Summary of Cosmetics Head-Quarter Sales Success Stories*

The Depilatory Success Story - A Team Win

(143)*  Reversed market share decline. Increased factory sales of depilatory product to Wal-Mart from $12 million to $19 million in two years (33%).  Captured 27% of entire category at retail becoming category leader.  Competitor assortment reduced by 18%.  Change in assortment resulted in 5%+ margin increase for retailer. 

Increased factory sales to regional drug chains from $700,000 to $1 million per year.  Improved from marginal category leader to dominant category leader at Longs and Duane Reade. 

Became number one, dominant depilatory at Ulta. 

Became number one depilatory at Kroger, up 23%. 

Became number one depilatory at HEB and Fred Meyer.

Sold new distribution in to Publix and Safeway*.

Category:  Depilatory  (KB, GM, RG, RR, KK)

(160)*  Increased Wal*Mart Cosmetics and Depilatory Sales from $67 Million to $152 Million per Year over Seven Years.  Consistent, sustained growth – not one big year, not one big new product. Accomplished through aggressive and detailed sales planning process, including “stretch goals” and multiple contingency plans to consistently meet quota.  Contingency plans are necessary because some retailer efforts always fall short.

Categories:  Cosmetics, Depilatory  (KK)

Details:  DepilatorySuccessStory.htm

Individual Success Stories

(118)*  $7 Million In Incremental Sales Through Improved Use Of Trade Funds. Accomplished by increasing sales lift approximately 20% for same cost as previous year.   Category:  HBC, Cosmetics (RG)

 (119)*  Closed Highest Order For Stock Not Sold On Promotion ($1.8 Million) In  History Of Company. Accomplished through closely managed action plans, retailer by retailer.  (Retailer-by-Retailer action plans included promotion calendar, trade funds, merchandising, price / display / advertising plan, Headquarter Calls, proposal / ROI calculators and analysis, planogram, fixtures, samples, packaging, shipping, customer service, collections and deduction management.)  Category:  HBC, Cosmetics (RG)

(117)*  $6 Million incremental sales in Two Years by enhancing promotional merchandising offerings, reducing returns , controlling markdowns and driving basic stock sales from the wall. Category:  HBC, Cosmetics (RG)

(116)*  Increased Profit By 11% In Year One And 13% In Year Two By Reducing Amount Of Stock Sold On Promotion at top five retailers plus some second-tier retailers.  Category:  HBC, Cosmetics (RG)

(115)*  Increased Profit By 4% (avg.) by Improving Planogram Effectiveness, SKU Mix And Product Placement.  Category:  HBC, Cosmetics (RG)

(144)*  Increased sales at Wal*Mart by $52 million. Double digit growth over the past 4 years and 138% growth over nine years.   Accomplished through focused merchandise mix, visual merchandise presentation at retail and increased service levels.   Determined that the increased service levels were necessary through forecast models.  Convinced team and corporate to support increase in service level.  Category:  Cosmetics, Fragrance, Personal Care, Beauty Tools and Depilatory  (KB)

(145)*  Increased net profit by $6.8 million over two years, leading company for seven years.   Increased net profit by 1.5% in two years by reducing amount of stock sold on promotion to 8% promotional stock and 92% basic stock.  Managed team p&l to leading team profitability in the company each of the last seven years.  Additional solutions included proactive sku management, return product management, reduction of corrugate in displays,  reduced shipping costs by working with internal corporate departments.  Category:  Cosmetics, Fragrance, Personal Care, Beauty Tools and Depilatory  (KB)

(146)*  Increased sales $26 million through new products over two years.  Achieved by significant merchandise presence of “key new items” and follow up “merchandise waves” of the item to high velocity stores.  Was able to maximize sell in and sell through of key new items.  Category:  Cosmetics, Fragrance, Personal Care, Beauty Tools and Depilatory  (KB)

(147)*  Worked with Wal*Mart to develop new products for their specific needs.  Included specific color cosmetics and depilatory products to be introduced exclusively at Wal*Mart and later to be rolled out to other national retailers.  Category:  Cosmetics, Fragrance, Personal Care, Beauty Tools and Depilatory  (KB)

(160)*  Increased Wal*Mart Cosmetics and Depilatory Sales from $67 Million to $152 Million per Year over Seven Years.  Consistent, sustained growth – not one big year, not one big new product. Accomplished through aggressive and detailed sales planning process, including “stretch goals” and multiple contingency plans to consistently meet quota.  Contingency plans are necessary because some retailer efforts always fall short.  Categories:  Cosmetics, Depilatory  (KK)

