Next week marks one year since Musab Balbale took the reins as vice president of beauty at Walmart.
“Walmart has long held consumer trust on delivering convenience and access and value, especially on replenishment products,” Balbale said. “We see an opportunity to deepen the relationship with our customers by delighting her with the unexpected. If we can evoke a curiosity of what’s new, we can make Walmart a destination for beauty.”
To attract customers to the beauty aisles, Balbale and his team have been adding new brands at a blistering pace — 40 thus far this year. “There is excitement and energy in the beauty category,” he said, “and by showcasing what is new and unique, we can bring the frequency that is coming into our total box into the beauty aisle and change the sentiments that consumers have about what they expect — not just convenience, value and access, but also newness, excitement and trend.
“We are more engaged and intentional when it comes to showcasing our smaller brands,” Balbale said. “We’re building out marketing programs together to amplify each other’s voices to extend the marketing spend and reach.” In terms of what the brands need to have to catch the eyes of the team? First and foremost, a “crisp proposition, in terms of product and personality,” Balbale said. “Is this a brand that stands on its own? Can you imagine it on a T-shirt?”
“The goal for us is balance. Great heritage brands like Maybelline, L’Oréal and CeraVe have market share and significance, because they continue to innovate and meet consumer expectations,” he said. “The challenge is to build a balanced offering for consumers that houses the trusted heritage brands in a way that is increasingly simple for consumers to find, while also creating space for newness.”And therein lies the rub.
“As we think about the modular structure in our aisles, we are exploring how to create discovery zones — essentially boxes that show what is trending or what is new or what is different in a way that is much faster. Walmart’s evolving approach comes at a moment of great change for the beauty industry overall. The competitive landscape has shifted dramatically as a result of the pandemic, with e-commerce expected to continue its acceleration, distribution and price points becoming increasingly democratized and overall category expanding into areas like sexual health and feminine care as consumer clamor for self care.
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