Tongue in cheek
PROVO, Utah — Orabrush tongue cleaners have become a case study in Internet marketing success with the brand’s nearly 300,000 Facebook fans and quirky YouTube videos that have attracted more than 40 million views and opened the doors for retail distribution.
Two years ago, the company produced and posted its first YouTube video with a $500 budget, offering the product for sale online. The videos clearly struck a cord and today, online support has translated into securing space in 16,000 retail locations worldwide, including Walmart and CVS this fall.
Gifting season raises scents
Fragrance sales appear to be on the rise, and the outlook looks especially positive with the gifting season upon us.
According to a recent report by market research firm Mintel, drug store sales of fragrances are projected to grow by 1.1% in 2011 to reach $509 million — the first growth of this kind since the start of the recession.
Mintel noted that increasing gifting opportunities will be an important means of growing business and expanding a consumer base within fragrance. According to the research, those who are least likely to report owning a fragrance appear the most likely to have received a fragrance as a gift.
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.
ReportersNotebook — Beauty Care, 12/12/11
SUPPLIER NEWS — L’Oréal USA plans to acquire Pacific Bioscience Labs, the maker of Clarisonic skin care technology. The Clarisonic brand will join the portfolio of L’Oréal Luxe. The merger, subject to the approval of PBL’s shareholders and other closing conditions, is expected to close in December. PBL’s senior management team is expected to remain with L’Oréal USA.
EXECUTIVE NEWS — CCA Industries has appointed Michael Piff as EVP sales. Piff joins CCA with extensive industry experience at such companies as DowBrands, Minnetonka Brands and Cosrich/Health Science Labs.
Kiss My Face, a maker of natural personal care, has named Steve Michaelson as CEO. The industry veteran has held high-level leadership positions, including chief marketing officer at Supervalu, CEO of Internet retailer Fresh Direct and SVP of Wegmans.
Coty Inc. has announced that Bart Becht, former Reckitt Benckiser CEO, has joined its board as nonexecutive chairman. Becht stepped down as CEO of Reckitt Benckiser in August 2011.
Former L’Oréal executive Mark Anton has joined Marketing Management Analytics as SVP strategic accounts. At MMA, Anton will be responsible for working with strategic accounts to leverage MMA’s analytic solutions, and will work with MMA’s leadership team to drive key innovation initiatives.