Merchandise to Pamper People Soaps and Lotions at Coastal Boutiques and Resort Stores

By Sara Karnish

Personal care products are natural additions to coastal boutiques and resort stores’ merchandise selections. Many of these items are inspired by, or made from, coastal elements. Think sand, salt, and water, as well as plants and flowers native to the seaside. Incorporating these ingredients into personal care products like soaps and lotions is a practical way to bring a bit of the coast home.

Beach Soap and Candle Company in Cannon Beach, Ore., sells unique collections of beach-themed artisan soaps, bath bombs, candles, lotions, and more in their 800-square-foot flagship store in Cannon Beach, second location in Seaside, Ore., and online store. Among their biggest sellers: “We have one called Sea Glass that’s an essential oil blend and has the colors of sea glass in it. Out here a lot of people want to find sea glass on the beach when they visit. It’s not always easy to find. It’s something people think of with affection and excitement, plus [the soap] smells nice,” said Owner Erin Fenison . “It’s a combination of aesthetic and concept.” She added they sell shea butter lotions which are light, silky, and best of all, pleasant-smelling. “Usually the scents that sell the most are consistent throughout the product line. We have a very simple recipe that’s appealing to a lot of Continued on page 122

Merchandiseto Pamper (From page 120)

people. It’s very nice, feels good, and is very effective. We have a Sea Glass lotion that sells well. Another popular one is Seashore, which is sandalwood and vanilla. A fun one is called Beach Baby, where we basically purify local sand [which gives it exfoliating properties] and that comes in mango coconut.”

Across the country, at Sea Foam Soap Company of Blue Eden in Stone Harbor, N.J., their best-selling fragrance is appropriately called Beach. “It smells like suntan lotion and is very relatable to people,” said Owner Caroline Ranoia . “People will order it online year-round. It’s crazy just how much people clamor to it. We’ve expanded that whole collection—there’s a candle, bar soap, 3-in-1 product which can be used as a liquid soap, body wash, or bubble bath. We also do an infused version—we take a bar of our 8 oz. soap and infuse it with Himalayan salt. It exfoliates and you absorb the magnesium and potassium into your skin through the salt. I’m always trying to come up with something unique and different. We’re in a small community so I want to have things that are different from what everyone else has.” Ranoia also works with some of the nearby boutique-style hotels, providing sample size products for room amenities and supply the gift shops with full size versions of the products. “It’s been a godsend for our sea- sonal business,” she said. All products are made inhouse. Sea Foam’s 1,000-square-foot store features a zero-waste section and a refill station where customers can bring in their own containers and refill them with product. She describes their lotion as a “beautiful product that’s affordable. It’s an all-over lotion so you can use it on your hands, body, even in your hair to combat frizz. It’s our Number One product after the Beach scent line. It’s made with goat’s milk, shea butter, honey, and aloe. There’s no oil so it really absorbs into your skin. I’ve been making it for the 27 years I’ve been in business. We sell a 12-ounce tub for $26.”

Besides coastal boutiques, personal care products—whether or not they are coastal-inspired—are popular items at coastal resort shops. Elissa Hearn , retail director at Crystal Springs Resort in Hamburg, N.J., said, “Guests are much more engaged with soaps and cleansing options since the COVID pandemic. Having natural product offerings with clean, fresh scents are appealing.” Their best-sellers are Beekman 1802 and Baudelaire; Beekman 1802 in particular because “products are natural, price

Continued on page 124 points on target, great product mix, and packaging is very attractive. They also offer great gift-able items,” she pointed out. Customers are making more time for self-care and seeking out high-quality, affordable luxury hair, skin, and body products. “We’ve seen strong sales trends with self-care items, including percussion instruments by Theragun and NuFace. People are investing and scheduling more time for their overall well-being,” Hearn said. “The biggest trend is overall growth in the self-care/cleansing area. Guests are looking for organic and natural ingredients, Eco friendly packaging, clean aromas and moisturizing & non-sticky sanitizer options.”

Along with soap and lotion, candles and other items for the home have become key components of the selfcare product category. “Our business has increased about 85 percent in candles and soy candles,” Ranoia said. “A lot of people are afraid to light candles; reed diffusers have been a good alternative. They coordinate with all of our other scents. That’s my goal here—to have a collection with multiple items and get that multiple sale for all the products in that one scent.” The products provide the fragrance and ambience of a candle without the worry of an open flame.

Consumers are taking a stronger interest in product ingredients and actively research before buying. “I’ve been very committed to having as clean ingredients as possible. [It’s important] to know the difference between clean ingredients and synthetic. We only purchase fragrances that are free from phthalates and free from excessive chemicals,” Fenison said. “I think the newest thing is utilizing technology to communicate with your customers and educate them about what the product does. For instance, there are some people who don’t know what a bath bomb is or what it does. [I spend a lot of time] educating people about the value of reducing the toxin load in your home and on your skin.”

It’s not surprising that walking into a personal care product boutique or resort store carrying these products is a total sensory experience. “Merchandising and how things are placed plays a huge role in our store,”

Ranoia said. “My philosophy is always, ‘The more you have, the more you sell.’ I’m always mindful of that in my displays. Everything is very organized on the tables. And keep the store clean—everyone wants to come into a clean store. The girls behind the counters are wearing aprons so they’re easily identified. When things are organized and categorized, it’s easy [for customers] to look for it, ask questions about it. That’s also why we’re here—to answer your questions and tell you about the products. We’re not dermatologists by any means, but we’ve worked with the stuff long enough to make recommendations,” she added.

Hearn said creating a clean, pleasant space for customers to pause—and allowing them to test the products—helps to boost sales of personal care items. “Unfortunately, manufacturer testers have been removed for guest’s safety, but having staff engage and dispense small amounts of product has been helpful. Shelf talkers are important; guests want to know what ingredients are in the product line. [A good display] is clean and organized, with good product variety, shelf talkers, props, and dimension. And do not forget lighting!”

Today’s consumers are more educated than ever, rely - ing on business’ social media pages and online reviews gather information before making a purchase. Retailers should not neglect their social media presence. Explainer videos, behind-the-scenes glimpses at the manufacturing process, and much more are common on social media today. “Social media plays a big part in our merchandising,” Ranoia said. “We want to do a beautiful display and put it on Instagram and Facebook to get into our store. It helps to sell the product and create brand awareness for us. That’s my biggest word of advice for any store—create a good experience, be on top of your social media. People do look at that. We post every day on social media—it lets people know we’re here. We’re not just open three months of the year—we’re open year-round. We’re off the beaten path so we have to be a little creative with our curb appeal and displays. We try to think of different things that will work and people will like.” ❖