BEAUTY CARE

Marketing white paper: Most women are motivated to buy ‘healthy’

BY Michael Johnsen

SAN FRANCISCO — Three-in-four women today are motivated to be healthy, and most (82%) believe they will suffer negative consequences if they don’t pursue that healthier lifestyle, according to a white paper released by Anthem Worldwide on Tuesday titled, “What Women Really Want From Health And Wellness.” 

“Regardless of age, health and wellness is an important topic for all women,” said Kathy Oneto, VP brand strategy. “The attitude of today’s woman about health and wellness is that they would rather live according to their internal motivations and not to external expectations. The brands that speak to this desire authentically have an opportunity to build lasting connections with generations of women." she said. "Moreover, when it comes to purchase behavior, health and wellness is a factor at the point of decision, and how brands speak to women up to that point influences the choices they make. A full two-thirds of women believe a brand that motivates them to be healthy is important when considering which brands of products to buy.”

The motivating factors behind this healthier movement includes the desire to feel good (87%), be happy or have attained a higher quality of life (86%) or live their best life (83%). The study also examined women’s attitudes toward their expectations around health and wellness and found that most (84%) feel like they are expected to take responsibility for their family, make others happy (72%), eat for health rather than enjoyment (67%), be responsible to the planet (66%) and be thin (61%). 

“Health and wellness is clearly of importance to women of all generations and more important to younger generations than we anticipated,” Oneto said. "While our research demonstrated that there were similarities across these generations with regard to health and wellness definitions, motivations, and expectations, we also identified differences across them — for overall health and wellness and at a category level, generally driven by life stage.”

Oneto suggested that marketers have one of two choices when speaking with these women — speak to each age group and its distinct motivations, or identify a common motivation or need state that crosses generational lines and can appeal to all women. 

 

 

 

 

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New GetAwayGrey natural supplement offers alternative to hair dyes

BY Antoinette Alexander

CHARLESTON, S.C. — Startup company GetAwayGrey is offering an alternative way to battle gray hair with its new nutraceutical multivitamin that is designed to reverse and prevent gray hair.

The product is an alternative to the use of hair dyes, which contain irritating and potentially toxic chemicals.

GetAwayGrey, which is an alternative to the use of hair dyes, works on an entirely different principle than dyes and chemicals by addressing the underlying cause of grey hair: Hydrogen peroxide removes pigment from hair before it grows.

The graying process begins when the level of the Catalase enzyme begins to drop as people age. Less Catalase means that hydrogen peroxide naturally occurring in hair cannot be broken down, and the result is gray hair. According to the manufacturer, GetAwayGrey is a supplement that replicates the catalase enzyme to stop the chemical chain reaction that results in gray hair.

Karin Schallreuter, professor of clinical and experimental dermatology at the University of Bradford in the United Kingdom, stated that replacing catalase "could have great implications in the hair graying scenario in humans."

Schallreuter’s study appeared in the Federation of American Societies for Experimental Biology’s FASEB Journal, and gained media attention from The Discovery Channel, WebMD.com,Oprah and CBS News, the manufacturer stated.

According to the company, some people see a reversal of gray hair in as few as eight weeks, while others may not see a change for up to 12 weeks because of the differing levels of naturally occurring catalase.
 

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Axe celebrates Apollo launch by premiering TV spot during Super Bowl XLVII

BY Antoinette Alexander

ENGLEWOOD CLIFFS, N.J. — To celebrate the biggest product launch in its 30-year history — the launch of the Apollo line of products — Unilever’s Axe men’s grooming line will premiere a television commercial titled “Lifeguard” on Feb. 3 during the third quarter of Super Bowl XLVII.

The commercial, which can be viewed online at YouTube.com/AXE, will direct Super Bowl viewers to sign up to enter for the chance to win a trip to space.

As previously reported, between Jan. 9 and Feb. 3, U.S.-only visitors to AXEApollo.com will be able to enter for a chance to win a ticket to space. After Feb. 3, U.S. fans will still have the opportunity to enter for a chance to win a ticket to space alongside peers from around the globe.

“Within the first week of announcing the program, we are ecstatic to see more than 150,000 fans have signed up for this once-in-a-lifetime experience,” stated Matthew McCarthy, senior director of brand development for AXE in North America. “Our fans have come to expect the unexpected from AXE, and we’re looking to surprise them again on Super Bowl night.”

Since this is Axe’s Super Bowl debut, fans who are in New Orleans should look for Axe Astronauts who will share news of the program and encourage consumers to sign up. Candidates who receive the top votes on AXEApollo.com will have a chance to compete for one ticket to travel to space on a flight with international space agency Space Expedition Corporation.

In addition to “Lifeguard,” fans can also view “Fireman,” the spot previously released by Axe on Jan. 8 at YouTube.com/AXE.


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