Axe to make second appearance as Super Bowl advertiser
ENGLEWOOD CLIFFS, N.J. — Unilever’s men’s grooming brand, Axe, made history last year during Super Bowl XLVII after announcing plans to send one viewer to space as part of its Apollo campaign. This year, Axe returns to air a 30-second television commercial during Super Bowl XLVIII.
“The Super Bowl was a big platform for us to launch the Axe Apollo campaign, where more than one million men and women enlisted for a chance to go to space,” Matthew McCarthy, senior marketing director for Axe and Men’s Grooming at Unilever said. “Axe is the No. 1 men’s fragrance — and No. 1 male grooming brand in the U.S. and globally. With the big game in our back yard, we want to be there.”
Allegro celebrates 40 years
LOS ANGELES — Allegro, a division of Conair that is known for creating beauty travel and storage solutions for brands and retailers around the world, has turned 40 and is looking forward to years of continued success.
“It takes dedication and hard work to stay relevant in a dynamic trading environment,“ said PJ Brice, president of Allegro. “Understanding the ever-changing needs of an increasingly sophisticated consumer has been the key to our success.”
With a heritage deep in cosmetic bags, boasting more than 90% of the soft-sided market in the United States, Allegro has grown into a global design and product development house with expertise in a variety of beauty categories.
Allegro’s fashion trend identification and interpretation service has become a valued design resource for its retailers and design partners. This, coupled with the vertically integrated business model, enables Allegro to design, sample, produce and market commercially viable products across a variety of distribution channels, the company stated.
What’s next for Conair and Allegro? Conair will continue to support Allegro and its growth plans, while Allegro will continue to diversify its business, which includes the development of new product categories, expansion into the prestige sector and the marketing of two of its controlled brands, SOHO Beauty and Kestrel, the company stated.
Retail traffic down 22% in week following Black Friday
CHICAGO — Consumers spent a majority of last week recovering from “Black Weekend” holiday shopping. ShopperTrak on Wednesday reported that for the week of Dec. 2 to Dec. 8, GAFO (general merchandise, apparel, furniture and other products) brick-and-mortar retail sales decreased 2.9% compared to the same time last year. Last week’s retail shopper traffic decreased 21.6% compared to the same time period in 2012.
Shopping activity for the week ending Dec. 8 returned to expected seasonal levels following the previous week, which contained a surge of in-store activity across Thanksgiving Day and Black Weekend. “Cyber Monday” (Dec. 2) started the week with a focus on online shopping, causing many retailers to offer in-store promotions intended to entice customers to complete their holiday shopping early in December in their stores.
“Shoppers usually take a brief break in the week after Black Weekend,” Bill Martin, ShopperTrak founder said. “Lighter crowds and many in-store deals, however, helped Saturday, Dec. 7 see a 1.4% sales increase compared to the same day in 2012.”
Despite the encouraging uptick in sales on Saturday, calendar changes in 2013 contributed to the past week’s overall declines in retail sales and traffic. Hanukkah began on Thanksgiving Day (Nov. 28) – 11 days earlier than last year. So, consumers completed their pre-Hanukkah shopping in November rather than early December, as they did in 2012.
“The movement of Hanukkah into November caused some inevitable declines in sales and traffic in the first week of December,” Martin said. “However, with the shortened Christmas shopping season now in full swing, shoppers can’t procrastinate like they did last year. As we approach the holiday, we expect that shopper activity will increase each week.”