Axe launches ‘Getting Dressed’ creative spot in U.S.
ENGLEWOOD CLIFFS, N.J. — Unilever’s men’s grooming brand Axe has launched its "Getting Dressed" creative spot in the United States, which takes a lighter look at a couple’s interaction the morning after a romantic chance encounter.
The digital launch comes right Halloween and the brand is taking to the streets of New York City to help turn the pop culture term "walk of shame" into a more positive and optimistic "stride of pride."
"A recent Axe survey showed that 72% of young adults are more likely to approach an attractive guy/girl while in costume, and this confidence is one of the reasons many don’t make it home on Halloween," stated Nick Gonzales, brand manager for Axe. "Regardless of where these guys and girls spend the night, Axe wants to provide them with everything they need to look, smell and feel their best during their ‘Stride of Pride,’ especially if still in costume from the night before."
Axe branded trucks and ambassadors will be positioned throughout NYC’s annual Halloween parade, and stationed at high traffic locations the morning after, offering "Stride of Pride" confidence kits containing items that will help make the best of the morning commute, including water, gum and Axe deodorant sticks. Axe ambassadors will be in costume, so visitors to the trucks will be in good company.
For more information about the Axe "Stride of Pride" activation, including specifics on the truck locations, consumers can follow Axe on Facebook and Twitter — #strideofpride — for live updates and related content.
The "Getting Dressed" creative spot was developed by BBH London and was first launched outside the United States in 2004.
Former Shopko Stores exec joins Ulta Beauty’s board
BOLINGBROOK, Ill. — Ulta Beauty has announced that Michael MacDonald, president and CEO of DSW, a branded footwear and accessories retailer, has been appointed to its board.
MacDonald joins the board with more than 30 years of experience in the retail industry, with expertise in merchandising, marketing, store operations and finance. Prior to joining DSW in 2009, MacDonald served for three years as chairman and CEO of ShopKo Stores. Prior to that, MacDonald spent 16 years with the department store Carson Pirie Scott and with Saks after it acquired CPS in 1998. He served in various operating roles at Saks, including chairman and CEO of Saks’ Northern Department Store Group from 2000 to 2006. Prior to joining CPS, MacDonald held financial positions with various other department stores, including CFO of Marshall Field & Co. from 1985 to 1990.
“We are delighted to welcome Mike to Ulta Beauty’s board. DSW shares many of the strengths of our company, including a consistent track record of profitable growth, exciting future growth potential, a vibrant rewards program and its guests’ passion and enthusiasm for the brand. We look forward to Mike’s valuable insights and expertise benefiting Ulta’s business,” stated Dennis Eck, Ulta’s non-executive chair.
Study: Shoppers opt for private label over brands across specific categories
DENVER — Although 77% of general shoppers compare store brands to brand names, 90% of women compare both regularly, according to a shopper behavior study conducted by The Integer Group and M/A/R/C Research that was published Thursday in The Checkout.
"Certain categories appear to be immune to the store-brand swap," stated Craig Elston, SVP Integer. "Categories that offer shoppers frequent innovations such as performance or variety, and categories where personal stakes are higher, are more difficult areas for private-label products to compete."
Of note, certain demographics (76% of African-American shoppers compared to 69% of shoppers in general) say laundry detergent is a category in which brand name is very important to them. Health and beauty is also a category where shoppers prefer a brand name to a private label, with 74% of Hispanic shoppers and 65% of general shoppers stating this.
When it comes to quality perception, brand names have maintained a slight advantage over private labels. The prevailing factor is trust, with 51% of shoppers indicating that they continue to buy brand-name products over store-brand alternatives because they trust the brand.
Categories with little innovation or new product introductions tend to be easier for private-label brands to compete. For example, 68% of shoppers prefer private label brands in the over-the-counter medicine category.
The Checkout is available for download at Integer’s blog www.shopperculture.com.