Edgewell Personal Care
DELIVERING SUN CARE CATEGORY GROWTH FOR WALGREENS
With sun care HH penetration stagnant for over a decade, Edgewell decided to take a proactive stance. It was time to reimagine how consumers / shoppers perceive their sunscreen brand in a cluttered category with a lack of emotion and education.
Shoppers prep in advance for their outdoor fun, but sun care is an afterthought unless it’s a day at the beach.
Most consumers knew a lot about exercise and that sunscreen was important, but they didn’t know when to use it, how much to apply, or how often.
Tap into early season outdoor activities (Running/Walking) to create sun care relevancy, while delivering simplified navigation and education digitally and at shelf.
FOR WALGREENS, WE FOCUSED ON ACTIVE RUNNERS & WALKERS
Reached through a range of programmatic media options
Driving Shopper consideration with context
We layered Shopper Media for a custom plan for our must-win customer, Walgreens, across healthy lifestyle sites, popular running sites and blogs pull consumers into our program, linking them to our Run More. Burn Less. microsite.
In-app partnership with MapMyFitness and Runkeeper delivered localized education, allowed shoppers to personalize product selection based on skin type and planned activity, and drove to our Walgreens Shopper offer on the microsite.
If it was 75 & and sunny in FL, CA, AZ and Midwest/New England come June, runners got our weather targeted media when they traveled within 5 miles of a Walgreens store. Mirrored on Walgreens.com and through their social posts, sun care started to become top of mind for outdoor activities as the weather turned.
In store, our 1-2-3 education device informed at the shelf while interactive screens guided shoppers through personalized inputs that highlighted the best product mix for their outdoor activities, skin type, length of time outside, and who would be with them.
As overlays to the category redesign, specific Walgreens vehicles showcased just Banana Boat and Hawaiian Tropic brand messaging. Across Walgreens.com and entry signage, Banana Boat was positioned as the all-family favorite to cover 7 types of protection, while Hawaiian Tropic dialed up the beauty and sensory benefits….each with incremental display beside personal care.
LOVE YOUR SUN SCENE RESULTS
RETURN ON INVESTMENT
Increase in sun care category sales vs prior year
Increase in Edgewell (Banana Boat/Hawaiian Tropic) sales vs last year
Non-holiday week growth vs. holiday week growth for focus retailers
Increased dollars per trip for focus retailers
RETURN ON ENGAGEMENT
Of shoppers became more confident in their sun care routines
Of shoppers are more aware they should be wearing sunscreen
Are more likely to buy sunscreen specifically for running/walking activities
Click-thru rate vs .25% benchmark
RETURN ON RELATIONSHIP
Love Your Sun Scene grew the total category while Hawaiian Tropic & Banana Boat saw dramatic sales lifts at Walgreens
Edgewell was able to cultivate a deeper relationship with Walgreens stakeholders, becoming the go-to partner for the sun care category
at Walgreens vs mass
was awarded in 75% of Walgreens stores in season