As long as I'm advising a leading Spanish company in beauty and personal care, I'm really interested in analyzing what happens in the stores. And how companies try to avoid irrelevance on the shelves -actually, they are packed of similar products, with similar prices, with similar features and are oriented to similar consumers.
This is what a saw a few days ago in a central Boston
CVS/Pharmacy Store:
There is little differentiation. At least, the differentiation that a consumer can perceive. Therefore, brands need to attack consumers like this
Garnier free tester display (see picture below):
And the question that arises is
what's next?
What they want, because there are a lot of products of Personal and beauty care, so they need to get de difference, and the picture is one way.
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