Timotei is the original nature-inspired hair-care brand. In contrast to the masses of shampoos that fill today's supermarket shelves, Timotei launched with just one shampoo containing herb extracts.
Enhancing natural beauty
Today Timotei still recognises the potent benefits that nature gives us, offering shampoos and conditioners to enhance the natural beauty of almost every hair type.
How it all started
• Timotei shampoo was launched in Sweden in the 1970s, and introduced to the UK & Ireland in 1983 with a promise that was revolutionary at the time. 'So mild you can wash your hair as often as you like' was loved by millions and made the brand a massive success in the late 80s. Even now, people vividly remember the advert featuring a lady with wonderful long blonde hair walking through a sun-dappled meadow.
• The success of shampoo led to a growing range of new formats:- Timotei's first conditioner was launched in the UK & Ireland in 1985; a skincare range in 1988; dandruff shampoo in 1990 and "Honey & Almond Milk" formulations in 1992.
• New lines, new packaging, and an array of new fragrances to meet a growing range of hair needs have all followed in recent years:
• Timotei launched an extremely successful range of shampoos and conditioners for all hair types in 2002 - the "golden highlights" variant contained natural camomile extracts to bring out natural blonde tones.
• Henna shampoo and conditioner designed to illuminate and give contrast to various shades of brown hair, followed two years later.
• In 2006 Timotei launched 'Soft & Smooth', designed for mothers and daughters with mid-length to long hair. Timotei Soft & Smooth with Bamboo extract and Shea Butter strengthens your hair from root to tip, leaving it beautifully soft and smooth and giving it a rich, lustrous shine.
• 2008 sees Timotei go green. Now available in new look 400 ml green bottles, not only does your shampoo and conditioner go a little further, but less packaging is wasted, helping you do your bit for the environment. Timotei has also extended its range of nature inspired products with the launch of new Timotei Softening Oatmilk & Peach.
• Timotei also turns 25 this year and to celebrate the brand has partnered with the Woodland Trust to create 25 acres of wildflowers and trees throughout the UK. After some time, the sites bloom to create beautiful ‘Forests of Flowers’.
Did you know?
• Timotei is one of the UK's most popular gentle formulation haircare brands. In 2004, it sold 11.2 million bottles - that's the equivalent of enough shampoo to fill 3.360 Olympic-size swimming pools.
• The word Timotei comes from a wild grass called Timothy grass.
If you go down to the woods today . . .
…You’ll be in for a floral surprise. Timotei, the UK’s original nature-inspired haircare brand is partnering with the Woodland Trust to help create ‘Forests of Flowers’ where nature can bloom.
Timotei supports the Woodland Trust
To coincide with the brand’s 25th birthday, Timotei is funding the creation of 25 acres of wildflowers and trees throughout the UK. After some time, the sites will bloom to create beautiful ‘Forests of Flowers'.
The floral fields of red poppies, blue cornflowers, pink campion and white daisies – has a greater purpose than simply brightening the landscape. The wildflower meadows enable trees to be planted without the use of herbicides, so nature can flourish without harming the environment. The fields of trees and flowers attract a variety of species such as red admiral butterflies, songbirds like the skylark, as well as lapwings, grey partridges, linnets and dragonflies.
A place for nature to flourish
It’s the appeal to such a variety of species that makes ‘Forests of Flowers’ so important to Timotei. Blooming within a year of planting, the flowers kick start the ecological process and play an important role in housing species as they migrate. Thanks to Timotei, nature has a place to flourish.
Now available in new-look 400ml green bottles, not only does your shampoo and conditioner go a little further, but less packaging is wasted, helping to save the environment. To find out more information about Timotei and the Woodland Trust, visit www.woodland-trust.org.uk
From our range
The Timotei range consists of 400ml shampoos and conditioners available in all major retailers from around £1.99. New to the Timotei family for 2008 is Timotei Softening with Oatmilk & Peach. Each variant contains a unique combination of herb, plant and fruit extracts to nourish and care for every type of hair.
