The Secret Ingredient
Deliplus is one of several personal care lines from Mercadona. Seen here are foot care products and kids shampoo.
Auchan brand personal care products are offered by Al Campo. Seen here is an anti-wrinkle face cream.
Spa-like products is Spain’s secret to a thriving PL beauty care assortment.
Spaniards are known for their beauty, and now it’s clear why—private label personal care items, which allow customers to look their best at an affordable price. Private label retailers offer an immense selection of products, helping customers to not only look, but also feel their best. For private label retailers know that when it comes to beauty products, shoppers are looking for more than just a product, they’re looking for a feeling, an experience. This feeling isn’t just for women, as private label products carry a wide array of items for men and children as well.
Happy Hands & Feet
Putting your best foot forward has never been easier with private label hand and foot care. Deliplus, one of Mercadona’s several personal care lines, features an ample selection of foot care sure to meet almost every food need. It offers a foot gel that combats rough patches and calluses. On the package is a photo of a foot with several trouble areas encircled (see photo Deliplus Foot Gel). Consequently, Deliplus is able to quickly and clearly communicate to the shopper the item’s use. Also available through Deliplus is a foot cream to help soothe cracked and chapped skin, another to combat extra dry skin, and an exfoliating gel.
For feet that are just plain tired, Eroski carries a tired foot gel. Sold along with the gel is Eroski’s hydrating foot cream, which like the gel is dermatologist tested.
Veckia, a new line of personal care from the Hipercor hypermarket chain operated by El Corte Ingles offers a variety of beauty products, including hand cream. Packaged in bright attention grabbing colors, its hand creams come in several varieties. Moreover, each lotion clearly displays its key ingredients for consumers looking for buzzwords such as: Aloe Vera, vitamin E and keratin, anti-wrinkle protection, and UV filters (see photo Veckia Hand Cream).
Treating every part of the hand, Al Campo’s Auchan sells a hand cream that doesn’t just nourish hands, but nails as well. The cream, which sells for only €1,38, contains natural oils from seeds for normal or mixed skin.
Basic personal care items such as hand soap are also readily available from private label retailers. Veckia carries a vast selection of hand soaps, which cater to all skin types and needs. Among its selection are a dermatological protector for normal skin, hydrating soap for dry skin, and glycerin for all skin types, all with a ph5.5 (see photo Veckia hand soap). In lieu with recent trends, private label products have started advertising an item’s ph level for buyers concerned with maintaining a healthy ph skin balance.
For shoppers whose main priority is price, Auchan offers 500ml of creamy hand soap for just €0,70. As if the value weren’t enough convincing, next to the price is a tag that indicates economic product. Furthermore, on the upper left corner of the package consumers can find a thumbs-up, Al Campo’s way of telling shoppers this item is bargain buy.
Beautiful Bodies
With so many exciting types of private label shower gels, marketers don’t only offer shoppers a hygiene product; rather, they offer a total spa experience. Eroski’s Spa Shower gel with thermal water and algae extract is an invitation for consumers to experience Spa pampering every day for only €1,55. In addition, Eroski offers other experience body washes such as Relax with lavender, sandalwood and lotus flower, and Energy with lime, ginseng and guarana extract. Each with a ph level of 5.5, Veckia also offers spa-like shower gels, which claim to exfoliate, purify, relax, nourish, hydrate, regenerate, protect, and revitalize skin. Helping customers to finish off their experience, Veckia also offers body oil with rosemary to relax the skin, and another oil with aloe to calm and repair the skin.
Personifying the body, Eroski offers body milk shower gel for thirsty and dry skin. At €1,35 for 750ml this milk doesn’t just do a body good, it’s good for the customer’s wallet as well. Following trend, other private labels such as Les Cosmetiques, Auchan, and Deliplus have also offer body milk, or shower gels with milk proteins.
Making sure consumers find just the lotion for their particular skin type, Veckia offers body creams and lotions for sensitive, normal, dry and even extra dry skin. As for buyers looking for an extra way to make their skin shine, Deliplus offers luminous body lotion that promises to leave skin sparkling. Like many of Deliplus’ items, next to the lotion is a tester that allows customers to try the product before purchasing, helping Mercadona to achieve customer satisfaction.
Haute Coiffure
Thanks to Eroski’s Belle Professional hair care line, shoppers can give their hair salon treatment at a private label price. Available through the line are various shampoos, conditioners, and mask treatments. Packed with UV filters, vitamin E, and B5, Belle Professional provides almost every hair treatment from humidity protection to volume and shine.
Veckia is a new line of personal care products from the Hipercor hypermarket chain operated by El Cortes Ingles.
Les Cosmetiques is Carrefour’s premium beauty care line. Seen here are sun care and a self waxing kit.
