BEAUTY CARE

P&G expands Crest 3D White portfolio

BY Antoinette Alexander

CINCINNATI — Procter & Gamble’s Crest brand has introduced Crest 3D White Glamorous White toothpaste and Crest 3D White Intensive Professional Effects Whitestrips, the newest additions to the Crest 3D White portfolio.

The new Crest 3D White Glamorous White toothpaste utilizes a breakthrough shine technology that noticeably brightens your smile after just one brushing, according to P&G. It also removes up to 90% of surface stains in five days.

As the latest innovation in Whitestrips, the Crest 3D White Intensive Professional Effects Whitestrips provide professional-level whitening results in seven days.

“We created Crest 3D White Glamorous White Ttothpaste to deliver fast and efficacious whitening results for a whiter, brighter smile,” explained Doreen Bayliff, general manager of P&G North American oral care. “The new formula was specially designed with a dual silica system and Crest 3D White’s proprietary radiance technology to help deliver the instant shine results that you want. To complement the powerful Crest 3D White collection, we developed Crest 3D White Intensive Professional Effects Whitestrips, which whiten as well as a $500 professional treatment.”

To celebrate the launch of the newest Crest 3D White products and bring bright smiles to the runway at New York Fashion Week 2012, Crest 3D White has partnered with Gen Art, an arts and entertainment organization dedicated to showcasing emerging talent.

As part of the competition, emerging fashion designers were challenged to create a collection inspired by Crest 3D White. Fashion designers from across the country submitted their looks, but it was Wen Shi from New York City who outshined them all and was awarded the opportunity to showcase her capsule collection on the runway at Gen Art New Garde presented by Crest 3D White.

Crest 3D White also is teaming up with author, fashion designer and Gen Art alumni, Whitney Port.

Crest 3D White Intensive Professional Effects Whitestrips is now available at mass retailers and drug stores nationwide. Crest 3D White Glamorous White Toothpaste will be available at mass retailers and drug stores nationwide starting in March.

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Better Homes and Gardens’ annual Best New Products Awards winners revealed

BY Allison Cerra

NEW YORK — A household cleaner, a shampoo for kids and a cheese snack product earned top honors in a consumer-voted awards program published by Better Homes and Gardens.

The items showcased in this year’s Better Homes and Gardens‘ Best New Products Awards included Mr. Clean Magic Eraser Bath Scrubber with Febreze, which earned the honors of best overall product and best in household care; Johnson’s Natural Kids 3-in-1 shampoo, which was awarded best in health and beauty; and Sargento Natural Blends cheddar-mozzarella cheese snacks, which was voted best in food and beverage.

The winning products were directly chosen by thousands of consumers who participated in the American Shopper Study, which was conducted by independent marketing research firm BrandSpark International in partnership Better Homes and Gardens magazine.

Click here for a full list of this year’s winners.

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SymphonyIRI Group: Focus on in-store merchandising continues to bear fruit

BY Michael Johnsen

CHICAGO — According to “Merchandising Trends: Driving Consumption through Shopper Marketing,” a new report published earlier this week by SymphonyIRI Group, merchandising continues to play an important role at retail. In 2011, 47% of consumer packaged goods categories enjoyed increased merchandising support, including displays, feature ads, feature and display combined, and price reduction only. While this reflects decelerating growth versus 2010, when 58% increased merchandising support, trends continue to indicate the presence of a highly promotional environment that seeks to drive purchase behavior in spite of the current difficult economic state.

“Price will continue to have a very high profile in the hearts and minds of consumers in the coming year,” said John McIndoe, SVP marketing at SymphonyIRI. “As such, price-related strategies — both everyday and promotional — must be honed with surgical precision from this day forward. Pricing strategies must be consumer-centric, enticing consumers to buy, while still allowing achievement of corporate and partner goals.”

Across grocery, drug and mass channels, 53% of categories experienced an increased lift from merchandising activities during the past year. This is a notable improvement from 2010, when 46% saw an increase. Merchandising performance within the grocery channel is in line with average industry trends, while the share of categories seeing lift within the drug channel lags industry average by eight points. However, the drug channel’s merchandising focus is on the rise, so lift may accelerate in the coming year, SymphonyIRI projected.

Food and beverage categories are well-represented among the ranks of those categories seeing the biggest jump in merchandising support during the past year, reflective of retailer efforts to play to economy-driven rituals around home-based eating and drinking. Another powerful trend marking CPG-related behavior these days is the pre-planning of shopping excursions. Today, three-quarters of consumers are making CPG decisions before entering the retail environment and an equal number enter the store with a shopping list in hand. Despite the high numbers of consumers following these practices, feature and feature/display combined support — tactics which begin to impact the shopper before she enters the retail environment — have each shown decelerating growth trends during the past year.

According to the report, 63% of consumers looked at store circulars before heading to the grocery store. And 49% of categories achieved lift of 100% or more from feature-only merchandising efforts during 2011. When backed by display activity, 84% of categories achieved lift of 100% or greater during the same time period. Despite these results, feature only and feature/display combined support is much less prevalent versus other, less powerful tactics, the report noted.

SymphonyIRI is offering a free webinar, entitled “Merchandising Trends: Driving Consumption through Shopper Marketing,” at 1 p.m. EST on Feb. 15. To register for the webinar, hosted by Susan Viamari, editor of Times & Trends, click here.

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