You may not be a retailer, but personal care sales under private label brands do affect your business since the ultimate goals is to get your ingredient or formulation on a retail shelf so consumers can enjoy it. And rumor has it, store band personal care products are burgeoning and gaining notable speed.
BeautyPackaging.com reported a short segment on private label and its newest hot seller—personal care products with a little help from the its friends, i.e., the economic downturn, social media and reality television. Lisa B. Samalonis, contributing editor at Beauty Packaging, noted private label goods sold well during the recession, and continue to gain even though the economy is rebounding. Personal care products, such as oral care, hair care, bath and shower, are expected to do well under store brand logos because consumers feel they can save money without sacrificing quality.
Samalonis quoted Carrie Lennard, beauty and personal care industry analyst, at Euromonitor International, who said personal care private label products only account for 2 percent of sales, so there is room for growth.
The article noted Target’s private label brand is starting to be viewed as premium, and said retailers should pay attention to their own line’s quality, price, promotions and store placements. Samalonis also quoted Tom Custer, director of client development, Interbrand, a global brand design firm located in Cincinnati, who predicted growth in this category and suggested retailers focus on package design and shelf placement to maximize personal care private label product profits.
New marketing opportunities for private label brands include consumer-backed trends like blogging, reality television and social media, noted Samalonis. Eco-friendly trends, sustainable ingredient sourcing and simple packaging are also important in this market.