Thursday 29 October 2009
Unilever Sub brand information SUNSILK
Every girl has a different hair type that needs different products and care to ensure it stays just the way we want it to. Sunsilk understands this and has a range of products to suit everyone’s needs
Hair that's sure to turn heads
Sunsilk shampoos and conditioners come in eye-catching bright squeezy tubes, so you won’t waste a drop! What’s more, the beautifully bright tubes are sure to add a touch of glamour to any bathroom. And with seven types of product to choose from, Sunsilk is the perfect choice whatever your hair type.
The days of scraping your hair into a ponytail or slapping on a hat to cover up on a bad hair day are over. Whether you want to pump up the volume, have fresh, flowing tresses, or seek that silky-straight look - Sunsilk has the answer.
Fancy that freshly-washed hair feeling everyday?
Sunsilk Fresh and Flowing shampoo with palm milk and gingko offers deep cleansing and longer-lasting freshness to maintain that just washed feeling. And if you think that conditioners are not right for normal or greasy hair - then think again! Sunsilk Fresh & Flowing conditioner contains patented technology that will keep the hair soft and easy to manage but won’t weigh hair down or make it sticky. New Fresh and Flowing range for normal/greasy hair celebrates freedom for hair.
Va-va-voom for hair
Dreams of extra oomph on top have been answered by Sunsilk Voluptuous Volume. Its collagen formula gives hair great body and volume, strand by strand. Patented fibre-active technology creates body by penetrating the hair fibre while maintaining a clean feel. A new, light conditioning treatment gives sensual care to the plumped strands without weighing hair down, making it look and feel even more glamorous. So let Sunsilk give you the natural boost you really want.
Which one suits you?
You’ll always find the right Sunsilk shampoo and conditioner from our fantastic range:
• Fresh & Flowing
• Voluptuous Volume
• Silky & Straight
• Care & Repair
• Waves & Curls
• Deeply Brunette
• Lively Blonde
How it's done
Whatever your hair type, Sunsilk can help tame it in two simple steps. The Sunsilk two-step solution will help banish bad hair days, making hair look and feel great.
All products in the Sunsilk range are available from £1.99 in all leading retailers.
First advertising
Sunsilk began advertising in 1955 with a campaign that focused on specific hair "issues". In the UK, the campaign focused on shiny hair. During the 1960s a television commercial of Sunsilk featured a tune composed by John Barry [1], “The girl with the sun in her hair”, which proved so popular that it was subsequently released as a pop single. Sunsilk radio commercials were aired in 1969 featuring Derek Nimmo to support the new Sunsilk Herb shampoo for problem hair called “Hairy Tales”. In the early 1970s Sunsilk was advertised with the slogan “All you need is Sunsilk”.
Celebrity associations
Madonna, Shakira and Marilyn Monroe all featured in Sunsilk's 2008 advertising campaign “Life Can’t Wait” which launched with a Super Bowl XLII spot. The philosophy behind the campaign was about girls taking positive steps to gain better control of their lives “Hair On = Life On”.
Priyanka Chopra, Indian actress and former Miss World is the brand ambassador for Sunsilk in India.
In 2009, singer Delta Goodrem was announced as the "face of Sunsilk" in Australia. The singer and her music have since featured in several Sunsilk adverts.
Magazine
In 2003 Sunsilk (Seda) launched the first hair only glossy magazine in Argentina aiming to communicate to the professional hair industry. More than 800,000 copies are published each month. The magazine focuses on hair, fashion and beauty issues as well as showcasing hairdressers’ work. It is sold locally on news stands and distributed to hair salons.
Gang of Girls
In 2008, Sunsilk India launched a social networking site called Gang of Girls [6], which offered its users access to a variety of local and global experts to address various hair care needs through its content, blogs and live chat room. The site includes rich content of hair care and fashion, and users can also take part in interactive games and quizzes.
Co-Creation collaboration
In 2009, Sunsilk has worked with seven professional hair experts to launch a series of new hair care ranges. Each hair “issue" variant links to an "expert” with the relevant specialist hair knowledge. For example: Dr Francesca Fusco, New York dermatologist co-created a “hairfall” variant for the brand. The experts are: Dr Francesca Fusco, Jamal Hammadi, Ouidad, Rita Hazan, Teddy Charles, Thomas Taw and Yuko Yamashita
Hair that's sure to turn heads
Sunsilk shampoos and conditioners come in eye-catching bright squeezy tubes, so you won’t waste a drop! What’s more, the beautifully bright tubes are sure to add a touch of glamour to any bathroom. And with seven types of product to choose from, Sunsilk is the perfect choice whatever your hair type.
