Pacific World consolidates gains.

LAKE FOREST, Calif. - Following a flood of more than 20 new items in two product lines last year, Pacific World Corp. is fast consolidating the gains made by its natural and artificial nail care offerings.

The company's retail shelf space has been expanded by an average of 20% since the launch, and it is staging a follow-up program with aggressive in-store rebates and promotions to enhance its place in the market.

"Pacific World is becoming a full-service brand meeting the needs of all consumers in the artificial nail care category," notes senior vice president of sales and marketing Joel Carden. He says the supplier already has a strong presence in seven of the 10 segments in the artificial nail market with its Nailene brand. So its focus is on reinforcing its position in the remaining three - acrylics, gels and glue.

"'We've had some coverage in them, but we're strengthening our presence in those areas this year," remarks Carden.

Giving chain drug stores and their customers clear choices is essential in a marketplace that's beginning to get overcrowded, he adds. Many drug chains want to expand their role in the category while cutting down on the number of suppliers they deal with.

"Retailers are questioning whether they need those small niche players if they don't have a strong point of difference," says Carden. "It's difficult enough within artificial nails to make a presentation that's clearly understood by the consumer. More brands make it that much harder for the consumer to get that presentation."

Pacific World's broad-based approach will enable chain drug stores to focus on fewer brands while offering a full spectrum ...