BY ANTOINETTE ALEXANDER This consumer confusion— NPA’s guidelines. The NPA
coupled with a need, accord- is looking to change that.
ing to some industry sources, “We felt as leaders in natu-
to ensure that products accu- ral personal care we have a
rately reflect their claims—has responsibility … that was the
led to the recent creation of genesis for the NPAStandard
certifications and regulations, for natural personal care,”
including a standard recently Mike Indursky, Burt’s Bees
developed by the Natural Pro- chief marketing and strategic
ducts Association. officer and committee chair-
The NPAcertification pro- man, told members of the
gram certifies “n atu- media at a press
ral” and includes a event in New
seal of approval. York in May to
Until now, announce the
manufacturers initiative.
could claim that The stan-
their product was dard is a defi-
natural, even if it nition of what
contained such can and cannot
ingredients as petro- be considered nat-
leum as, contrary to what ural in terms of ingre-
some beauty shoppers dients and manufacturing
think, the $7 billion person- practices for such natural
al care market is not regulat- personal care products as
ed. It is estimated that less lotions, balms and sham-
than 20 percent of the mar- poos. The standard also
ket would fit within the CONTINUED ON PAGE118
There is a lot of confusion swirling around the personal care aisle, as beauty shoppers increasingly look for natural or organic products and manufacturers step up the output of products that claim to fit the bill. There are, however, major changes in store for such products, and retailers would be wise to not rest on their laurels.
According to a recent survey by Yankelovich, more than 3-out-of- 4 ( 78 percent) American women think that natural personal care is currently regulated or don’t know if it is, while 97 percent think it should be regulated. Furthermore, 2-out- of- 3 American women think personal care products labeled as natural should contain at least 95 percent natural ingredients.
With the majority of U.S. lever (Pond’s), Diageo households connected to (Guinness) and, most the Internet and interactive recently, worked as vice marketing spending in the president of marketing United States projected to for Almay cosmetics at more than triple in the next Revlon.
five years, what is to make But one doesn’t have one think that beauty com- to just take Kells’ word panies aren’t also looking for it. The barriers to plug in? Unilever has redesigned its Dove Web site to make it between traditional and
“There have been some more interactive for online users. interactive marketing significant breakthroughs are in fact melting, and that have really helped mar- interactive marketing spend-keters re-engage or market ing in the United States is in a different way to the projected to hit $61 million most valuable communities by 2012, according to a of people they are trying to recent study by Forrester get to,” Kevin Kells, national Research, a technology and industry director of con- marketresearchcompany.
sumer packaged goods for The forecast is based, in Google, said during a press part, on a survey of 344 inter-event held earlier this year at active marketing profession-its New York office. CONTINUED ON PAGE 118
Kells, who joined Google more than two years ago to help brand marketers drive more effective advertising solutions and connect more brand assets via Google’s multifaceted platform, has 15 years of experience in the consumer goods space. Over the years, he has managed and grown brands at Uni-
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Greene: Customers are very savvy and are bombarded by thousands of ads per day, whether it’s television, online, a billboard, the side of a bus or on the paper cup you get from Starbucks. The key is to approach the customer in a unique and authentic way, whether it’s integrated content, a sponsorship or traditional media buy that reaches them multiple times. I get pitched constantly, and if it doesn’t hit that criterion, it’s a direct ‘no.’
HeadBlade has been very fortunate with the number of celebrities who use our products. Howie Mandel, Michael Chiklis and Chris Daughtry all sang our praises on television before I even knew them. … Large companies aren’t necessarily the early adopters of new technology. Small progressive companies like HeadBlade have to understand the Internet and the value of viral marketing and integrated content. We use it to overcome insurmountable ad budgets. The Internet is also a great way to communicate directly with our customers. The Web site is an invaluable way to educate the consumer online and then drive our retailers’ traffic.
Traditional advertising has a place, but it’s not the only gauge for how a company supports its products. HeadBlade has been the recipient of millions of dollars of free press that will never show up on a promotional calendar. Among our non-tradition-al marketing in the past three months, HeadBlade has been profiled on CNBC, UFC legend Bas Rutten has appeared as HeadBlade guest security on Jerry Springer (all security on the show wore HeadBlade shirts) and PGA golfer Stewart Cink has made news by shaving his head with HeadBlade before a major tournament. That’s not traditional advertising. And because it’s authentic, it works 10 times better.
DrSN: From a manufacturer and a male shopper perspective, how can mass-market retailers enhance mens’ shopping experiences when buying grooming products?
Greene: I think the shopping experience for men is very different than for women. The men’s category in general, especially with skin care, is relatively new. We all saw the fiery crash and burn of the term ‘metrosexual.’ Think about the analogy of men never asking for directions when they’re lost. Men want to solve problems, not necessarily sit down and have an hour-long discussion. They have the same mentality when they shop for personal care items; get in, find what you want and then leave. I think it’s good that the retailers are stepping back and re-assessing the merchandising for the men’s category. Make it easy for the guy to find what he wants. There needs to be an overall plan.
Retailers can boost sales by acknowledging the growing market and use that in their marketing. Customers know they can get toilet paper and batteries in every chain drug store, but did they know a specific retailer is making changes to make the male shopping experience better? Those ads would speak to the male consumer who is more inclined to visit the store with his wife if there’s promise of new and easy-to-navigate shopping for him.
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