Fragrance expert Michael Edwards’ annual Beauty Pulse survey has revealed new insights into the beauty category within Australian pharmacies.
The 2011 survey results provide a clear understanding of service and product perceptions in the beauty category, including information on how well pharmacies are serviced by individual suppliers. These results can then be compared by like supplier by category and then broken down further by state and turnover, enabling suppliers to initiate real improvements and focus directly on where better service is required.
Feedback provided by the 200-plus respondents also gives clear perceptions for both best-selling and fastest growing products by individual category. This information can assist pharmacies to focus their category offer by consumer need and suppliers to create promotional offers that are category-aware, and therefore more effective within pharmacies.
Edwards said he was surprised at the number of pharmacies that reported a strong sales growth, especially given all the talk of doom and gloom in the retail sector at the moment. Make-up sales increased by 49 per cent, skincare and cosmeceuticals by 49 per cent, therapeutic goods by 58 per cent, body and hand care by 43 per cent and sales of men’s grooming products increased by 43 per cent.”
Edwards pointed to Natio and Ego Pharmaceuticals as brands that hold particular strength for pharmacies. Natio have done extraordinarily well in skincare, make-up and men’s grooming, while Ego remains the other unchallenged king [of pharmacy retail success].”
The 2011 Beauty Pulse report is available from August 1st for all suppliers interested in gaining clear understandings of their field team performance and to discover future opportunities for their beauty offer within the pharmacy channel.
If you are interested in finding out more regarding the Beauty Pulse research initiative and the current 2011 report, email info@beautypulse.com.au.
