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Energizer adds former Clorox finance chief to board of directors

BY Allison Cerra

ST. LOUIS — Former Clorox EVP and CFO Daniel Heinrich has been added to Energizer’s board of directors, the company announced.

Heinrich, whose term of office expires at Energizer’s 2013 annual meeting of stockholders, brings more than 34 years of experience to the role. He also has been appointed to the nominating and executive compensation committee. With the addition of Heinrich, Energizer’s board now consists of 10 directors, nine of whom meet the standards of the New York Stock Exchange for independence.

"We are pleased to welcome an executive of Dan’s caliber to the Energizer board," said J. Patrick Mulcahy, chairman of the board of directors at Energizer. "During his distinguished career, Dan has worked in senior leadership roles in the consumer products and financial services industries and brings to Energizer unmatched expertise in finance, accounting and strategy development and execution. We look forward to benefiting from his perspective and experience as we continue to position Energizer for future success and to deliver value to our shareholders."

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Mintel: Deodorant, antiperspirant industry brings in big bucks (without breaking a sweat)

BY Allison Cerra

CHICAGO — The deodorant and antiperspirant industry in the United States will continue to relish in the sweet smell of success through 2016 and beyond, according to a new Mintel report.

Mintel found in its research that while deodorant use among U.S. teenagers is at 92%, making them on par with adults, 93% of teens said they favor scented products, versus 78% of adults that prefer scented products. When it comes to brand loyalty, half of Mintel respondents reported experimenting with other brands in the past 12 months, but fewer than 1-in-5 completely switched brands. What’s more, younger users were significantly more likely to make the switch than their older counterparts, which reinforced the idea that the young consumer group should be the core focus for marketers.

 

"Teens and adults have different requirements for their deodorants, so it’s important that manufacturers market to each segment appropriately," Mintel global personal care analyst Amy Ziegler said. "Marketers should consider distributing samples at teen-oriented clothing stores and using social networking sites to build interest in their brands."

Mintel also found that when it came to who made purchasing decisions, about 40% of women said they pick out or purchase their significant other’s antiperspirant/deodorant, versus only 18% of men who do the same for their partners. Even when marketing products to men, Mintel noted, the response of female consumers to packaging, scent and branding should be taken into account.

And how does the "all-natural" and "organic" movement translate to this industry? Mintel’s research confirmed that only 1-in-10 people usually use antiperspirant/deodorant with all-natural ingredients and fewer than 1-in-20 buy all-organic products. "However, 14% of women and 16% of men report having skin that is easily irritated by antiperspirant/deodorant, which could help drive the all-natural, organic and hypoallergenic formulations in the future," Ziegler noted.

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Catalina acquires Modiv Media

BY Allison Cerra

ST. PETERSBURG, Fla. — Catalina Marketing has boosted its portfolio by acquiring a mobile commerce solutions provider.

The company said the integration of Modiv Media into its business will give brands and retailers the ability to engage shoppers, influence their behavior and boost loyalty with a unique mobile experience that saves shoppers time and money.

Modiv, which was founded in 2001, most recently introduced Modiv Social, which enables retailers and brands the ability to offer shoppers an integrated mobile coupon wallet experience that aggregates coupons from any couponing source (i.e., Web, retailer, mobile, digital, etc.), while giving shoppers the ability to share select mobile coupons via Facebook. In turn, Modiv Social enables retailers and brands alike the ability to track, monitor, manage and analyze the lifecycle of a socially shared coupon, as well as identify "shopping influencers" and rewarding those who share these coupons, Catalina noted.

"We’ve been watching Modiv for quite some time now. Their success in driving in-store innovation is unmatched and their ability to deliver a scalable mobile commerce solution is exactly what retailers are looking for," Catalina Marketing CEO Jamie Egasti said. "The acquisition will allow Catalina to drive greater consumer engagement before and during the buying experience for brands, and deliver increased revenue and shopper loyalty for large-scale retailers."

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