BEAUTY CARE

Aquaphor goes big on ointment body spray launch

BY David Salazar

WILTON, Conn. — Beiersdorf’s Aquaphor brand is currently in the middle of its biggest launch ever to bring the first ointment body spray to the category. Aquaphor Ointment Body Spray contains the same ingredients as Aquaphor Healing Ointment, and is designed to immediately soothe and relive dry skin, the company said.

“After five years of development, we are proud to introduce a true innovation in the hand and body category — the first ointment in a spray-able format,” Aquaphor marketing director Erynn Keefe said. “Building on our long history of skin care expertise, this launch represents our commitment to solving dry skin issues and providing relief to consumers. It is a real game changer for people with very dry, rough skin.”

The spray uses a patent-pending non-ozone-depleting aerosol system to deliver a fine, continuous spray, even upside down, the brand said. It is set to launch in food, dug and mass retailers in September.

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Cosmetic Promotions launches pop-up beauty schools, in-home makeovers

BY David Salazar

WINTER PARK, Fla. — Cosmetic Promotions’ CosPro Agency is looking to help meet the needs of consumers who are looking to try their beauty purchases before they buy and support online-only brands who want to deliver on consumer experience with new offerings. 

CosPro Agency has introduced its pop-up beauty school model, which brings a five-person team of professional makeup artists and trainers to stores for a one-day on-site beauty school. Each team can host up to three classes per day. The company said that the cost of participating could be applied toward any of their purchases, providing an incentive to drive participation. 

And for companies that don’t have a physical presence, CosPro is rolling out in-home makeover offerings, which brings a home consultation with one of the agency’s 8,000 nationwide beauty experts to customers who buy a certain amount of products online.

“We’re always looking for ways to help our clients respond and adapt to shifts in consumer behaviors and the competitive space,” Cosmetic Promotions CEO and founder Joann Marks said. “Our deep base of services — such as in-store makeup events, direct sampling, national live training, point-of-purchase events/displays, and sweepstakes/contest events — gives us the flexibility to confidently shape any kind of program to meet the unique challenges of any customer.”

 

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Generation Z likely won’t be the death of brick-and-mortar

BY Marianne Wilson
NEW YORK — The most digitally savvy generation to date has a soft side for physical stores. 
 
Despite being digital natives, 57% of Generation Z say they prefer to shop in-store rather than online, according to a report from CrowdTwist, a provider of multi-channel loyalty and engagement solutions. 
 
The study, "Generation Z vs. Millennials: The Changing Landscape of Loyalty," found that in order to encourage loyalty among younger generations, brands must build personalized experiences, facilitate engagement across all channels, and provide a wide range of opportunities to earn loyalty program points. The study also finds a growing opportunity for non-traditional industries such as beauty and entertainment to adopt loyalty programs.
 
Key findings include:
  • 57% of Generation Z prefer shopping in-store: Despite being digital natives, Generation Z prefer to shop in-store rather than online, and a slightly larger percentage of them compared to Millennials prefer to do so. 
  • Seventy-five percent of Millennials and Generation Z are willing to share personal data in exchange for a personalized experience.
  • Sixty-three percent of Generation Z are active in at least one loyalty program. And 71% of Millennials are also active in at least one program. 
  • Generation Z consumers rank beauty and media & entertainment in the top five categories for loyalty programs.  
  • Loyalty programs provide a competitive advantage: The majority (64%) of both Generation Z and Millennials could be persuaded to shop with brand if they have a loyalty program.
  • Almost 40% of Generation Z ranked playing games as their preferred way of earning points as part of a loyalty program. Generation Z are also almost 50% more likely than Millennials to write a review for a brand in exchange for points. 
"Loyalty programs remain one of the biggest drivers of brand choice across both generations," said Scott Matthews, CEO of CrowdTwist. "In fact, the younger generations are driving the success of loyalty programs. In order for brands to succeed in meeting the expectations of these young consumers, they must adopt a data-driven, omnichannel approach to customer loyalty."
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