BEAUTY CARE

IRI, Experian establish better marketing ROI through partnership

BY Michael Johnsen

CHICAGO — IRI on Monday partnered with Experian on a initiative designed to drive a better return on advertising spend for marketers and improve shopping experiences.

The joint effort enables marketers to leverage IRI ProScores, an audience targeting solution built from household purchase data. As part of the agreement, Experian’s clients will have direct access to IRI ProScores.

“Today’s announcement … expands our partner ecosystem and demonstrates the continued adoption of IRI ProScores by leading marketing and technology companies," stated Srishti Gupta, president of the IRI Media Center of Excellence. "CPG purchase propensity scores have long been used by IRI clients to drive marketing personalization and effectiveness, and this expanded relationship opens up our valuable data assets to Experian’s clients and partners, enabling them to drive unique and personalized experiences for customers.” 

“In an age when consumers are constantly on the go and are bombarded with marketing messages, there’s an expectation for brands to deliver only highly personalized and extremely relevant communications to them," added Kevin Dean, president Experian Targeting. "Through our collaboration with IRI, we’re able to help marketers adapt to this environment and identify the target audiences for each marketing campaign, helping them to improve customer loyalty and see greater return on investment.”
 
IRI ProScores leverages demographic and other consumer data from Experian’s ConsumerView database and integrates it with IRI’s consumer purchase data to identify the most valuable purchasers. Marketers can utilize the information to determine consumers who have the propensity to purchase products within a specific category, subcategory or brand and deliver targeted communications with significantly enhanced relevancy to individual shoppers.

Many IRI clients have experienced more than a 200% lift in product sales for ad campaigns using IRI ProScores as a targeting element, IRI stated.

 

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GSK Consumer Healthcare launches parodontax for gum health

BY David Salazar
WARREN, N.J. — GSK Consumer Healthcare’s latest addition is putting its focus on helping users control gum bleeding. Parodontax combats plaque buildup to bring about smoother pink gums while strengthening teeth and improving the seal between gums and teeth to fight gum disease, the company said.
 
“Whether you see a drop of blood occasionally or daily in the sink when you brush your teeth, you should never ignore your bleeding gums," GSK Consumer Healthcare medical expert and dentist Dr. Jim DiMarino said. "Bleeding gums are a warning sign that your gums need treatment.”
 
The parodontax brand comes to the United States from Germany, where it was launched in 1937. The toothpaste uses stannous fluoride as its active ingredient. It comes in three flavors, Clean Mint, Whitening and Extra Fresh, with a price of $5.99.
 
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Schwarzkopf brings Gliss Hair Repair to U.S.

BY David Salazar
SCOTTSDALE, Ariz. — Henkel’s Schwarzkopf brand is bringing its Gliss Hair Repair line of products from Europe to the U.S. market. The brand, which debuts alongside a new ad campaign,  features products that 
 
Gliss Hair Repair uses a formula aimed at repairing damaged hair from the inside out, incorporating liquid keratin technology for hair that the company says is shinier, healthier looking and up to 90% stronger than untreated hair. The hair repair technology is paired with such benefits as color protection, volume and hydration. 
 
“We are thrilled to bring our world-renowned hair care collection to the U.S.” Henkel Beauty North America VP hair Nadine Berghaus said. “Gliss Hair Repair offers an affordable solution for their specific hair concerns. We know that smooth, strong, shining hair is a top priority for women; however, they are often unable to find the right hair care program for their hair type, which is what we want Gliss Hair Repair to provide.”
 
The Gliss Hair Repair line includes Gliss Ultra Moisture shampoo, Express Repair conditioner and anti-breakage treatment; Gliss Color Guard shampoo and conditioner; Gliss Ultimate Repair shampoo, conditioner, anti-damage mask and Express Repair conditioner; Gliss Oil Nutritive shampoo and conditioner; and Gliss Extra Volume Collagen shampoo, conditioner and lift-up spray.
 
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