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 Beauty Care - Summer 2009  |
Beyond Beauty Care
Etos beauty care private labels present shoppers with infinite choice of top quality products. With 470 shops around the country, Etos, an Ahold subsidiary, is definitely The Netherlands’ number one beauty retailer. Not surprisingly their private label offer seems limitless – it can be summed up in 3 main PL directions: the first one contains the regular Etos PL program with quality products for a good price with sub-categories (hand products, hair products, bodycare, facecare, shaving products, suncare etc.) that might be seen as separate ranges, the second contains deluxe PL programs with value added products that compete with national brands and the last one called “Voordeel Selectie” (advantage selection) contains basic key products offering quality for a hard discounter price-level. All PL ranges cover various product categories: haircare, make-up, bodycare, facecare, suncare etc. Haircare: Impressive and Broad Etos sells an impressive amount of hair products under their store line, which contains several sub-ranges. There are three main haircare lines. The first one called “je mooie haar” (your beautiful hair) contains a broad assortment of products for all hair types sold in a cute transparent bottle with a grey top. There is a shampoo for color treated hair with UV filters (transparent red bottle), a shine shampoo for normal hair with wheat germ extract, a fresh and vivacious shampoo for normal to greasy hair with citrus fruit extracts, a treating shampoo with almond for dry and damaged hair, a volume shampoo for thin hair with panthenol and finally a silver shampoo for grey white of light blond hair (dark blue bottle €1.99). All products have a special color code (for example purple for the volume shampoo) and retails at €1.79 for 300ml (except €1.99 for the silver shampoo while the major A-brand retails at €5.49 for 200ml). There are several conditioners sold under the Etos range: a shine cream conditioner for normal hair, a treating cream conditioner for curly hair with jojoba, a treating leave-in cream for dry or damaged hair with almond. Finally, 2 hair masks sold at €2.89 in a 175 round jar: a treating mask for dry or damaged hair and a mask for color treated hair.
The last main shampoo and conditioner range is called “Etos Professional” and offers high tech products for color treated hair: the 3 products “blond” “brown” and “red” retail at €4.49 for 250 (€4.50 cheaper than the major A-brand). The design of the products repeats the A-brand and the scent of the product has recently been renewed. Etos sells a lot of styling products under their store brand: there are several products catering at young and trendy Etos customers; the names and packaging are new and fresh: extra strong gel, fixing gel spray, foam for curly hair, shine hair spray, ‘bed head’ look gel, styling paste, shine wax, gel wax. The products are sold in jars of tubes and most of them retail under 3 euros that means a price difference of at least 2 or 3 euros with A-brands. There are also products for women, a foam for curly hair, a gel for control and a shampoo which are sold in a feminine pink packaging. Several products specially targeting the male Etos client are available under the range called “mijn stijl” (my style) which contains an invisible gel, a “freeze” gel, a power-solid gel. All these products retail under 3 euros. There are a 4 special target Etos styling articles: a hair straightener, a molding cream shine, a curl activator and an anti-friz hair serum retailing at €6.99. These items are sold in a styling transparent white packaging. Other hair products are sold under the "je mooie haar" range: an ultra strong fixing spray (€2.99 for 250ml), a volume spray violet (€2.99), an extra strong styling foam, a treating hair foam. Etos also sells several color treatments under their store-range. Those products are well located at eye-level and well explained: there are many colors and it retails between €4.99 and €9.49 whereas A-brands retail around €14. Handcare–Compact and Key Etos sells several products specially for the hands: the range is called “mijn schone handen” (my clean hands) and contains a hand scrub, a hand soap with lotus and aloe vera, one with lavender and vanilla, one for sensitive skin and one with macadamia and pure silk. These products retail between €1.29 and €1.99 and one liter refill are sold at €2.99. There are 3 different moisturizing hand creams sold under the Etos brand: a treating hand cream for damaged skin with an allantoin moisturizing complex (€2.49 for 75 ml), a Q10 anti-ageing hand cream and a cream for normal skin with b5 pro vitamin. The Body Range– Simply Incredible
