ECRM Multicultural Beauty EPPS Now a Standalone Program  8/22/2016

In an effort to enhance its focus on the ethnic beauty and personal care market, ECRM is expanding their already successful Multicultural Efficient Program Planning Session (EPPS) by adding categories to the sessions to include hair, skin, cosmetics and beauty care. This new standalone program will bring together suppliers of these categories with buyers at food, drug, mass, department, specialty and alternate channel retailers seeking to sell products tailored to the African-American, Asian, and Hispanic markets.

"Despite making up only 38% of the population, the multicultural consumer makes up a disproportionately large number of what Nielsen calls 'Super Consumers' -- those who can drive at least 30% of sales, 40% of growth and, 50% of profits -- and these numbers more than hold true for the multicultural beauty consumer," said Felicity Fromholz, Director of Product Development for Beauty Box 5, and a regular buyer at ECRM beauty EPPS meetings. "With big players expanding their shade ranges, hiring multicultural spokesmodels and purchasing African American-centric brands, it's time for retailers to take notice or lose out on long-term, lucrative relationships with this growing consumer base."

The Multicultural Beauty Care EPPS will be held Tuesday, June 6, 2017 through Thursday, June 8, 2017 at the Westin Lake Las Vegas Resort & Spa in Henderson, NV and will be co-located with ECRM’s Hair and Skin EPPS to capitalize on synergies for buyers and suppliers who buy and sell products that cross these categories.

“Adding additional categories was a result of input and suggestions from several retailers in the ECRM community and we are excited to open up this event to new suppliers to assist buyers with gaining insight into products geared specifically for the multicultural shoppers,” notes Lisa Carrillo, SVP Beauty Care for ECRM. 

ECRM Multicultural Beauty Testimonial: Rocyalox

Joseph Tarnowski

VP Content

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