Massmart launches Walmart private label sunscreen in SA – an affordable quality solution
Nov 20th, 12:48
Sunscreen is expensive – right? This makes it mostly a grudge purchase. We knew something could be done to get our customers the best sunscreen at the best price. A sunscreen that did what it said it would on the bottle. Walmart’s private label brand - Equate - provided the perfect opportunity.
Equate spans 38 categories across Health, Beauty, Personal Care and Over the Counter medicines and is sold in 12 countries around the world, with more than $3bn in sales globally.
“Through Walmart, we have access to a highly competitive private label product portfolio. Our local launch of Equate sunscreen is a perfect example of how Massmart can leverage the experience and expertise of Walmart to save our customers money,” Massmart group merchandising services executive Jon Martinek says.
“We are always on the lookout for great products for South African consumers that are affordable and innovative. Equate is a quality sunscreen, with a proven track record, that does what it says on the bottle. Its quick absorption formula is convenient and long lasting and best of all, our customers will be surprised by how affordable it is.”
Massmart’s relationship with Walmart has helped reduce the risk of trialling new product categories and has given Massmart access to some of the best practices from around the world. Last month, Massmart opened three George clothing pop-up stores to test local appetite for the ASDA clothing label. Ol’Roy dog food, another Walmart product, was launched earlier this year. Ol’Roy, named after Walmart founder Sam Walton’s dog, is manufactured and packaged in South Africa. Last year, Great Value batteries sparked a price war in the alkaline battery category.
In a study conducted at the beginning of the year investigating the most effective sun protection products on the US market, Equate sunscreen ranked second. US ratings site Consumer Reports tested 12 popular SPF lotions on their ability to block harmful ultraviolet radiation and Equate beat many other pricier alternatives.
The variants to be sold in SA include Equate Sports Sunscreen SPF 30 Continuous Spray, Equate Ultra Protection SPF 50 Continuous spray and Kids SPF 50 Continuous Spray. All offer a no-run formula with UVB and UBA protection and are water resistant for up to 80 minutes.
The three variants of sunscreen will be available exclusively at Game and Makro stores from 27 November. All three products will retail at R65 for 175ml.
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