BEAUTY CARE

Kline utilizes new research methodology in new report

BY Antoinette Alexander

PARSIPPANY, N.J. — Attention personal care product marketers and manufacturers: Consumers’ attitude toward innovation is not what conventional wisdom has been dictating, and there are differences between their current perception of the industry and desired reality. That’s according to the findings of Kline & Co.’s new report that leverages a unique form of emerging research methodology.

"If I had an opportunity to talk to an executive of a personal care company, I would tell them that I wish they would invent something that would make my kids want to brush their teeth," or "a skin care product that is a combination of Neosporin, Clearasil and covering makeup," wrote some respondents from the new research conducted by the worldwide consulting and research firm.

Kline’s new report, "KlinePulse: Consumer Insights of Personal Care Innovation USA 2010," leveraged a unique form of emerging research methodology to quantify qualitative results. The methodology is based on complexity science, combined with cognitive sciences and cultural anthropology. The approach combined open-ended indirect questioning techniques with three other types of questions. It provided respondents with an opportunity to share stories of their own experiences with products and also suggest their own ideas for products they’d like to use.

After the user responded to the open-ended question, he or she was asked a series of other questions about that response, which added layers of meaning to the original contents of the story. By quantifying the raw data based on specific value metrics, the results defined consumers’ engagement with products in specific contexts to reveal some unexpected results, according to the research firm.

So, what is innovation to consumers in the United States? Consumers know an innovative product (in their definition of innovative) when they see one. However, innovation is not foremost in all consumers’ minds. Analysis of the differences between various age and ethnic groups showed differences between the importance of innovation. Some consumers said innovation must be balanced with stability and reliability, according to Kline.

The research also uncovered differences between consumers’ current perception of the industry and desired reality. For example, a great disconnect was found between what traits consumers wish the companies that make their personal care products have, and what they perceive companies to actually be like now. Consumers envision their product ideas being made by innovative, creative companies that are environmentally and socially responsible, but from their experience, they perceive the companies that make the products they use as lacking the sustainable practices, according to Kline.

Another benefit of the methodology used is the ability to test certain question types for accuracy. In some of the analysis appeared contradictions or more than one possible interpretation. What appeared to be found as true in the multiple choice questions was disproved in the other question forms. These contradictions did not indicate a flaw in the analysis or design, but are signs that either emerging trends or areas that need further examination are being uncovered.

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L’Oréal USA gets new digital AOR

BY Antoinette Alexander

NEW YORK — L’Oréal USA has tapped Moxie Interactive to serve as its digital agency of record, handling all digital media planning and buying for brands representing all L’Oréal USA divisions.

Prior to the consolidation, Atlanta-based Moxie Interactive oversaw digital media planning and buying duties for the Maybelline New York-Garnier Division, a relationship that began in 2007.

"Our move to a consolidated digital AOR was driven by L’Oréal USA’s commitment to gain greater alignment within the organization on streamlining and focusing our digital investments for maximum return," stated Marc Speichert, L’Oréal USA’s chief marketing officer. "This consolidated approach is an imperative move in the right direction, as we continue to increase our use of digital and social media. Our agency partner will play a strategic role in helping us respond to the market faster and also leverage key partnerships in order to keep L’Oréal at the forefront of the beauty industry."

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GSK Consumer Healthcare gets new president for North America division

BY Antoinette Alexander

PITTSBURGH — Colin Mackenzie has been appointed the new president of GlaxoSmithKline Consumer Healthcare North America. Mackenzie succeeds Roger Scarlett-Smith, who is relocating to London to become president of GSK Consumer Healthcare Europe.

Mackenzie has been directing the U.S. oral care business since 2007. Under the leadership of MacKenzie, the business accelerated its net sales growth rate, acquired the leading dry mouth product, Biotene, in 2008, and claimed the No. 1 toothpaste SKU in the United States (Sensodyne Extra Whitening).

Prior to leading the oral care business, Mackenzie was VP and general manager of the Central and Eastern Europe division. Under his leadership, the region became the fourth-largest operating unit and second-largest over-the-counter business for GSK Consumer Healthcare in Europe. He also held global positions as VP Aquafresh Future Team and VP strategic advertising and marketing leadership while based in the United Kingdom.

"Colin has demonstrated knowledge of the business and a commitment to implementing new, innovative ways to drive growth," stated John Clarke, president of GlaxoSmithKline Consumer Healthcare. "His transformation of the oral care business in North America is just one example of his ability to lead, inspire and empower, and I’m looking forward to the impact he will make in this new challenging role."

Roger Scarlett-Smith began his role as president of Consumer Healthcare North America in 2008. Prior to moving to Pittsburgh, Scarlett-Smith spent four years leading GSK’s Consumer Healthcare business in the United Kingdom.

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