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What’s Your Score?
By: Karen A. Newman
Posted: January 24, 2007
page 2 of 2It is in brand owners’ best interest to start talking now about how they will gather packaging data from wherever it currently resides and get it into the Wal-Mart scorecard system. “Brand managers should look at the number of brands they have in their Wal-Mart portfolios and divide that by the number of working days (in the deadline),” said Sasine.
Several factors contribute to a special urgency for health and beauty product brand owners, said Sasine, making it imperative that they not let the process get away from them. Health and beauty products are packaging intensive, and packaging often comprises several components plus secondary packaging and shipping materials. Each component must be analyzed and recorded in the scorecard.
“Add to that the heavy rotation of SKUs for beauty products and the work load will be substantial. Everyone will uncover something that is a concern,” said Sasine.
When GCI magazine surveyed readers on their awareness of the packaging scorecard shortly after Sasine’s visit, 80% of respondents said they were aware of Wal-Mart’s initiative, yet only 20% of that 80% said they had done anything about the scorecard at that point.
The importance of packaging notwithstanding, GCI magazine editors and contributors have much more on their minds—and this issue is proof of that. Skin care continues to dominate beauty sales, and so we take and in-depth look at antiaging and skin care in our Global Report. In our cover story, Briony Davies of Euromonitor brings the Asia-Pacific marketplace into sharp focus, including the current state of skin care sales in the region.