ATLANTA – With more space, better fixtures and an emphasis on service through trained cosmeticians, the cosmetics category is getting a super boost at Super D Drugs Inc.
“Despite high inventory and low turns, the cosmetics business is extremely important and has become the focal point of the store,” said Jerry Treece, president and chief operating officer of the Memphis, Tenn.-based company.
“Cosmetics complements the pharmacy business because the customer is the same woman who buys medicine for the family.”
Cosmetics now represents approximately 5 percent of business for the firm, which has a total of 80 units under the Super D name, averaging 2,000 square feet per store.
A second division, Ike’s, is a high volume, deep-discount drug chain of four stores averaging 40,000 square feet each.
Another 40 drugstores operate under the names Pettys, Consumers and Payrite, with pharmacy representing 90 percent of inventory.
Locations are primarily in the mid-South, with stores also in Wisconsin, Texas and Oklahoma.
In the past five years, Super D stores have all been remodeled, with cosmetics areas doubling in size and moved from the back to the front of the store for more visibility. Smaller lines such as Bonnie Bell have been added, and selection has been increased in all existing lines.
At least two cosmeticians have been added at each store, serving also as greeters to customers at the front door.
Cosmeticians attend training seminars each month and are trained in all areas of cosmetics.
Super D has experimented with in-store events such as makeovers and ethnic hair care events, as well as community events. Last year, a Revlon-sponsored product training and makeover event, held in a local hotel, drew 350 people.
Fragrance is the highest volume and fastest-growing category. In 1993, fragrance sales totaled $500,000 in 47 corporate stores.
Super D offers around 25 fragrance stockkeeping unit’s from mass brands to the prestige lines of EstÄe Lauder.
Fragrances are sold at full retail price and promoted at up to 20 percent off through newspaper inserts.
Mass fragrance lines tend to sell best for holiday, while prestige lines are better everyday items.
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Treatment continues to be a growing category and is now displayed both with body lotions and on a peg wall with color. Future plans may include moving treatment out into a separate area.
In general, consumers have responded to fragrance-free, all-natural products. Alpha-hydroxy acid products have been a tremendous boost to treatment.
“It’s by far the biggest thing since Plenitude,” said Steele Balkunas, director of cosmetics. “Every line is coming out with a new alpha-hydroxy product.”
Bestsellers include Excell-A3, Revlon Results and Alpha Hydrox by Neonetric.
Treatment products for ethnic skin is another area with vast potential, said Balkunas, based on the performance of Black Opal, a complete line just introduced several weeks ago.
Body and bath products have been intensified in the past four months in 30 stores.
“We’re experimenting and will reevaluate in August,” said Balkunas. “Packaging and presentation is extremely important, and the area needs constant change with new inventory.”
Best-selling lines include Sarah Michaels, Freeman Beautiful Skin and Beautiful Bath and Bodycology.
In color products, Max Factor is the best-selling line per square foot, with Pan Stick, Pan Cake and Satin Splendor foundations as popular items.
One of the more successful launches has been Revitalizing by Maybelline, a full line of treatment, color and nail polish targeted to a more mature customer over 35.
Revlon and L’Oreal have also been successful brands.
Cosmetics are crucial for the overall image of the store, said Treece. “It’s the image of the store that keeps them coming back,” he said. “Our cosmeticians are encouraged to develop personal relationships with customers.”
Treece added,”We want to be like the corner drugstore of 20 years ago.”