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Target Launches Haircare Product Range Developed By Celebrity Stylist Kristin Ess

January 11, 2017: 12:00 AM EST
Retailer Target will launch Kristin Ess Hair, a line of haircare products developed by celebrity hairstylist Kristin Ess on January 5, 2017. Featuring 15 products, the range includes styling powder and a reconstructive mask, with prices ranging from $10 to $14. As part of the company's efforts to promote the product launch, Target will launch a related social media campaign.
Faye Brookman, "Target Taps Social Star for Hair-Care Collection", Women’s Wear Daily, January 11, 2017, © Penske Media Corporation
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Chinese Consumers Are Adapting Priorities As China Changes

January 10, 2017: 12:00 AM EST
In an interview, Delon Wang, Manager of Asia Pacific Trends at Mintel, warned that the rapid growth seen in China’s consumer goods industry might slow as economic growth decelerates and the population adapts priorities to the new China, focusing for example on buzzwords like ‘ancient’ and ‘old’. Mintel’s Global New Products Database indicates that product claims including the word "ancient” on packaging grew 56% in the first half of 2016 within China’s beauty and personal care and food and drink and categories. Wang said that consumers are demanding authenticity, and they are increasingly concerned about health and the environment. Value remains another key attribute for consumers. More consumers are also looking at opportunities to be entrepreneurs themselves in a bid to improve financial security during turbulent economic times, and many are choosing subscription purchasing for their fitness and beauty items. Brand loyalty is highest among the middle-class consumers (68% versus 50% for consumers overall). Other factors at work within China include technological advance – such as the Internet of Everything and smart devices – and retail innovation and evolution, such as pop-up stores. [ Image credit: © Oanh ]
Natasha Spencer, "China’s cosmetics and consumer trends in 2017 part I: A change of pace", Cosmetics Design, January 10, 2017, © William Reed Business Media SAS
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Grocery Shoppers In The U.K. Made Merry Indeed This Christmas

January 10, 2017: 12:00 AM EST
British grocery retailers finished off 2016 with a very merry Christmas season in which shoppers spent £480 million more in stores than in 2015, a record sales period, according to Kantar Worldpanel. A Kantar analyst said the numbers certainly look good in comparison to a weak Christmas 2015,and were buoyed by “strong consumer appetite for festive celebration after a turbulent year.” The 12 weeks that ended January 1, 2017, showed the fastest supermarket sales growth – up 1.8 percent – since June 2014. Typical household grocery expenditure for December reached £365 this year, which was about £52 more than the average month. [ Image credit: ©  Jonathan Thacker, Geograph.org.uk ]
Fraser McKevitt , "Checkouts ring up a record Christmas", News release, Kantar Worldpanel, January 10, 2017, © Kantar Worldpanel
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New Versions Of Consumer Goods Sound The Death Knell For Older Products

January 10, 2017: 12:00 AM EST
New versions of consumer staples – alkaline batteries, bar soup, ground coffee, etc. – have led to the gradual decline in sales of the older versions. As consumer habits evolve, devotees of the older versions of staples – which may start to disappear from store shelves – may have to start stockpiling. IRI tracks sales on the older iterations of products, and here are some examples of the trend since 2011: margarine sales have fallen 24 percent as consumers turn to full-fat dairy products like butter; bar soap sales have dropped seven percent, as body wash sales surged; powder laundry detergent is down 47 percent, surpassed by pods, pacs, and liquids; single-serve coffee pods have pushed ground coffee sales down by eight percent; and frozen juice concentrate sales are down 37 percent as shoppers buy refrigerated brands or skip juice altogether. [ Image credit: © Mike Mozart ]
Ellen Byron , "Last on the Shelf: How Products Dwindle Out of Favor", The Wall Street Journal, January 10, 2017, © Dow Jones & Company, Inc
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Walmart CEO Sees Big Challenges Ahead For Retailers, And Big Opportunities

January 9, 2017: 12:00 AM EST
Walmart CEO Doug McMillon believes strongly that retailers need to adapt quickly to rapidly advancing technologies that have accelerated the pace of modern living, particularly when it comes to shopping, purchasing, and taking delivery of products. These technologies will create unprecedented opportunities for retailers. Looking ahead 10 years, he says customers will be able to fulfill everyday needs easily through stores, e-commerce, pick-up, delivery, thanks to sophisticated technologies. Retailers will need to adjust to the fact that customers globally will see what people in other countries have, and will want it too. Lastly, embedded social and environmental sustainability will require tighter collaboration among retailers, NGOs, governments and educational institutions so that customers, associates/employees, shareholders, communities, and suppliers will all benefit. “I can’t think of a more exciting time to be in retail,” McMillon concluded.[Doug McMillon, Image credit: © Shane Bevel (Walmart corporate), Wikimedia  ]
Doug McMillon, "3 Predictions for the Future of Retail – from the CEO of Walmart", Blog entry, Walmart CEO, January 09, 2017, © Wal-Mart Stores, Inc.
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Amazon Making Progress With Prestige Skin Care, Provides Rich Content To Engage Consumers

