Revco decks the aisles using gift sets, designer fragrances

Drug Store News, Sept 6, 1993

At Revco, cosmetic buyer Judy Wray was typically upbeat about Christmas. "I always expect a good Christmas, but I'm also optimistic because we have some very good programs this year." Wray says this year she's focusing on designer fragrances, alternative designer fragrances, new fragrances, color cosmetics and bath gift sets.

"We're not adding a lot of money to mass fragrances, because the category has been soft for awhile." Wray says Revco didn't do much with bath last year, but this year the chain is focusing on the category as a strong opportunity area.

Revco is getting behind the Pears line, which is a new launch from Prince Matchabelli, and will be featuring some of the Naturistic gift sets.

In color cosmetics, Wray is going with a strong Jordache program. "We did very well with Jordache last year," she said, "and we're very happy with that line."

In the past, Revco has usually gone easy on its shade statements and cosmetic pre-packs because of space restrictions. But this year Wray said the chain will be doing more off-shelf displays with cosmetics, using the space that, last year, it gave to mass fragrances.

Wray is also bringing in some value-oriented cosmetic sets, partly to satisfy customers looking for moderately priced gift sets, and partly to fill the void created when Revlon decided not to do color sets this year.

Wray also plans to feature the P&G color sets for Cover Girl. Although some buyers are worried that it could be hard this year to generate dramatic increases in color sales, Wray is basically confident that Revco will have a good Christmas with color.

"We're building the program around value, and the quality of what we'll be offering is high." To give Revco some higher margin products in its Christmas mix, Wray is also featuring some nail manicure sets, some Sally Hansen sets as well as a Natural Glow kit.

Since artificial nail sales are strong in Revco stores, Wray also plans to feature a gift set from Fing'rs. Revco also has a strong program underway with Parfums de Coeur. "It's a fabulous program this year," said Wray. "Their alternate designer fragrances do very well for us."

In the past Revco hasn't done much with designer and department store fragrances, but Wray experimented with a designer program last year for Christmas and was satisfied enough to repeat and extend it this year.

"We're expanding the program and we've added several more SKUs," she said.

Snyder plugs bath as holiday gift idea

This Christmas will bring a bigger push and larger selection in bath items at Minnetonka, Minn.-based Snyder Drug Stores, according to HBA buyer Paul Carlson.

Carlson is buying items in pre-packs because he wants to create "the right atmosphere for bath.

"You can't get many impulse sales if you just try to merchandise in-line at Christmas," Carlson said. He is bringing in items from Yardley and Pears "because they'll have heavy national advertising behind them."

He'll have BodyCology merchandised on an end-cap boutique. Snyder will also carry pre-packs of Sarah Michaels and a new line from CBI Industries called Body Language.

"We're trying to ease our way into the bath category because it seems to be such a hot area. But in 8,000 sq. ft, we can only do so much at a time. We didn't do all that much with bath last year--just some boutique lines--but this year, we think there's an opportunity to capture a lot of impulse sales."

Some manufacturers stand out more than others. "Sarah Michaels does a lot of stuff that I like. They have nice colors, good looking packaging. Their merchandise looks different, but the price points are reasonable."

Carlson says he's optimistic about this Christmas. "mistic about this Christmas. "Whatever happens in Washington will set the tone. All the bad weather we've had in the Midwest hasn't helped. But people are pretty resilient, so on the whole, I'm optimistic."