.SerenaWilliams’ topical performance care brand Will Perform is headed to Walmart.
Based on consumer feedback since launch, the brand chose three specific skus to enter Walmart, also choosing select stores they thought would be most successful.
“We’re going to have the Relief products, the Will Relieve Lidocaine Pain Relief Roll-On, $13, the Will Relieve Lidocaine Pain Relief Spray, $13, but then to show their support of performance care, we’re also going to have our Rest sku [Will Rest Nightly Muscle Recovery Lotion, $13], which was really important to us and really important to Walmart,” said Mercier.
“We are anticipating a slightly different experience [in Target versus Walmart]. We have three skus versus six. We’ve got beautiful in-store signage with Target, whereas Walmart has very tight standards for signage,” Mercier explained. “Our challenge is to make sure that our packaging, and our marketing plans on Walmart.com and our support of the ecosystem of how Walmart talks to their shoppers, is robust. Packaging is going to have to work really hard for us.
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