The bodycare PL offer seems limitless at the Etos shop PLI visited. A multitude of shower creams are available under the Etos brand “mijn lichaam” (my body) a freshness gel with green tea, a cream with aloe vera, a cashmere and orchid cream, a lotus and pearl cream, a rose and almond cream, a macadamia and pure silk cream, a shea butter and vitamins cream. This range also includes a shower oil and a shower scrub with apricot and guarana. All gels retail at €1.79 (compared to €3.09 for equivalent A-brands), the oil at €2.49 and the scrub at €3.19. The white packaging with a grey top has got simple but stylish lines. In the same “my body” range, Etos also retails various moisturizing products: a body lotion with E vitamin and natural minerals, a body milk for dry skin with E vitamin and almond oil, a super body lotion with lotus flower pearl extracts, a shimmer body lotion with macadamia oil, a sensitive body lotion (perfume and color-free), an anti-ageing body lotion cream oil with creatine, a massage milk with E vitamin and aloe vera. All products are sold at €2.39 in a 250 ml mother-of-pearl packaging. There are also body creams equivalents sold in round jars: a body soft cream with vitamin E, a silk cream (€2.39 for 300ml), a sensitive body cream (€2.79 for 200ml), an anti-ageing cream (€3.59 for 250ml). Finally, there is a basic body cream sold in a round metal jar (equivalent to the legendary Nivea blue cream) sold at €0.75 for 150 ml. The Etos client can also find several PL bath oils: almond, eucalyptus, juniper berry retailing at €5.99 for 100ml (€7.29 for the equivalent A-brand) whereas the shower gels (same flavors) retail at €2.89 (A-brand €4.99 for 250ml) and the bath salts retail at €4.49 for 500g (€6.99 for the equivalent A-brand). The bath oils are sold in a round glass bottle with a plastic top, in a simple packaging for a close to nature feeling with a close-up on the main ingredient. Etos also sells several sun products. First of all, there are 2 summer body glow creams, one for light skin types and the other one for dark skin types. They retail at €2.99 for 250ml that means €3 cheaper than the major A-brand. These products are sold next to the Deluxe Etos ranges whereas the regular sun range is sold with the other sun products in another area of the shop. The Etos suncare line is sold in a flashy yellow packaging between €6.99 and €12.50; various protection grades (between 10 and 50) are available as well as a special range for kids. The sensitive skin products are sold in light purple packaging whereas after-sun items retail in a turquoise bottle. Etos also retails 2 high tech products for women under the “my body range”: a slimming cream with aosa seaweed and E vitamin (€4.99 for 200 ml) and an anti-cellulite gel with caffeine (€4.99 for 200ml, €8 cheaper than an equivalent A-brand). The articles are sold in a light green bottle (it might be to give a medical caution) and the packaging bears a lot of explanations. Launched 4 years ago, the deluxe Etos “Vitaminerals” range has since then been a true success story. The products include a creamy shower gel in a 250 bottle (3.99€), bath oil (100ml bottle), body butter (€4.99), gel foam (€ 3.99) are available in 4 different flavors: guava macadamia, papaya babassu, maracuja pecan and kumquat brasil nut. These items are sold in fresh, cute packaging, which underlines the properties of the ingredients. The articles, which target the “fashionable and environment conscious” Etos customers, are true competitor for the Body Shop. The “Body Senses” Etos range is a top end line with pampering products for the woman in search of the ultimate “me moment.” The articles are sold in a luxury and sleek packaging, the emphasis is on relaxation and sensuality with elegant depiction of sensual bodily poses. The range contains the following products: a shower wash with cocoa extract and shea butter (€3.99 for 250 ml), a shower butter (€4.49 for 250ml), a shower polish soft scrub (€2.39 for 200ml), a shower oil (€3.99 for 300ml), a shower scrub (€4.79 for 200ml), a body lotion silk with shea butter (€4.99 for 300ml), a body butter with allatoin (€4.49), a body moisturizer spray (€3.99 for 150ml), a body contour streamliner (€2.99 for 200ml) and a body mask (€2.49 for 200 ml). Most Etos Body and Bath products are available in sample sizes and heavily promoted in the shops and in the Etos