 (143)*  Reversed market share decline. Increased factory sales of depilatory product to Wal-Mart from $12 million to $19 million in two years (33%).  Captured 27% of entire category at retail becoming category leader.  Competitor assortment reduced by 18%.  Change in assortment resulted in 5%+ margin increase for retailer.  Details:  DepilitorySuccessStory.htm   Category:  Depilatory  (KK)

(161)*  Increased factory sales of beauty tools in Wal*Mart from $10 million to $37 million over eight years.  Became #1 in category without price or quality advantage.  Successfully communicated the importance of VALUE vs. strictly PRICE to consumer.  Category:  Beauty Tools  (KK)

(162)*  Increased factory sales of feminine foot care in Wal*Mart from $0 to $6.1 million    over three years.  Accomplished despite retailer’s choice to sell too many competing and redundant skus in the category.  Developed product exclusively for Wal*Mart and used Wal*Mart success to gain distribution in drug and grocery chains.  Category:  Feminine Foot Care  (KK)

(163)*  Closed Only Cosmetic VPI (Volume Producing Item) Program in Wal*Mart in last 10 Years.  Resulted in $6.8 million in factory sales, increased retail turns and gross profit.  Impulse purchase program produced $2.8MM in incremental retail sales and 53% share in one year.  Category:  Nail Care  (KK)

(120)* Increased sales from $4 million to $10 million in 18 months at national grocery retailer.  Significant operations involvement, increased planogram space from 5 feet to 12 feet.  Persuaded retailer that profit opportunities existed through fact based selling and category management team.  Category:  HBC, Cosmetics, Personal Care (GM)

(121)*  Increased sales from $3 million to $6 million in two years at national grocery retailer.  Increased SKUs carried from 5 to10 in personal care and doubled shelf space, going from average 1.5 foot planogram to 3 foot planogram in cosmetics. Persuaded retailer that profit opportunities existed through fact based selling and category management team.  Category:  HBC, Cosmetics, Personal Care (GM)

(122)* Increased sales from $2.5 million to $7 million+ over three years at Southern regional grocery retailer.  Sold entire line, 1,000+ SKUs,  full program, distribution, secondary displays, Hispanic programs, significant trade funds, etc.  Category:  HBC, Cosmetics (GM)

(123)*  Increased sales from $0 to $2 million in 12 months+ by penetrating a a new regional grocery retailer.  Sold in 16 cosmetics SKUs and 4 personal care SKUs.  Persuaded retailer that profit opportunities existed through fact based selling and category management team.  Category:  HBC, Cosmetics, Personal Care (GM)

(124)*  Increased sales from $200,000 to $2 million in one year for national grocery retailer.  Became exclusive cosmetic implement line for retailer.    Significant increase in distribution.  (Ultimately lost to exclusive arrangement to strong competitor.)   Category:  HBC, Cosmetics (GM)

(125)* Became exclusive budget cosmetic line and exclusive cosmetic implement line for Northeast regional grocery chain.  Persuaded retailer that profit opportunities existed through fact based selling and category management team.  Category:  HBC, Cosmetics (GM)

(134)*  Increased Sales from 85% of $330 Million Quota to 103% of $350 Million Quota, to 100% of $415 Million Quota in 2 ½ years.  (Company acquired last year.  Sales were at 100% run rate for first six months.)  Initial problems were that the existing sales team was pushed, harried, no consistency in communication with retailers or operations and failing to make quota.  Implemented clear, minimal, disciplined sales and retailer planning processes.  Got sales and marketing on same page when communicating with retailer.  Sales training was significant component.  Improved coordination of new product introductions, broke out of “this is the way we’ve always done it.”  (RR)  Category:  Cosmetics

 (135)* $60 Million+ In New Revenue Over 2 ½ Years, Primarily Through Seven Major New Cosmetics Line Launches.  Launches were Accomplished on Average Budgets of Only $3 - $5 Million.  Achieved sales budgets, by key retailer, for all new launches.  R&D produced innovative, quality products that really worked.  Could not afford extensive advertising, so focused hard on working with individual retailers, focused on secondary displays, merchandising, promotion compliance, minimal out of stocks, new item speed-to-shelf during Spring and Fall resets.  Used analysis and fact-based selling to get best results from limited budgets.  Tailored programs to major retailers such as Walgreens, Wal-mart and CVS.  Retailers understood that his team’s proposals were effective, real, would work and retailers made money.  Creativity, innovation, planning and disciplined execution helped drive success.  (RR)  Category:  Cosmetics

*  Success stories and client quotes are provided as general illustrations of past performance, and are not intended to convey exact financial information, circumstances or dialog.  No representation is made that a particular prospective client will achieve a particular result.  Details on the specifics of each success story are available upon request.