With hordes of consumers constantly flocking to Walmart’s evolving beauty shelves, no one in the personal care industry (or anywhere else) can afford to ignore the king of retailers. Therefore, the retail giant was the topic of the HBA Marketing and Technical Conference, “Walmart and the Consumer.”

Industry insiders delivered inside scoop about who is shopping at Walmart and why. Alisa Marie Beyer, president of The Benchmarking Company, presented the results ofthe landmark survey, “Women and Walmart.”

Also, the vice president and divisional merchandise manager of beauty at Walmart, Carmen Bauza, was present to talk shop about the company itself. She was integral in revamping the beauty department’s merchandising to include grouping products (all lipstick, all mascara, etc.) as well as incorporating “shelf talkers” and EZ Face technology.

And, Laurie Kahn of DNA Public Relations, the marketing representative for Hard Candy, was on board to discuss the brand’s successful partnering with the superstore. Its re-launch included new packaging, new formulas and several new beauty products.

More on the power of Walmart next month online at nitesh_happi.rodpub.com.