August 8, 2007

Irrelevance on the shelves

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?