BY ANTOINETTE ALEXANDER Razors
The new Venus Embrace shaving system by Procter & Gamble’s Gillette is positioned as the biggest launch since the 2001 introduction of the original Venus.
According to the company, more than 40 million women currently use Venus products and, since its launch in 2001, the Venus family has become the No. 1 female shaving brand in the world.
Now, looking to give women an even smoother, more comfortable shave, the manufacturer is cutting the
competition with the new five-blade razor. The five
curve-hugging blades individually adjust to stay
in contact with the skin, even around such tricky
areas as knees and ankles. The razor also fea-
tures a ribbon of moisture for a more comfort-
able, smooth shave.
Certainly, the Embrace is quickly gaining on Breeze, its older sister in the Venus fami-
ly. The two-in-one razor with built-in shave
gel bar has brought added convenience
to the category by eliminating the
need for soap or shaving cream.
P&G kicked off a campaign,
BRAND
SALES*
CATEGORY TOTAL GILLETTE FUSION GILLETTE FUSION POWER GILLETTE VENUS BREEZE SCHICK QUATTRO TITANIUM GILLETTE MACH3 GILLETTE MACH3 TURBO GILLETTE VENUS EMBRACE SCHICK INTUITION PLUS GILLETTE VENUS DIVINE SCHICK QUATTRO FOR WOMEN
$200.1 21. 7 18. 2 14. 7 14. 2 13. 4 12. 4 11. 7 11. 6 9. 8 9. 7
PERCENT CHANGE
3.3%
– 25. 6
– 7. 3
129. 9
49.0
4.0
0
N/A
0.8
– 17. 5
– 6. 4
* in millions Source: Information Resources Inc. for the 52 weeks ended May 18, 2008, for food, drug and mass, excluding Wal-Mart
developed by BBDO Worldwide in New York, in early 2008 to support the launch. The campaign, which includes TV, print, radio and online, showcases the life of the “everyday” goddess.
BY DREW BUONO to chew and swallow. The new products include tains a full 60-day supply.
Osteo8, formulated with calcium and vitamin Infinity8 takes a vitamin format that’s been D; a multivitamin; Regul8, a fiber supplement; growing of late—children’s chewables, up 9. 7 and Invigor8, an energy gummy supplement. percent to sales of $96.9 million for the 52 weeks
The Infinity8 brand is somewhat ground- ended Dec. 29, 2007, across food, drug, and mass breaking in this respect, as the company is tar- (minus Wal-Mart) chan-geting specific consumer needs, such as calci- nels, according to um and fiber, versus traditional gummy vita- Neilsen data—and mins. The vitamins also have beta blockers and applies it to a vita-customized flavors for a unique taste and con- min category that’s sistency. With a broad market appeal, the prod- been relatively flat.
uct will help grow the nutritional category with Adult vitamin convenience, taste and value. Each bottle con- sales are down 2. 1 Lettered vitamins percent in sales to $499.4 million over BRAND SALES BRAND SALES that same period. In spring 2009, the company plans to extend its Infinity8 line to include: Puls8 for heart health; Contempl8 for mental alertness; Vital8 Kids with DHA; Immun8 for immunity system support; and SleepGr8, as more than 54 percent of adults don’t get enough restful sleep.
Many consumers take vitamins in an effort to keep healthy. The Cosrich Group took this idea to heart in March when it released its new line of gummy vitamins, but instead of marketing it toward children, the company has aimed the line of products at adults.
The company is targeting the brand to two distinct segments—adults ages 35 to 50 and adults age 50 and over—who have specific nutritional needs and are open to different, more convenient types of products that are easy
CATEGORY TOTAL
CENTRUM SILVER
CENTRUM
ONE-A-DAY
FLINTSTONES
BAUSH & LOMB PRESERVISION
NATURE MADE
ONE-A-DAY MEN'S HEALTH FORMULA
BAUSCH & LOMB OCUVITE
ICAPS
ONE-A-DAY WEIGHT SMART
PERCENT CHANGE
$702.7 1.1% 95. 8 – 1. 4 65. 4 – 14. 5 53. 7 39. 5 39. 1 14. 1 26.0 35.0 22. 9 15. 6 22. 6 0.6 17. 2 6. 9 16. 1 18. 1 14. 8 – 18. 2
CTAEGORY TOTAL
NATURE MADE
NATURE'S BOUNTY
SUNDOWN
SLO NIACIN
ESTER C
APPEAREX
STRESSTABS SMARTCARE
WINDMILL
L'IL CRITTERS
TWINLAB
$323.8
107. 2
41.0
12. 5
5.0
4. 2
3. 4
3. 2
2. 7
2.0
1. 7
PERCENT CHANGE
1.9%
9. 3
18. 7 – 3. 1 4.0 0
35. 2
– 9. 6
36. 4
– 2.0
– 20. 9
* in millions
Source: Information Resources Inc. for the 52 weeks ended April 28, 2008, for food, drug and mass, excluding Wal-Mart
* in millions
Source: Information Resources Inc. for the 52 weeks ended April 21, 2008, for food, drug and mass, excluding Wal-Mart
References:
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