Thayers Rolls Out to Walmart in Custom Display

L'Oreal's Thayers Natural Remedies celebrated the arrival of its SKUs at Walmart recently with a TikTok influencer campaign and a custom endcap display replicating a larger-than-life bottle of the brand's facial toner. Known for its facial toners with red-colored bottle caps, Thayers rolled out to Walmart.com and 3,500 of Walmart's 4,742 stores in February. Thayers' assortment of SKUs at the mass merchant includes exclusive 8.5-ounce bottles of the brand's organic witch hazel facial toners and 4-ounce facial mists. (The brand's facial toners and mists are typically only available in 12- or 8-ounce packages, respectively, or in a 3-ounce sample size.) The products are also available through the brand's direct-to-consumer site (Thayers.com) and retailers, including Walgreens and Target. In stores, the SKUs enjoyed secondary merchandising space via the custom endcap, which boasted Thayers is "America's #1 toner brand" and underscored most of the brand's products are "alcohol free, non-drying & gentle." Sponsored product ads within Walmart.com and Google search ads continue to promote Thayers at the mass merchant. In conjunction with the brand's debut at Walmart, Thayers enlisted 20 TikTok creators to make videos for a #RedCapSnap campaign, using the sound of the bottle opening and disco music to tap into autonomous sensory meridian response (ASMR) and social commerce trends. The videos have garnered more than 24.2 million views. Thayers also promoted the launch on its Facebook, Twitter and Instagram accounts. "With a legacy of creating trusted quality skincare products for 175 years, we are thrilled to continue to cultivate the brand love for Thayers with our expansion into Walmart," Erica Culpepper, Thayers Natural Remedies general manager, said in a media release. "This launch allows us to share Thayers’ beloved skincare products with more beauty enthusiasts in the most convenient way possible, showcasing the importance of a skincare routine rooted in effective formulas and science, as featured in our curated assortment of facial toners, facial mists and more." Walmart has been aggressively expanding its personal care and beauty selection, with February also bringing the launch of Edgewell Personal Care’s Billie while Unilver’s Sundial Brands exclusively released MADAM by Madam C.J. Walker at the mass merchant in January.