Physicians Formula Boosts Organic Wear at Walmart

Patrycja Malinowska
Associate Director - Content, P2PI
Patrycja Malinowska profile picture

Physicians Formula negotiated a dedicated endcap for its Organic Wear cosmetics line in Walmart’s beauty department while launching a spinoff Organic Wear skin care lineup exclusively at the mass merchant.

The Organic Wear skin care products are merchandised within Physicians Formula’s in-line set in Walmart’s cosmetics aisle. An aisle violator touts the items as “only at Walmart” while also boasting of their natural, organic, sustainable and cruelty-free ingredients such as organic chamomile ("replenishes radiance"), organic jojoba oil ("moisturizes & conditions") and organic aloe vera ("nourishes & soothes").

The latest Organic Wear cosmetics lineup commands the aisle’s entire endcap with a dressing kit that includes a full backer card as well as custom shelving and peg hooks merchandising items including liquid eyeliner, brow shaping gel, bronzer, highlighter, blush and lipstick. Signs positioned above each product type tout ingredients similar to those previously mentioned and showcase color swatches.

The endcap display and in-line violator employ the light sage color that differentiates Organic Wear SKUs from Physicians Formula’s other product lines, as well as bold floral imagery.