The days of scraping your hair into a ponytail or slapping on a hat to cover up on a bad hair day are over. Whether you want to pump up the volume, have fresh, flowing tresses, or seek that silky-straight look - Sunsilk has the answer.
Fancy that freshly-washed hair feeling everyday?
Sunsilk Fresh and Flowing shampoo with palm milk and gingko offers deep cleansing and longer-lasting freshness to maintain that just washed feeling. And if you think that conditioners are not right for normal or greasy hair - then think again! Sunsilk Fresh & Flowing conditioner contains patented technology that will keep the hair soft and easy to manage but won’t weigh hair down or make it sticky. New Fresh and Flowing range for normal/greasy hair celebrates freedom for hair.
Va-va-voom for hair
Dreams of extra oomph on top have been answered by Sunsilk Voluptuous Volume. Its collagen formula gives hair great body and volume, strand by strand. Patented fibre-active technology creates body by penetrating the hair fibre while maintaining a clean feel. A new, light conditioning treatment gives sensual care to the plumped strands without weighing hair down, making it look and feel even more glamorous. So let Sunsilk give you the natural boost you really want.
Which one suits you?
You’ll always find the right Sunsilk shampoo and conditioner from our fantastic range:
• Fresh & Flowing
• Voluptuous Volume
• Silky & Straight
• Care & Repair
• Waves & Curls
• Deeply Brunette
• Lively Blonde
How it's done
Whatever your hair type, Sunsilk can help tame it in two simple steps. The Sunsilk two-step solution will help banish bad hair days, making hair look and feel great.
All products in the Sunsilk range are available from £1.99 in all leading retailers.
First advertising
Sunsilk began advertising in 1955 with a campaign that focused on specific hair "issues". In the UK, the campaign focused on shiny hair. During the 1960s a television commercial of Sunsilk featured a tune composed by John Barry [1], “The girl with the sun in her hair”, which proved so popular that it was subsequently released as a pop single. Sunsilk radio commercials were aired in 1969 featuring Derek Nimmo to support the new Sunsilk Herb shampoo for problem hair called “Hairy Tales”. In the early 1970s Sunsilk was advertised with the slogan “All you need is Sunsilk”.
Celebrity associations
Madonna, Shakira and Marilyn Monroe all featured in Sunsilk's 2008 advertising campaign “Life Can’t Wait” which launched with a Super Bowl XLII spot. The philosophy behind the campaign was about girls taking positive steps to gain better control of their lives “Hair On = Life On”.
Priyanka Chopra, Indian actress and former Miss World is the brand ambassador for Sunsilk in India.
In 2009, singer Delta Goodrem was announced as the "face of Sunsilk" in Australia. The singer and her music have since featured in several Sunsilk adverts.
Magazine
In 2003 Sunsilk (Seda) launched the first hair only glossy magazine in Argentina aiming to communicate to the professional hair industry. More than 800,000 copies are published each month. The magazine focuses on hair, fashion and beauty issues as well as showcasing hairdressers’ work. It is sold locally on news stands and distributed to hair salons.
Gang of Girls
In 2008, Sunsilk India launched a social networking site called Gang of Girls [6], which offered its users access to a variety of local and global experts to address various hair care needs through its content, blogs and live chat room. The site includes rich content of hair care and fashion, and users can also take part in interactive games and quizzes.
Co-Creation collaboration
In 2009, Sunsilk has worked with seven professional hair experts to launch a series of new hair care ranges. Each hair “issue" variant links to an "expert” with the relevant specialist hair knowledge. For example: Dr Francesca Fusco, New York dermatologist co-created a “hairfall” variant for the brand. The experts are: Dr Francesca Fusco, Jamal Hammadi, Ouidad, Rita Hazan, Teddy Charles, Thomas Taw and Yuko Yamashita
Unilever Sub brand information SURE
What makes Sure tick?
