New insights for retail range development in the toiletries market

Date of publication: June 15, 1997


This paper discusses an approach to retail range development and category management for the toiletries and cosmetics sector on a multi- country basis. The paper develops a retail structure model for a number of national markets. Having looked at the structures, the paper then examines what can be learnt from cross-border comparisons of customer habits and retail preferences for advancing retail range development. The toiletries sector examined here is ideal for this analysis with many international brands sold through a diversity of retail formats across Europe.

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