Report: Beauty brands, retailers bank on gift sets this holiday season

NEW YORK — This holiday season, drug stores and big-box retailers increasingly are working with beauty and personal care brands to develop gift sets in an effort to persuade shoppers to spend holiday dollars in their stores and try a broader assortment of products, according to a Wall Street Journal report.

Gift sets typically cost less than all of the products inside individually, usually a 10% to 40% discount, WSJ reported.

Target, for example, has asked U.K.-based Boots to create several holiday-themed gift sets, including a Boots cranberry-scented body care set, WSJ reported.

Meanwhile, manufacturer Procter & Gamble is launching about a dozen more beauty gift sets this year compared with last year, bringing its offering to about 24 sets. Kevin Hochman, P&G marketing director of beauty and grooming, was quoted in the article as saying that sales of sets were up about 20% in 2010 versus 2009 and are likely to rise even further this year.

WSJ also noted that Unilever’s Axe brand has added new products to its gift sets this year, along with the Dove brand.