Walmart is continuing to team with partners that can diversify and specialize its personal care product assortment with exclusive brand launches, most recently introducing two specialized hair care brands.
The mass merchant in January tapped YouTube influencer Mindy McKnight to exclusively launch Hairitage, a line of plant-based solutions for diverse hair care needs. Inspired by the styling techniques McKnight perfected on her diverse family and as proprietor of the popular Cute Girls Hairstyles YouTube channel, the 16-product collection aims to be inclusive of all hair types and spans shampoos, conditioners, leave-in conditioners, styling products, a hair mask, a hair rinse and a hair oil. Several of the products skew toward textured hair, and all are color-safe, vegan, cruelty-free and free of harmful ingredients. McKnight worked with Maesa Group, known as a global provider of beauty brand incubation and strategic outsourcing, to launch the collection.
The lineup rolled out to all stores and walmart.com. It earned secondary merchandising space in some 1,700 locations for a dedicated endcap display in the beauty department. The signage kit creates the illusion of a spa environment with a herringbone-tile patterned background and wood-grain patterned base topped with trendy succulents and folded white towels.
The display is crafted in neutral tones to complement the pastel packaging of the color-coded SKUs. Complementary shelf strips identify items that “clean & condition,” “style,” “hydrate” and “restore,” while text on the endcap background touts the products as “new for you and your family’s diverse hair needs” and presents the SKUs as “crafted with safe & naturally derived ingredients.” A round reflective surface imitating a bathroom mirror adds a fun touch to the vignette. The display was spotted with custom shelving in one store, while another instead employed Walmart’s usual shelves, obscuring some of the creative elements. (See Related Images at right.)
A dedicated e-commerce shop corrals the products within walmart.com, touting that everything is priced at $7.94. The shop enables browsing by the same categories identified on the in-store display as well as by hair types: straight, wavy, curly and coily. The destination also offers a video showing McKnight’s family styling their hair with the products. McKnight additionally operates social media accounts for the brand.
Meanwhile, display ads running on the shop pages tout another new specialty hair care brand that is also exclusive to Walmart: Procter & Gamble’s Rooted Rituals, which offers products focused specifically on scalp care. The ads link to a brand showcase that lets visitors browse by products that cleanse, condition or treat, while also offering directions and touting the benefits of specific product ingredients. The SKUs include a clarifying shampoo, scalp scrub, scalp tonic, root rinse, leave-on mask as well as conditioners, and all are priced under $10. The brand also operates its own website on rootedritualshair.com that redirects shoppers to walmart.com for purchase.
Coming to i3? Walmart's Whitney Cooper, director of omnichannel transformation and acceleration, will be hosting a seminar on omnicommerce on May 6 in Chicago as part of the Institute's i3 event. For more information and to register, visit experiencei3.com.