Mood motivates fragrance purchases, Mintel finds
CHICAGO A woman’s mood is the biggest motivator when selecting a fragrance, according to recent research by Mintel.
According to Mintel, a consumer research firm, more than half (54%) of female fragrance users decided what fragrance to use based on how they were feeling. The second most popular decision factor (at 31%) was what activity (work function versus personal outing) they were doing. Meanwhile, 26% of users decided fragrance purchase based on the time of day, and 25% decided based on what they were wearing. Women ages 45 years and older tended to wear one fragrance, or a signature scent — so they were less likely to base their choice on their clothing or mood.
Motivations for fragrance purchase also differed, but the clear favorite, according to Mintel, was in-store samples. Sixty-nine percent of fragrance owners said they were motivated to purchase a new fragrance based on samples they tried in store, while 26% cited a recommendation from a family member or friend as the impetus behind a new purchase.
“Women have to experience a scent to make sure it’s appropriate, as there aren’t many objective criteria they can use to test smell,” stated Kat Fay, senior beauty analyst at Mintel. “Female consumers often [said] that a fragrance smells different on their skin than it does out of the bottle, so trying an in-store sample increases the likelihood that they’ll still be happy with their purchase once they get it home.”
For women who don’t wear a fragrance, 28% said they had no interest in using them, 20% said they were allergic and 14% said they had yet to find a scent they liked.
Latest BrandSaver coupon booklet features ‘Have You Tried This Yet?’ products
CINCINNATI Building upon its “Have You Tried This Yet?” campaign, Procter & Gamble will release its P&G BrandSaver coupon booklet this weekend that includes savings on products featured in the campaign.
The money-saving booklet, which offers more than $113 in savings, will be included in newspapers reaching more than 57 million homes across the country and features coupons from many P&G brands, including Tide, Pringles, Charmin, Head & Shoulders, Olay, Crest 3D White, Bounce and CoverGirl. Most coupons are valid until Nov. 30.
The “Have You Tried This Yet?” is a multipronged campaign that P&G kicked off last week. As part of the campaign, P&G also opened to the public on Oct. 22 an interactive pop-up store in New York to drive awareness and product trials.
Q3 slips for Revlon, but company looks forward to future
NEW YORK Beauty company Revlon announced on Thursday a 2.2% dip in net sales as net income narrowed during the third quarter, but executives remained optimistic as the manufacturer gears up for 2011 with a new global chief marketing officer in place.
"We remain focused on delivering profitable net sales growth in all of our markets. We recently strengthened our senior management team, including the appointment of Julia Goldin as global chief marketing officer. Under Julia’s leadership, coupled with our competitive pipeline of consumer-preferred new products planned for 2011 and beyond, we see a tremendous opportunity to further integrate marketing strategy and execution across all brands and regions," stated Alan Ennis, Revlon president and CEO.
Net sales during the quarter ended Sept. 30 slipped 2.2% to $319 million. Net income totaled $12.5 million, or 24 cents per diluted share, compared with $23.1 million, or 45 cents per diluted share, in the year-ago period. In the United States, net sales during the quarter were $166.7 million, a decrease of 9.3%. The drop in sales primarily was driven by Revlon color cosmetics and Almay color cosmetics.
As previously reported by Drug Store News, Revlon announced in September the appointment of Julia Goldin as SVP and global chief marketing officer, overseeing all marketing activities for its portfolio of brands. She brings more than 20 years of experience within the consumer packaged goods business, beginning her marketing career at Quaker Oats in Chicago. She then spent 13 years with the Coca-Cola Co. where she held senior executive marketing positions in the United States, Europe and Asia, most recently as SVP and deputy chief marketing officer of Coca-Cola Japan. Prior to that, Goldin led Coca-Cola’s marketing in the United Kingdom and later in Northwest Europe.