Progressive Grocer - June 2018 - 171

NONFOODS

Health, Beauty & Wellness

"It's all about balance," observes Yoch. "Some categories are becoming highly
fragmented by a proliferation of brands in a newer segment such as beard
wax. Retailers should be putting in fewer, more productive players rather than
cluttering the shelf and then delisting the segment a year later because all of
the items are underperforming from splitting the volume."
According to Geoff Ice, brand manager for Franklin, Tenn.-based Olivina
Men, the brand entered the category when there were few players in that
space. "We wanted to focus on ingredients, so we developed a premium body
care line that met Whole Foods' premium body care standards," he recounts.
What began with a basic body wash, soap, shaving cream and fragrance
has since been expanded to encompass skin care, including moisturizer, scrub
and facial wipes. In addition to Whole Foods Market, Wegmans Food Markets,
Meijer and Harris Teeter now carry the brand.
"More specialty grocery stores are adding the line," observes Ice. "Their
customers are willing to pay a premium for specialty foods, and the same thing
can be said for the personal care aisle. If someone is buying organic product,
they are likely to buy organic beard oil."
Giant Eagle and Wegmans are two chains that Yoch says have expanded
the space they dedicate to the category. "Men will be buying new grooming offerings somewhere, and smart retailers will be flexible to provide the
opportunity for men to stay in store," he notes. "We see a lot of guys trading up
in store to something their friends may have posted about on Facebook, like
Van Der Hagen shave butter, which is a huge win for the retailer, not just for
that transaction, but for retaining him for other purchases such as ready-to-eat
meals. These chains are thinking strategically and financially beyond just men's
grooming, considering the total long-term value of that consumer at store level."
Wegmans, which carries Olivina, Duke Cannon Supply Co., Bulldog, Every
Man Jack, Van Der Hagen and Beard Guyz, as well as men's lines from Neutrogena and Nivea, positions the premium lines at eye level, raising the profile
of the category.
In addition to Olivina Men, Harris Teeter stocks men's grooming products from
specialty lines Shea Moisture, American Crew and Burt's Bees, and recently included Neutrogena men's products in a promotion that offered a $3 savings with
the purchase of two of the brand's products. The chain also recently featured a
number of grooming products from Bulldog, including beard oil, moisturizer and
face wash, on a VIC savings end cap promotion in the front aisle.

cent in 2017, according to Jeff Bovee, senior
product manager at Sterling, Ill.-based Wahl
Clipper Corp.: "Chains like Kroger and Publix
have been increasing their selections of
beard trimmers and showing strong growth."
Wahl recently introduced a Lithium Ion
Vacuum Trimmer and Lithium Ion Aqua Blade,
both designed with easy cleaning in mind.
Wahl research has found that consumers
dislike cleaning up whiskers left behind after
a trim, so the company's newest products
capture 99 percent of beard trimmings.
Trimmers and shavers from Wahl, Norelco and Braun, with retail prices ranging
from $11.99 to $39.99, are included in Wegmans' men's grooming department. The
chain also offers products for men looking
for an elevated shaving experience, such
as a Van Der Hagen branded shave set that
retails for $27.99.
Van Der Hagen recently introduced a
Self-Heating Shave Cream that softens
stubble and reduces razor burn with a
product that heats with water, as well as a
Cooling Shave Gel that imparts an invigorating chill. Additionally, under its Beard
Guyz brand, Universal Beauty Products
recently launched Beard Guyz Style Stick,
Styling Foam and Moustache Wax.

The Pros and Cons of Beards

According to Cliff Harding, buyer for Homeland, an 85-unit chain based in
Oklahoma City, Okla., the chain added beard oil to its mix and has seen
good results. While Homeland hasn't extended the space it devotes to
men's grooming products, Harding says that new products would be a way
to offset declining razor sales, which "have fallen off," he points out, as
more consumers look to less expensive online options.
Razor dollar sales dipped 4.4 percent for the 52 weeks ending March 28,
2018, according to multioutlet data from Chicago-based IRI. Blade dollar sales
were down 7.7 percent for the same period, and razors have become extremely
promotionally sensitive. Last year, Boston-based Gillette slashed prices on razors
by up to 20 percent in an effort to win back customers from online subscription
service competitors, which have significantly eroded the brand's market share.
At Harris Teeter, Gillette 3, promoted as a "high-performance, low-price" razor,
had prominent placement on shelf, and other Gillette products were promoted
heavily with the chain's VIC savings card.
While the razor category has also undoubtedly been affected by the popularity
of beards, consumers' attention to maintaining their facial hair has been a boon
for beard trimmers. The category has been growing rapidly, with sales up 27 perPROGRESSIVE GROCER June 2018

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