Women’s Wear Daily
04.17.2014
beauty-features
beauty-features

A New Face: Rite Aid Reformats to Pump Up Beauty Sales

After examining beauty sales trends for the past seven years, Rite Aid category manager Judy Wray felt it was time for a new approach.

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Other changes on the wall include a new Cover Girl fixture. Since the products are now uncarded, the presentation requires less space. The additional space cleared footage for a new cosmetics bag department on the peg wall.

L'Oréal and Maybelline footage remains the same. However, more stores will be set up with Maybelline's Urban wall — a hip, upscale look designed to appeal to fashion-forward shoppers. Neutrogena also has new racks and Almay has exclusive graphics. Prestige Cosmetics is being moved to a more visible location. To better serve women of color, Rite Aid expanded the space for Black Radiance, Black Opal and Tropez.

Thanks to coordination with vendors and the hard work of the Rite Aid team, Wray said the reset of 3,400-plus stores has come off virtually "without a hitch." While stores were being reset, Rite Aid ensured new items were tagged with special new product signs so shoppers could quickly find hot launches. She expects there will be some shaking out of sales gains at first, but that as the new looks get clicking on all cylinders, Rite Aid will continue to outpace competitors in sales gains.

Concluded Wray, "Rite Aid has maintained a higher increase in beauty sales versus other drug chains and this new reset will help us continue and exceed that leadership."
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