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Make Bath and Body POP

Posted: August 28, 2008, from the March 2007 issue of GCI Magazine.

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Just as in the traditional retail setting, placement can affect a brand online. “To make an item stand out on an Internet page, it’s usually best to showcase or feature a brand prominently on one of the category tabs and call attention to it graphically within an offer,” said Stephan.

Standing out is the name of the game in any channel. Research conducted by Datamonitor in 2006 deemed bath and shower products the most relevant personal care product format by both European and U.S. consumers for achieving a sense of wellness. For a brand to capitalize on the wellness trend, it must examine itself through the eyes of a consumer examining the retail real estate.