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P&G Beauty & Grooming targets college students with new ‘Face the World’ campaign

BY Antoinette Alexander

CINCINNATI — P&G Beauty & Grooming has announced the launch of a nationwide campaign, entitled "Face the World," to educate college students on the importance of creating a unique online identity.

With the support of LinkedIn experts, brands like Aussie, CoverGirl, Gillette and Olay will join forces to provide students with the beauty, grooming and career advice needed to help them create a personal brand that appeals to recruiters.

Now more than ever, students are challenged to lean on their individuality and showcase what sets them apart from the other 1.6 million students expected to graduate with a bachelor’s degree in 2014, P&G stated. This challenge not only prompts students to re-think what defines them offline, but online as well. And while creating an online persona for a more personal social platform is as easy as uploading a favorite “selfie,” there is a gap with students struggling with how to properly and confidently show up on a more professional networking site. However, evidence shows that a picture is worth a thousand words and can give students a competitive edge — according to LinkedIn, 90% of employers say the first thing they notice is a photo and LinkedIn profiles are 11 times more likely to be viewed if a photo is included.

This spring, students will have the opportunity to walk away with a refreshed LinkedIn profile complete with a new professional headshot via Face the World’s three-city college tour. Brands including Aussie, CoverGirl, Gillette, Olay, Secret and Venus along with LinkedIn will visit University of Georgia on April 24, University of San Francisco on April 30 and Northwestern University in May to offer students exclusive beauty and grooming services, the opportunity to take a professional profile photo and meet with LinkedIn career specialists to update their profile. The campus events are aimed at educating students on the ground about the building blocks to help them earn recognition from recruiters who visit the site on an ongoing basis.

The program message attracted the support of fashion stylist George Kotsiopoulos, who stated, “In today’s 24/7, plugged-in world, first impressions are just as powerful online as they are offline. The key to creating an online identity is remembering that no one is better at being you than you. Through ‘Face the World,’ I’m looking forward to offering my expertise to help soon-to-be grads gain the confidence to own who they are and reach for their dreams.”

 

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NPD Group: Online, home shopping sales of prestige fragrance up 10%

BY Antoinette Alexander

PORT WASHINGTON, N.Y. — The NPD Group announced on Monday that direct-to-consumer sales of U.S. prestige fragrance experienced double-digit growth in the 12 months ended February 2014.

During the 12-month period, direct-to-consumer sales of U.S. prestige fragrance grew 10% to $285 million. While a fraction of the $3 billion U.S. prestige fragrance market, the performance of products sold on department store web sites, in online-only beauty retailers, and through TV/home shopping retailers appears to be a bright spot for the industry, which saw 2% declines during the same time period.

“The desire to ‘try on’ a scent before committing isn’t about to go away, but there is real appeal for consumers in the immediacy of replenishing the supply of their favorite scents from the comfort of wherever they are,” stated Karen Grant, NPD’s VP and global industry analyst.

Gift sets led the pack, representing 46% of direct-to-consumer prestige fragrance sales in the United States, ahead of standalone juices, which accounted for 44% of sales. Gift set sales grew 9% compared with the 12 months ended February 2013.

Men’s fragrances represent a smaller portion of the sales than women’s in both prestige department stores and direct-to-consumer channels. However in both cases, men’s fragrances outperformed the women’s and the overall market in the 12 months ended February 2014. NPD’s BeautyTrends Direct showed a 19% increase in dollar sales of men’s prestige fragrances during this time.

According to NPD, fragrances sold in sizes of 5 ounces or larger grew 26% during this 12-month period versus 12% sales growth in prestige department stores.

“Offering consumers incentives and options that link the in-store experience with the convenience of purchasing direct is the best of both worlds. It is this type of seamless retailing that is providing manufacturers and retailers a world of new opportunities,” added Grant.

 

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NPD Group: Online, home shopping sales of prestige fragrance up 10%

BY DSN STAFF

PORT WASHINGTON, N.Y. — The NPD Group announced on Monday that direct-to-consumer sales of U.S. prestige fragrance experienced double-digit growth in the 12 months ended February 2014.

During the 12-month period, direct-to-consumer sales of U.S. prestige fragrance grew 10% to $285 million. While a fraction of the $3 billion U.S. prestige fragrance market, the performance of products sold on department store web sites, in online-only beauty retailers, and through TV/home shopping retailers appears to be a bright spot for the industry, which saw 2% declines during the same time period.

“The desire to ‘try on’ a scent before committing isn’t about to go away, but there is real appeal for consumers in the immediacy of replenishing the supply of their favorite scents from the comfort of wherever they are,” stated Karen Grant, NPD’s VP and global industry analyst.

Gift sets led the pack, representing 46% of direct-to-consumer prestige fragrance sales in the United States, ahead of standalone juices, which accounted for 44% of sales. Gift set sales grew 9% compared with the 12 months ended February 2013.

Men’s fragrances represent a smaller portion of the sales than women’s in both prestige department stores and direct-to-consumer channels. However in both cases, men’s fragrances outperformed the women’s and the overall market in the 12 months ended February 2014. NPD’s BeautyTrends Direct showed a 19% increase in dollar sales of men’s prestige fragrances during this time.

According to NPD, fragrances sold in sizes of 5 ounces or larger grew 26% during this 12-month period versus 12% sales growth in prestige department stores.

“Offering consumers incentives and options that link the in-store experience with the convenience of purchasing direct is the best of both worlds. It is this type of seamless retailing that is providing manufacturers and retailers a world of new opportunities,” added Grant.

 

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