January 9, 2017: 12:00 AM EST
Amazon continues to build out its offering across new categories and its Amazon Luxury Beauty store shows it will be a contender in premium segments. The company recently added a page targeted at prestige shoppers - Amazon Professional Skin Care -that provides a range of ‘tools and kits to help you develop a complete daily care regimen.’ Amazon offers simple to use filters (shop by concern, expert advice…) along with videos and educational features that engage consumers. Color cosmetic players have for a while offered rich and engaging content but skin care brands have lagged and Amazon is moving to plug the gap - content on the Amazon page exceeds what is available at retailer websites and many beauty blogs.  It also looks to be winning over large brands that were previously dismissive. Elizabeth Arden recently became an official distributor on Amazon’s Luxury Beauty store, a move that will give the online retailer credibility. [Image credit © Innocentj]
Homa Zaryouni, "Amazon Makes Strides in Skin Care", L2 Daily, January 09, 2017, © L2 Inc.
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Beauty Brands Find Risk and Reward In Selling At Sephora

January 8, 2017: 12:00 AM EST
Sephora now has more than 2,300 stores worldwide and some beauty brands are increasingly finding the store challenging to deal with. The store, which is owned by LVMH Moët Hennessy Louis Vuitton SE, seems to favor LVMH brands, and also has a growing line of private label products that can give it an advantage. An assessment by The Wall Street Journal found that in the makeup area of a Sephora store, LVMH’s beauty brands can occupy nearly half of the shelf space, even though they have only 15 beauty brands compared with over 200 the retailer typically carries. Beauty brands are responding by trying to secure alternate outlets. Estée Lauder has promoted its own website as well as its MAC Cosmetics stores, while L’Oréal has opened stores for its Urban Decay brand. Some brands are also selling in lower market stores such as Ulta Salon Cosmetics & Fragrance Inc., a risky practice that can remove allure from a brand.  Brands selling at Sephora are also vulnerable to its own label Sephora Collection line. Sephpora can use its sales data to spot fast rising niches and then develop price competitive alternatives.  [Image credit © Caia Image]
Khadeeja Safdar and Sharon Terlep, "As Sephora Adds Products, Rivalry Heats Up at Its Stores", Wall Street Journal, January 08, 2017, © Dow Jones & Company, Inc.
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2017: The Year Of The Brand Chatbot?

January 6, 2017: 12:00 AM EST
2017 could the year of the chatbots for brands looking to automate consumer engagement. They reside within Messenger Services, like Skype and Facebook Messenger, as well as internal messenger services, like HipChat. They are becoming increasingly sophisticated with more user functionality, and as artificial intelligence becomes better understood, chatbots will be able to do even more, with development moving from what the bot builders believe consumers want to a machine-learned reflection of what they really want. Chatbots will proliferate and become an essential element of any integrated marketing campaign, supporting highly targeted campaigns delivered in the environment in which the consumer spends the majority of their online time. [ Image credit: © Seb Oliver
John Mccarthy, "What, Why and How: Chatbots for Brands", The Drum, January 06, 2017, © Carnyx Group Ltd.
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Rexona Launches Ad Featuring Cricketer Khawaja

January 6, 2017: 12:00 AM EST
Deodorant brand Rexona launched a video commercial featuring cricket player Usman Khawaja. Part of the brand's “Moments of Pressure” marketing campaign, the ad was produced by Milkmoney and highlights Rexona as the deodorant brand “for moments of pressure.”
Abigail Dawson , "Rexona uses Australian cricketer Usman Khawaja in new campaign", Mumbrella, January 06, 2017, © Mumbrella
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I Want My Beauty Treatment And I Want It NOW!

January 5, 2017: 12:00 AM EST
Consumers increasingly want their beauty treatments as and when they want them and new businesses are emerging to serve this demand. Two broad business models are competing – retail ‘bars’ and apps offering at-home service. Retail bars offer a very defined service, often on a walk-in basis. Examples include Skin Laundry for a ‘15-minute laser & light facial’ ($65 base price), drybar for a wash and blow dry ($45) or Madison Reed Color Bar that will touch up your roots for $45 in 45 minutes. Other services available from similar beauty bars include makeup applications, chemical peels and eyelash extension application.

Against these retail offerings are apps that seek to be the Uber of beauty services, bringing together a range of professionals who will provide services at-home. Leaders include Zeel Massage (‘same-day, in-home massages with the best licensed and vetted massage therapists’),  The Ritualist (‘in-home skin care treatment’), Glamsquad (‘Your pro team for hair, makeup and nails—anytime, anywhere’), Vênsette (‘Luxury blowouts, hairstyles, and makeup on demand’),and most recently, Colour (‘the first app for in-home hairstyling, on demand, created by women of color, for women of color’). Both business models work best in dense urban populations but this is truer of apps that need to balance demand and work flow for a team of contractors.  In both cases, venture funding is bankrolling service rollouts in the hope of securing a position in ‘convenient beauty.’ [Image credit © Image Source]
Rachel Strugatz, "Beauty Services War: Beauty ‘Bars’ Versus On-Demand", Women’s Wear Daily, January 05, 2017, © Penske Media Corporation
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Mass And Premium Continue To Drive Growth In Color Cosmetics

January 5, 2017: 12:00 AM EST
According to Euromonitor International, the color cosmetics market was worth US$57 billion globally in 2015, driven by growing incomes for women in growth markets like India and China. Nearly two-thirds of the market (64%) was mass products in which consumers came from across the income spectrum, with some consumers limited to the mass market through income constraints and others choosing mass options over premium, with a new wave of mass “fast fashion” cosmetics brands that align with trends and rely on high volumes. Premium continues to grow faster than mass, and Euromonitor expects to see a CAGR for the premium segment of 4% over the next five years, versus 3% for mass. It also expects North America to be the first majority-premium color cosmetics market by 2020. The color cosmetics market will continue to encounter broad consumer megatrends, for example in the form of sustainability and healthy living. And customization remains a major opportunity for brands in this category, with brands catering for different skin tones, religions and cultures. [ Image credit: © Image Source
Hannah Symons, "Reinventing Colour Cosmetics through Novel Growth Concepts", Euromonitor International, January 05, 2017, © Euromonitor
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Revlon Names Gwen Stefani As Brand Ambassador

