F&M boosting bath care, cosmetics

Drug Store News, Sept 6, 1993

Detroit-based F&M anticipates that color cosmetics and bath care will do well this Christmas, but the chain is being quite conservative with its projections for mass market fragrances.

"Color has been doing OK this past year, partly because we have been doing a lot of creative programs to move it, but mass fragrances have been soft," said Pat Gardocki, cosmetics director for F&M.

"Price is not helping much either. A buying trend seems to be happening, and people aren't buying fragrances for gifts as often as they have in the past."

Like most buyers, Gardocki said her customers seem to be switching to bath care products instead of fragrances as gifts. "There's a lot more practicality to a pretty bath item as a gift," she said. "The appeal seems to be much broader."

Although she does not buy most of the bath care lines, she can allocate footage for displaying them in her department, and as we went to press, she was preparing to talk to the HBA buyer to clarify how much off-shelf space her chain would be giving bath and skin care.

The chain had already committed heavily to the Vitabath line for Christmas, and the HBA department was preparing to review other lines, such as Sarah Michaels and Naturistics. "There is a tremendous opportunity here to generate substantial seasonal business with lines like these," she said.

She was also preparing to merchandise the new Prince Matchabelli Pears bath care line in F&M's cosmetic aisle this Christmas.

In cosmetics, Gardocki said that, while all the vendors have done a nice job this year, she has not seen anything really new and different. Right now, we plan to go with the gift sets and basics."

In fragrances, she's counting on Coty's new Vanilla Fields and Stetson Sierra to add some excitement to the category. She's planning to get strongly behind the launch of Quintessence's Jovan 2 with Pheromones and Muelhens' Magnetic. She also plans to emphasize large sizes "because of our price structure."

She added that she will be featuring Lady In Red. "We make a slightly higher margin on Lady in Red, and in terms of sales, it has pleasantly surprised us. It is doing well."

Some of the chain's programs this year will be focused on higher margin accessory products such as hair notions.

This Christmas, Gardocki said the chain may also do another gift-with-purchase to stimulate cosmetic and fragrance sales.

"Last year, we gave away a mirror and a makeup tray free with each purchase, and it did well for us. This year, we'd like to do something a little prettier. We're working on some padded hangers and some cosmetic bags."

In the past, F&M has not advertised during the Christmas season. This year, there will be some circulars and direct mail. Like several other cosmetic buyers, Gardocki was disappointed that there aren't more branded cosmetic color kits available this season.

Perhaps because of the economy, buyers say many major cosmetic manufacturers aren't doing much with color kits this year. "I prefer branded color kits because customers trust the brand names. I don't think our customer buys kits on price. If price is important to the shopper, she probably is going to the five-and-dime and variety stores.

"Maybe the scarcity of color kits could be a merchandising opportunity for us," said Gardocki. "Maybe, we could train our cosmeticians to put together customized kits for customers. It would certainly mean less returns."