Online Exclusives

The World of Walmart

By Melissa Meisel, Associate Editor | October 21, 2010

Conference delves into the secrets of America�s favorite superstore.

With hordes of consumers constantly flocking to Walmart's ever-expanding beauty shelves, no one in the personal care industry (or anywhere else) can afford to ignore the king of retailers. Therefore, the retail giant was the topic of the HBA Marketing and Technical Conference, "Walmart and the Consumer."
 
Industry insiders delivered the inside scoop about who is shopping at Walmart and why. Alisa Marie Beyer, president of The Benchmarking Company, presented the results of the landmark survey, "Women and Walmart."
 
The vice president and divisional merchandise manager of beauty at Walmart, Carmen Bauza, was present to talk shop about the company itself. Bauza was integral in revamping the beauty department's merchandising to include grouping products as well as incorporating "shelf talkers" and EZ Face technology. Laurie Kahn of DNA Public Relations, the marketing representative for Hard Candy, was also on board to discuss the brand's successful partnering with the superstore. Its re-launch included new packaging, new formulas and several new beauty products.
 
“One hundred and fifty million people a week shop at Walmart,” noted Beyer. “That has a big impact on the beauty industry.”
 
Statistics show that 90% of Americans live within 15 miles of Walmart, which may explain why 91% of respondents said they shop there, and 50% of them shop at the store on a weekly basis, according to the TBC survey.
 
What’s more, 90% of women enjoy shopping at Walmart. In fact, 70% of women tell others they shop there, and 22% tell others they shop there because they look smart for buying name brands at lower prices.
 
So, what keeps them coming back for more? Bauza of Walmart knows the answer.
 
 
Covergirl liners are big at Walmart
“Engaging her with more of what she likes,” she told the crowd. “After all, personal care is essential, but beauty is an impulse buy.”
 
Bauza presented “before and after” photos of the revamped merchandising at Walmart stores nationally. More than 4,000 locations were transformed for a new look and feel.
 
Significant changes were made to the merchandising, according to Bauza. Products were all grouped by function (i.e. all lipsticks and mascaras in one section) and proximity (body lotions placed close to body washes for after-shower care). EZ Face technology lets shoppers upload photos and virtually “try” products to see what the colors actually look like on before committing to purchase. And, men’s care sections are being tested in more than 800 Walmart stores for “me moments” in the rising male grooming category.
 
Hard Candy was happy to jump on board at Walmart. The one-time department store brand with a cult following debuted in Wal-Mart stores in 2009. Its re-launch included new packaging, new formulas and several new beauty products such as a lipgloss, glitter body spray and crème eyeshadow. The brand’s signature nail polish line offered a value version at just $5 with the same trademark complementary plastic ring.
 
“We wanted to keep the allure of being a prestige brand, but also offer the fun of experimenting at a great price,” said Kahn.
 
Sounds like the Walmart way.
 
More info: www.walmart.com
 
  • The World Comes to Orlando

    The World Comes to Orlando

    Tom Branna, Editorial Director||December 1, 2016
    More than 1,600 chemists traveled to Florida for the IFSCC Congress

  • Perform or Perish

    Perform or Perish

    Christine Esposito, Associate Editor||December 1, 2016
    Success in today’s skin care sector begins with active ingredients, formulated in products that address modern-day issues.

  • Soap Opera

    Soap Opera

    Christine Esposito, Associate Editor||November 2, 2016
    FDA’s recent antibacterial ruling has soap sector stakeholders scrambling to keep some ingredients in their formulation kit.

  • Patent Activity: Colgate-Palmolive

    Patent Activity: Colgate-Palmolive

    December 6, 2016
    New oral care compositions, the use of radish root ferment filtrate in a cleanser and more.

  • Cos Bar: Turning 40 and Hitting Fast Forward

    Cos Bar: Turning 40 and Hitting Fast Forward

    Christine Esposito, Associate Editor||November 21, 2016
    With a recent investor infusion, a new CEO and rebranding effort underway, this luxury beauty retailer has big plans.

  • Organic Matter

    Organic Matter

    Christine Esposito, Associate Editor||November 14, 2016
    FTC and USDA hold a public roundtable to discuss consumers’ perception of organic claims.

  • Get Ready, ‘Cause Here it Comes…

    Get Ready, ‘Cause Here it Comes…

    Christine Esposito, Associate Editor||November 1, 2016
    Skinphonic is a new brand created with a team of beauty experts and fronted by singer Smokey Robinson.

