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Catalina Marketing introduces Catalina BuyerVision

BY Allison Cerra

ST. PETERSBURG, Fla. — Catalina Marketing announced the debut of a new purchase-based targeting solution for consumer packaged goods advertisers that incorporates shopper understanding and analytics into campaign planning and measurement to drive improved performance.

Catalina BuyerVision is designed to improve the efficiency of digital media by identifying key buyer audiences based on in-store purchasing and engaging them wherever they are online, Catalina said. BuyerVision leverages Nielsen Catalina Solutions — Catalina’s joint venture with Nielsen — utilizing its targeting and measurement capabilities. Once a target audience for a campaign is defined by utilizing aggregated, anonymized purchase history data, offline data is matched with Web cookies to address the same audience online. Display ads, videos and other advertising then are served up to the buyer audience wherever they are online, Catalina said.

"Catalina is a global leader in understanding and engaging a brand’s most valuable consumers based on purchasing analytics," Catalina digital solutions EVP Chris Henger said. "With Catalina BuyerVision, we can share with brands and their media planners and buyers our unmatched, real-time consumer and brand insights. We also are the only multi-channel solution able to reach the same audiences with online advertising integrated with an in-store campaign to maximize volume, drive trial or reinforce loyalty. This creates a true surround sound consumer messaging opportunity for a brand to direct to its most valuable set of buyers."

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Fraction of shoppers determine new CPG’s success

BY Allison Cerra

ST. PETERSBURG, Fla. — Just 1-in-67 shoppers, or 1.5%, determine the success of a new product, according to Catalina Marketing’s "New Product Report."

Analyzing the two-year purchasing behavior of approximately 41 million U.S. consumers at approximately 20,000 stores, the precision consumer marketing firm found that while this fraction of shoppers accounted for 80% of volume during a 12-month window following the introduction of new consumer packaged goods, it also found that when examining 25 of the top product launches of 2010, almost two-thirds of sales (63%) came from existing brand buyers, but almost half of those sales cannibalized existing brand purchases.

Additionally, the "New Product Report" found, top category buyers, who accounted for 80% of sales in the category prior to a new product launch, were 3.8 times more likely to try than the average shopper. For product line extensions, top brand buyers, who accounted for 80% of brand sales prior to a new product launch, were 5.8 times more likely to try than the average shopper, Catalina said.

"This report shows just how few consumers make or break even the most successful new CPG product launches. Of the 25 new products studied in this report, just 1-out-of-67 shoppers made up the vast majority of sales," Catalina EVP brand development Todd Morris said. "With such small shopper concentrations driving the success of product launches, it’s critical for a brand’s advertising and promotions to reach the consumers who are most likely to try and repeat."

For the full report, click here.

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Yardley London launches new line of shower gels, moisturizing bars

BY Antoinette Alexander

HARRISON, N.Y. — Yardley London, known for its botanical soap bars, has announced the launch of its new Skin Indulgence bath and shower collection.

"Yardley Skin Indulgence was developed for women who want indulgent boutique-style bath products but not the premium prices," stated Randy Sloan, Lornamead president. "Yardley’s new line will uniquely deliver on that promise while providing additional eco-friendly benefits."

Skin Indulgence bath and shower gels feature a paraben-free, biodegradable formula that is packaged with 50% recycled materials in a built-in pump. New Skin Indulgence bath bars also feature eco-friendly packaging in the form of biodegradable, recyclable cartons, and are created with 98% plant-derived ingredients in a pure vegetable base.

The line is designed in vibrant colors, which stand out on retail shelves and look elegant on bathroom counters. The functionality of the shower gel structures, as well as the clean aesthetic of the design, are contemporary and appealing, the company stated.

This new collection began hitting retail shelves in May.

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