BEAUTY CARE

Coty’s interim CEO Bart Becht to remain on board

BY Antoinette Alexander

Bart Becht, interim CEO of Coty

NEW YORK — Beauty brand Coty has announced that Bart Becht will remain interim CEO of Coty, and will also continue in his role as chairman.

Elio Leoni Sceti, who was planned to assume the role of CEO in July, has reconsidered and decided not to join Coty, the company stated.

“After further discussion, the Coty board of directors determined that leadership continuity is critical in ensuring the continued success of Coty’s strategy implementation. We certainly understand Elio’s decision not to join Coty as planned, thank him for his professionalism throughout this process and we wish him all the best in his future endeavors,” stated Peter Harf, director and chairman of the Remuneration and Nomination Committee of Coty.

Becht was appointed interim CEO in September 2014, following the departure of former CEO Michele Scannavini for personal reasons.

Before joining Coty, Becht served as CEO of Reckitt Benckiser from 1995 to 2011. Becht also held a variety of marketing, sales and finance positions at Procter & Gamble.
 

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Loma Lux Laboratories gets a makeover

BY Antoinette Alexander

CLEVELAND — Loma Lux Laboratories has unveiled new packaging that spotlights its patented, natural mineral technology formulations that, according to the company, have been clinically validated and dermatologist-developed to relieve the skin inflammatory disorders of acne, eczema and psoriasis.  

Loma Lux products are taken internally to help attack skin disorders at their source, gently stimulating the body’s own recovery response. The complete Loma Lux Laboratories line up includes:

•    Loma Lux Acne Pill helps relieve all types of acne. It is designed for all ages and has a suggested retail price of $19.99 for a 60 count;
•    Loma Lux Eczema Pill helps relieve itch for adults and children. It has a suggested retail price of $19.99 for a 60 count; and
•    Loma Lux Psoriasis to relieve itching, redness and scaling. It has a suggested retail price of $29.99 for 8 fluid ounces.
 

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Study: Nearly half of consumers tuning out old-fashioned brand strategies

BY Antoinette Alexander

SAN MATEO, Calif. — In a recent survey of more than 2,200 consumers worldwide, more than half of respondents said that they are highly annoyed by the way brands continue to rely on the old-fashioned strategy of repeatedly blasting generic advertising messages.

The poll, conducted by Marketo, a provider of marketing software and solutions, found that the two things brands should do to make advertising more appealing to their audience were to 1) show ads less often, and 2) make the content more personalized and relevant based on consumer behavior across other channels and interactions.

In addition, 78.6% of consumers said they are only likely to engage with a brand using coupons or other offers if those promotions are directly tied to how they have interacted with the brand previously. This can include sending offers via email, mobile or social media after they have visited a brand's website or tailoring communications based on products viewed or purchased. The poll was conducted in the United States, United Kingdom, France, Germany and Australia.

For years, campaigns have been crafted in isolation, often designed in silos with a specific digital channel in mind. For example, messages delivered to a consumer through a digital advertising campaign on Facebook often are not at all connected or consistent with her prior interaction with the company's website, emails, or other programs. As a result, it has been difficult for companies to have a two-way conversation with individuals with a single brand voice no matter where they are. To make matters worse, customers – flooded with thousands of marketing messages per day – have become increasingly frustrated with brands' inability to connect with them based on their interests, likes, or dislikes, according to the findings.

Earlier this year, Marketo introduced a solution to help brands tailor their digital advertising to an individual's behavior, allowing the messages to be customized based on the actions a person takes across a variety of channels, making it part of a single, consistent conversation.

Marketo's Ad Bridge solution allows brands to connect their customer data with ad-buying platforms to deliver targeted and personal ads across channels including the web, email, mobile and social media. 

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