hygiene products. The cases have whimsical sayings such as “Moody Diva.” Prices start at $4.99. Bags and cases are enormously profitable with margins exceeding 35 percent.
Jewelry cleaners: Women take care of their nails and skin, but often overlook their jewelry. Offering jewelry cleaners in high-visibility locales within the beauty department reminds shoppers this is one more way to treat themselves. “We want women to start to think of cleaning jewelry as pampering rather than a chore,” said David Patnod, manager of field sales for Connoisseurs Products Corp. The company is following the lead of skin care companies and repackaging its jewelry cleaners to have a more upscale look suitable for women’s vanities. The company estimated there are more than 100 million women who wear jewelry to enhance their appearance. More than half clean their jewelry, representing an attractive audience.
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Temporary tattoos: Tattoos are no longer taboo. But not everyone wants a permanent tattoo. California Creations has created Tattoo in a Can, an airbrush style tattoo in an aerosol can. The product dries instantly and lasts up to seven days. The temporary tattoos are available in J-hook blister packages, open stock, clip strips and counter displays to attract impulse purchases.
Ear piercing: Specialty stores and jewelry stores have cornered the market for ear piercing. Inverness, however, has made it possible for any retailer to offer piercing at a counter or island. The company provides free on-site training. Offering ear piercing helps build traffic and loyalty to a store, especially with young shoppers.