Dm prepares to launch a new private label range, in-store merchandising an online platform all designed to target men.
Targeting men with new zone and product range
Dm will launch new areas in stores dedicated to male health and beauty in 1,950 of its branches.
Space and execution of this will vary by location, but will feature differentiated shelf design, helping male shoppers locate and shop the offer in-store.
Dm’s new private label line ‘powered by dm’ will feature in the dedicated area. The new premium range offers 21 products including shampoos, shower gels and deodorant, all designed for men.
Product packaging is also made from up to 95% recyclable material, aligning with the retailer’s wider commitments on sustainability.
Online and in-store initiative
At the same time as the new in-store initiatives, Dm will also launch a new male-focused online platform, SEINZ.COM. Products on sale will include the new private label range, as well as other popular brands for men's personal care, styling and shaving.
The platform will also include inspiration and information on men’s care, covering topics such as whitening, shaving and styling.
Christoph Werner, managing director responsible for marketing and procurement, commented on the new concept, “Men are also much more concerned with care and beauty today. In order to meet the wishes and expectations of our male customers even better, there is now HIS. at dm.”
Want to know more?
Retail Analysis subscribers can read and download our latest insight on drugstores here.