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www.IndependentRetailer.com PRODUCT TRENDS Celebrity
Fragrance Sells continued from page 67
mart, convenience store, and beauty store checkout counter. A 6” by 8” in-store display case, with a pop- up feature of the St. Louis skyline, holds an assortment of 12 bottles, three of each fragrance. Wholesal- ing for $2.99 a bottle, retailers can make keystone at $5.99. “Volume pricing is available
with a call to Superior Products,” says Docter. “There is no minimum order, and all purchases include a charge for freight, except for those of $1,000 or more.” Docter is sure of AirPlay’s potential to make re- peat sales, with marketing tests resulting in the feedback, “If Nelly is behind it, I want it.” Backed by
an extensive promotional program run by Nelly and the St. Lunatics themselves, AirPlay is becoming a common household name before it hits shelves. Not only will there be on-site promotions in retail stores during Murphy Lee’s (St. Lunatic member) album tour in select states and cities, but AirPlay fragrances is scheduled to hit the airwaves, print headlines, social media sites and even be a part of a new smartphone game app. As fragrance products such as
incense, perfumes and oils become popularly accepted in the treatment of pain and stress, and more impor- tantly, in making bad things smell good, interest increases in versa- tile fragrance products that can be utilized in any setting.
“Superior
Products has its own line of fra- grance oils, which have proven to
Gem, Jewelry & Lapidary Wholesale Trade Shows & Sale 2012
glwshows.com 2011
Las Vegas, NV ........................... June 3-4-5 Detroit, MI .............................July 15-16-17 Franklin, NC ...................... July 28-29-30-31 Spruce Pine, NC
....................August 4-5-6-7 Tucson, AZ................... September 8-9-10-11 Minneapolis, MN
................September 25-26 Detroit, MI
........................Sept. 30-Oct. 1-2 West Springfield, MA ..................October 7-8 Asheville, NC.........................October 25-26 Orlando, FL .......................October 28-29-30
Orlando, FL ........................... January 6-7-8 Asheville, NC......................... January 10-11 Tucson, AZ (Gem Mall) January 28-February 10 Tucson, AZ (Holidome) February 2- February 10 Minneapolis, MN
......................March 25-26 Detroit, MI .................... March 30-31-April 1 West Springfield, MA ...................April 13-14 Orlando, FL
................................May 4-5-6 Franklin, NC
...........................May 11-12-13 Las Vegas, NV ........................... June 1-2-3
***Dates are Subject to Change***
Gem & Lapidary Wholesalers, Inc. ~
68 September 2011 INDEPENDENTRETAILER
be a good source of repeat sales,” notes Docter. “But a new fragrance line with a celebrity endorsement promises an even greater turnover. Retailers may even sell out of their display three or four times a week.” For this reason, retailers can pur- chase two different types of master packs: one holds four display cases, and the other was eight. Nelly and the St. Lunatics are doing their part with extensive promotions. All that’s left is to get the product to retailers’ shelves for those customers asking, “Where can I buy it?” ■
For more information: Superior Products 6962 Highway 111 South Roxana, IL 62087 Toll Free: 800-779-8826 Website:
www.superiorproducts. com,
www.airplayfragrance.com
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