BEAUTY CARE

Pert Plus, Sure launch new campaigns

BY Antoinette Alexander

DANBURY, Conn. Personal care brands Pert Plus and Sure, which were acquired by Idelle Labs in the spring, launched in October new brand advertising campaigns aimed at communicating to consumers the value and reliability of the products.

The "Get hair that’s all Plus and no fuss with Pert Plus" campaign targets women who buy hair care products for their families and emphasizes the benefits of 2-in-1 shampoo and conditioner. Positioned as a hair care brand for the entire family, Pert Plus relies on a lively, optimistic advertisement that reverts back to the simplicity of a single product that washes and conditions without compromising looks.

Sure’s campaign heralds its best-selling invisible solid and highlights the advantage of an undetectable antiperspirant protection that promises to work around the clock. The campaign features the "Be Superprotected. Be 100% Sure" slogan, and is underscored by the presence of a superhero wearing a cape in both the print and TV ads.

Both campaigns include TV and print components. The first print ads will run in Men’s Fitness, Men’s Journal, Cosmopolitan, Self, Redbook and other men’s and women’s consumer magazines. Madison Avenue Consortium created the campaigns.

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Prestige makeup sales on upswing, NPD says

BY Antoinette Alexander

PORT WASHINGTON, N.Y. Prestige makeup in U.S. department stores is on the rise, marking the first time in two years that the prestige makeup industry has shown a positive trend, according to market research firm the NPD Group.

Dollar sales increased 2% to $2 billion year-to-date through August 2010, compared with the same period in 2009. August 2010 was the fourth consecutive month of positive dollar and unit sales.

“While 2% may not seem like a huge sales increase, it is noteworthy because this is the first time in two years that the prestige market industry is showing a positive trend. We first began to see prestige makeup decline in 2008, before the recession, and if you were to look at where the prestige market industry was just one year ago, in 2009, you would be seeing a 7% decline, compared [with] 2008 figures,” stated Karen Grant, VP and global industry analyst for The NPD Group. “Women continue to tell us that they want to enhance the way they look and to feel more confident and feminine. Experimenting with color is one of the ways they do that without spending a fortune.”

Face and nails were the standout segments, outperforming the total makeup category in the first eight months of the year. Face, the largest segment with 49% dollar share of makeup, grew 3% in dollar volume, versus last year.

Concealer (up 6%), foundation (up 3%) and blush (up 2%) helped drive category growth. The nail segment, the smallest makeup segment with only 1% dollar share, grew a double-digit 31% year-to-date (January through August) 2010, compared with the same time last year.

Both the lip and eye segments showed positive growth as well, 2% and 1%, respectively. The subsegments driving growth in the lip and eye categories were lip color (up 8%) and eye liner (up 3%).

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Creme of Nature with Argan Oil product line expands

BY Antoinette Alexander

JACKSONVILLE, Fla. Ethnic hair care brand Creme of Nature has added the Creme of Nature with Argan Oil no-lye relaxer to its portfolio of argan oil hair care products.

The product is available at mass-market retailers and beauty supply stores in October, and it joins the five Creme of Nature with Argan Oil moisture-enriched shine products that debuted earlier this summer.

The relaxer system is infused with nutrient-rich certified organic argan oil from Morocco with advanced straightening performance. Packaged in new, Moroccan-themed kits, the relaxer will be available in regular and super strengths to meet the needs of varying hair textures.

The creamy emollient formula is designed to be easy to mix and apply. The kit includes the Creme of Nature with Argan Oil intensive conditioning treatment and the Creme of Nature with Argan Oil gloss and shine polisher. In addition to these two products, the kit also will include a neutralizing shampoo and step-by-step directions for application.

"The Creme of Nature with Argan Oil relaxer incorporates the healing, moisturizing and conditioning properties of argan oil to offer a relaxer to consumers that is one-of-a-kind, yet affordable," stated Colomer USA multicultural VP marketing Shawn Tollerson. "We have received a great response from consumers with the launch of argan oil shine hair care products. So now, women who relax their hair can enjoy the benefits of argan oil during this process, from start to finish."

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