BEAUTY CARE

Ivory, Olay, Old Spice introduce DUOs

BY David Salazar
CINCINNATI — A new innovation from Procter & Gamble is bringing body wash and bar soap together across three of the company’s brands, it announced Tuesday. Ivory, Olay and Old Spice are introducing the DUO, a dual-sided cleansing buffer that brings together the cleaning power of a bar soap, the care of a body wash and the experience of a puff. 
 
P&G pointed to research finding that consumers are seeking products that go beyond basic cleansing for solutions that offer more benefits in a single step. Bar soaps are seen as offering a good clean, but at the expense of delivering softer skin, the company said, noting that 34% of men and 44% of women in the U.S. were using both a bar and body wash in the shower in 2015. 
 
“For over 130 years, from the launch of Ivory bar soap to the introduction of our body wash, Procter & Gamble has delivered innovative products based on evolutions in consumers’ needs,” Stephanie Robertson, associate brand director, P&G North America personal cleansing said. “The rise of the ‘dual user’ was an indication to us that there is a void in the market, which is leading to compensating behaviors – people using both a bar and body wash. DUOs is our answer to reimagine the shower experience all together.”
 
DUOs feature a flexible cleanser inside a cleaning implement that features a smooth side for softening and conditioning skin, as well as a scrubby side to exfoliate. DUOs are available in Olay Soothing Orchid & Black Currant and Old Spice Pure Sport, as well as Ivory’s new Refreshing Clean scent in select mass and food retailers nationwide. 
 

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Nielsen integrates with RichRelevance through Nielsen Marketing Cloud

BY Michael Johnsen

NEW YORK — Nielsen on Monday integrated with RichRelevance through the Nielsen Marketing Cloud that enables retailers to deliver personalized ecommerce experiences.  With this retailers can leverage the power of Nielsen audience data, analytics and technology to engage more shoppers with better personalized content, product recommendations and search results, including those who have not previously shopped with the brand.  

“Working with RichRelevance, we are helping retail clients leverage deep, people-based insights to make shopping experiences across online and mobile commerce more relevant for their customers,” stated Karen Fichuk, president, Lead Markets at Nielsen. “This should have a big impact on retail customer acquisition and retention efforts – effectively increasing lifetime value with the best data, technology and analytics available.”
 
“Personalization is one of the most important competitive differentiators in the retail industry today,” added Eduardo Sanchez, CEO and president of RichRelevance. “Nielsen Marketing Cloud extends the Relevance Cloud platform to more effectively connect with customers who are new to a retailer, as well as more deeply understand existing customers in the full context of who they are. The result is an elevated experience for all shoppers, no matter whether they are first-time or long-time customers.”
 
“Approximately 60% of traffic to a retail site or app is anonymous to the retailer, meaning that no data on these audiences is available when they first arrive,” noted Nielsen’s Mark Zagorski, EVP Nielsen Marketing Cloud. “With Nielsen Marketing Cloud and RichRelevance, retailers can now access rich data on these anonymous shoppers the moment they hit the site and deliver more relevant experiences from the very start.”

With this integration, mutual clients of Nielsen Marketing Cloud and RichRelevance can use the Nielsen Data Management Platform and Nielsen cross-device audience data — spanning demographics, interest and intent — to deliver more tailored onsite and in-app experiences to every shopper.  Potential customer experiences can also be personalized across digital media, so that consumers receive relevant content and product recommendations along the entire path to purchase.
 
For example, when a shopper visits a big box retailer’s ecommerce site for the first time, she is greeted with products and content tailored to her based on her demographics, current interests and intent to purchase specific products or services.  Content, search results and product recommendations are continuously updated as she browses the site based on her behavior and up-to-the-moment wisdom of the crowd modeling.  If she leaves the site prior to purchase, personalized content and recommendations will be shown on other digital channels in her journey.
 
Nielsen Marketing Cloud is integrated with marketing applications across dynamic personalization, programmatic, website, mobile, video, search, email and social media platforms. It empowers brands, agencies and media companies to connect more deeply with customers by combining Nielsen’s world-class data, analytics, media planning, marketing activation and data management platform capabilities in a fully-integrated cloud software.  Marketing outcomes include a deeper understanding of consumers, more effective messaging across devices, and superior ROI analysis and campaign optimization capabilities.  
 

 

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Hamacher Resource Group celebrates Dave Wendland’s 25 years

BY Michael Johnsen

WAUKESHA, Wis. – Hamacher Resource Group on Tuesday announced it is celebrating Dave Wendland’s 25 years with the company. Wendland, VP strategic relations and a member of the owners group, is the primary liaison to trade associations, industry publications and alliance partners.

“Dave is well-respected in our industry and known for his quick wit and visionary thinking," stated Dawn Vogelsang, president and leader of the owners group, Hamacher Resource Group. "He is an excellent resource for our customers because of his deep and broad retail knowledge that spans the supply chain and beyond.”

“My father taught me about innovative thinking, just one of his valuable lessons I rely on to this day," Wendland said. "I strive to employ that strategy when helping our clients on their paths to success and growth, as well as in our planning for HRG. I still truly enjoy engaging and connecting with the variety of leaders and pacesetters in the retail world in addition to those new to the market that visit us at HRG every month," he continued. "I’m eager to witness and be a part of the continued evolution of our primary industry, our company, and the talented team I am fortunate to be surrounded by each and every day.”

“We’re fortunate and proud to reach a milestone of having close to 20% of our associates who have provided 20 or more years of service to HRG, including the majority of our owner’s team. That depth of expertise is extraordinary and is a great benefit for our clients," Vogelsang added. "As a senior leader, Dave has helped establish our culture, which is key to associate retention as well as long-standing client and industry association relationships. He’s been essential to our company’s success.”

Wendland represents HRG at multiple events every year, frequently leading Continuing Education sessions, moderating panels and presenting sessions at distributor, retailer and association conferences. He conducts training for clients on a wide range of topics. He has served on committees and the board of directors for preeminent industry associations and is often sought by trade publications for comments or an interview for articles and reports.

Wendland was initially hired to expand marketing outreach to and develop new business opportunities with HRG’s primary customer base at that time: regional distributors. Throughout his years with HRG, Wendland has contributed to its growth in a variety of ways, the company stated. He was involved in HRG’s entry into the United Kingdom, as well as the expansion of services to serve more of the consumer healthcare at retail industry, including health, beauty and wellness manufacturers, community pharmacies and industry associations.
 

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