We take a look at how retailers are becoming increasingly imaginative in executing seasonal within the health and beauty category.
M&S’ Beauty Box: providing value on summer essentials
The new beauty box is available to purchase for £15 when spending £40 or more on Clothing, Beauty and Homeware.
The content of the box is worth a total of £135 and includes a range of both full size and sample size items ranging from skincare and haircare to pillow sprays and make up.
Sample size products will offer convenience to holiday shoppers.
The strategy is a great way of offering value and providing excitement for customers, whilst building M&S's reputation in the beauty category.
The box is available both in-store and online and includes several M&S private label products. This is a strategic way to encourage shoppers to try new products and incentivise repeat purchases.
Source: IGD store visit
Asos’ Holiday Countdown Calendar: creating shopper excitement
Online-only operator asos has introduced a holiday countdown calendar containing twelve branded health and beauty products including skincare, make-up and haircare items.
The advent-calendar style strategy maintains engagement with shoppers across the twelve days.
It is also a fun method of generating shopper excitement in the lead up to their holiday.
The calendar is available to purchase on the asos website under the ‘Face + Body’ genderless range.
Superdrug's Love Island tie up: creating differentiation with exclusive ranges
Beauty specialist Superdrug has partnered with the ITV reality show Love Island for the fourth consecutive year.
The retailer has launched a new and exclusive range of products inspired by the show, including branded and private label products.
Results from the campaign have been very positive, ITV media reported 200,000 visits online after each show.
Superdrug is also using its social media platforms to engage with Love Island fans, running a competition via Instagram which offers viewers the chance to win tickets to the Love Island final.
This is a great way for Superdrug to differentiate itself with an exclusive range of on-trend cosmetics, tailored to its younger target audience.
Source: Superdrug Instagram
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