Murad names chief marketing officer
EL SEGUNDO, Calif. — Skin care brand Murad, whose products are sold in such retailers as Sephora and Ulta, has hired former Estée Lauder Cos. executive Suzanne Dawson as CMO, overseeing all global marketing including brand development, advertising, public relations, creative and education for products, services and new market opportunities.
Dawson will report to Richard Murad, GM. In this role, Dawson will be responsible for driving brand growth and equity through global initiatives, identifying new market opportunities, driving product development, increasing consumer engagement and brand profitability and developing an overall growth strategy for the company.
Dawson comes to Murad from Estée Lauder Cos. and has more than 25 years experience in the beauty and cosmetic industries, and having worked on three continents, brings a global perspective to the company. Most recently, Dawson was the VP global innovation, responsible for corporate strategy of the hair care and natural and green categories. Prior to that, Dawson joined Aveda as executive director of global spa development, and was subsequently promoted to VP global marketing in 2005.
Fragrance sets remain popular for holiday season
NEW YORK — Fragrance gift sets are no doubt a popular choice during the holiday season, and manufacturers hope that this year is no exception.
Over the course of the entire year, 40% of individual fragrance sales take place during the holidays, while 80% of fragrance gift set sales occur during the holiday season, according to stats from the SymphonyIRI Group database cited by Coty.
What makes scent such a powerful sense? Well, it’s the first of the five senses to develop, and the only one that is fully mature at birth. The average human is able to recognize approximately 10,000 different odors, and scents have been shown to have a significant effect on one’s mood, Coty noted.
Coty is currently promoting for the holiday several fragrance gift sets, including its Beyoncé Pulse two-piece gift set, Closer by Halle Berry two-piece gift set and Celine Dion four-piece coffret.
Furthermore, the NPD Group reported that within prestige department stores, fragrance sets continue to be the go-to gift set for the holiday season, and represent 34% of total prestige fragrance sales annually. While men’s and women’s fragrance gift sets both posted healthy growth, the category was strongly driven by men’s fragrance gift sets (i.e., up 14%), double the dollar growth of women’s (i.e., up 7%) during year-to-date 2012.
The article above is part of the DSN Category Review Series. For the complete Gift Sets Sell-Through Report, including extensive charts, data and more analysis, click here.
Asian, Pacific Islander shoppers seek pricier products
When buying personal care products, those items that have a higher price tag are likely to be perceived by Asian or Pacific Islanders as being more effective compared with less expensive items, according to market research firm Mintel.
According to Mintel’s report, “The Personal Care Consumer,” published in September, this consumer group is more likely to report that higher-priced beauty and personal care products work better than less expensive ones when compared with individuals of other ethnicities — almost double the level of agreement from white respondents. They also are highly likely to agree that branded products are better quality compared with private label.
Mintel’s research also found that Asian or Pacific Islander shoppers are more likely to splurge on themselves when it comes to buying beauty and personal care products. Furthermore, this group is more likely to be influenced by recommendations from family and friends (66%) as well as recommendations from professionals (53%) and magazines (43%).
“It appears this group is interested in getting advice from other sources and [that] using messaging that cites recommendations from different groups in ads may be effective. As a group willing to pay more for quality, likely to splurge on themselves on beauty and personal care products, and interested in recommendations, Asians and Pacific Islanders prove themselves to be highly invested in this category and an important target market for brands,” Mintel stated in the research report.
To effectively reach this consumer group, researchers suggest that brands consider finding ways to connect friends and families by offering promotions in which individuals can get a discount when they buy a product for a friend or family member.
The article above is part of the DSN Category Review Series. For the complete Ethnic Beauty Buy-In Report, including extensive charts, data and more analysis, click here.