In light of economic crunch, Avon to promote value, ramp up recruitment
NEW YORK Mass market retailers could be facing increased competition when it comes to beauty as Avon, which sells it products through representatives, steps up its recruitment efforts and aims to appeal to cash-strapped consumers through its Smart Value initiative in light of the current economic crisis.
“With people looking for ways to earn money and watching every dollar they spend, Avon offers both an income opportunity and Smart Value products. So we’re going to do what we always do: focus on opening doors and capturing share so that we’re well-positioned when the crisis lifts as it eventually will,” Andrea Jung, chairman and CEO, told analysts during the company’s fourth quarter conference call on Tuesday.
With unemployment on the rise in the United States, Avon will be shifting much of its focus in 2009 on recruiting efforts, leveraging not only various advertising vehicles but also job fairs and Internet sites for job seekers. The company’s stepped-up recruiting programs are already evident on television. In fact, Avon had recruiting ads airing this past Sunday leading into the Super Bowl.
During the fourth quarter, active representatives in North America increased 1% and the North America team is “moving aggressively with a full plate of initiatives,” Jung noted.
The company is also looking to appeal to shoppers’ wallets by highlighting value and, according to Jung, will be “moving quickly to insure the appropriate flow of offerings in the under $5 U.S. or equivalent range.”
Avon will also be promoting its Smart Value messaging in its brochures worldwide, and will be creating Special Value sections and separate flyers and mini-brochures. For example, a 30-page mini-brochure in the United States will feature the cover headline, “Look Beautiful for Less.”
“In addition, we’re combining this focus with clear messages about the ease of the Avon shopping experience compared with retail, emphasizing personal home delivery by your Avon representative with no delivery fees,” said Jung. “So as we begin 2009, we feel good about our advantaged business model.”
Church & Dwight’s Nair unveils new products
NEW YORK Nair, a Church & Dwight product, has unveiled several new hair removal products.
Expanding its Shower Power collection, Nair has developed the new Shower Power Sensitive Formula. The formula is designed for sensitive skin and promises to leave skin smooth days longer than shaving. The suggested retail price is $6.99 for a 5.1-oz. tube. Existing products in the Shower Power line include Shower Power Exfoliating with Skin Renewal Micro-Beads and Shower Power Moisturizing with Aloe Vera.
There’s also the new Nair Exfoliator for Legs and Body. The 3-in-1 formula exfoliates skin, removes hair and moisturizes for soft, smooth skin. The suggested retail price is $6.99 for a 5.4-oz. tube.
For removing hair on the face, Nair has introduced a new Precision Face & Upper Lip Kit and Face Wax Strips. The Precision Face & Upper Lip Kit is comprised of a Hair Remover Cream and Rebalancing Moisturizer. Results are expected to last up to three weeks. The suggested retail price is $4.99.
The new formula of Nair Face Wax Strips features cool, mint strips and soothing wipes for added comfort when waxing such areas as face, eyebrows and the bikini area. Results are expected to last for up to four weeks. The product comes with seven medium double-sided wax strips, 10 small double-sided wax strips and three post wipes. The suggested retail price is $4.99.
Hawaiian Tropic and Banana Boat unveil sun care products
NEW YORK Sun care brands Hawaiian Tropic and Banana Boat, which are both part of Energizer Holdings, recently brought a touch of summer to chilly New York City with a press event to unveil its latest launches in the sun care aisle.
This year, Hawaiian Tropic is leveraging the trend in anti-aging by infusing vitamins, island ingredients and CoQ10 into some of its products for 2009.
New Hawaiian Tropic products for 2009 include:€ After Sun Body Butter: contains shea, cocoa and mango butter. The formula also is made with a vitamin A, C and E complex.€ Island Radiance Self Tanner Lotion: formulated with an All-Q antioxidant formula and contains vitamin E and CoQ10. The formula also features a light, fresh island fragrance with advanced odor blocking technology so it doesn’t have the harsh smell often associated with many self-tanners on the market.€ Aloha Kiss Lip Gloss Island Berry: features SunSure Technology so it protects longer in the sun than ordinary sunscreens and has a higher SPF with less chemical sunscreens. The lip gloss has an SPF 20.€ Oil-Free Sensitive with SPF 50: a light-weight, oil-free formula that is hypoallergenic.€ Ozone Ultimate sunscreen with SPF 80€ Golden Tanning Dry Oil SPF 6€ Deep Tanning Creme Lotion SPF 2
New products under the Banana Boat brand include Sport Performance Sunscreen SPF 85, Ultra Defense Sunscreen SPF 85, Ultra Defense Faces SPF 30 and Sooth-A-Caine Aloe Mist to soothe sunburned skin.