With its unique combination of active ingredients, Sure offers body-responsive sweat and odour protection as you need it – keeping you physically and mentally cool. Better still, everyone can enjoy this peace of mind as Sure deodorant is tailored to the needs of both sexes, with separate product ranges for each.
For 40 years, Sure has offered unbeatable, 24 hour protection against perspiration and has established itself as an expert on the 'science' of sweating. Sure formulations have become the world’s best selling and the range provides long-lasting, unbeatable protection against wetness and odour thanks to 25 years of research by Sure scientists.
New Sure for women – incredible protection that works in sync with you.
An amazing 12 million women in the UK alone use Sure every day - making it the UK’s favourite deodorant. In fact, it was recently voted the most trusted deodorant in the UK*
Now Sure for Women is introducing a new-look range, featuring “biorhythm”. a completely new variant with body responsive technology and a fresh, enticing fragrance, biorhythm is formulated to work in sync with your body
New Sure for women crystal – incredible protection against white marks.
Clear Pure is part of the new-look Sure Crystal range, and like all Sure for Women Crystal products, is formulated to protect your clothes from white marks. It is the original anti-white mark deodorant and still the nation’s favourite, consistently outselling its competitors. Sure for Women Crystal is the ultimate ‘tight top friendly’ deodorant.
You will not find a more effective anti-perspirant deodorant aerosol for women: buy Sure and feel the results – it won’t let you down.
*Source: Reader’s Digest Most Trusted Brands Survey 2007
Sure for men – extreme protection for extreme situations
While Sure is the UK’s No. 1 anti-perspirant brand, since 2005 Sure For Men has been the best selling male anti-perspirant brand in the UK*. The formulation incorporates our most advanced micro-encapsulated fragrance technology designed specially for men & engineered with over 1 million molecules of underarm protection. It most definitely won’t let you down.
* Source; IRI (value sales, all outlets, 52 we 30 Dec 06 & 52 we 3 Dec 05)
Sure sport – engineered for sports fanatics
For sports fanatics everywhere, whether players of sport or passionate followers, Sure Sport has incorporated the best of Sure For Men into a grooming range specifically designed for the locker room and the kit bag. With unique twist lock technology that’s designed to be leak proof & a range comprising both deodorant & shower gel, Sure Sport is essential kit for your gym bag.
With its unique combination of active ingredients, Sure offers body-responsive sweat and odour protection as you need it – keeping you physically and mentally cool. Better still, everyone can enjoy this peace of mind as Sure deodorant is tailored to the needs of both sexes, with separate product ranges for each.
For 40 years, Sure has offered unbeatable, 24 hour protection against perspiration and has established itself as an expert on the 'science' of sweating. Sure formulations have become the world’s best selling and the range provides long-lasting, unbeatable protection against wetness and odour thanks to 25 years of research by Sure scientists.
New Sure for women – incredible protection that works in sync with you.
An amazing 12 million women in the UK alone use Sure every day - making it the UK’s favourite deodorant. In fact, it was recently voted the most trusted deodorant in the UK*
Now Sure for Women is introducing a new-look range, featuring “biorhythm”. a completely new variant with body responsive technology and a fresh, enticing fragrance, biorhythm is formulated to work in sync with your body
New Sure for women crystal – incredible protection against white marks.
Clear Pure is part of the new-look Sure Crystal range, and like all Sure for Women Crystal products, is formulated to protect your clothes from white marks. It is the original anti-white mark deodorant and still the nation’s favourite, consistently outselling its competitors. Sure for Women Crystal is the ultimate ‘tight top friendly’ deodorant.
You will not find a more effective anti-perspirant deodorant aerosol for women: buy Sure and feel the results – it won’t let you down.
*Source: Reader’s Digest Most Trusted Brands Survey 2007
Sure for men – extreme protection for extreme situations
While Sure is the UK’s No. 1 anti-perspirant brand, since 2005 Sure For Men has been the best selling male anti-perspirant brand in the UK*. The formulation incorporates our most advanced micro-encapsulated fragrance technology designed specially for men & engineered with over 1 million molecules of underarm protection. It most definitely won’t let you down.
