Top 100 - Wamda.com

71 BrandZ Top 100 2011: SECTORS/COMMENTARYBrandZ Top 100 2011: SECTORS/COMMENTARY 72Gillette, which remained synonymous with malegrooming, may have been affected by the impact of theeconomy on young men. In an interesting demonstrationof brand reinvention, some brands relied on irony andself-deprecating humor to introduce Millennials toproducts, such as the skin-care brand Old Spice, whichBoomers and their parents had forgotten.To counter the incursion of private label accelerated bythe recession, brands with basic functionality, like Colgateor Crest toothpaste or Dove, emphasized the product’spositive impact on emotional well-being and introducedmore benefits. Dove, for example, promoted a body washthat improved skin as it cleansed. Unimpressed by oldschoolmarketing claims alone, consumers wanted toknow not just what a product promised – whiter, brighter,better – but how the promises worked and whether theingredients were natural or had a proven scientific basis.Facebook and other social networking sites led to moreinformed consumer choice and a growing do-it-yourselftrend in which consumers purchased salon-quality brandsfor use at home. In this value equation, the savings inprofessional care made up for a higher product price.Avon, a venerable global leader, encountered difficultiesexpanding in BRIC markets.PERSONAL CAREHIGHLIGHTSCertain brands, like Dove, effectivelyextended the brand halo over manysub-categories.The focus on individual wellness,an influence from fast-growingmarkets of Asia, continued to inspireproduct innovation.Digital utilities enabled brands tocustomize products and services fora mass audience.PERSONAL CAREIN 2011Catherine Coulson, UnileverGlobal Account Director, TNSConsumers seek clear choices“My advice to the personal care sector is to reallyavoid the temptation to just let your innovationsproliferate. Consumers already face a hugechallenge at the shelf. There are a lot of problemsin terms of the number of choices that theyhave, and there’s a lot of confusion at shelf.So I think, be disciplined in what you do, only putproducts out there that will make a differenceand help consumers make those choices in thatcomplicated environment.”SPOTLIGHTSpenders were winners during the recession.Colgate introduced more new products duringthe recession than before the downturn.Along with noting the health benefits oftoothpaste, Colgate and Crest emphasizedwhitening. People visited the dentist lessfrequently during the recession, at least inthe United States.