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Education & packaging sell footcare.

Publication: Retail Merchandiser
Publication Date: 01-JUL-04
Format: Online - approximately 730 words
Delivery: Immediate Online Access

Article Excerpt
Marketing topical footcare products in drug chains is a lot different than convincing people they need whiter teeth or longer-lasting lipstick. It is about seeking out and finding those consumers who truly need the products; namely, those who suffer the indignation of yellow toe nails or cracked callused heels.

A packaging photo of an afflicted foot is worth a thousand words when it comes to encouraging consumers to purchase footcare products off the shelf. "Manufacturers' packaging really helps the most in selling this category," says the footcare buyer for a major drug chain. "People identify with this. They look at the before and after pictures on the packaging--a...

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