* Source; IRI (value sales, all outlets, 52 we 30 Dec 06 & 52 we 3 Dec 05)
Sure sport – engineered for sports fanatics
For sports fanatics everywhere, whether players of sport or passionate followers, Sure Sport has incorporated the best of Sure For Men into a grooming range specifically designed for the locker room and the kit bag. With unique twist lock technology that’s designed to be leak proof & a range comprising both deodorant & shower gel, Sure Sport is essential kit for your gym bag.
Unilever Sub brand information LUX
We all like to look gorgeous and enjoy that confidence which makes us feel like anything’s possible. And that's just what the Lux range offers you on a daily basis – at a price you can afford.
A delight to the senses
Everything about the brand – from the look and feel of the products and packaging to the subtle fragrances – is a delight to the senses. In fact, Lux has been making waves since 1924, when it launched the world's first mass-market beauty soap at a fraction of the cost of some expensive brands.
How it all started
Lux was first introduced as a toilet soap in 1925. Produced by Lever Brothers, it arrived in the UK in 1928, offering people a chance to pamper themselves for a modest price.
• From the 1930s right through to the 1970s, Lux soap colours and packaging were altered several times to reflect fashion trends. In 1958 five colours made up the range: pink, white, blue, green and yellow. People enjoyed matching their soap with their bathroom colours.
• In the early 1990s, Lux responded to the growing trend away from traditional soap bars by launching its own range of shower gels, liquid soaps and moisturising bars. Lux beauty facial wash, Lux beauty bath and Lux beauty shower were launched in 1992.
• In 2004, the entire Lux range was relaunched in the UK & Ireland to include five shower gels, three bath products and two new soap bars. 2005 saw the launch of three exciting new variants with dreamy names such as “Wine & Roses” bath cream, “Glowing Touch” and “Sparkling Morning” shower gels.
• Since the 1930s, over 400 of the world’s most stunning and sensuous women have been proudly associated with Lux advertisements. Marilyn Monroe, Brigitte Bardot, Demi Moore and, more recently, our own Catherine Zeta-Jones, have all been part of the Lux glamour story.
• The name Lux means ‘light’ in Latin, however the name was chosen for its play on the word ‘luxury’.
Advertising
In 2004, Sarah Jessica Parker featured in the Lux 'Brings Out the Star in You’ advertising campaign. Best known for her über-stylish and spirited character as Carrie from Sex & The City, Sarah Jessica Parker epitomises the modern Lux woman: comfortable and confident in her femininity, experienced in the ways of the world and understands how style and beauty really work.
A delight to the senses
Everything about the brand – from the look and feel of the products and packaging to the subtle fragrances – is a delight to the senses. In fact, Lux has been making waves since 1924, when it launched the world's first mass-market beauty soap at a fraction of the cost of some expensive brands.
How it all started
Lux was first introduced as a toilet soap in 1925. Produced by Lever Brothers, it arrived in the UK in 1928, offering people a chance to pamper themselves for a modest price.
• From the 1930s right through to the 1970s, Lux soap colours and packaging were altered several times to reflect fashion trends. In 1958 five colours made up the range: pink, white, blue, green and yellow. People enjoyed matching their soap with their bathroom colours.
• In the early 1990s, Lux responded to the growing trend away from traditional soap bars by launching its own range of shower gels, liquid soaps and moisturising bars. Lux beauty facial wash, Lux beauty bath and Lux beauty shower were launched in 1992.
• In 2004, the entire Lux range was relaunched in the UK & Ireland to include five shower gels, three bath products and two new soap bars. 2005 saw the launch of three exciting new variants with dreamy names such as “Wine & Roses” bath cream, “Glowing Touch” and “Sparkling Morning” shower gels.
• Since the 1930s, over 400 of the world’s most stunning and sensuous women have been proudly associated with Lux advertisements. Marilyn Monroe, Brigitte Bardot, Demi Moore and, more recently, our own Catherine Zeta-Jones, have all been part of the Lux glamour story.
