By Patrick Avenell
One of the biggest categories in the personal care market is dental hygiene appliances. Although not as visible as haircare products in the pre-Mother’s Day market, dental care products are proven sellers, generating $26.5 million in value during 2011.
One company taking a sizable chunk of those sales is Philips, which launched its Sonicare range of electric toothbrushes just before Christmas last year. To assist retailers in closing the sale, Philips senior manager, health and wellness, Muir Keir, engaged merchandising agency Driving Edge to set up kiosks in malls to demonstrate these toothbrushes in action.
Keir told Current.com.au that he was impressed by the results.
“The kiosks were a way to reinforce our messaging within the critical last three feet of the shopping environment,” Keir said. “We're still waiting for full results from our retail partners but we've heard some good stories and the initial feedback is very positive.
“I can confidently say that as a result of using the kiosks we definitely saw an uplift in sales.”
These kiosks were placed in 10 major shopping centres, all of which contained at least one authorised Philips reseller.
“The Kiosks were also equipped with display units carrying two full ranges of the Sonicare products.
“Staff demonstrated the products, handed out literature, discussed the merits of the toothbrushes and offered trials.”
The Sonicare toothbrush range is between RRP $89 and $229.
For all the details on personal care products for Mother’s Day, check out the bumper Mother’s Day Feature in the March issue of Appliance Retailer.