Alberto VO5’s first fan-voted fragrance to hit retail in December
NEW YORK — Alberto VO5 has unveiled its new Pure Sunshine fragrance — its first fan-voted fragrance.
By popular vote — on Alberto VO5’s Facebook page, that is — fans across America have voted Pure Sunshine as the next Alberto VO5 fragrance. Fresh and clean, with delicate notes of pacific rose apple, white peony and cashmere wood, Pure Sunshine is the latest in the brand’s line of fragrances.
VO5 introduced Pure Sunshine shampoo and conditioner on Monday at Getting Gorgeous, an invite-only annual event for lifestyle, beauty, fashion and food bloggers. To celebrate its newest fragrance, VO5 treated bloggers to expert hair touch ups by New York City-based stylists. Attendees were treated to products including VO5 Hot Oil, which broke new ground in 1976 as the first mass oil-based pre-shampoo hair treatment, being rediscovered by new generations of women today.
Pure Sunshine faced tough competition, vying against eight other fragrance candidates in a months-long blogger and fan vote program called A Scent is Born. Pure Sunshine competed against two competitors in the floral category and bested three other candidates each in the Indulgent beauty and fruity categories.
"We can’t thank our millions of loyal VO5 fans enough for their enthusiastic participation and for their genuine role in making our newest fragrance a reality. Pure Sunshine is literally a fragrance of the people — VO5 people," said Nina Riley, VP marketing for VO5 brand owner High Ridge Brands. "This is a savvy, well-informed group that appreciates how VO5’s signature five essential vitamins benefit all hair types, making it America’s best beauty value."
VO5 Pure Sunshine shampoo and conditioner will launch this December.
Walgreens to help support National HIV Testing Day with free testing at select pharmacies
DEERFIELD, Ill. — In support of National HIV Testing Day on June 27, Walgreens and Greater Than AIDS, a coalition of about 200 public and private sector partners united in response to the domestic AIDS epidemic, are teaming with health departments and local AIDS service organizations across the country to encourage community members to take advantage of free HIV testing.
Free HIV tests will be available June 26 to 28 at select Walgreens in more than 140 cities, including Atlanta, Chicago, Houston, Los Angeles, Miami, New Orleans, New York City, San Francisco and Washington, D.C. Nearly 200 state and local health departments, along with AIDS service organizations, will lead testing events and provide results on-site within minutes.
Of the more than 1.1 million people living with HIV in the United States, an estimated 1-in-6 do not know that they are infected and only 1-in-4 has their virus under control with treatment. Early diagnosis and treatment saves lives and is known to reduce the spread of HIV. Those with HIV who are on treatment and in care can reduce the risk of spreading the virus to others by as much as 96%.
“Since the beginning of the epidemic, Walgreens has served as a trusted resource to help people know their status and manage their condition,” said Glen Pietrandoni, senior director of virology, specialty products and services at Walgreens. “We are proud to collaborate with Greater Than AIDS and community partners to increase access to testing and education, which we know is critical to being a part of the solution to end AIDS.”
“Greater Than AIDS is about communities working together to achieve a greater goal. These testing events are powerful examples of what can be achieved when the public and private sector come together in response to HIV/AIDS,” said Tina Hoff, SVP and director of health communication and media partnerships, Kaiser Family Foundation, a founding partner of Greater Than AIDS. “Not only will thousands have access to free testing in a familiar and trusted location in their neighborhoods, but the very act of offering the tests in Walgreens helps to normalize HIV testing as a part of routine health care.”
Throughout the year, Walgreens and Greater Than AIDS distribute HIV informational resources through Walgreens 700 HIV-specialized pharmacies. These specialized pharmacies have specially trained community pharmacists offering one-on-one, confidential medication counseling to encourage medication adherence, and also can assist with other care needs such as identifying co-pay assistance options.