• The name Lux means ‘light’ in Latin, however the name was chosen for its play on the word ‘luxury’.
Advertising
In 2004, Sarah Jessica Parker featured in the Lux 'Brings Out the Star in You’ advertising campaign. Best known for her über-stylish and spirited character as Carrie from Sex & The City, Sarah Jessica Parker epitomises the modern Lux woman: comfortable and confident in her femininity, experienced in the ways of the world and understands how style and beauty really work.
Unilever Sub brand information VASELINE
At any age, at any time, no matter what your skin needs, Vaseline wants everybody to be able to enjoy great, healthy skin everyday.
Healthy skin everyday
In the 1860's, Robert Chesebrough, a dispensing chemist, discovered something amazing. He discovered a 100% natural product, rich in minerals from deep within the earth yet totally pure, which had remarkable healing properties when applied to cuts, burns and abrasions of the skin. That product was branded Vaseline petroleum jelly.
Keeping skin amazing
Just as Robert Chesebrough in the 1800’s, we continue to be motivated by a passion and curiosity about skin. It’s an incredibly complex and miraculous creation of nature – a set of interdependent systems and elements that even today we don’t fully understand. It protects us from adverse climate and from infection. It recreates and regenerates itself through our lives. It stretches, yet retains its form. It is waterproof, yet it can emit water.
It is easy to take skin and all of its properties for granted, but Vaseline never has. For over 130 years Vaseline has marveled at skin, and through our products we share everything we’ve learnt over all those decades about how skin works and how to keep it in great condition. We are constantly developing accessible, everyday skincare products to help keep your skin amazing.
Did you know?
• Skin is the body's largest organ, accounting for approximately 16% of your body weight
• One-third of all the blood circulating through the body is received by your skin
• Every 28 days, your skin renews itself completely
• The skin on your fingertips is the most touch sensitive skin on your body
• Your skin loses over 200ml of water per day through evaporation
Innovation
Recent product introductions from Vaseline include the Vaseline Intensive Rescue Range. Very dry skin has a new way of fighting back. New Vaseline Intensive Rescue is a range of products specifically designed with all of your different dry skin needs in mind. The range goes beyond instant relief and provides long-lasting moisture, promoting the proper environment for your skin to do something amazing: repair itself.
Vaseline Intensive Rescue range:
• moisture locking body lotion
• relief & repair balm
• soothing hand cream
• hydrating foot cream
Key facts
• Petroleum jelly was patented by Robert Chesebrough in 1865, and launched as Vaseline petroleum jelly in 1870 in the USA.
• By 1875 Americans were buying Vaseline petroleum jelly at the rate of a jar a minute. Today the product is a staple in medicine cabinets across the world, and a tub of Vaseline petroleum jelly is sold every 39 seconds*.
• Vaseline and Vasenol products are available in over 90 countries around the world* (Vasenol is the alternative name for Vaseline in Portuguese and Spanish speaking countries)
*2005-2006 figures
Healthy skin everyday
In the 1860's, Robert Chesebrough, a dispensing chemist, discovered something amazing. He discovered a 100% natural product, rich in minerals from deep within the earth yet totally pure, which had remarkable healing properties when applied to cuts, burns and abrasions of the skin. That product was branded Vaseline petroleum jelly.
Keeping skin amazing
Just as Robert Chesebrough in the 1800’s, we continue to be motivated by a passion and curiosity about skin. It’s an incredibly complex and miraculous creation of nature – a set of interdependent systems and elements that even today we don’t fully understand. It protects us from adverse climate and from infection. It recreates and regenerates itself through our lives. It stretches, yet retains its form. It is waterproof, yet it can emit water.
It is easy to take skin and all of its properties for granted, but Vaseline never has. For over 130 years Vaseline has marveled at skin, and through our products we share everything we’ve learnt over all those decades about how skin works and how to keep it in great condition. We are constantly developing accessible, everyday skincare products to help keep your skin amazing.
Did you know?