  • Hair for Me!

    Hair for Me!

    October 31, 2016
    Function of Beauty fulfills the promise of personalization in the beauty space—one bottle at a time.

  • A Facial Bar Grows in Brooklyn

    A Facial Bar Grows in Brooklyn

    Christine Esposito, Associate Editor||October 24, 2016
    With three doors in Canada, Blitz Facial Bar opens its first US location in one of the hippest areas of New York.

  • Coming Clean on a Host of Issues

    Coming Clean on a Host of Issues

    October 17, 2016
    Cleaning Products Conference is set for Nov. 9-11, 2016 in Washington DC.

  • Let the Magic Begin!

    Let the Magic Begin!

    Tom Branna, Editorial Director||October 10, 2016
    IFSCC Congress gets underway at Walt Disney World this month.

  • Ogee Opens for Business

    Ogee Opens for Business

    Christine Esposito, Associate Editor||October 10, 2016
    Banking on the power of jojoba oil, a Vermont-based start-up is the newest player in organic luxury skin care.

  • P&G’s Latest Patents

    P&G’s Latest Patents

    Christine Esposito, Associate Editor||October 10, 2016
    A look at recent patent and IP related news from the biggest household and personal care player in the US.

  • A Cosmetic Armor Against Pollution

    A Cosmetic Armor Against Pollution

    Julia Comas, Cristina Davi, Elena Canadas, Laia Gonzalez, Raquel Delgado, Lipotec SAU||October 3, 2016
    Lipotec’s Pollushield creates a barrier between skin and pollutants and boosts the antioxidative potential of skin.

  • Cosmetic Chemists Head to Orlando Next Month

    Cosmetic Chemists Head to Orlando Next Month

    September 26, 2016
    Organizing Chair Guy Padulo explains why you should attend the IFSCC Congress.

  • Active Agents

    Active Agents

    September 19, 2016
    On the surface, surfactants may seem staid, but the market, and the supplier activity driving it, is bubbling.

  • Expanding Erbaviva

    Expanding Erbaviva

    Christine Esposito, Associate Editor||September 13, 2016
    A farm-to-bottle organic brand celebrates its 20th anniversary with a new look, new products and plans to expand in the US.

  • Lauder’s Latest Patents

    Lauder’s Latest Patents

    September 1, 2016
    A composition with NIR light emitting material, a skin care device and more awarded to this beauty business giant.

  • ‘Lash’-ing Out!

    ‘Lash’-ing Out!

    Christine Esposito, Associate Editor||August 29, 2016
    All eyes are on Lash Star Beauty, a lash-centric beauty brand that recently made its QVC debut.

  • Long Term Sustainability In the Nonwovens Market

    Long Term Sustainability In the Nonwovens Market

    August 23, 2016
    Learn more at Cleaning Products USA, Nov. 9-11, 2016

  • TLC for Those Who Need It Most

    TLC for Those Who Need It Most

    Christine Esposito, Associate Editor||August 22, 2016
    New curriculum debuting at Bellus Academy helps estheticians treat a population that needs TLC.

  • Individualism IS The American Way

    Individualism IS The American Way

    Tom Branna, Editorial Director||August 15, 2016
    Why blue hair and BB creams still thrill US consumers.

  • Red, Black & Blue

    Red, Black & Blue

    August 8, 2016
    No matter who wins the US Presidential election, Americans expect their finances to get bloodied and bruised in 2017.

  • Athletes, Not Objects

    Athletes, Not Objects

    Nancy Jeffries, Contributing Editor||August 1, 2016
    Dove Unveils My Beauty billboard in Times Square.

  • Patent Update

    Patent Update

    July 28, 2016
    Three-layered hair product from Lauder, palm oil extracts for wrinkle treatment and more in recently awarded patents.

  • Pushin’ the Cushion

    Pushin’ the Cushion

    Christine Esposito, Associate Editor||July 26, 2016
    AmorePacific, the creator of the cushion compact, continues to improve its unique product.

  • Senior Skin Care

    Senior Skin Care

    Christine Esposito, Associate Editor||July 19, 2016
    McCord Research and Product Quest Manufacturing roll out new hospital-grade skin care kits for seniors to use at home.

  • An Antioxidant Arsenal

    An Antioxidant Arsenal

    July 11, 2016
    BioRewind is Dermarché Labs' new anti-aging regimen that delivers broad-spectrum antioxidant protection against free radicals