Bump control gets ‘Smooth’
ATLANTA — Razor bump eliminator Bump Patrol has announced the debut of its "Smooth Crew" as part of an education campaign to help wipe out razor bumps, a common shaving problem, particularly among men of color.
Weighing in on the skin-deep side of the Smooth Crew duo is Dr. Paul Wallace, a Harvard-trained dermatologist and cosmetic surgeon based in Beverly Hills, Calif. Not only does Wallace serve as a medical adviser to major movie studies, but he also serves as chairman of the World Boxing Council’s Medical Advisory Board, where he is ringside physician for boxing and mixed martial arts. His connection to sports ties in well with Bump Patrol’s advertising campaign, according to the manufacturer. The campaign features Wallace donning a boxing glove as he and his barber counterpart strike a pose.
Master barber Will Williams is the shaving half of the Smooth Crew. Williams also serves as director of consumer education at M&M Products Co., the maker of Bump Patrol.
Advertising, social media, an online video series, representative interviews and public relations are part of the new Smooth Crew undertaking to promote the brand. Beginning in December, the Bump Patrol website will feature a section dedicated to the Smooth Crew’s shaving tips and topical issues. Consumers, barbers and dermatologists also will be able to pose questions on Bump Patrol’s Facebook, Twitter and YouTube accounts for Smooth Crew feedback.
Several national retailers sell the line, including Walmart, Target, CVS/pharmacy, Rite Aid, Walgreens and Sally Beauty.
P&G taps NHL star as Gillette brand ambassador
WASHINGTON — Procter & Gamble has inked a multiyear partnership with National Hockey League star Alex Ovechkin to serve as a Gillette brand ambassador.
Ovechkin will appear in advertising and marketing in support of the men’s grooming brand in Russia and Eastern Europe, and will collaborate with Gillette to create charity programs that will contribute to youth hockey development in the region, as well as the Washington, D.C., area.
The first campaign includes two television commercials, print and online advertisements, and point-of-sale materials featuring Ovechkin’s name and likeness.
"We are excited about our partnership with Alex. He is one of today’s fiercest competitors and a dedicated professional who is committed to working with us to help develop younger hockey players," stated Svetlana Stishkova, Gillette marketing director for Russia. "We are looking forward to working with him in Russia and Eastern Europe to help us launch the latest addition to the Gillette Fusion family and the new series of Gillette products for sensitive skin."
Ovechkin, the Washington Capitals left wing, burst onto the scene in 2005 and won the Hart Memorial Trophy, which is awarded to the Most Valuable Player, in 2008 and 2009. He also won the Lester B. Pearson Award in 2008, 2009 and 2010. He is the first player in NHL history to be named a First Team All-Star in each of his first five NHL seasons, and he is only the fourth player in history to score more than 200 goals in the first four years of his career, joining hockey icons Wayne Gretzky, Mario Lemieux and Mike Bossy. In July 2009, Ovechkin was named "Official Ambassador" to the 2014 Winter Olympics in Sochi, Russia.
Added benefits, regimens brighten oral care segment
Shoppers are becoming more focused on health and wellness — and they are making the connection between oral health and overall health — so they increasingly are moving from the value segment to premium products, not to mention oral care regimens.
“With more than 500 SKUs in the category, shoppers can find it overwhelming and complicated to select the right oral care products. GlaxoSmithKline understands the importance of good oral health, as families spent $102 billion for dental services last year,” stated Janet Carter Smith, VP corporate development for GSK.
Clearly the challenge is how to help consumers connect with the products that offer the best solutions for them and their loved ones; however, many manufacturers are working to overcome those hurdles by developing products with added benefits.
For example, while the toothpaste segment has experienced very modest growth — up less than 2% for the 52 weeks ended Oct. 31 at food, drug and mass (excluding Walmart), according to SymphonyIRI Group — those products that provide therapeutic and sensitivity benefits helped fuel growth, as evidenced by GSK’s Sensodyne Pronamel toothpaste, which experienced strong double-digit growth during the same 52-week period.
There’s also an opportunity to drive growth in the oral care segment by encouraging consumers to use a regimen of products. For example, Procter & Gamble has seen success with its Crest 3D White regimen of strips, toothpaste, rinse and toothbrush.
“What we are finding … is that as we design products to look like they go together and we design them to work together, more and more consumers are buying regimens,” said Kevin Kelley, North America category associate director for oral care at P&G. “We are actually seeing, in the latest 12 months, a 12% increase in the number of households [that] buy two-plus segments at a time.”
To further drive sales of 3D White, P&G is shipping at the end of December its new 3D White Whitestrips 2 Hour Express, which promises noticeably whiter teeth in just two hours. The new product, priced at about $54, has four whitening treatments that can last up to three months each.