Upscale depilatories at value price carve profit niche

Drug Store News, April 5, 1993

Unlike other shaving creams, the gel is targeted to both men and women. "We are a consumer-research driven company," said Arthur Pirrone, Inverness' vp-sales. "We realize that women are using men's products to shave and that they want lubricating formulations that restore moisture."

To stimulate initial usage, Inverness has recently introduced a trial size. The shaving gel continues to be offered with eye-cathing floor stands and POS shelf talkers.

The full-size (6 oz.) product carries a suggested retail ticket of $2.75 and sold at everyday discount prices produces a 30 plus percent margin for retailers. In a category that is used as a loss leader, a product with a strong margin is looking very attractive to retailers.