From head to toe: The fusion of wellness and beauty sets mass market retailers up for success in 2022
Pandemic-fueled interest in healthier living is boosting sales of self-care products, especially skin care, foot care and bath items. Layering onto that, the availability of vaccines, allowing people to return to work and social activities, is providing a much-needed boost to the makeup segment.
Retailers are ready.
“The additional foot traffic from people getting vaccinations gives us a chance to show off strides we have made in our stores,” said Erik Keptner, Rite Aid’s chief merchandising and marketing officer. Rite Aid invested heavily in elevating its beauty assortment to focus on wellness and clean brands.
Lauren Brindley, group vice president for beauty and personal care at Walgreens, agreed that customers are seeing the range of innovation that has been added to the drug store mix. “It is a great time to be in beauty.”
[Read More: Beauty bounce: Work-from-home trends help propel skin care products]