'Tis the season for the old standbys; few specialty items make the holiday cut

Drug Store News,  Jan 6, 1992  

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'Tis the season for the old standbys; few specialty items make the holiday cut

It's traditional holiday season in 1991 for personal appliances. No more hair crimpers and other fad items. Rather, merchants are sticking to improved basics while rounding out assortments with a few special items.

"We were inundated by new items a few years ago, now we're back to basics," said Gene Bailey, director of marketing, RxPlus. Bailey is limiting his selection of blow dryers to three Conair SKUs from $9.99 to $16.99. Electric razors from Remington and Norelco and curling irons in three sizes will make up the rest of the core category in Bailey's 4-to-8-foot section.

No new 'dos

"In terms of hair care, what makes this category grow is changes in styling and there haven't been many in the last few years," said Mark Tow, buyer for Indianapolis-based Hook Drugs.

Products improvements are driving the category now. "Automatic shut-off curling irons are the major innovation for that product in the last two years," said Tow, who carries 15 SKUs of curling irons and 12 models of dryers in his nine-foot section. He said he has cut back on curling sets but is still selling diffusers.

The catch is that the automatic turn-off feature pushes the price up and low end products sell best at many chains. "We do best with irons under $10," said Chuck Gautreaux, buyer at K&B.

Salon influence reigns

"The cool shot products are the latest in blow dryers," said Tow.

The cold shot feature allows consumers to "freeze" their hair with a blast of cold air after styling. "Salons had been using the technique for a few years. The feature was introduced to the mass market about three years ago," said Barb Watenpool, buyer at Liverpool, New York-based Fay's Drug Stores.

With an eye on salon influences, Conair recently introduced three dryers with 1,600 watt power - wattage previously only available at salons - and is calling the products the Euro Collection. Windmere has also introduced Euro Design shapes and colors in greater power.

Electric razors traditionally have strong movement during the holiday season. The news this season is models which offer the option of a wet or dry shave. And, while customers shy away from other highticket personal care appliances, razors remain a popular gift despite the price.

The Panasonic wet-and-dry product is expected to perform well at Fay's, although Watenpool acknowledges: "Whoever advertises the most does the best."

David Halle, senior buyer at Revco, said that the Remington's wet/dry model, which retails for $40, generates the most sales at that chain.

"Norelco razors do best and Remington sells OK," said Hook's Tow. Although price points vary at Hook from $29 to $69, Tow said he sells as many at the high end as he does of the less expensive models. "Forty percent of our razors are sold during the holiday season," he said.

Many retailers who usually display the costlier razors in glass cases to limit shrinkage during the year are likely to move some models to endcaps during the holiday season.

Ads and promos

Bailey will display personal appliances from his 4-to-8-foot permanent section on an endcap at the front of the store in December. Although he runs ads for these products once a month year-round, Bailey plans to step up advertising during the holidays.

Hook promotes Conair products 12 times a year; Vidal Sassoon products nine times a year; and the chain's controlled label product, manufactured by Conair, promotes about five times a year.

Windmere dryers get the heaviest promotion from Harco since the brand sells the best at the chain. Buyer Gil Kidd will promote dryers retailing from $10 to $30 during the holiday season.

"Windmere blowers sell best because the company is so aggressive," said Kidd. Kidd plans to be aggressive himself. "Our exposure for the category will double around the holidays," he said.

Specialty items

Some specialty items will be added to the mix for the holiday season. "We're seeing some movement on the Conair facial sauna," said Revco's Halle. "The product is reasonably priced at $25 and offers a special bonus pack of Neutrogena products with the sauna so customers perceive the product as a good value."

Shower massages have been strong as well, according to Bob Douglas, vp for personal and health care products, Sunbeam Home Comfort Division. Sunbeam offers seven SKUs in regular and heat massagers.

Harco's Kidd will add electric make-up mirrors to his mix for the holiday season. "Our peak business for personal appliances is done in the fourth quarter," he said.

Although retailers say the products yield a good margin year-round - Harco's Kidd estimates his year-round margins for the category at 30 percent - prices have to be more competitive during the holdiday season. "This time of year, these products are more traffic builders than money makers," said Watenpool of Fay's.

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