Redesigning skin care for Millenials
This ain’t your mother’s Olay. That’s essentially the message that the long-standing skin care brand is sending to women in their 20s with its new Fresh Effects collection that hit shelves in January with a new, innovative approach to in-store shelving. To learn more about this unprecedented launch for Olay, Drug Store News talked with Janine Miletic, associate marketing director for Olay Global.
DSN: What is the importance of the Olay Fresh Effects launch?
Janine Miletic: As we were doing a lot of analysis and understanding and looking at trends, overall, we thought that it was really important for us to be able to launch a new line for skin care going after younger consumers. There seemed like there was a big gap in opportunity to really speak to Millennials in their own voice with products designed for them. These are women who are out of their acne years; and they are not teenagers anymore, but they are not ready for wrinkle cream. … As we started to do some of that research, we also felt like the part of that that was really going to be critical to make sure that she understood the lineup and she also understood what was right for her was we wanted to make sure that the packaging [and] naming of the products really spoke to her … and had the tone of voice she actually speaks in, in addition to having it shelved in the store where she is currently shopping.
DSN: How is Olay helping consumers navigate this new collection, which is generally being shelved in the complexion vs. skin care section at retail?
Miletic: We wanted to make sure we were giving our retailers some tools and assets they could use to help her navigate when she gets to the shelf, so we have provided some different shelf-talker vehicles, as well as in-store tools like shelf fixtures to help make sure she can find the line if she hears about it on TV, online or from friends. When she goes into the store, there’s a lot of signage opportunity to direct her right to the right place so it is easy to find.
DSN: Why are Millennials such an attractive target market for Olay, and what is the spending power of this group?
Miletic: We have pulled some research that shows that because of the significant [number] of women in the 18- to 34-year-old age range, their expected spending force is about $65 billion on consumer packaged goods. … We don’t have exact figures on what they are spending on beauty, but we know that they are indexing much higher on beauty products in general, going across cosmetics, skin, perfume, etc.
DSN: Tell me about the specific formulas of the new 6-SKU Fresh Effects line.
Miletic: We wanted to start to get younger consumers into a regimen that makes sense for her. Cleansing is generally where she is starting from today, so we wanted to make sure that we were offering really solid, good cleansers for different skin types. We went with a formula that was really about exfoliating, in addition to having one that helps minimize shine. … We also introduced a brand-new device called the Va-Va-Vivid cleansing system device that is really designed to amplify significantly how clean her skin is going to be. … We also wanted to add a cleansing wipe, which is perfect for her lifestyle. … We wanted to also have two different [moisturizers] — one that is a great, light-feeling lotion, which has a great hydrating feel and is not heavy … in addition to a couple of BB creams.
Amazon launches online health, wellness store
SEATTLE — Online retailer Amazon has announced the launch of its new 50+ Active and Healthy Living Store, which features hundreds of thousands of nutrition, wellness, exercise and fitness, medical, personal care, beauty, entertainment items and more — all in a single destination for customers in the 50-plus years age range.
The store, located at Amazon.com/50ActiveLiving, will feature detailed product information, images, customer reviews, best sellers, recommendations and a Resource Center with tips on beauty, healthy eating, caregiving and various other topics to help customers discover products that are right for them.
"We’re excited to offer customers in the 50+ age range a place to easily discover hundreds of thousands of items that promote active and healthy living. This is a destination where a customer can purchase anything from vitamins and blood pressure monitors to skin care items and books on traveling the world," stated Chance Wales, director of beauty and health and personal care for Amazon. "Our goal is to offer great prices on a vast selection of items and a robust Resource Center filled with tips on everything from boosting brain power to care-giving."
Visitors to Amazon’s 50+ Active and Healthy Living Store will find a selection of items in the following categories:
Nutrition & Wellness: Vitamins and supplements, nutritional drinks and bars, etc.;
Exercise & Fitness: Activity monitors, videos on active living, exercise equipment, athletic apparel, etc.;
Health Care: Diabetes-management items, OTC medicines, first aid items, etc.;
Medical Supplies: Blood-pressure monitors, daily living aids, mobility aids, etc.;
Incontinence: Briefs and underwear, pads and guards, cleansers, furniture protection, etc.;
Personal Care: Men’s grooming needs, oral care, hair loss items, feminine care, etc.;
Beauty: Skin care, bath and body items, fragrance, cosmetics, etc.;
Travel & Leisure: Travel guides, travel bags, toiletries, etc.; and
Entertainment: Books, audio books, video, etc.
Competitive Promotion Report introduces advanced big data analytics tool
MARIETTA, Ga. — Competitive Promotion Report on Monday introduced a new advanced big data analytics tool, Integrated Data Management, that provides insights which syndicated sales data alone cannot.
“IDM will give our clients a competitive advantage with a view of how marketing tactics are impacting sales and profits so they can adjust accordingly," stated Glen Davis, CPR president and CEO. "This knowledge can give manufacturers an edge and solves the widespread challenge of making sense of some of the big data they are amassing.”
CPR combines a client’s licensed syndicated data and cost of goods sold information with CPR’s proprietary trade pricing and promotions data to offer a view into how changes in the marketing mix impact market share, margins, sales and profits. "While syndicated data can provide a point-in-time snapshot of how a product is faring in the marketplace, the combination of robust data in IDM provides a view of the marketplace [to which] manufacturers don’t otherwise have access," the company stated. "The advanced analytics generated from IDM can be used to develop strategies that improve a brand’s competitive positioning and enhance its promotional effectiveness and profitability while facilitating more agile decision-making."