LAS VEGAG—The once smooth-sailing consistency in the skin care category has given way to a more traitorous and unpredictable path. In a presentation at SupplySide West, Jeffrey Ten, senior vice president international, University Medical Pharmaceuticals, said global retails sales in the past consistently rose 7 percent each year; however, now sales fluctuate between shrinking by 5 percent and growing by 7 percent. Fewer products are launched and marketing is redirecting its focus. Products are also changing. In the past, they were topical, expensive and directed toward one application; now more products are ingested, economical and address a variety of skin care issues.
Ten said the IDEA (integrity, deliverables, exposure and accessibility) approach and evaluating the effectiveness of investments can help build profit in these discontinuous times. He recommended reviewing every product line, including the formulation, delivery system and packaging; and scanning the competitive market for formulation, component, packaging, merchandising and claims updates.
Promotion is another big key, he said. Education should be at the core of every promotion opportunity and handing out samples is a must in the changing market. A good public relations campaign, especially during a product launch, can help consumers built trust in products, which is essential for premium skin care companies.