January 4, 2017: 12:00 AM EST
Revlon announced the appointment of celebrity Gwen Stefani as its latest brand ambassador. With the brand planning to feature Stefani in various digital-first campaigns, the pop singer will appear in Revlon’s Choose Love campaign, which will run on broadcast, digital, and social media. Also, the brand’s designed-for-mobile website offers behind-the-scenes looks and content from the celebrity’s campaigns. Content will also be available on Facebook, Twitter, Instagram, YouTube, and Snapchat.
Rakin Azfar, "Revlon will Feature New Brand Ambassador Gwen Stefani in Digital Content", Mobile Marketer, January 04, 2017, © Napean LLC
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Amazon Fulfillment Services Reports Significant Growth In 2016

January 4, 2017: 12:00 AM EST
Online retailer Amazon said it delivered more than two billion packages to 185 countries for sellers, brand owners and entrepreneurs in 2016 under its Fulfillment by Amazon program. The company said worldwide FBA shipments grew 50 percent during the holiday season. Amazon Prime members contributed significantly to the success of the program, ordering millions of items from sellers in the Seller Fulfilled Prime program that offers free two- or next-day shipping. Sellers worldwide using the FBA service grew more than 70 percent, while shipments grew 80 percent. [ Image credit: © Amazon  ]
"Sellers on Amazon are Thriving: Fulfillment by Amazon Delivered More than 2 Billion Items for Sellers Worldwide in 2016", News release, Amazon, January 04, 2017, © Amazon.com, Inc.
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Walmart Hands Haworth Responsibility For Wide Range Of Advertising/Media Efforts

January 3, 2017: 12:00 AM EST
Walmart has officially dropped Mediavest as its advertising shop, replacing it with Target’s former agency, Haworth Marketing + Media. Haworth’s new role, according to U.S. Chief Marketing Officer Tony Rogers, will extend “well beyond” that of a traditional media shop. The company said Haworth will provide a number of media services beyond planning and placement. These will include developing strategy for brand integrations and developing strategic partnerships in the marketing, media and entertainment arenas. Walmart has posted 10 consecutive quarters of same-store sales growth, including a 1.2 percent 3rd quarter gain in the U.S. Target reported a same-store sales decline of 0.2 percent for its fiscal third quarter, and flat sales for the first nine months. Walmart spent $2.1 billion on U.S. advertising in 2015. [ Image credit: ©  Walmart ]
Jack Neff, "Walmart Shifts Massive Media Account to Target's Former Agency Haworth", Advertising Age, January 03, 2017, © Crain Communications
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Gen Z Is Techno-Savvy, But More Cautious, Conservative, Industrious

January 4, 2017: 12:00 AM EST
A college marketing agency survey has determined that Generation Z, known as the first “digital natives,” easily adapts to new technologies, expects instant gratification of needs and desires, and yet is more cautious and disciplined in the face of economic uncertainty than one might expect. The Fluent survey of 501 college students found that Gen Z-ers: have jobs (75 percent), spend less time gaming, use cash less often, prefer in-store shopping (54 percent), tend to avoid cable TV and radio, increasingly cook for themselves, are hooked on social media to connect with friends or get news updates, and want to work for midsize companies when they graduate. [ Image credit: ©  Ron Mader ]
"Fluent College Student Survey Reveals Rising, Falling Trends among Gen Z; New Behaviors Reflect Social and Economic Realities", Marketwired, January 04, 2017, © Nasdaq, Inc.
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Research Suggests An Omnichannel Strategy Can Boost Traditional Retailer Sales

January 3, 2017: 12:00 AM EST
In a rare piece of good news for traditional retailers that have for years seen slow growth and share declines – digital channel sales rose 23% in 2015 and 26% of all online retail sales now go to Amazon – research published in Harvard Business Review suggests that an omnichannel approach can give them an advantage. Omnichannel strategies aim to engage shoppers through multiple touchpoints and provide a seamless shopping experience across digital and brick-and-mortar platforms. Retailers that do this well can differentiate themselves through providing a multi-channel experience pure-plays simply can’t.  Researchers found that omnichannel consumers, which are by far the majority (73% in this study), commonly interact with retailers in many different ways – in-store, online, on mobile. Importantly, these consumer spend some 4% more per shopping occasion than single-channel shoppers, while customers who used 4+ channels spent 9% more in the store, on average, when compared to those who used just one channel. They are also more loyal, as measured by repeat shopping trips and likelihood they’ll recommend a brand to family and friends. [Image credit © Zero Creatives]
Emma Sopadjieva et al., "A Study of 46,000 Shoppers Shows That Omnichannel Retailing Works", Harvard Business Review, January 03, 2017, © Harvard Business School Publishing
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New Lidl Tagline Hammers Home Emphasis On Quality And Price

