Drugstore.com, The Leaping Bunny Program announce partnership
PHILADELPHIA — The Coalition for Consumer Information on Cosmetics’ Leaping Bunny Program, the gold standard in cruelty-free certification of personal care and household products, is partnering with Drugstore.com’s The Natural Store to increase awareness around cruelty-free shopping and the availability of cruelty-free products on the website.
More than 50 Leaping Bunny certified companies sell products on this website, including:100% Pure, Alba Botanica, Aubrey Organics, Avalon Organics, Beauty Without Cruelty, Biokleen, Burt’s Bees, Crazy Rumors, Crystal, Deep Steep, Dr. Bronner’s, Earth Friendly Products, Emerita, EO, Giovanni, Hugo Naturals, Jason Natural Cosmetics, Kiss My Face, Martha Stewart Clean, Method, Mrs. Meyer’s, Nature’s Gate, Seventh Generation, ShiKai, Tom’s of Maine and W.S. Badger Co.
“This is a fantastic opportunity to reach a new audience of over 3 million people and not only educate them about the reality of product testing, which is still occurring on personal care and household products today, but also make them aware that there are so many great companies producing effective, quality products that are cruelty-free,” stated Kim Paschen, communications manager of the Leaping Bunny Program. “Consumers can make this their one-stop shop for items free of animal testing.”
The main page of The Natural Store at Drugstore.com features the Leaping Bunny Logo with a link to a page containing a rotating list of special deals on Leaping Bunny certified products, in addition to a link to sign Leaping Bunny’s pledge to go cruelty-free.
“From the beginning, we’ve been committed to helping people live healthier lives. One way we do that is by offering our customers one of the largest and best selection of natural products online. But it’s not just about being responsible caretakers of our planet; we’re also pet owners and animal lovers. Giving our customers the opportunity to shop for cruelty-free products is important to us, so we are proud to feature products sporting the Leaping Bunny logo,” Drugstore.com VP OTC merchandising Julie Johnston said.
Catalina Marketing introduces Catalina BuyerVision
ST. PETERSBURG, Fla. — Catalina Marketing announced the debut of a new purchase-based targeting solution for consumer packaged goods advertisers that incorporates shopper understanding and analytics into campaign planning and measurement to drive improved performance.
Catalina BuyerVision is designed to improve the efficiency of digital media by identifying key buyer audiences based on in-store purchasing and engaging them wherever they are online, Catalina said. BuyerVision leverages Nielsen Catalina Solutions — Catalina’s joint venture with Nielsen — utilizing its targeting and measurement capabilities. Once a target audience for a campaign is defined by utilizing aggregated, anonymized purchase history data, offline data is matched with Web cookies to address the same audience online. Display ads, videos and other advertising then are served up to the buyer audience wherever they are online, Catalina said.
"Catalina is a global leader in understanding and engaging a brand’s most valuable consumers based on purchasing analytics," Catalina digital solutions EVP Chris Henger said. "With Catalina BuyerVision, we can share with brands and their media planners and buyers our unmatched, real-time consumer and brand insights. We also are the only multi-channel solution able to reach the same audiences with online advertising integrated with an in-store campaign to maximize volume, drive trial or reinforce loyalty. This creates a true surround sound consumer messaging opportunity for a brand to direct to its most valuable set of buyers."
Fraction of shoppers determine new CPG’s success
ST. PETERSBURG, Fla. — Just 1-in-67 shoppers, or 1.5%, determine the success of a new product, according to Catalina Marketing’s "New Product Report."
Analyzing the two-year purchasing behavior of approximately 41 million U.S. consumers at approximately 20,000 stores, the precision consumer marketing firm found that while this fraction of shoppers accounted for 80% of volume during a 12-month window following the introduction of new consumer packaged goods, it also found that when examining 25 of the top product launches of 2010, almost two-thirds of sales (63%) came from existing brand buyers, but almost half of those sales cannibalized existing brand purchases.
Additionally, the "New Product Report" found, top category buyers, who accounted for 80% of sales in the category prior to a new product launch, were 3.8 times more likely to try than the average shopper. For product line extensions, top brand buyers, who accounted for 80% of brand sales prior to a new product launch, were 5.8 times more likely to try than the average shopper, Catalina said.
"This report shows just how few consumers make or break even the most successful new CPG product launches. Of the 25 new products studied in this report, just 1-out-of-67 shoppers made up the vast majority of sales," Catalina EVP brand development Todd Morris said. "With such small shopper concentrations driving the success of product launches, it’s critical for a brand’s advertising and promotions to reach the consumers who are most likely to try and repeat."
For the full report, click here.