Take It Personally!

It’s a rare person who doesn’t want to feel or look his/her best, day and night, for work and for leisure.

Personal and healthcare items, therefore, really make an impactful part of a marketing and promotional campaign. It’s more than just Band-Aids and hand cream. This category can be fun for your clients and their end users.

Melody Simmons, product development category manager for PCNA, comments, “Personal care and wellness is an exciting way to show your customer that you truly care about their well-being. Products within the Health & Beauty segment are intended to enhance the lifestyle of your customer.”

Simmons adds that a growing trend is creating a spa, pampering, or salon experiences at home. For 2019 PCNA has added scented bath/spa crystals to cater to the customer looking for a nice way to reduce stress with aromatherapy.
Carrie Lewis, marketing/communications manager for BIC Graphic points out that over half of Millennial women made a resolution to focus on self-care in 2018, which could lead to an increase in spending on health, wellness and beauty products. “Companies that promote their brand message with promo items in this category show they are paying attention to the current zeitgeist and care about the end users’ interests and wellness,” she says.

According to Jake Peterson, vice president sales and marketing for Webb Collection, personal care/beauty products are an area where people think they could be doing more.  Spending several minutes using products to look better and feel good is something we all would do, he says.

There are numerous products in the personal care and well-being category, notes Gwen Brey of Beacon Promotions.  “When a personal care item is given out, it shows that the advertiser is concerned for their customers’ health and well-being. This creates an emotional connection between the advertiser and customer, which, in turn, helps to build customer loyalty as well as attracts new customers,” she explains.

Lewis sees personal care/beauty products that are compact and easy to carry in a purse or in luggage as being popular. Travel-friendly items can be an outstanding brand promotion because as items are used frequently in varying locations, the number of impressions will increase.

Additionally, she observes, “genderless” beauty and personal care is another emerging trend. “Beauty items are no longer targeting just women, and items that appeal to both sexes should be considered,” she encourages. For example, BIC Graphic’s mini nail kit (#41058) in pink may be on-brand for one client, but the same item in blue or red could be appealing to both genders for another client.

Brey believes that “there is more awareness about safety and well-being and it doesn’t have to be a hospital/medical facility giving out the promo items. These types of products can be utilized by any advertiser that is concerned with their customer’s health and well-being.” 

In Simmons’ viewpoint, first aid kits and accessories have shown increasing traction in 2018.  Corporate wellness initiatives, or just general first aid needs on the go, everyone benefits from having a convenient kit handy. 

Also, all-natural items have seen growing success over the past several years. With increasing concerns about harsh ingredients and chemical sensitivities, offering all-natural personal care items will be seen as conscientious and on trend, reflecting the growing “free from” product demand. PCNA offers SPF-free, alcohol-free, all-natural, and even wax-free items.  “We also proactively changed all sunscreen formulations to be ‘reef safe,’ keeping in mind our environmental impact as well,” she reports. “These products enable our distributors to cater to a much more diverse and savvy customer base.”

Personal Product Potpourri
As mentioned, this category is rather expansive – containing the obvious and the not-so-obvious. “Personal care items can be a lot of different products; safety alarms, cooling headband or slap band, ear plugs, eyeglass cloth, back scratcher,” Brey says. 

PCNA, says Simmons, offers manicure kits, mirrors, hot and cold gel packs, hair accessories and even a digital thermometer for a wide variety of health and wellness promotions. “Our SM-1582 Outdoor 5-Piece Wellness Set has been a tremendous seller within this group of products,” she says.

But the standbys remain important as they are often top-of-mind among your clients.

The company also provides SPF30 sunscreens and scented body lotions, and Simmons reports that Leeds will be offering new scented lotions and a two-piece lotion set in 2019, both made without added colorants.

“Long-term skincare has drawn quite a bit of attention & discussion as a general health concern. Retail cosmetics are now automatically including sun protectant factors, even clothing is now being made with SPF materials,” Simmons says.

Additionally, with over 20 styles of lip balms (including all-natural, no-SPF, wax-free and SPF15), PCNA has added what Simmons describes as “fun new variety of drink-flavored lip balms. “Our mini-lip balms & metallic color lip balm cases are a unique and attractive companion,” she adds.

PCNA has a broad assortment of first aid kits & accessories ranging from a simple 5-piece bandage dispenser to a deluxe 62-piece folding travel kit.  The American Red Cross, Simmons notes, suggests that everyone should have a first aid kit in the home and in the car. Corporate wellness programs, workplace safety compliance, and increased travel are suitable areas for first-aid kits and products.

BIC Graphic’s Lip Moisturizer Cube (#41077), says Lewis, has a retail-inspired look with vanilla flavor and a safety seal. “As winter is quickly settling in, the next several months are the prime time for protection against chapped lips. This cube is different than the standard stick lip balm for a fashionable touch while still providing moisture during cold weather,” she describes.

Also from BIC Graphic is the Atchison® Fashion Roll-Up Cosmetic Case (#AP9004) which Lewis says is “a handy storage solution for personal care items and cosmetics.” The roll-up bag has four clear inside zippered pockets and an attached metal hanging hook, making it useful for travel. The large imprint area makes this a great promotional item for hospitality, salon/spa and retail clients, she suggests.

No doubt about it – no matter the health/personal care promotional item given out, recipients will keep and use them. Whether sunscreen, first-aid kits, lip balms, combs, ice packs, spa/bath luxury products, people will not give those away!

CASE STUDIES
Gwen Brey of Beacon Promotions: “A manufacturing facility was encouraging its employees to use ear protection when working on the production floor.  The ad read “Because we Care. . .” along with its logo.  Since giving it to all employees at the last safety meeting, the company has seen an increase in the use of earplugs on the production floor.

“A large metropolitan hospital located in a high crime area was concerned for its employees’ safety and well-being.  The hospital has security, but wanted a safety alarm for every employee, since security can’t be everywhere.  The hospital board gave each employee our Safety Alarm Key Chain (#TR100SA). The handy keychain clips right on to their car keys and is readily accessible should it be needed.  It’s a great self-defense item since the alarm is 100-110 decibels and can be heard up to 175-225 feet.” 

Carrie Lewis, Marketing/Communications Manager for BIC Graphic: “A boutique hotel was curating products to place in rooms for guests to use but would also be available to purchase via a ‘take-home amenities menu.’ Each item was meant to provide a service or enhancement to the guest experience. The HoMedics® Portable Sound Spa (#41052) met these criteria by helping create a more serene sleep environment while the compact size fit nicely into the room décor. Management felt the product quality backed by the HoMedics® brand name would withstand consistent use by guests, and they liked that the logo imprint on the pouch would not interfere with the aesthetics of the product itself.

“The portable sound spa quickly became one of the most frequently mentioned amenities in online reviews. The sales of the sound spas by guests during checkout exceeded projections and remains one of the top sellers on their “take-home amenities” menu.”