January 3, 2017: 12:00 AM EST
German discount grocer Lidl is launching a new strapline to further emphasize its focus on lower prices but not at the expense of quality. The strapline – an easily remembered subheading or phrase – is “Big on Quality, Lidl on Price.” It is not clear whether the new strapline represents a broader brand repositioning, or will replace the old #LidlSurprises tagline, or run alongside it. The idea of the new strapline is to emphasize to skeptical consumers that Lidl’s product lines do indeed have a quality provenance. The company’s sales rose 5.7 percent in the 16 weeks ending December 4, representing a growth rate that is slowing somewhat, but still far outpacing the grocery market’s 0.7 percent. [ Image credit: ©  Wikimedia Commons.]
Sarah Vizard, "Lidl Reveals ‘Big on Quality, Lidl on Price’ Strapline", Marketing Week, January 03, 2017, © Centaur Communications Ltd (a member of the Centaur Media plc group)
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Unilever, Coca-Cola And Lush Feature In Warc Brand Purpose Readership List

January 2, 2017: 12:00 AM EST
Warc’s annual readership data indicates that a number of brands featured in articles on purpose-driven marketing over the last year. Warc said that Lush’s discussion of its mission and strategy was a particularly popular article, and the company says that it’s important to be both open and honest about where it buys its ingredients, how it runs its business, and the claims it makes. Unilever also featured, with one talking about its initiatives in brand activism, which goes beyond “beautiful narratives”. It also featured in another, in a report from the Guardian Changing Media Summit 2016 on how Unilever and Coca-Cola build brand purpose. [ Image credit: © Panostock
"Best of 2016: Purpose", Warc, January 02, 2017, © Warc
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Some Key Global Consumer Trends Marketers Should Be Monitoring

December 29, 2016: 12:00 AM EST
Advertising Age magazine distilled ten key consumer trends for 2017 from data collected by Euromonitor, including increasing urbanization, greater use of digital pay cards, an aging population, greater interest in health and wellness, and more single people. Fifty-five percent of the world’s population now lives in cities, five points higher than in 2007. The median age is now 30.1 years, up from 27.9 in 2007. About 3.5 million people will go online for the first time each week in 2017. Card payments will continue to grow, and should reach 49.1 percent of all payments by 2021 – they are 44.1 percent now. The health and wellness industry was worth $711 billion in 2016, and is expected to continue to grow in 2017, with increasing demand for meat alternatives and dairy milk substitutes. [ Image credit: © Vimeo Inc. ]
E.J. Schultz, "2017 Global Consumer Trends Marketers Need to Know", Advertising Age, December 29, 2016, © Crain Communications
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Is The Contrary Consumer Simply Frustrated With Marketers?

December 22, 2016: 12:00 AM EST
The job of marketing is being complicated by contradictory consumer behavior. Consumers say they want a slower life but make quick purchase choices, and that health and wellness is a key priority for them, yet sales of products with unhealthy ingredients are still growing. The author wonders if the consumer is simply cynical of the marketers’ messages, and maybe that’s just a part of a broader feeling of distrust of a range of institutions, including government. Promises are made, and then broken. Trends help create the assumptions on which marketers base their approach to reaching the consumer, but those assumptions are increasingly being questioned. They are too general, unsophisticated and often flawed. There have always been “contrary consumers”, but now there is also a growing band of consumers that don’t like to be told what to do and like. [ Image credit: © Phillip Waterman
"The Contrarian Consumer", Adworld, December 22, 2016, © Adworld Ventures Limited
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Sustainability Remained A Key Theme For Unilever In 2016

December 19, 2016: 12:00 AM EST
If there’s one message that Unilever is pushing at the moment above all others, it’s sustainability, and 2016 provided plenty of evidence, with a raft of corporate social responsibility initiatives and sustainability awards. With another 400 added during the year, it now boasts 600 zero waste to landfill sites, and it announced two major campaigns, one aimed at removing sexist and stereotype-based advertising and one from Dove to promote diversity and realism in marketing. Unilever admits it’s not all about altruism, but a strategic necessity. It claims that its brands that are in line with its sustainable living plan are growing faster. Its public image was, however, damaged as a result of a spat un the UK with Tesco over Brexit-related pricing. Also this year, it announced a new factory in Cuba, opened a new one in Ethiopia, is looking for sites in Colombia, and investing more in Nigeria. But, Unilever was relatively quiet on the acquisition front, although the Dollar Shave Club deal caused quite a stir. [ Image credit: © Nigel Riches
Georgina Caldwell, "2016 in review: Unilever – set on sustainability", Global Cosmetics News, December 19, 2016, © Global Cosmetic Media Limited
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Gillette Launches Digital And Social Media Campaign Aimed At Harry's Razor

December 15, 2016: 12:00 AM EST
Procter & Gamble Co.'s Gillette shaving razor brand launched “Welcome Back,” a digital and social media marketing campaign aimed directly at online rival Harry's Razor Co. According to Gillette, most men who tried Harry's come back to using Gillette razors; however, Harry's claimed its own data show 81 percent of the 375,000 customers who subscribed to the company have bought more products. After Harry's and Dollar Shave Club launched their razor businesses, Gillette’s share of the U.S. Market dropped more than 10 percentage points, according to Euromonitor.
Sharon Terlep, "P&G’s Gillette Swipes at Harry’s in New Ad Campaign", Wall Street Journal, December 15, 2016, © Dow Jones & Company, Inc.
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L’Oréal’s Beauty Squad Is Yet Another Example That Authenticity Pays Off Online

