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What’s your advice to retail pharmacy assistants when it comes to working with customers around different cosmetic ranges that can be found in retail pharmacy? How can they ensure that the cosmetics aisle is really outstanding within the pharmacy? The skin care landscape is ever evolving and increasingly reliant on changing demands and shifting consumer concerns. G&M Cosmetics is trying to meet the needs of different customer segments offering various product ranges in different channels.
The retail pharmacy assistant will have more sales success by understanding their customers and linking this with product knowledge so as best to offer advice on the different skin care options.
Our ranges for pharmacy are as follows:
G&M Cosmetics Dr V range, specifically developed for sensitive and problem skin to soothe, restore and provide
a natural and delicate solution for bathing and moisturising.
All Dr V products are made from natural, botanical and plant- based ingredients and are free from petrochemicals, parabens, formaldehydes, sulphates, phthalates, synthetic fragrances and artificial colouring.
The Australian Creams MK II series is a sophisticated range
of the Australian Creams with superior formulations enhanced with sunflower and sweet almond oils. The range is paraben and mineral-oil free.
Our new Australian Creams Kakadu Plum Collection: Australian Kakadu plum is the world’s richest source of the most stable natural vitamin C, which means it holds its nutrient value for much longer. Vitamin C is essential for brightening, whitening [and achieving] glowing skin. It helps to firm skin, fade dark spots and acne scarring, and improves the way skin responds
to UV light. Vitamin C aids wrinkle reduction, increases collagen
synthesis, aids the reduction of hyperpigmentation, resulting in the enhancement of skin brightness, radiance, and luminosity, as it naturally lightens the complexion and improves elasticity of the skin.
P’URE Papayacare range is vegan, registered and approved. The range is certified COSMOS Natural. The range features water-free ointments and oil-based products that are 100 per cent natural and active. We source a papaya whole-fruit extract including the skin and seeds, which contain unique enzymes (papain). The range doesn’t contain petroleum or mineral oils.
What’s your advice to retail pharmacy assistants who may want to specialise in the cosmetics space within retail pharmacy?
Skin care consumers are increasingly aware of ingredients and are attracted towards more natural, organic and vegan friendly product options. Pharmacy customers are usually seeking higher- level, educated product advice – they’re discerning customers who are impressed by more natural quality ingredients.
There’s been a marked shift in the retailing of skin care
in Australia in recent years, and social media is playing an important role in this process. Pharmacies need to be involved in social media and interact with their customers and local community. Traditionally, our core target market has been women (around 50-plus years of age) buying for themselves and their families. Recently we’ve seen a surge in a younger, peer- influenced demographic (women aged 25-35) seeking out and purchasing more clean, green organic skin care and makeup.
As with all categories, the retail pharmacy assistant needs to have a clear and in-depth understanding of their customer, matched by an in-depth product knowledge, and also know what’s popular and on trend in the skin care market.
6 MINUTES WITH ... 29
RETAIL PHARMACY ASSISTANTS • JUL 2020