Health, Beauty & Wellness

Health, Beauty & Wellness Offerings

Health, beauty, & wellness category managers have extensive experience bringing more than 12,000 relevant and engaging products to retailer shelves providing solutions to compete favorably in any market. They attend trade shows and industry events to assess new items, optimize shelf placement, and gather information to ensure retailers can meet consumer needs in this space. Plus, a broad assortment of private brand items continues to help retailers offer deeper value in these important departments and provide a best-in-class program.


AWG Brands

National brand comparable health, beauty, and wellness products are offered through AWG’s Best Choice® brand. Assortments have breadth and depth, giving the brand a trusted presence throughout the departments. Plus, a $4 over-the-counter planogram helps create even more of a price perception for the brand in-store. Find out more about AWG Brands.

Category/Shelf Management and Pricing

As the health, beauty, and wellness assortment continues to evolve, category managers focus on a comprehensive assortment with competitive pricing and offer complete solutions that are easy to execute for retailers. Planograms in multiple sizes are offered for most categories. A network of sales specialists and representatives help bring the best items to market based on a retailer’s size and geographic location and a retailer support team ensures all retailer questions are addressed.

When it comes to pricing and promotions, there are a variety of different vehicles AWG retailers can take advantage of to optimize their sales in health, beauty, and wellness. Each of these opportunities help to increase basket sizes by partnering with key vendors and offering product purchase discounts.


AWG hosts two trade shows per year, bringing retailers to Kansas City to view new items, gain merchandising ideas, view new planograms, and purchase show items at savings of 10-40%. The shows are also a great way to establish and reinforce relationships with manufacturers, brokers and AWG teammates.

Choose Wellness

This turn-key program helps members take credit for the wellness products they already have represented in their stores. It can be used in all different sizes of stores in any geography and includes in-store signage, digital components and resources for in-store educational wellness events.


Top health, beauty, and wellness brands are built into merchandising endcaps called “WinCaps”. This vehicle includes competitive and profitable suggested retail. Product and signage ship together for easy in-store execution. Endcap and rack options are available for stores of all sizes.

Power Buys

Aggressive off-invoice allowances are offered monthly by both the vendor and AWG. Power Buy product must be pre-booked and include top brands in all key categories.


More than 1,000 items are given temporary price reductions in four week cycles throughout each year This opt-in program includes discounts that apply across all health, beauty, and wellness categories as well as in general merchandise and natural, organic, and specialty foods. Reductions are a minimum of 10% and require 100% pass through of the TPR amount and help draw consumer attention to these departments.

Ad Program

The Promotional Department works with vendor partners to create a HBW ad planner in 6-month increments. The planner suggests ad items based on vendor partner deals on products and takes into account national advertising, seasonality, free standing insert and digital coupon availability so retailers can be competitive. A variety of products are available to choose from each week to appeal to a variety of demographics. Funding is available for retailers advertising six health, beauty, and wellness items in their print ads each week. 

Web Blast

Monthly promotions are communicated through a video presentation and include top brands and high velocity items. Aggressive deals make this one of the most lucrative vehicles for aggressive pricing.

Digital Coupons

National and private brand digital coupons are often offered on health, beauty, and wellness items through AWG’s Shopper Engagement Program. Digital coupons are run through retailer loyalty programs and can be used on a variety of different coupon platforms.

Retail Pricing Options

Seven retail price zones are maintained for health, beauty and wellness products. Retail pricing specialists assist retailers with retail pricing needs and retailers can also choose to create and maintain their own retail pricing file.

Additional Promotion Tactics

Retailers can also take advantage of traditional incremental advertising opportunities like Buy 5 Save $5, Mix & Match 10 for $10, and buy one get one (BOGO) offers.