Superbrands 2004 - Brand Autopsy

Superbrands HEALTH & BEAUTY
BRAND
tions a guarantee of whiter teeth in 14 days.
Colgate is pitching a new manual toothbrush as offering better
whitening ability. The product is said to “remove stains 30%
better than an ordinary toothbrush.”
In haircare aisles, like cosmetics, marketers are increasingly
targeting ethnic groups. The big players are introducing haircare
products made for African Americans under their larger
brand banners, versus niche brands like Soft Sheen-Carlson,
owned by L’Oréal.
P&G earlier this year launched Pantene Pro V Relaxed &
Natural, “created for women of color” and packaged in dark
bronze and mocha-colored bottles. The line
includes Pantene Pro V Intensive Moisturizing
shampoo, Intensive Moisturizing
conditioner and styling aids suiting
the needs of coarse, dry and fragile
hair (Daily Oil Cream Moisturizer,
Wrap and Set Lotion and Intensive
Oil Sheen Spray).
In addition, L’Oréal introduced
an extension of its Vive haircare
line called Nutrillum, marketed for
“smoothing.” Andrew Jergens introduced
an African American-targeted body lotion
called Jergens Ash Relief Moisturizer, which
addresses the needs of black women who often
complain about drying skin getting flaky and
assuming an ash-colored tone.
Last year also saw a surge in specialty haircare
launches. Ralph Lauren extended its
youngest-skewing fragrance Ralph with accessories/ancillary
products such as shampoo. Victoria’s Secret, which has been
growing its beauty unit with new fragrances and color cosmetics,
is introducing a haircare line called So Sexy that is
expected to be in full distribution by summer’s end. By that
time, it will also introduce a second hair line, called Garden
Sensuous Shine.
In the razor area, the blade wars between Gillette and Schick
have been heating up since Energizer acquired the Gillette brand
in 2003. Sales of razors are up 17% for the year ended April 18,
S54 JUNE 21, 2004
COMPANY NAME,
LOCATION
Schick it to ’em: Quattro upped
the ante in the blade wars.
LEAD AGENCY,
LOCATION
largely on the introduction of four-blade Quattro, which brought
in sales of $15 million in the same period, per IRI. Those sales
appeared to dig into Gillette’s Mach3 and Mach3 Turbo, down
27% and 14%, respectively. (Sales of No. 2 brand Mach 3 Turbo
were $29 million as of April 18.) Sales of refill blades tell the bigger
story, and Quattro refills are only at $11 million thus far. To
boost Quattro trial, Gillette has been offering bonus packs and
discounts on starter kits as well as blades.
In the last month, Gillette introduced an ad campaign for its
battery operated Mach 3 Power razor. A campaign via BBDO,
New York, features top Nascar drivers, including Dale Earnhardt,
Jr. and Jimmie Johnson. Gillette also inked a
three-year marketing deal with English soccer
phenom David Beckham, who will begin appearing
in an ad campaign breaking in Europe in July.
And let us not forget: The Botox backlash
was bound to happen sooner or later. While business
is booming for dermatologists who administer
cosmetic procedures—Botox, chemical peels
and collagen injections—manufacturers of skin
creams and lotions have been marketing their
products as cheaper, less invasive alternatives to
getting shot up with a needle.
Companies have been running TV ads that
show images of a hypodermic needle or a sterile
doctor’s office, including L’Oréal’s Advanced
Wrinkle Corrector and Dermo Smoother with
Boswelox, P&G’s Olay Regenerist and Avon’s
Anew Clinical Line and Wrinkle Corrector.
“Many women are curious about [dermatological]
procedures but are reluctant about the price, and the
potential of temporary burns and irritation,” said Maria
Beltrametti, director global advertising at Avon.
While products like these are popping up to ensure sales
don’t erode in the face of treatment options like Botox, beauty
marketers say they are offering alternative products to expensive
office visits.
Said Lisa Borak, Avon’s director of global skincare: “Most
compelling for a majority of women is getting these great results
and being able to do it at home.” B
SHAMPOO*
1. Pantene Procter & Gamble, Cinn. Grey, New York $173.4 $163.0 + 6.80 75% 7.24 58.7
2. Head & Shoulders Procter & Gamble, Cinn. Saatchi & Saatchi, New York 114.4 22.9 N/A N/A N/A N/A
4. Clairol Herbal Essences Procter & Gamble, Cinn. Kaplan Thaler, New York 72.3 63.0** 6.73 76% 6.97 56.1
4. Dove Unilever, Greenwich, CT Ogilvy & Mather, Chicago 48.5 61.3** N/A N/A N/A N/A
5. Garnier Fructis
HAIR COLOR
Maybelline, New York Publicis, New York 41.6 388.9 N/A N/A N/A N/A
1. L’Oréal Preference L’Oréal, New York McCann-Erickson, New York $135.4 $14.1 6.63 55% 5.85 48.2
2. L’Oréal Excellence L’Oréal, New York McCann-Erickson, New York 103.6 24.7 6.79 45% 6.06 48.9
3. Clairol Nice ’N Easy Procter & Gamble, Cinn. Grey, New York 92.0 64.7 6.68 55% 5.80 48.1
4. L’Oréal Feria L’Oréal, New York McCann-Erickson, New York 81.8 27.7 6.66 37% 5.94 47.6
5. Just For Men Combe, White Plains, NY In-house 73.8 18.1 6.02 41% 4.11 32.5
* Includes top 15 shampoo SKUs (regular and dandruff); **Includes media for shampoo and conditioners; + Includes total haircare media Sources: Information Resources (sales); TNS/CMR (media); Harris Interactive/EquiTrend: QxFxPI=E (see key, page S18)
TOTAL
SALES
(millions)
MEDIA
EXPENDITURES
(millions)
QUALITY
FAMILIARITY
PURCHASE
INTENT
EQUITY
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