Massmart Launches Walmart Private Brand Equate Sunscreen

Equate - SAIn late November Walmart’s South African subsidiary Massmart introduced Equate Private Brand sunscreen. Equate spans 38 categories across Health, Beauty, Personal Care and Over the Counter medicines and is sold in 12 countries around the world, with more than $3bn in sales globally.

“Through Walmart, we have access to a highly competitive private label product portfolio. Our local launch of Equate sunscreen is a perfect example of how Massmart can leverage the experience and expertise of Walmart to save our customers money,” Massmart group merchandising services executive Jon Martinek says.

“We are always on the lookout for great products for South African consumers that are affordable and innovative. Equate is a quality sunscreen, with a proven track record, that does what it says on the bottle. Its quick absorption formula is convenient and long lasting and best of all, our customers will be surprised by how affordable it is.”

Massmart’s relationship with Walmart has helped reduce the risk of testing new product categories and has given Massmart access to some of the best practices from around the world. Last month, Massmart opened three George clothing pop-up stores to test local appetite for the ASDA clothing label. Ol’Roy dog food, another Walmart product, was launched earlier this year. Ol’Roy, named after Walmart founder Sam Walton’s dog, is manufactured and packaged in South Africa. Last year, Great Value batteries sparked a price war in the alkaline battery category.

The variants to be sold in South Africa include Equate Sports Sunscreen SPF 30 Continuous Spray, Equate Ultra Protection SPF 50 Continuous spray and Kids SPF 50 Continuous Spray. All offer a no-run formula with UVB and UBA protection and are water resistant for up to 80 minutes.

The three varieties of sunscreen are now available exclusively at Game and Makro stores. All three products will retail at R65 for 175ml.

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Christopher Durham
Christopher Durham is the president of My Private Brand and the co-founder of The Vertex Awards. He is a strategist, author, consultant and retailer who built brands at Delhaize-owned Food Lion, and lead strategy and brand development for Lowe’s Home Improvement. He has consulted with retailers around the world on their private brand portfolios including: Family Dollar, Petco, Staples, Office Depot, Best Buy, Metro (Canada), TLW (Taiwan) and Hola (Taiwan). Durham has published five definitive books on private brands, including his first book, Fifty2: The My Private Brand Project. In 2017, he will debut his newest book, Vanguard: Vintage Originals, a visual tour of innovation and disruption in private brand going back to the mid-1800’s. Dynamic in his presentation while down to earth and frank in his opinions, he has presented at numerous conferences, including FUSE, The Dieline Conference, Packaging that Sells, Omnishopper and PLMA’a annual trade show in Chicago. Durham lives in Charlotte, NC with his wife, Laraine, and two daughters, Olivia and Sarah.