Page 21 - HME Business, August 2017

The
Bath Safety Rethink
Meet the new face of bath safety. It’s focused on fashion and retail appeal — and nowhere near the ‘bent metal’ days of yesterday. Best of all, with the right marketing and merchandising,
it can put a shine on your bottom line. By Holly J. Wagner
Mention the words “grab bar” at a cocktail party and most people will think eau de Lysol and conjure images of a fat, industrial-looking stainless steel bar with big flanges bolted to a subway-tiled wall. “As seen in horror movie.”
That’s sooooo yesterday. Not old enough to be Steampunk, not cool enough to be modern, and much less fashionable. Who wants a stuffy nursing home façade when they can relax in a sleek, inviting and safe spa.
Welcome to the brave new world of Baby Boomer bathing. In case you hadn’t noticed, this is a generation for whom image is almost as much a priority as ability. Retailers need to keep up: You’re still selling bath safety, to be sure, but now you need to sell luxury — style, convenience, and yes, extended youth — to grow your business with bath aids.
This is partly because bathing is universal. That’s a double-edged sword: everyone needs to bathe, but that means competition can be fierce. Big box, home and linen stores now routinely stock basic bath safety items and often aren’t shy about discounting.
Management Solutions | Technology | Products hme-business.com | August 2017 | HMEBusiness 21