Functionality gets a leg up

The economic recession hit the foot care category hard, buyers were forced to make decisions by looking at the prices only, which resulted in a fallback amongst premium brands. Renáta Draskovich, Scholl’s marketing director in Central and Eastern Europe told that people bought less foot skin care and odour control products. At the same time, foot care tool sales grew, probably because less people go to pedicurists. Brand loyalty and innovation remain to be the driving force behind market presence, as the introduction of Scholl’s K+ Cracked heel repair cream and Deo active Fresh foot spray prove it. Scholl reacted to the spreading of home foot care by starting to educate consumers and retail partners in the foot care category.

In the foot care category summer is the most important season, so Scholl prepares with a big TV campaign and a strong media and trade presence. Fanni Gerhardt, Scholl’s category manager in Central and Eastern Europe informed or magazine that turnover in terms of value is still concentrated to drugstores and hypermarkets, but their own Scholl shops were also an important retail and communication channel. In spring-summer 2010, Scholl comes out with several new products. One of these is a system to treat the problem of callus and hard skin, including a hard skin reducing cream, and softening brush and remover and the Scholl Hydra-Gel blister plaster.

Scholl’s biggest sensation this year is the Scholl Biomechanics orthotic insole: Slimfit can be used with high-heel women’s shoes and Sensitive Feet is good for people with diabetes and articular diseases. Phillip Vasyli, an Australian doctor invented Tri-Planar Motion Control® that is used in these insoles. Scholl Think Feet™, a programme for people with diabetes will be launched this year. Renáta Draskovich said that last year people bought one pair less sandals and slippers on average in the spring-summer season.

Éva Bitter, Joya Hungary’s sales director is of the opinion that the crisis reached the premium segment of the shoe market in September 2009. Only active or functional shoes were an exception, demand for these increased. In Hungary they represent only 6-7 percent of the market, but sales are increasing. MBT is one of the key drivers in this segment as it is now a well-known brand all over the country. Scholl developed Starlit in this segment, While MBT’s Swiss inventor came out with Joya, the world’s softest shoe, which is just perfect for people who spend their day walking or standing on a hard, soft surface. The company’s Joyssy brand targets children. Retailers are optimistic about spring-summer 2010. Scholl will appear in shops with the Mama Be collection that targets pregnant women and young mothers.

Biomechanics insoles will be available for fitness and sports shoes from spring. The season’s biggest sensation will be Hydrastep, slippers which contain a special moisturising gel; the gel slowly releases skin softening ingredients to nourish the skin.