R EPORTERSNotebook CONTINUED FROM PAGE 122 announced that its indoor billboards are being utilized by Beiersdorf to deliver branding messaging in support of a new product launch for Nivea Sun-Kissed Firming Moisturizer. Beiersdorf’s StoreBoard campaign is featured on the 5-foot-tall security pedestals at the entrances to 6,300 CVS stores nationwide. StoreBoard advertising panels occupy approximately 85 square feet within each store.
BY ANTOINETTE ALEXANDER
Hair care is getting a blast from the past. Anyone who pays attention to fashion knows that trends always make a comeback. What’s hot today may not be hot tomorrow, but give it 20 years and its luster will return. Well, the same phenomenon is hitting the hair care segment at mass.
Tapping into the brand loyalty and nostalgia of products can not only attract shoppers who used the brands years ago but also can bring in new, often younger, buyers who are trying the products for the first time.
One brand making a come-
back is Salon Selectives, a brand that was hot in the 1980s and 1990s and known for its pink and coral bottles and apple fragrance. At its peak, the brand had annual sales of $275 million and a 6. 5 percent market share of daily hair care.
SBB LLC, a subsidiary of brand acquisition and development company River West Brands, acquired Salon Selectives in December 2006 from Unilever. Unilever acquired Helene Curtis, the brand’s original owner, in 1996
and discontinued Salon Selectives in 2004.
To help revitalize the brand, River West Brands partnered with a team of hair care and beauty experts, including Eugene Zeffren, former president of Helene Curtis USA. The partnership formed SBB LLC, Salon Selectives’ marketer and distributor, and Zeffren now serves as SBB LLC’s chief executive officer.
Now, SBB LLC is looking to leverage the brand’s
SBB LLC’s core equity and position it Salon Selectives
for a successful comeback. CONTINUED ON PAGE 126
CONTINUED FROM PAGE 122 the segment cannot reach 20 percent of the foundation market or 15 percent of the cosmetics market in the next five years. This represents a $1 billion opportunity in the U.S. alone.”
Heeding the call, mass-market beauty companies continue to enter the segment, expand their collections and unveil marketing campaigns to bolster sales, while Bare Escentuals forges ahead with its brick-and-mortar expansion plans.
One such example is Jane & Co., which launched in April its first television campaign highlighting its Be Pure mineral makeup collection. Between the television and print campaigns, the beauty company is looking to reach 36 million women.
According to Avonda Urben, vice president of marketing for Jane & Co., the company is hoping to attract those women who are interested in mineral makeup but don’t want to pay the higher price points associated with such brands as Bare Escentuals.
Playing off the name Jane—as in Tarzan and Jane—the new television spot shows a model applying the company’s Be Pure
Procter & Gamble’s Gillette brand is partnering with Major League Baseball to present the MLB Rookie of the Month Award to the American League and National League top-performing rookie each month.
Baseball fans will have a voice in selecting the Rookie of the Month winners by voting online at www.mlb.com/gillette each month. Nominees are selected from all eligible players by predetermined on-field statistical criteria. The online fan vote will represent 20 percent of the overall vote with the remaining votes coming from a team of baseball writers and club broadcasters.
Once voting is concluded, Gillette, Major League Baseball and MLB Advanced Media will announce the winning rookie and will congratulate the winners online. Gillette also will present the award winners with a MLB Rookie of the Month trophy following the announcement and will make a donation to a charitable organization in the award recipient’s name.
Jane & Co.’s new ad campaign is designed to attract those women interested in mineral makeup, but not in higher pricepoints.
mineral makeup as she gets a text message from Tarzan. The text reads: “Jane, r u coming?” She then is seen swinging from a tree vine to meet the shirtless Tarzan. The tag line is “Jane Be Pure mineral makeup. It’s my Jane-eration.”
The mineral makeup collection is talc, oil, wax and fra-grance-free. Products in the line include mineral powder, mineral foundation, pillowed and crushed blushes and eye shadows. The collection is growing by another 44 SKUs in 2008, and Urben said the company will be
unveiling new products at NACDS Marketplace.
For the first half of 2008, Revlon launched its first-ever long-wearing minerals collection in the mass market. The ColorStay Minerals collection includes foundation, baked blush, bronzer and eye shadow. The company is expanding the collection with Revlon ColorStay Mineral Lipglaze.
Riding the natural wave, Revlon is launching for the second half of 2008 the Revlon Beyond Natural collection. The collection for eyes, lips and face includes a smoothing primer and a lightweight foundation that adjusts to match skin tone. The five shades are designed to cover a wide range of skin tones from light to deep and, according to Revlon, most of the all-natural advertising will focus on the skin-matching makeup.
As previously reported by Drug Store News, Maybelline New York launched for 2008 its new Mineral Power line, which it is positioning as its first complete line of mineral makeup for the mass market.
The line consists of an entire beauty regimen from start to finish:
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Former Maybelline executive Ron Carpenter has joined Smith & Vandiver, a maker of natural skin care and bath products, as vice president of sales.
Carpenter began his career in international strategic business development for Mary Kay Corp. before becoming the director of international finance and operations for Maybelline, and later on its regional director of Latin America. He moved on to become the managing director for Europe and Asia for Freeman Labs/Dial Corp./Sarah Michael’s-Freeman Cosmetics, as well as the international managing director for Solar Cosmetics Labs.
Smith & Vandiver has three major brands: Skin Nutrition with Phytomins, which focuses on natural, skin-nourishing ingredients;
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