Cetaphil launches its ‘Comfortable in My Skin’ campaign
FORT WORTH, Tex. Galderma Laboratories’ Cetaphil brand has launched a new viral campaign powered by social media marketing solution Brickfish.
“Cetaphil’s complete line of cleansers and moisturizers help our consumers achieve beautiful and healthy skin,” stated Cindy Kee, senior product manager for Cetaphil. “The ‘Comfortable in My Skin’ campaign is a meaningful way to drive awareness of the utility of our products, while reaching and recognizing our consumers. We are proud to be working with Marriott & Renaissance Caribbean & Mexico Resorts and Kate Spade to offer our consumers a tropical getaway.”
Powered by Brickfish, the campaign enables consumers to create personalized brand-focused user-generated content and virally share their entries with their social networks via widgets, blogs, IM, email and more. Campaign participants have the ability to interact with the Cetaphil campaign by creating, reviewing, sharing and voting upon brand-relevant content.
By visiting http://www.comfortableinmyskin.com/, entrants explain where and what makes them feel most comfortable in their skin. Participants will pick Kate Spade getaway bags and fill them with their favorite Cetaphil products and other items that they would take on Marriott & Renaissance Caribbean & Mexico Resort vacations. Entrants are also asked to complete the sentence: “I feel comfortable in my skin when I am …” The grand prize winner, selected by a panel of judges from Cetaphil, will receive a seven day, four-person getaway to a Marriott & Renaissance Caribbean & Mexico Resort destination of his or her choice, a Kate Spade bag and a $500 American Express gift card to purchase his or her selected getaway items.
Nivea Good-bye Cellulite receives award for marketing, communications strategy
WILTON, Conn. Nivea Good-bye Cellulite, from Beiersdorf USA, has been awarded a Bronze Media Lion at the Cannes Lion International Advertising Festival for Best Use of Sponsorship for its marketing and communication strategy to execute the brand’s 2008 Nivea “Good-bye Cellulite, Hello Bikini Challenge.”
“We are extremely honored to receive this award and are very proud of our campaign,” stated Nicolas Maurer, VP marketing for Beiersdorf USA. “We applied our deep consumer understanding, product innovation capabilities and skin care expertise to communicate with women in a powerful way that engages and empowers them to feel better about their skin.”
The Nivea Good-bye Cellulite product line includes a gel-cream, patches and dietary supplement capsules that promises to help reduce the appearance of cellulite and regain smooth skin within four weeks.
As part of the 2008 campaign, the brand created a partnership across multiple properties that featured real, relatable women?s success taking the four-week Nivea “Good-bye Cellulite, Hello Bikini Challenge,” including two on-air segments on “The Tyra Banks Show,” a three-week advertorial series following the women’s journey in People’s magazine, and an on-air segment with “Extra” featuring both models and “The Tyra Banks Show” challengers discussing their results.
IRI releases report examining consumer spending, cost-cutting strategies
CHICAGO Information Resources Inc. on Tuesday released a new report — Competing in a Transforming Economy 4.0: The New Equilibrium — that examined which consumer groups will be maintaining their current cost-cutting strategies through an economic recovery.
“Since the beginning of 2009, a new consumer equilibrium has emerged in which behaviors initially implemented to weather the storm have the potential to last well beyond an economic recovery,” stated IRI consulting and innovation president Thom Blischok. “In this phase of our research, we went beyond studying the common spending, self-reliance and self-health strategies that are becoming common place in today’s environment and examined how economic pressures have driven different types of consumers — by income level, household composition and even varying consumer mindsets — to change their strategies.”
The “Misery Index,” which captures current consumer economic wellbeing and expectations of future economic conditions, remains high for U.S. consumers at more than 14%, versus 13% in March 2008 and less than 8% in March 2007. Forecasts indicate that 2009 will continue to be challenging and 2010 will improve slowly, which leads one to believe that consumers’ current spending strategies will continue. Though perhaps even more important than the strategies themselves are the consumer groups who are driving them, IRI stated. IRI has maintained an ongoing dialogue with consumers since the economy began declining and has found that the following consumer segmentations play an important role in understanding the drivers of saving strategies:
- Income Level
IRI closely examined how income levels drive commitment to saving and cash management strategies. For instance, do higher income households feel less pressure to cut back with higher cash inflow? Or, do they experience more pressure with the concern of replenishing their shrunken investments quickly to support the leisurely retirement they had planned before the recession?
During the fourth quarter of 2008, IRI asked consumers if they were postponing such non-grocery purchases as electronics, furniture and clothing, and found a whopping 69% of those earning under $35,000 were delaying these purchases, versus 63% earning $35,000-$54,000; 59% in the $55,000-$100,000 level and 46% in the over $100,000 bracket. In addition, 60% of consumers earning under $35,000 are changing their definition of what is essential, compared with 58% earning $35,000-$54,000, 46% earning $55,000-$100,000 and 34% in the over $100,000 bracket.
- Household Composition
IRI also studied which spending strategies are driven by households with kids versus households without kids. For example, do households without kids stick to their preferred brands and products since they have fewer mouths to feed, or are households with kids bending to picky eating habits and sticking to their preferred products in certain categories?
While households with kids are most likely to reduce or postpone spending on non-grocery purchases, affordable indulgences are quickly becoming a theme for these stressed out consumers. In fact, 78% of households with kids earning under $55,000 are postponing non-grocery purchases; but 64% of this same consumer segment is treating themselves to affordable indulgences, compared with 54% earning the same income without kids.
- Consumer Sentiment
Understanding the mindset of consumers who are driving strategies is a key to success for retailers and manufacturers. IRI uncovered three emerging categories of shoppers: optimists, maintainers and pessimists. Is the optimist the first to adopt dramatic saving strategies, thinking the economy will get better soon, and they won’t have to employ them for long? Or, is the pessimist driving the trends in expectation of a long recession?
From its post-inaugural survey, IRI discovered that pessimists exemplify many of the attitudes that are driving behavioral change across channels and categories, e.g. searching for sale prices (87% versus 82% for all households), making personal care products last longer (62% versus 55% for all households), and buying fewer prepared meals at grocery stores (61% versus 55% for all households).
“Learning more about the specific consumer segments that are leading change empowers both retailers and manufacturers to craft marketing messages targeted towards their most important consumers and will also help to get these messages in front of their consumers at the right time and the right place,” Blischok said.