Shampoos targeted for specific demographics can be easily found within private label products. Deliplus features Square For Men, a sports gel shampoo for normal skin with guarana and algae, packaged in a black ad blue squeeze bottle. For families shopping on a tight budget Deliplus offers 1L of shampoo with natural fruit extracts, vitamins, and antioxidants. While many retailers market shampoos to enhance or protect hair color, Les Cosmetiques offers older customers a shampoo specifically for white and gray hairs (400ml for €1, 74).
Spain’s hot sun has shoppers putting on their summer wear, making hair removal products in high demand. Eroski carries hair removal creams specifically for men and women. The male cream is marketed in a black tube along side the female cream, which comes in a white tube. Both contain aloe to calm the skin and are dermatologist tested, however the female cream has a floral scent (200ml for €3,50). Cold self-waxing strips with Aloe Vera are also a popular private label item. Les Cosmetiques offers a pack of 20 for only €1,72 (see photo Les Cosmetiques Wax Strips). Auchan also sells a variety of self-waxing kits including loose wax droplets with chlorophyll for all skin types and roll on wax.
Face Care
Maintaining a youthful appearance is easy with private label skin products. Eroski offers various creams, each packaged in a sleek box with a sample of its inside packaging displayed along side it, allowing customers to get a better sense of the product. The creams not only promise youth but opulence. Take for instance Luxury pearl, sold in dark silver and gray box, it illuminates blotches and unifies skin color (50ml for €6,00). Eroski also offers Caviar Therapy, an anti-wrinkle cellular regeneration, which comes in a dark red box. Similarly, Les Cosmetiques carries a skin regenerating cream called Gold essence since it contains gold particles (100ml for €8,50). Basic youth restoring creams are also readily available through private label brands, such as Auchan’s anti-wrinkle daily face cream with green tea and retinol. [See Photo: Auchan skin cream and box]
For complete care, Veckia sells facial products, which clean, exfoliate, hydrate, and reaffirm skin. Its exfoliating gel not only cleans, it purifies skin (see photo Veckia Exfoliate). As for men hoping to look their best, Auchan offers a male gel exfoliate, daily face wash, and after shave.
Private label customers of all skin types will discover a generous selection of makeup removers. Eroski carries makeup-removing wipes for dry or sensitive skin as well as other makeup removers specifically for eyes and lips (see photo: Belle Makeup Remover). Auchan sells milk makeup remover with grapefruit extract for dry and sensitive skin.
Sunny Outlook
Eroski offers makeup-removing wipes under its Belle brand.
Mercadona offers an impressive selection of skin protection through their line Solcare. Unlike other private label brands, which are stocked next to similar items, Solcare is shelved altogether to help customers easily locate its products. Solcare offers something for everyone with its comprehensive selection. For shoppers worried about sun damage, Solcare carries anti-aging DNA protection cream to combats wrinkles and permanent aging. As for athletic shoppers, Solcare sells quick absorbent sunscreen and another specifically designed for sports. Solcare even has sunscreens for sensitive zones, such as the face and neck, including tinted facial sunscreen. Les Cosmetiques also offers special sunscreen for the face with a SPF50 for skins that are especially intolerant of the sun (see photo: Les Cosmetiques sunscreen).
Thanks to the help of private label products, customers can keep their beach tan for even longer. Hipercor’s After Sun Care lotion uses vitamin E to prolong newly bronzed skin. Private label brands also feature an array of self-tanning care products; giving customers the look they want without having to spend time outdoors. Mercadona offers self-tanning milk, wipes, facial cream, and oil free lotion for oily skin. Self-bronzing applicators are also available in spray form via Auchan (250 ml for €5,95).
Sun skin care doesn’t stop at the beach with private label retailers, who offer numerous after sun skin care products. Solcare has an after sun shower gel with Aloe Vera to keep skin healthy. Hipercor and Carrefour also market Aloe Vera gels that are intended to prolong tans or simply rehydrate.
The Kid’s Menu
Private label child skin care is sure to please parent shoppers. Under Solcare, Mercadona wide array of sunscreens child and infant sun care, for all skin types, packaged with a kid friendly teddy. Les Cosmetiques sells baby solar care for sensitive skin. In addition, Carrefour sells sunscreen for babies with an SPF 50 (100ml for €7,00).
Personal care for children extends far beyond the basics with private label brands. In addition to child lotions, soaps, and shampoos, Veckia carries other such as relaxing liquid soap with lavender and chamomile. Deliplus even offers hair celebrity endorsed baby products such as their 2 in 1 shampoo and conditioner (see photo: Deliplus Kids Shampoo), which as per it’s packaging is recommended by Tono Sanmartín.
