Skincare is a significant category for pharmacies as they offer an easily accessible point of advice on treatments and regimens ... MORE
Big brands are important to the skincare category. P&G pharmacy channel manager Charlotte Hobson says most consumers will already have a clear idea of what they want before they enter the pharmacy ... MORE
The sheer size of the skincare category means it's important to break the products down into smaller subcategories ... MORE
Educating counter staff to identify and recommend treatments for common skin problems can increase loyalty and drive sales … MORE
BRAND WATCH
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Oilatum launched an education campaign last month to help pharmacy support patients with dry-skin conditions.
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PRODUCT WATCH
Thornton & Ross has reminded pharmacists of the benefits of its Care emollient cream, which is free from sodium lauryl sulphate (SLS), colour or fragrance, following a report by the MHRA.
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FIVE TIPS TO BOOST YOUR SKINCARE SALES
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"If you're based in an area with a large young population, it is likely there will be a demand for acne and eczema creams, so make sure you have a varied range in stock." |
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"Stock a select number of brands based on your pharmacy's volume sales and market trends, but with plenty of products in each range." |
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"Encourage customers to give feedback on their experience of using products, and pass on that information to boost sales." |
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"Sometimes customers don't know what type of skincare products they should purchase, so pharmacists need to advise them on the most appropriate treatments and how to get the most out of them." |
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"Educating counter staff to be able to identify and recommend treatments for common skin problems can increase loyalty and drive sales." Emma Charlesworth, communications manager, Numark |
FACTS & FIGURES
£1.21bn
Total value of skincare market
37.5 million people in Great Britain purchased a skincare product at least once in the past year. Though this is slightly more than the year before, there has been a 2 per cent decrease in the value of the market, as shoppers have spent less.
4%
Decline in pharmacy share
Supermarkets have done better in hand and lip preparations but pharmacists outperform in baby skincare and general purpose. Facial moisturisers, including anti-ageing, have a much larger share in pharmacies – this is an area where choice and expert advice is an advantage.
14%
Decline in own label sales
Own label is driving the decline in skincare, which is in turn driven by the poor performance of own label in the top two retailers, Boots and Tesco.
Data provided by Kantar Worldpanel (value sales,
52 weeks to March 17, 2013); analysis by Tim Nancholas, strategic insight director, Kantar Worldpanel
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CASE STUDY
Over the past year, our pharmacy has focused on skincare training, prompted by two staff who have a keen interest in this category.
Staff have done training on the skincare brands we stock. We've downloaded training packs from websites such as Johnson & Johnson, which has modules on different types of skin, such as babycare and ageing skin. We've found this an effective way of training, as the information is Staff with a special interest in skincare now feel more confident about asking customers specific questions about skin conditions and recommending appropriate remedies, and they share their knowledge with other members of the pharmacy team. I feel more confident in their ability to offer skincare advice and they no longer need my immediate input when customers come to us with skincare queries. Skincare is a massive part of our business, and the expert service we offer has helped encourage customer loyalty. They now return to us for advice, not only about this category but for other healthcare issues. |
Elen Jones, pharmacy manager, the Co-operative Pharmacy, Gilfach Goch, south Wales