BioLytical Laboratories donated 10,000 INSTI HIV one-minute, finger-prick test kits to support the effort at select testing sites. Other locations will offer rapid results using available oral fluid or blood-based HIV testing technologies. National organizations like the Black AIDS Institute’s Black Treatment Advocacy Networks and AIDS United are mobilizing community networks to recruit individuals in most affected communities to take advantage of the opportunity to learn their HIV status.
IRI: Older consumers are ‘golden opportunity’ for CPG companies
CHICAGO — To help consumer packaged goods marketers maximize growth opportunities in the growing baby boomer/senior market, the latest IRI Times and Trends report, "Aging America: Carving Out Growth in Mature Markets," takes a closer look at the shopping and consumption habits of older consumers and how they shift throughout the golden years. The findings: A “golden opportunity.”
Accounting for more than 50% of CPG spending, the baby boomer/senior market spent more than $200 billion across shopping channels in the last year alone. And, with the number of Americans ages 65 years and older set to double during the next 25 years, this spending power will continue to grow.
“By 2020, annual CPG spending by boomers and seniors will surpass $230 billion,” said Susan Viamari, editor of Thought Leadership, IRI. “Healthcare-related spending represents a significant share of overall CPG spending for mature shoppers, so it is crucial for CPG marketers to focus on proactive wellness and disease state management to activate these shoppers. With this type of spending on the table, even a fraction of one share point can easily translate into hundreds of millions of dollars.”
Opportunities span the aisles
It’s no surprise that health and wellness are important to boomers and seniors. However, this doesn’t mean that they are only purchasing prescription medications and shopping for the typical healthcare products. Like all consumers, mature consumers are investing in healthier living today to maximize long-term healthcare expenditures. As a result, “healthier for you” has emerged as a significant opportunity across CPG aisles.
IRI’s latest New Product Pacesetters study found that these products are not limited to the healthcare aisles. In fact, the top-selling food launch for 2013 was Dannon Light & Fit Greek yogurt, a yogurt that has twice the protein of traditional yogurt, with only 80 calories. And, among non-foods, L’Oréal’s Advanced Haircare, a line of hair care products that makes hair more beautiful by enhancing hair health, took the top spot.
Retailers are innovating to serve this market, too. Walgreens, for instance, recently partnered with GlaxoSmithKline to launch “Sponsorship to Quit,” a free online smoking cessation program.
Going forward, retailers and manufacturers must continue to look across the store for opportunities to support and advance consumers’ wellness-related efforts, according to IRI.
Activate shoppers with educational programs
Consumers are embracing proactive self-care because it’s less costly to maintain good health today than it is to face chronic disease tomorrow. Aging consumers are investing disproportionately in a wide range of preventive care and simple healthcare solutions. Sales of products — such as gastrointestinal liquid, home healthcare/kits, vitamins and internal analgesics — are showing exceptional growth among the mature marketplace.
To protect and grow share in these related categories, marketers must not only understand the broad range of conditions that are prevalent and/or top-of-mind among older consumers, but they also must educate consumers on the ingredients and products that can help them prevent and manage these diseases, according IRI.
“It’s important to remember that mature consumers want to achieve and maintain wellness, but they are not interested in the latest fad,”Viamari said. “When you have more than 9,500 new brands hitting retail shelves each year that are touting new ingredients and benefits, it can be overwhelming. That’s why clear communication of product benefits, product uses and value is absolutely essential with these shoppers.”
Engage with shoppers
Older consumers still rely heavily on such traditional media as circulars, coupons from home and signs or displays in stores when making brand decisions. However, marketers should not rule out digital media. More than 27 million people over the age of 55 years are engaged in social networking, and nearly 71% of boomers and 59% of seniors visit social networking sites on a daily basis.
To reach mature consumers effectively, marketers must leverage traditional media and supplement with new media programs that are tailored to target consumers’ place on the technology adoption curve.
“There’s no question that the mature market is poised for significant growth,” Viamari said. “The trick for marketers is to get a good grasp on the aspirations, challenges and attitudes that mark this unique and mature marketplace.”