magazine. Facecare: Broad Choice, Quality Products The facecare department is never at the front of the store but occupies important shelf space at the back of the store and the Etos products are prominent. The whole facecare range has the same design and color code, the skin type is clearly indicated at the top of each product, each sub-category has the same color code, the blue (energy) Etos logo is always strategically located on top of the skin type. The Etos skincare products are available in three sub-categories: for dry and sensitive skin, for normal and combination skin and for mature skin type. The following dry and sensitive skin type products (light pink packaging) are available: a 150 ml cleansing gel with aloe Vera and Camille retailing at € 3.39, a 200ml cleaning milk with vitamin B5 at €2.69, a toner in a 200ml transparent bottle at €2.69, a mild peeling for intensive cleaning effect and a 50ml jar of moisturizing cream with provitamin B5 at €4,29. The anti-wrinkle products of the Etos PL line are called Q10. Q10 is a “coenzyme,” it acts as a powerful anti oxidant (just as vitamins E and C) and protects the skin from free radicals activity and therefore enables the skin to repair and regenerate and thus delays wrinkle formation. There is a Q 10 day cream (terracotta packaging) at €4.59 and a Q10 night cream (darker terracotta packaging) at €4.99. The normal and combination skin range is sold in a green colored packaging with identical design. It contains the same products as the dry skin range. In the mature skin range (terracotta colored), the following products are sold: a “revitalizing” cleaning milk, a toner, an activating day cream and a repairing night cream in a 50 ml jar. A lift serum, to be used everyday is sold at €7.49 in a 50 ml tube. There are two eye products sold under the Etos private label brand: a "calming eye cream” in a 30 ml jar containing plant extracts and a “strengthening eye cream” with vitamins E and F for intense treatment, this products helps against dark circles and wrinkles. Etos also retail 4 beauty masks under the Etos PL brand: a purifying mask (green colored) for normal and combination skin, a soothing mask (pink colored) with Q10 and chamomile for dry and sensitive skin, an treating anti-wrinkle mask, with E vitamin (orange colored) and finally a deep purifying mask with clay and allantoine. All masks are sold in a 100ml tube and retail at €3.39. There are several other make up remover products sold under the Etos brand with eye and lips pads, eyes pads drenched in oil or in a mild lotion. Etos also sells several high tech products for mature skins. In the “Collagen” range there is a day cream (€8.99 for 30 ml) and a filler (€6.99 for 30 ml) in the 3d expert line for skin rejuvenation, there is a cream (€9.49 for €50 ml), a scrub (€7.99 for 125 ml) and a mask (€8.99 for 125 ml). Etos has not forgotten the men and also offers a whole range specially for them. This range, called ‘je gezicht” (your face), contains sturdy looking products sold in a powerful green packaging. Two sub-ranges are available: one is called regular and the other sensitive. All products in this range (face wash with panthenol, face scrub, aftershave balm, self-tanning cream, face cream and eye-cream with UV filters) retail between €1.99 (shaving gel) and €7.99 (eye-cream) that means at least 3 or 4 euros cheaper than the equivalent A-brands. The Etos cosmetic range seems actually limitless as it also counts a “my body” pregnancy sub range, a “fris gevoel” (fresh feeling) deodorant range, a "mijn gladde huid" (my soft skin) range with shaving products and of course a make-up line. voordeel: Quality at a Low Price The Etos “voordeel selectie” (advantage selection) is an extremely well-priced range of key products. The week PLI visited the Etos shop in Amsterdam, this line was heavily promoted and all products well presented. On the cosmetic front, this discount range offers various key products at unbeatable prices: 2 shampoos (mild or 2 in 1) at €0.45 for 300ml, 4 shower gels (balance, almond, aloe vera, relaxing with B5 provitamin) at 0.35 for 300 ml, 4 bathfoams (almond, 2 in 1, mild and relaxing) at €0.59 for 1 liter, a day and a night cream (€1.13 for 50ml) and a cleansing milk (€1.89 for250ml) and a styling gel (€1.18). The packaging is very basic but colorful, the Etos voordeel selectie logo is strategically located at the top of the product whereas the 3 explanations of the range is repeated at the back of each product: dozens of “voordeel” advantage products, good quality, low price. |