December 12, 2016: 12:00 AM EST
A review of how L’Oréal Paris in the UK leveraged relationships with video bloggers underscores the benefit of a shrewd but straight up approach. A few months ago the company worked with five vloggers that combined have 5.5 million views with the aim of working with Kristina Bazaan, the brand’s global digital influencer, to boost the brand and maintain its position as the ‘go-to digital beauty brand.’ Rather than work with one or two vloggers that have wider reach, working with the five members of the Beauty Squad allows L’Oréal Paris to better reach a range of ages and ethnicities. Also, while each vlogger has a smaller base, they are selected for their knowledge and expertise. L’Oréal hopes that by building long-term relationships and seeking honest and comparative reviews it will manage to convince consumers over the long haul.  [Image credit © Philipp Nemenz]
"Here’s How L’Oreal Is Gaining Competitive Advantage With Its ‘Beauty Squad’ ", Trefis, December 12, 2016, © Insight Guru Inc.
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Mintel Report Highlights Four North American Consumer Trends

December 7, 2016: 12:00 AM EST
Mintel’s new report on North America consumer trends highlights four topics. The first, which the author calls “The Echo Chamber of Secrets”, suggests that the rush to personalization means consumers are only being shown ideas and services they already identify with and brands need more disruption to help reach inside consumers’ “bubbles” to encourage them to extend beyond their comfort zones. “Reality 2.0” reflects the growing demand for novel experiences that enable the consumer to become more immersed in their chosen worlds, through technology like virtual and augmented reality, and live streaming. Mintel says consumers are becoming frustrated with inaction by “the system” and encourages brands to “Be the Change”. The fourth trend, “Life in Sync”, suggests that the strides being made by artificial intelligence are making life smarter and more seamless. [ Image credit: © Eugenio Marongiu ]
Carli Gernot , "Trend Tracker: North America Consumer Trends 2017 (1/2)", Mintel, December 07, 2016, © Mintel Group Ltd.
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Estee Lauder Selling Direct In London Pop-Up Christmas Store

December 5, 2016: 12:00 AM EST
As beauty brands seek new ways to get closer to consumers, Estée Lauder has opened a pop-up store, at its head office in central London for the lead up to Christmas. The shop is selling limited edition items from its best-known brands, such Bumble & Bumble, Estée Lauder, Origins and La Mer. The pop-up is also hosting a number of beauty workshops. [ Image credit: © Blend ]
Kim Benjamin , "Estee Lauder opens Christmas pop-up", Event Magazine, December 05, 2016, © Haymarket Media Group Ltd.
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Getting To Know – And Market To – Generation Z

December 5, 2016: 12:00 AM EST
Luxury brands are now trying to figure out how to market to Generation Z, the demographic born since 1995 and chiefly known as “digital natives.” The Z group is the new target market because it has substantial potential buying power and strongly influences the spending of parents and grandparents. They may not be buying luxury products now, but they will soon. Experts say Gen Z is impulsive, ad wary, sensitive to BS and “hates being talked down to.” They’re aware of product options and how to get targeted info. They want to be popular, part of a group. They define their identity by social media “likes” and followers. For marketers, all of this means finding a way to bring “their Internet to life.” [ Audi A3; Image credit: ©  Wikimedia ]
Elizabeth Paton, "Luxury Brands Seek a Way into Generation Z", The New York Times, December 05, 2016, © The New York Times Company
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In LatAm, Direct Sales Struggles In Face Of Multiple Challenges

December 5, 2016: 12:00 AM EST
Reach of direct selling in LatAm, traditionally its strongest market, is falling and now stands at a three-year low. Today, over 62 million households in the region buy from door-to-door reps but this is down from a high of about 64 million. Its popularity has been hit by the rise of convenience stores but especially drugstores that are proving the preferred channel for many consumers, notably 70% in Peru and 55% in Columbia. Investment in and reinvention of drugstores is capturing consumers – they can test and compare products in the store, pay by more options and get advice from instore advisors. Online is also taking share with consumers attracted by its range of products, price and convenience. Mary Kay is one player that is managing to buck the trend. Its investments to modernize, better reward reps and an online support channel have enabled it to grow penetration over 80% in the last three years. [Image Credit © Mauricio Sato Photography ]
Cecilia Alva, "LatAms' favorite channel faces new challenges", Kantar Worldpanel, December 05, 2016, © Kantar Worldpanel
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Ulta Target Millennials With AR App, Seeking To Make Buying Fun And Interactive

December 2, 2016: 12:00 AM EST
Online sales for Ulta Beauty continue to grow strongly –Q3 online sales rose 59.3% from $46.2 million to $73.6 million, and now comprise 6.5% of total sales, up from 5.0% last year.  Some two-thirds of traffic is coming via mobile and the company is seeking to play to this with the launch of Glam Lab, an iOS and Android app that lets shoppers virtually try out products before buying them. Users upload a selfie or choose a model with a similar complexion then choose the products and shades to test.  “It’s a great thing for millennials who wanted to have a more interactive experience,” said CEO Mary Dillon.  Hints of the company’s intent came clear in October when it filed a trademark for Glam Lab that would be a multi-platform application that would include augmented reality.  [ Image Credit © Ulta Beauty ]
 
 

 
Matt Lindner, "Ulta Goes Glam on Mobile", Internet Retailer, December 02, 2016, © Vertical Web Media
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London Shoppers Can Get Estee Lauder Purchases Delivered In An Hour

