护肤品零售可见性报告 Skin Care Retail Visibility Report.ppt

Skin CareRetail Visibility Report*November 7,2020 December 21,2020Cerave and Cetaphil are growingtogether and this growth could soonaccelerateCerave and Cetaphil are the two brands in the Skin Care category with the strongest positive correlation intheir week-to-week performance.The overall visibility for these two brands is also sloping upwards.Cerave&Cetaphil The brands have a similar creative look-and-feeland jointly create an impactful white brand blockwith strong contrast against their respectivegreen and blue logos In many cases,the white brand block is built upeven further by brands like Spectro,Eucerin,and private label as well as a longer tail ofsmaller brands like Gold Bond,Nizoral andBenzagel that use white to reinforce their brandpositioning as clinical products*Photo taken at Jean Coutu on 1116 Mountain Road in Moncton,NewBrunswick on December 19,2020Here are some examples of Cerave and Cetaphil adjacent to one another in the mainsection of the Skin Care category across 6 different retailers this monthCetaphil and Cerave also share similar display strategies,concentrating investment with Walmart,Rexall,and RCSS.There is an opportunity for both brands to grow their display presence at other major retailers.Examples of Cetaphil displaysCetaphil is reaching the tipping point of fly-wheeling from a challenger brand to a top competitor The chart below shows each brands share of display vs.their share of the main section.It reveals the critical mass(marked by the redline)that a brand in the Skin Care category needs to achieve in the main section before retailers start providing that brand with materialout-of-section display support.Cetaphil seems to be nearing the cusp.If the brand continues to gain visibility in the main section,we can expect to see more retailersupport for its promotional displays,driving accelerated growth and propelling the brand closer to brands like Garnier,Biore,and Nivea.Given the strong positive correlation Cetaphil has with Cerave,the latter would likely also benefit from faster growth in this scenario.The future will largely be shaped by near-term category management recommendations and the extent to which they favour Cetaphil vs.the categorys major players or other smaller brands in the category.Cetaphils growth is having a negative effect on Neutrogenas share of category visibility while Aveenoseems be less impacted by the brand.One reason this might be happening is that private label utilizes a checkerboarding strategy with Aveenowhich has the effect of increasing the Aveeno brand block,potentially shielding it from the white blockjointly created by Eucerin,Cetaphil,and Cerave.Some examples of Aveeno and private label adjacent to one another in the main section ofthe Skin Care category across 6 different retailers this monthHowever,competing with private label has the disadvantage of sometimes experiencing confrontationalcompetitive activity.In the last 6 weeks,private label was more aggressive in targeting Aveeno acrossmajor Drug retailers vs.the Grocery and Mass channels.Additional InsightsCostco was the only retailer to providematerial support for Elizabeth ArdenExample of Elizabeth Ardenpallet at Costco The brands prominent display was a white palletwith a simple design placed adjacent to Olay,LOreal,and Neutrogena In addition to Elizabeth Arden,Costco alsoprovided increased support for smaller brandslike Bio-Oil,Boscia,and The Face ShopMarketers can capture more shopperattention in the Skin Care category byproperly using faces in their displaycreativeShopper Heatmaps1-3 seconds.Thats about all the time you getwin a shoppers attention or get lost in theshuffle.Heatmaps on Shelfgram let you toggle aphoto overlay that predicts just that using thelatest in artificial intelligence!Skin Care Insights Faces tend to attract a lot of attention whichweve observed across a number of displaysin this category and other categories.When designing displays,marketers mightwant to consider placing their logo near theface like Aveeno or having strong contrastlike Kirkland so that the initial attention fromthe face haloes back to the brand.LOreals Walmart displaywas effective at capturingcompetitive shopperattention This month,we noticed an effective tactic byLOreal at Walmart where the brand included afront-facing model along the side of a display.This had the effect of redirecting shopper attentionaway from the competition on the other side of the4-way display due to the prominence of the face inthe creative.Brands might also want to employ this strategy toattract shoppers that are browsing adjacent aislesto an endcap display.Aveeno and Olay are market leadersbut still have strong growth potential bypatching execution gapsAveeno and Olay haveachieved similar resultsby investing in differentstrategiesThere is an opportunity for each brandto pull ahead by patching theirexecution gapsFor Aveeno,the key is to get somedisplay support at Brunet and AtlanticSupertore and increase share ofdisplay at Lawtons Drugs and RCSSFor Olay,the key is to get displaysupport at Uniprix,Lawtons Drugs,and Brunet and increase the brandsshare of the main section at LoblawsBrands can achieve incremental displaythrough a multi-category portfolio or byover-investing in individual retailerrelationshipsDove,Marcelle,and Burt s Bees all benefitted from a disproportioned share of display relative to their share of themain section.In fact,these three brands had the lowest share of the main section in the category.Although a relatively small player in facial skin care,Dove achieved high display visibility in this category througha portfolio strategy leveraging the brands displays in the bodywash and hair care categories.For Burt s Bees and Marcelle,it was heavy investment at Shoppers Drug Mart and at Jean Coutu respectively.Book a demo to learn moreBy investing in Retail Pipelines,you can track the top winners and losers each week,get recommendations onexecution gaps to close,learn which details your best-or worst-performing stores have in common,andrapidly shape category strategies to unlock future growth in your business.