Shoppers broadens its range with Function of Beauty » strategy

Shoppers Drug Mart, as half of the retailer’s continued growth into purpose-led manufacturers, is bringing New York-based haircare model Function of Beauty north.
The made-to-order model’s choices embrace 18 totally different SKUs designed for a number of hair varieties. They will probably be out there at 1,000 Shoppers Drug Mart areas, 147 Pharmaprix shops in Quebec and on-line. The launch is being promoted by way of a big TikTok marketing campaign, in addition to particular affords by way of the PC Optimum loyalty program.
“We are devoted to curating the very best of magnificence as a retailer, and to us meaning carrying a large range of merchandise tailor-made to satisfy the wants of our clients,” says Kelly Jessop, SVP of merchandising at Shoppers Drug Mart.
As a trusted magnificence vacation spot, Jessop says the retailer continues to develop its magnificence choices with function, introducing “new, considerate magnificence traces” and BIPOC-owned manufacturers. Function of Beauty’s shampoo and conditioner bottles are wholly recyclable and manufactured with 100% recycled plastic, and two of Function of Beauty’s three founders are BIPOC.
Function of Beauty’s “placing you in cost” empowerment positioning, is one thing Shoppers tapped into this spring as effectively, with its “All About You” YouTube marketing campaign, a Cityline Shoppers Drug Mart team-up with influencer Tracy P.
The retailer additionally expanded its personal magnificence choices this summer time with a non-public label vegan Quo magnificence assortment, which additionally had a greater for the planet packaging innovation.

Meghan Nameth, SVP of advertising and marketing at father or mother firm Loblaw, says it needs its clients to be the primary to learn about what’s new, often kicking issues off with saying on its model social channels and emailing its subscriber base on to announce a giant launch like Function of Beauty, and that’s is all the time exploring new methods to have interaction with its demo.
It is leaning into TikTok Live braodcasts with Emira D’Spain, a content material creator recognized for Get Ready with Me (GRWM) movies, who made information as the primary Black transgender mannequin to work with Victoria’s Secret.
Shoppers is internet hosting two extra stay occasions with particular visitor appearances tonight and subsequent week.

“Currently we’ve got our Shoppers Beauty+ Event going down, our greatest magnificence occasion of the yr,” Nameth says, including that this can be a time for Shoppers to reward its clients as they store 2,000 new magnificence merchandise and present favourites.
The occasion messaging highlights exclusives like Kylie and Florence By Mills, in addition to Shoppers’ Thoughtful Choices manufacturers, the retailer’s curated private care program to facilitate buying consciously.
According to Nameth, the large-scale marketing campaign is an instance of the way it’s highlighting its new manufacturers, impactful advertising and marketing inventive, progressive social content material and in-store occasions are all geared to encourage clients to find the newest magnificence arrivals.
Loblaw Agency, Loblaw Media and Dentsu are the related marketing campaign companies, LexPR is the supporting PR company.

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