How Do You Overcome Retailer Skepticism for Children's Personal Care Products?

The Problem
A large licensing company with children's personal care products knew that girls started using beauty products at the age of six, but experience cautioned that retailers would be skeptical. The company needed to build a strategy to overcome skepticism and ensure buy-in.

The Approach
WSL Strategic Retail interviewed retail executives (from our Retail Executive Panel) to understand their resistance to a beauty department for girls aged six to nine. During each interview an initial negative response was successfully shifted to a "what if" realm of possibilities that allowed for a new target audience.

The Result
We prepared the client with responses to overcome the objections of each retailer. The strategy and approach was well accepted by the targeted retail accounts. It ultimately led to a highly successful retail launch.