BEAUTY CARE

Brands empower teens

BY Antoinette Alexander

Whether it is through marketing campaigns or product innovation, makers of feminine hygiene products are striving to empower females and ensure that their menstrual cycles never stand in the way of certain activities.

(Click here to read the full Category Review.)

According to IRI, sales of sanitary napkins and liners increased 1.6% during the 52 weeks ended April 19 at total U.S. multi-outlets. During the same period, sales of tampons increased 1.3%.

Looking to bring some excitement and new innovation to the category and further connect with women — especially today’s younger girls — manufacturers are not resting on their laurels.

One example is Procter & Gamble’s Tampax tampon brand, which recently introduced the new Tampax Pocket Pearl, a pocket-sized option of Tampax Pearl for on-the-go girls who want stylish protection that fits right in the palms of their hands. The new Pocket Pearl was developed with the help of a panel of teen girls.

On the outside, Tampax Pocket Pearl is taking period protection in a new stylish direction with four wrapper designs that were cocreated by teen girls with a passion for fashion. They decided on new looks based on the latest pattern, color, graphic and runway trends.

Energizer Personal Care’s Playtex Sport has teamed up with Broadway, film and television actress Keke Palmer to encourage girls to find the fitness activity or sport that is right for them to positively impact not only their year ahead, but also their futures.

Palmer will support the launch of New Playtex Sport Ultra-Thin Pads, Body Shape Panty Liners and Combo Packs. With the introduction of Playtex Sport Ultra-Thin Pads and Liners, women now have a variety of feminine care options designed with innovative technology, including thin and flexible FlexFit design that twists and turns with the body, OdorShield technology that neutralizes odors before they start, and Qwik-Dry technology that quickly pulls in fluid and wicks moisture away.

Then there’s Diva International’s Diva Cup, a reusable menstrual cup. The brand not only encourages its users to share their “DivaCup stories” via social media and friends, but also features the “DivaBlog” on its site.

To build consumer awareness and satisfy growing consumer demand for both the DivaCup and its DivaWash, Diva International has planned their most robust advertising in 2015, with a planned marketing spend of $3 million. Diva International will also continue retailer-specific “geo-targeted” advertising to drive customers to participating retailers.

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Coty unveils new scent designed to appeal to the romantic side

BY Antoinette Alexander

NEW YORK — Coty recently announced the launch of the Love2Love Bluebell + White Tea fragrance at mass and drug retailers.

(Click here to read the full Category Review.)

The scent promises to instantly enchant with a burst of Italian bergamot, blueberry white tea and nectarine. The opening mingles with middle notes of orange flower, bluebell flower and jasmine sambac. An earthy blend of cashmere woods, sheer musk and white amber at the bottom is to represent the calming feeling that comes from being wrapped in your true love’s arms, according to the company.

Love2Love Bluebell + White Tea, which was created by perfumer Clement Gavarry, is priced at $9.99 (3.4 oz./100 ml eau de toilette) and $6.99 (8.0 oz./240 ml body mist).

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Brands revive the smell of success

BY Antoinette Alexander

The pressures on mass market fragrances have yet to ease, and as industry players work to determine whether the current downturn is a long-term secular decline or the result of recent consumer behavior, manufacturers are not resting on their laurels.

(Click here to read the full Category Review.)

According to IRI, sales of men’s fragrance declined 2.4% for the 52 weeks ended May 17 at total U.S. multi-outlets, as sales of women’s fragrance dropped 7.3% during the same period.

But despite the drop in sales, manufacturers remain upbeat and have set their sights on reviving the smell of success.

During Coty’s third quarter, fragrance net revenues decreased 2% like-for-like, as incremental net revenues from new launches could not offset the decline from existing product lines.

“On fragrance, I would say the net revenue indicator of -2% is picturing a more negative situation than it is in reality, because fragrance has shown substantial volume growth, but at the same time has a negative price mix, which takes it to -2%. That already tells you, from [a] promotional investment point of view, we have optimization possibilities and that is also something which needs to happen,” Bart Becht, Coty’s chairman and interim CEO, told analysts.“So, I think we have good initiatives on our plate going forward. We have the opportunity to invest where it counts in the brand equities of the brands. And we gradually need to release the tension on the trade spend without clearly impacting the volumes.”

Meanwhile, giant beauty brand Revlon sees the fragrance segment as a significant opportunity, president and CEO Lorenzo Delpani told analysts.

“In seeking opportunity for growth in the future, we are obviously keen to diversify our options for growth and also to diversify our risk,” Delpani told analysts. “And, therefore, we, after deep investigation, consider that being active in the fragrance segment is an opportunity for us.”

After investigating a platform for growth, Revlon set its sights on CBBeauty, a U.K.-based global fragrance management company that distributes and markets perfumes and beauty products under the One Direction brand. The acquisition, announced May 1, also included the U.K. distributor, SAS & Co., which distributes and markets perfumes and beauty products from a portfolio of such brands as Burberry, Carven, One Direction and Rihanna.

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