Pair colors and treatment to win nail care business

Drug Store News, Sept 6, 1993

By pairing fashionable colors and nail treatment products, progressive retailers lift cosmetics productivity and make their stores destination sites. Busy women, as most are today, need related products displayed by function so they can select what they want quickly and make the most of their time in the stores.

Well-executed planograms lead to incremental sales at full margins, since women need well-groomed nails for a polished business appearance. Indeed, nail care has grown to well over $1 billion at mass retail annually, and was among the beauty care percentage growth leaders at drug chains this past year, advancing 5.5% to $370 million.

Nail bars that show consumers a wide range of color are the most efficient and effective merchandising vehicles. And related treatment products nearby add to the total sale.

Cutex is a major supplier within this segment, offering fashion and treatment items in its fast-turning mix of Cutex Nail, Strong Nail with Knox Gelatin, and Color Quick fast-drying polishes. The narrow SKU mix is space-efficient, yet highly productive, standing near the top of the cosmetics world in return on investment. The Cutex philosophy: minimum SKUs, maximum return.

And that blends well with today's lean buying approaches. Merchants rely increasingly on proven quality lines that are well-supported and meet the convenience needs of shoppers. The Cutex family does this: through advertising in 13 magazines and on MTV, the trusted brand will reach 94% of all consumers 13 times in 1993. The target 15 to 24 year olds will receive 250 million impressions, and 15 to 49 year olds will get 500 million. That drives demand.

Moreover, Cutex offers generic floorstands, sidekicks and counter units for promotions and high visibility. The Cutex tray system for everyday merchandising eases retailer handling and consumer purchasing. The brand's unique merchandising on Cutex pre-packs breaks through clutter, reinforces the ad message and appeals to younger consumers. In addition, Cutex nail products are available both carded and uncarded, with drug and discount store operators preferring the latter.

All these factors contribute to the position of Cutex nail polish as the No. 1 segment SKU in return on investment.

As drug and discount store merchants place new emphasis on the very hot nail care segment, Cutex must be in the forefront of those plans. Cutex items all have a specific reason for being; there are no me-toos. So there is no clutter to confuse consumers, and no waste in the distribution pipeline, lowering everyone's acquisition costs. Cutex is backed by breakthrough creative advertising. And Cutex sales are leaping ahead at a 20% annual rate, delivering 30% to 40% retailer margins in the process.

Cutex offers compelling products to consumers, and a compelling case to retailers carving their niche in the nail care market.