Winterize Your HABA Department

As you read this, the majority of our country is in sub-zero weather. For some, winter is a blessing as they enjoy all the outdoor pleasures, while others appreciate sitting indoors by the fireplace, watching the snow falling on the other side of the window. Whether we're inside or outside, winter has a specific effect on our skin. There are many natural personal care products that you carry which are winter-specific. Are you giving these products the right attention?

Why winter-specific products?

The season brings changes in our habits, which has a direct effect on our skin condition. The colder temperatures outside require us to increase heat in our homes, which has a general drying effect on our skin. It is also common for people to increase the water temperature of their shower just a notch in the winter months, and maybe stay in a little longer. However, this quickly removes the natural protective oil on the skin. As a result, the skin becomes dry, itchy and dead. We call this phenomenon "snake skin," and it needs to be removed through exfoliation. This is the main side effect of raised temperatures indoors.

Then, there are those individuals facing the cold winter out-of-doors, either by choice or for work. They need rich products to nourish their skin and their lips. Like heat, the cold weather also has a drying effect on the skin.

Here's what you can do

What can you as a retailer do for your customers? You must remind them about the transition from summer to winter HABA products. Why not create a specific area called: "Winterizing your personal care" or "Remain in control of your skin." Here are the main products that should be part of your end-cap or specific section and a four-step approach to educating your customers:

Lip products

Here's the best way to describe the skin on your lips: comparatively, it is super-thin like plastic sandwich wrap while the rest of your body skin is like cardboard. It is extremely sensitive and requires a light exfoliation, as well as rich moisturizers. Shea butter contains rich oils, which is a key element to protect and nourish. The "three stars" lip treatment would be to exfoliate the dry skin cells on the lips, then apply the protection, allowing the ingredients to soothe and soften the living skin. I also suggest having a variety of lips balms in a winter-specific section AND definitely at your cash counter. Lip balms are crucial for winter. They are an excellent impulse buy and they also make a great stocking stuffer.

Step One: polishing - exfoliating products

The dead skin which cells build up on your skin is a result of the extreme cold and heat. Your body's natural mechanism to remove these dead skin cells is by creating itchiness. Scratching the skin removes these dry skin cells. As prevention, I would strongly recommend you add to your set exfoliating mitts or exfoliating cream or gel. Ensure that you explain to your customers that they should be gentle in their exfoliation process. This could be done on a daily basis in their bath or shower, using light strokes. They would then procede to a moisturizing product.

Step Two: A nourishing bath or shower

Your customers will look forward to enjoying a long bath or shower after being in the cold. While they are warming up, they are also drying their skin. Is there a way to enjoy the heat while protecting the skin? Bath lovers can use bath oils and bath milk as they are both nourishing and soothing. For shower fans, recommend a creamy shower gel. Some great ingredients to look for are nut butter, pomegranate and sea buckthorn, as they contain high levels of EFA's which will help to rebuild the natural skin protective barrier. Offer many fragrances and textures to please all customers: women, men, teenagers and kids.

The final touch: skin protection

After dead skin is removed, the next and final step is a skin moisturizer. To build your winter section, I would gather body lotions that contain less water and more oils within the ingredients list. Body oils and body butter are the most nourishing products for winter as they contain a higher level of oils rather than water.

Ensure you build that special area in your store which will create excitement for your customers, the "one-stop to fabulous skin during winter." Have your shelves dressed as a solution for great winter skin. Identify every shelf with the type of products. Try labelling your shelves as follows to make it easy for the customer:

Shelf one - Step1. Exfoliate

Shelf two - Step 2. A Nourishing Bath or Shower

Shelf three - Final Touch: Skin Protection

Now that you have what it takes to turn dry skin to soft and silky, go and gather all the great products needed to share the solutions with all your dear customers.

Enjoy your winter! •