The product category management is one of the most important processes in retail as it directly affects the choice of which products are going to be an inclusive part of a certain products category, that is to say the choice of the assortment, which products are going to be displayed on the shelves, the price of the products, and the promotional activities of a certain category. Primarily, the goal of the product category management is to improve the business result, to increase the sales of a product and to strengthen the collaboration with the suppliers and the customers, and to positively impact the reputation of the certain category, the store, and the entire company. Great dynamics and the increase of the customers' needs and wants are characteristic of the retail market. Because of that, the changes and the adjustments to the market using the variables of the retail mix, or the category trigger, are inevitable. Those category triggers are the assortment, the space, the price, and the promotional activities. Wb.at is practically the most commonly used process of the product category management consists of eight phases and has been developed by an American company "The Partnering Group" (TGP). The focus of the thesis is the analysis of the "face and body creams" category in the drugstores which operate on the Croatian market. The theoretical section lists and discusses the basic terms related to the product category management, the appearance and development, and the process of the product category management. Then, the market for the face and body creams and the structure of the market are explained. As well as that, a research was conducted in order to analyze and evaluate the "face and body creams" category in the drugstore retail business.