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Merchandising Strategies: Beauty & Personal Care

Blog / November 9, 2021
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The biggest opportunities for beauty and personal care companies is developing products with attributes that aligned with shoppers’ needs–personalized, inclusive, and clean. Opportunities like building a sustainable packaging strategy in the circular economy and investing in beauty technology also fills this industry with opportunities for emerging and established brands.

While online shopping increased over the past year, brick-and-mortar still played an important role for cosmetics and skin care products. This was especially true for Baby Boomers and Gen-Xers who like to browse and buy in stores.

To succeed in the new normal, beauty brands and retailers must blur physical retail with digital experiences to engage consumers in a post-pandemic world. Beauty is no longer sold in distinct channels. There are intertwining tools that can work to enable a more personalized, engaging, and interactive experience.

Vanguard Companies can provide options (via packaging, signage, displays) to help brands and retailers with their omni-channel efforts, bridging the in-store and online experiences. Perhaps incorporating beacon technology, QR codes, or other technologies or techniques into displays and/or signage.

When consumers are browsing, they do not always check labels, but they want to know ingredients in the products are listed on the packaging, are safe to use, and are monitored by the FDA. Customers also want to have transparency and trust with companies with whom they do business. Brands can ease shoppers’ minds by carrying over this messaging to the POP displays and packaging.

Trying and testing out products, is a hallmark of the beauty experience and a major factor in the consumer purchasing decision. Vanguard Companies can help brands and retailers develop pre-packaged, cross merchandised product solutions to make shopping and merchandising simple.

Looking ahead, with the decline in mall traffic, beauty companies look to travel retail as a potential high sector of growth. By increasing their footprint in airports, personal care and beauty brands can access consumers when they may have time to test new styles. Lots of opportunity here for innovation, informative POP displays and packaging for coming year.

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