December 1, 2016: 12:00 AM EST
Shoppers in London won’t have to wait long for Estée Lauder products they buy this Christmas. The Estee Lauder Companies is to launch on Facebook’s Messenger service in the UK, enabling it to deliver in an hour within London, according to a report in The Telegraph, and will also open a pop-up shop near its London headquarters on Mortimer Street. The Messenger bot communicates with customers using artificial intelligence, and the customers can choose an instant courier within London. The company is embracing digital and recently established a mentoring program for senior managers to learn about social media from younger employees. [ Image credit: © David Ryle ]
Gurjit Degun, "Estee Lauder launches on Facebook Messenger for 60-minute deliveries", Campaign Live, December 01, 2016, © Haymarket Media Group Ltd.
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Marketers Must Rethink Their Approach For Gen-Z Consumers

December 1, 2016: 12:00 AM EST
As the end of the year approaches, it’s time for predictions for the coming year, and Kantar Millward Brown have weighed in with their thoughts on how companies  will have to market to Generation-Z, the post-Millennials group. This group wants creative content led by mobile, and marketers will have to create strong brand experiences for them, including sophisticated and brand-centric programmatic targeting, rather than more intrusive media that risks ad blocking. Kantar Millward Brown provides six takeaways: brands will re-think for the digital space, emphasizing issues such as authenticity and transparency; brand experience is increasingly key; content marketing will gain momentum, particularly on mobile, with marketers innovating and experimenting in content and formats; advertisers and their agencies will need more sophisticated and blended targeting approaches to drive brand effectiveness; the advertising industry will be forced to respond to ad blocking; and advertisers and agencies will be given more opportunity to leverage media synergies. [ Image credit: © Graham Winterbottom Photography ]
"Media & Digital Predictions 2017", Kantar Milward Brown, December 01, 2016, © Kantar Milward Brown
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Premiumization Driving Sales In Many Categories Worldwide

December 1, 2016: 12:00 AM EST
A Nielsen report highlights the strength of the premiumization trend that is driving sales around the world and looks set to continue as powerful underlining shifts play out. Rising income and a desire for exceptional quality (cited by 54% as a factor in premium purchases) and superior performance (46%), are core drivers. Interestingly, Nielsen finds that products with social or environmental benefits have premium potential. Some 42% of global respondents say they’d be very willing to pay a premium for products made with organic or all-natural ingredients, while nearly the same proportion (39%) say they’d pay extra for sustainable or environmentally friendly products.
 
Premium is well established in many markets – it already accounts for about 25% of dollar sales in both the personal-care category in the U.S. and Southeast Asia and is growing faster than other segments.  In Southeast Asia, for example, the premium segment grew 21% from 2012 to 2014, over double the rate of the mainstream and value tiers (8% and 10%, respectively). Strong and growing levels of consumer acceptance indicate the segment will continue to expand. Nielsen states that over 25% of global respondents say they’ll consider buying premium personal-care product:  hair-care (27%), body-care (26%) and oral-care (26%).
More: we previously looked at prestige strategies in India. [Image credit © KMM Productions]
"Global Premiumization Report: Moving Up", Nielsen , December 01, 2016, © The Nielsen Company
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Unilever Applies Zero-Based Budgeting To Adjust Operational Margins

November 30, 2016: 12:00 AM EST
Unilever says it is further applying zero-based budgeting to reset its operating margin goals. The new target for the “core operating margin” will be between 40 and 80 basis points a year from 2017 to 2019. The company’s current goal is annual growth of 20 to 40 basis points. CFO Graeme Pitkethly said the company will continue to improve the mix of the business with “margin-accretive innovation” and a focus on margin in the ice cream and home-care categories. Zero-based budgeting cost savings and savings from organizational changes should be about €1 billion by 2019. [ Image credit: © Unilever ]
Dean Best, "Unilever Sets New Margin Target with Help from Zero-Based Budgeting", Just-Food, November 30, 2016, © just-food.com
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Beauty And Personal Care Brands Recognized For Mobile Marketing Innovation

November 17, 2016: 12:00 AM EST
Beauty and personal care companies were among the list of those with campaigns presented with The Mobile Marketing Association’s 2016 Smarties awards. Silver in the Global – Mobile App category went to Unilever’s Dove brand for ‘Love Your Curls Emojis’. Sally Hanson, a Coty brand, won bronze in the same category for its ManiMatch app, a nail polish makeover tool. In the Latin America region, L’Oréal captured Programmatic category gold and Location-Based silver for its Ralph Lauren Polo Red Fragrances campaign for the travel retail channel.  [ Image credit: © Maskot ]
Deanna Utroske, "Beauty and personal care brands celebrated for mobile marketing innovation", Cosmetics Design, November 17, 2016, © William Reed Business Media SAS
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Boots Launches 2016 Christmas Campaign Highlighting Working Women

November 8, 2016: 12:00 AM EST
Retail company Boots launched its “The gift of beauty” marketing campaign for Christmas 2016. Highlighting working women, the campaign focuses on those who have to work on Christmas day and support their communities instead of celebrating the holiday. Also, the ad features two women, including a paramedic, talking about their experiences.
Rachel Gee , "Boots takes emotional route with Christmas ad celebrating working women", Marketing Week, November 08, 2016, © Centaur Communications Ltd
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Signal Toothpaste Brand Launches First Facebook Messenger Campaign

November 7, 2016: 12:00 AM EST
Unilever's toothpaste brand Signal launched “Little Brush Big Brush,” the brand's first Facebook Messenger campaign. Using a 21-day behavioral change program, the campaign aims to help families with children to develop improved toothbrushing habits. Also, the campaign delivers its core message using 21 designed-for-children animated videos featuring animal characters.
Alex Spencer, "Unilever’s Signal Uses Facebook Messenger for 21-day Behaviour Change Campaign", Mobile Marketing, November 07, 2016, © Dot Media
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Fluid Ads Wins Top Honors In Competition For “Next Big Thing” In Ad Technology

