A balm-y cold season
Cold weather doesn’t just bring sniffles and sneezes — it also can bring dry lips. The lip care segment is tied to cough-cold — which this year is bringing lip balm manufacturers a boon.
“Cold, dry weather and illness both really impact our business because we are merchandised in the cough-cold planogram,” said Jona Mancuso, vice president of marketing at Franklin, Wis.-based Carma Labs. “The more people who come down the aisle for illness-related reasons will generally have a positive impact on our business.”
That being the case, in the same way that sales of cough-cold products are off to a fast start, so are lip balm sales. “Pre-season, September [and on] looks like we are off to a slightly faster start than prior years,” Mancuso said.
The trend toward natural also is resonating among consumers seeking relief from dry, irritated or chapped lips. “Natural is one of the most important consumer trends across all personal care categories,” Mancuso said. “Natural/organic personal care shoppers are buying more now than they ever have.”
Mancuso said Carma Labs is looking to capitalize on both of these trends in the coming months with the line extension across its Carmex Comfort Care brand of a natural offering this spring and the extension of its Daily Care Tube three-pack in flavors that officials said have broad appeal. Multipacks in particular have been drawing more of consumers’ dollars recently.
“Multipack category volume has continued to increase year-over-year,” Mancuso said. “Over the past four years, it’s grown from 14% of the category to 18% of the category. That is something we expect to continue as our retailers look to increase their average unit retail.”
OutPlay launches LactiGo workout gel
OutPlay earlier this week introduced its patent-pending flagship sports performance product LactiGo, a fast-acting topical gel that helps relieve soreness.
“LactiGo has changed the way I train my players. We can go harder for so much longer and not have the soreness that would normally be associated with that kind of volume of work. This is a revolutionary product with astronomical results that will change college sports,” Je’Ney Jackson, former director of football strength and conditioning, Kansas University, said.
Exercise physiologist Chad Macias and nutritionist Tim Sharpe collaborated on a study of LatiGo through the University of Western States that was published in 2016 in the peer-reviewed Journal of Exercise Physiology. Using elite male soccer players from the Italian Serie League as test subjects, Macias and Sharpe reported an “increase in aerobic and anaerobic work capacity” following the use of LactiGo.
“LactiGo is the real deal. The study conducted by Chad Macias and Tim Sharpe using elite soccer players as subjects proved that the gel enhances sports performance in a big way and is safe,” Brad Dieter, OutPlay scientific advisory board chair, said.
A 100ml (3.4 fl oz) bottle of LactiGo retails for a suggested $29.99.
Olly partners with Ellen DeGeneres, Kristen Bell
Olly is embarking on its biggest marketing push to date with a campaign that culminates in “Bad Mom” star Kristen Bell “momsplaining” to women on the popular daytime talkshow “The Ellen Show” that’s headlined by Ellen DeGeneres.
The San Francisco-based supplement manufacturer partnered with Yard NYC on the new campaign, called Happy Inside Out, representing a $10 million ad spend. The campaign addresses what’s inside every Olly that makes it so good at keeping consumers happy on the outside, showcasing a series of colorful videos that tell the story of each Olly product with a style and playfulness rarely seen in this category.
The campaign includes television, mobile, social, in store and digital creative. The year-long campaign will be featured across more than 65 cable networks, 40% of which will be aired during prime time on shows like “Wheel of Fortune,” “Jeapardy,” “Access Hollywood,” “Bones” and “Scandal.”
The campaign will also make a big splash on “The Ellen Show,” where Olly is sponsoring “You’re Doing It Mom,” a six-episode digital series starring Bell tht is expected to enerated more than 500 million views.