Pantene Pro-V gets spokeswoman for Nature Fusion collection
CINCINNATI — Procter & Gamble has tapped actress Shay Mitchell to be the new spokeswoman for its Pantene Pro-V Nature Fusion collection.
Beginning in February, Mitchell will appear in a new print advertising campaign that was developed by Grey Worldwide. Mitchell, who is known for her role as Emily Fields on the ABC Family original series "Pretty Little Liars," joins a long list of Pantene Pro-V representatives, including fashion maven Stacy London. The advertisements will feature Mitchell in three youthful looks, modeling side braids, full-body volume and beautiful shine.
"Shay was a natural choice as the new [spokeswoman] for Pantene Pro-V because of her energetic persona and beautiful, healthy hair," stated Julie Marchant-Houle, marketing director of North American hair care at P&G. "She will be a wonderful role model for young women and we are proud to have her represent our brand and connect with our younger fans."
Pantene Pro-V Nature Fusion shampoos contain the proprietary Cassia Complex, which promises to provide strength against damage from root to tip. Pantene Pro-V Nature Fusion conditioners are made with naturally derived ingredients to help improve manageability and leave hair conditioned.
Industry leaders to support study about brand websites, in-store buying behavior
WASHINGTON — The Food Marketing Institute and the Grocery Manufacturers Association on Wednesday announced their support for a research study about how consumers use brand websites and how the use of these websites impacts shoppers’ in-store buying behavior.
“Retailers are keenly aware of the number of sources that compete for a customer’s attention when it comes to grocery shopping,” stated Patrick Walsh, SVP industry relations, education and research at FMI. “This study will provide valuable insight about how best to reach shoppers with brand information and provide [shoppers] with the important information they seek.”
Accenture, comScore and dunnhumbyUSA will conduct the study to help consumer packaged goods marketers increase the value of their digital marketing expenditures. The results of the study will be available this spring, the associations announced.
The study will be based on an integrated panel of 1 million U.S. Internet users who have given comScore explicit permission to have their online behavior continuously measured and matched to dunnhumbyUSA’s in-store brand-buying data. This integrated panel will provide a single-source, privacy-protected data mart that contains each panelist’s online activities and his or her in-store buying behavior.
Consumers shift ‘scents’ to mass
NEW YORK — A shift in consumer shopping is helping to fuel sales of women’s fragrances at mass.
“Consumers are shifting their fragrance purchasing from high-end channels, such as department stores, to more mass-market channels, such as drug stores and supermarkets/hypermarkets,” stated research firm Euromonitor International. “While department stores have suffered a drop in foot traffic during the recession, store formats such as supermarkets/hypermarkets and mass merchandisers selling necessities have seen steady traffic levels.”
Euromonitor also noted that in fall 2009, Walmart moved premium fragrances from locked glass displays to acrylic “keeper” boxes to be unlocked by cashiers during checkout.
The purchasing trend is evident, as sales of women’s traditional fragrances rose nearly 3% to about $53 million during the 12 weeks ended Nov. 7, 2010, at food, drug and mass (excluding Walmart), according to data from SymphonyIRI Group.
The article above is part of the DSN Category Review Series.
For the complete Fragrance Sell-Through Report, including extensive charts, data and more analysis, click here.