November 7, 2016: 12:00 AM EST
Unilever and marketing/advertising expo Ad:tech conducted a contest during the early November event to determine “The Next Big Thing” in advertising technology. The winner among 15 finalists was Fluid Ads, which demonstrated a technology that allows brands and agencies to create HTML5 multi-shape, multi-device ads in a matter of seconds. The technology was able to deliver in real-time 480 dynamic ads in five minutes – more than one a second. Product Director Dan Cohen created a dynamic campaign for Unilever food spread Marmite by shifting the messages and images to target different days of the week and times of the day. [ Image credit:© Fluid Ads ]
"Fluid Ads – Winners of ad:tech and Unilever's Next Big Thing 2016", News release, Fluid Ads, November 07, 2016, © Fluid Ads
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New Products, Novel Marketing From Hormel Bacon

October 31, 2016: 12:00 AM EST
Hormel unveiled new bacon products that include low-sodium sea salt and double smoked varieties. The new offerings come in 16-ounce single packs, 24-ounce stack packs and 9.5-ounce fully-cooked packs. The company says additional flavors in the “Black Market” family will be available soon. An innovative marketing gimmick involves the opportunity for users to experience the new products in virtual reality by visiting www.BlackLabelBacon.com on a smart phone and positioning the phone in front of their eyes.  The virtual reality experience includes a Dark Woods, a Volcano, a Salty Sea and the darkness of Outer Space where bacon can be purchased.
"Hormel Black Label Bacon Introduces the Black Market", News release, Hormel Foods, October 31, 2016, © Hormel Foods Corporation
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Unilever's Signal Pepsodent Brand Launches Facebook Campaign Encouraging Children To Brush Teeth

October 20, 2016: 12:00 AM EST
Unilever's oral care brand Signal Pepsodent launched a Facebook chatbot designed to encourage children to brush their teeth. Created by R/GA London, the chatbot is part of the brand's campaign, “Little Brush, Big Brush.” Offering free access to 21 episodes of animated videos, the campaign seeks to inspire parents and children to brush their teeth together.
Rebecca Stewart, "Unilever is using Facebook chatbots to encourage kids to brush their teeth", The Drum, October 20, 2016, © Carnyx Group Ltd
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The Body Shop Opens First Pop-Up Store In Canada

October 20, 2016: 12:00 AM EST
Beauty retailer The Body Shop opened a pop-up store in Toronto’s Yorkville neighborhood, the company’s first in Canada. Designed for testing new installations and activations and promote holiday gifts, the store features iPad tablets that display videos highlighting the retailer’s Bio Bridges rainforest awareness program. Also, the store includes an installation for Body Butter products that tells stories about the company’s partnerships with community-based suppliers of shea nuts and other materials.
Rebecca Harris , "The Body Shop pops up in Yorkville", Marketingmag, October 20, 2016, © Rogers Media Inc.
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Church & Dwight Awards Digital Creative Accounts To Razorfish And ICrossing

October 18, 2016: 12:00 AM EST
Church & Dwight appointed Publicis-owned Razorfish as its lead digital creative agency for the Trojan, First Response, Batiste Dry Shampoo, RePhresh, and Replens brands. Also, the company named Hearst's iCrossing as agency in charge of digital marketing for its OxiClean, Oragel, Nair, and Vitafusion brands. Razorfish's responsibilities will include creative, strategy, data and consumer insights, search, and social media, while iCrossing will focus on creative, strategic planning, technology, and content marketing.
Lindsay Stein, "Church & Dwight Taps Razorfish, iCrossing for Digital Creative", Advertising Age, October 18, 2016, © Crain Communications
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Colgate Collaborates With Country Music Association Awards To Launch Social Media Campaign

October 17, 2016: 12:00 AM EST
Colgate has partnered with the Country Music Association Awards to launch a campaign featuring country singer Jana Kramer. As part of the celebration of the 50th edition of the CMA awards, the brand is working with Kramer for a two-week social media campaign. Fans of country music can interact with Kramer during the campaign period through various ways, including video tips, live chats, and a Snapchat scavenger hunt.
Danny Parisi, "Colgate Scavenger Hunt Initiates Digital Meet-And-Greet for Country Music Fans", Mobile Marketer, October 17, 2016, © Napean LLC
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Lifebuoy Marks 2016 Global Handwashing Day With High 5 Campaign

October 14, 2016: 12:00 AM EST
Unilever's Lifebuoy soap brand launched “High 5 for Handwashing,” a campaign promoting child health by encouraging people to wash their hands. Part of the company's 2016 Global Handwashing Day celebrations, the campaign seeks to highlight the importance of good hygiene habits, including washing hands with soap. With about 1.4 million children dying from diarrhea or pneumonia every year, Lifebuoy aims to reach 1 billion people with handwashing messages by 2020 through its Help a Child Reach 5 campaign.
"Lifebuoy celebrates Global Handwashing Day with a ‘High 5’", Unilever, October 14, 2016, © Unilever
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Mobile Ads Work Hand-In-Glove With TV To Increase FMCG Purchase Intent

