H-E-B, P&G explore 'Men's Zone'

SAN ANTONIO Grocer H-E-B has launched a new men's grooming department that was developed in partnership with Procter & Gamble and boasts more than 530 products just for him.

According to local reports, the new Men's Zone features, in addition to products, touchscreens so men can get grooming tips and discover new products.

So far, the Men's Zone is located within H-E-B stores in Boerne, San Antonio and Shertz. According to reports, P&G selected the San Antonio area to debut the concept because of its large Latino population -- a group that tends to spend more money on general grooming, Lisa Harbert, of the company's local office, was quoted as saying.

According to Harbert, since the Men's Zone debut in the Schertz store in December, overall sales have increased by 11%. Body-wash sales grew by 37%.

"Men are likely to purchase a product if they see how it works and if it is prominent with messages such as here's stuff for your morning routine, your afternoon routine and your going-out routine," Anne Westbrook, a P&G spokeswoman, was quoted as saying. "Guys like a little bit of direction."