October 11, 2016: 12:00 AM EST
An advertising experiment that involved the Pond’s skin cream brand has confirmed that TV ads supplemented and reinforced by mobile ads are more effective in delivering “an experiential element” that improves purchase intent. Unilever worked with InMobi and Mindshare to test the hypothesis that multi-screen ad campaigns – TV plus smartphone – would be more effective than just TV alone in moving the skin cream product. The hypothesis proved correct: the mobile ad boosted purchase intent by 50 percent and interest in the product by 15 percent when the mobile ad was seen after the TV commercial.
Charlotte McEleny, "Synching mobile ads to TV creative improves purchase intent, finds Unilever", The Drum, October 11, 2016, © Carnyx Group
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National Advertisers Seek Multicultural Help In Improving Marketing

October 10, 2016: 12:00 AM EST
The trade group that represents companies that spend a total of $300 billion a year on national brand advertising announced an alliance of senior “thought leaders” from the African American, Hispanic, Asian, and LGBT communities to develop a blueprint for multicultural marketing in the U.S. The Association of National Advertisers says the new Alliance for Inclusive & Multicultural Marketing (AIMM) would facilitate brand marketing to diverse racial and cultural groups. Among the specific goals of the AIMM: share multicultural marketing examples; drive ROI, primarily through marketing effectiveness; disseminate best practices of multicultural and diverse demographic segments; and through a robust communications program; and create unique marketplace experiences providing insights into the multicultural arena.
"ANA Forms New Multicultural Marketing Alliance", News release, Association of National Advertisers, October 10, 2016, © Association of National Advertisers
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FMCG Marketers Are Catching On To The Power Of Facebook’s Resources

October 7, 2016: 12:00 AM EST
Facebook not only offers FMCG marketers a treasure trove of online customer data, it offers targeted ad solutions and insight tools for a wide range of products. Big FMCG marketers like Procter & Gamble, Reckitt Benckiser and L'Oreal have made use of Facebook’s resources to boost sales of products like razors, condoms, and hair removal cream. Reckitt used Facebook to target Indian men with cricket-themed condom ads. Last March, Facebook worked with Nielsen on a month-long test in two Indian cities for a L'Oreal acne wash. Media ads were shown in both cities, but only one (Kolkata) saw Facebook mobile ads targeting 18- to 34-year-olds. Sales of the product in Kolkata more than doubled.
Anumeha Chaturvedi, "Marketers find a gold mine in Facebook’s data trove", Economic Times, October 07, 2016, © Bennett, Coleman & Co. Ltd.
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Walgreens’ New Beauty Club Rewards Members With Purchase Points

October 4, 2016: 12:00 AM EST
Drug store chain Walgreens has launched a beauty club for cardholders that provides rewards for purchasing select cosmetics, skin care, hair care, oral care, grooming, sun care, fragrance and bath products. Customers who sign up for the Beauty Enthusiast club will also have chances to receive free samples, promotions, coupons, special beauty offers, new product information and “expert tips” during the year. Club members will also receive 5,000 Balance Rewards points for every $50 spent on beauty and personal care products.
"Walgreens Gives Beauty Customers Additional Rewards and Offers through Launch of Beauty Enthusiast", News release, Walgreens, October 04, 2016, © Walgreens
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Dove Launches Campaign Highlighting Real Beauty In Portugal

September 30, 2016: 12:00 AM EST
Dove launched the “Real Beauty Beats” marketing campaign in Portugal. Created by production house Black Ship for Dove Portugal, the campaign features men and their reactions when describing different women displayed on a screen. Two days after the video was posted on YouTube, it has earned more than 400,000 views and another 430,000 on Facebook.
"Dove proves real beauty trumps eye candy", Marketing Interctive, September 30, 2016, © Marketing-Interactive.com. Lighthouse Independent Media Pte Ltd.
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Unilever Shifts Focus On Creating Content In-House

September 29, 2016: 12:00 AM EST
Unilever has partnered with agency Oliver to create U-Studio, an in-house content creation unit. U-Studio will collaborate with U-Entertainment, another in-house unit for creating “passions content,” the company said. According to the company, it aims to offer “seek-out content” for consumers who are avoiding “interruption-based advertising.”
Simon Gwynn , "Unilever plots in-house branded content division ", Campaign India, September 29, 2016, © Haymarket Media Group Ltd.
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Unilever Launches Campaign For Lifebuoy Hand Sanitizers In Singapore

September 29, 2016: 12:00 AM EST
Unilever Singapore collaborated with Moove Media to launch Lifebuoy Infection Alert System, a marketing campaign for the Lifebuoy brand of hand sanitizers. As part of the campaign, hand sanitizers were placed at eight MRT stations along SBS Transit's Downtown Line and North East Line railways. With commuters' response characterized as encouraging, the campaign allowed consumers to try the products and have a favorable impression of them.
Vivienne Tay, "Lifebuoy dishes out free hand sanitisers to keep your hands clean", Marketing-Interactive.com, September 29, 2016, © Marketing-Interactive.com
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Shiseido Launches Line Of Skin-Whitening Products Aimed At Prestige Beauty Market

September 27, 2016: 12:00 AM EST
Shiseido plans to launch its Shiseido White Lucent Total Brightening Day & Night Set line of skin-whitening products to the travel retail market. Part of the company’s efforts to expand its prestige beauty business, the range will include White Lucent All Day Brightener SPF 36, Micro Targeting Spot Corrector, and MultiBright Night Cream, all in 50ml packages. According to the company, the White Lucent range comes with a formulation that includes Double Strike PROApproachx2 brightening technology.
Clare Austin, "Shiseido Travel Retail sets sights on prestige beauty market", The Moodie Davitt Report , September 27, 2016, © The Moodie Davitt Report
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