• Skin is the body's largest organ, accounting for approximately 16% of your body weight
• One-third of all the blood circulating through the body is received by your skin
• Every 28 days, your skin renews itself completely
• The skin on your fingertips is the most touch sensitive skin on your body
• Your skin loses over 200ml of water per day through evaporation
Innovation
Recent product introductions from Vaseline include the Vaseline Intensive Rescue Range. Very dry skin has a new way of fighting back. New Vaseline Intensive Rescue is a range of products specifically designed with all of your different dry skin needs in mind. The range goes beyond instant relief and provides long-lasting moisture, promoting the proper environment for your skin to do something amazing: repair itself.
Vaseline Intensive Rescue range:
• moisture locking body lotion
• relief & repair balm
• soothing hand cream
• hydrating foot cream
Key facts
• Petroleum jelly was patented by Robert Chesebrough in 1865, and launched as Vaseline petroleum jelly in 1870 in the USA.
• By 1875 Americans were buying Vaseline petroleum jelly at the rate of a jar a minute. Today the product is a staple in medicine cabinets across the world, and a tub of Vaseline petroleum jelly is sold every 39 seconds*.
• Vaseline and Vasenol products are available in over 90 countries around the world* (Vasenol is the alternative name for Vaseline in Portuguese and Spanish speaking countries)
*2005-2006 figures
Unilever Sub brand information IMPULSE
Impulse is the UK's number one female body spray fragrance and is designed to make women smell and feel gorgeous.
Capturing the female allure
With names like Temptation, True Love and Romantic Spark, Impulse understands how to capture female allure in a bodyspray. Using Impulse bodyspray fragrances every day does not only give consumers the promise of gorgeous-smelling skin, but also the lookout for men to snuggle that bit closer to them.
Impulse was originally launched in South Africa in 1972 as a 'perfume deodorant' which was a unique concept at the time. Today, Impulse body fragrances use the latest spray technology for a light and tingly application. And each Impulse variant is dermatologically tested to be kind to skin.
How it all started
• Impulse was launched in the UK by Elida Gibbs in 1979 (a subsidiary of Ponds). The packaging featured the iconic butterfly design with the famous slogan 'Men can't help acting on impulse.'
• Over the years Impulse consistently developed its scent library to keep the range fresh and up-to-date.
• In 1981 the Jeunesse variant was introduced. The fragrance paid homage to classic French perfumes and managed to make £8 million in the UK.
• In 2009 the whole Impulse range underwent a packaging re-vamp to give the brand a more contemporary and modern feel.
• With the brand mission to offer consumers delicate everyday fragrances, Impulse is launching a new variant every year to keep up with the latest fragrance trends.
• In 2009 Impulse Romantic Spark was launched following the floral fragrance trend. Its subtle and sophisticated blend of wild violets and white wood promises to make consumers smell absolutely divine.
• Impulse body spray fragrances have been developed by Ann Gottlieb – the famous 'nose' who is also creating signature scents for well known perfumes, in collaboration with the best fragrance houses in the world.
• The process of creating a perfume is exactly the same as for an Impulse body spray which makes Impulse the perfect everyday fragrance.
• Every new variant in the Impulse range follows the latest fragrance trend in the fine fragrance market and is therefore bang on trend.
• An early Impulse commercial starred Neil Morrissey (of 'Men Behaving Badly').
• In 2004 Impulse hosted a one-off celebrity event in the BBC's Fame Academy House, London, with a fashion show and a performance by pop star Jamelia.
Capturing the female allure
With names like Temptation, True Love and Romantic Spark, Impulse understands how to capture female allure in a bodyspray. Using Impulse bodyspray fragrances every day does not only give consumers the promise of gorgeous-smelling skin, but also the lookout for men to snuggle that bit closer to them.
Impulse was originally launched in South Africa in 1972 as a 'perfume deodorant' which was a unique concept at the time. Today, Impulse body fragrances use the latest spray technology for a light and tingly application. And each Impulse variant is dermatologically tested to be kind to skin.
How it all started
• Impulse was launched in the UK by Elida Gibbs in 1979 (a subsidiary of Ponds). The packaging featured the iconic butterfly design with the famous slogan 'Men can't help acting on impulse.'
• Over the years Impulse consistently developed its scent library to keep the range fresh and up-to-date.
• In 1981 the Jeunesse variant was introduced. The fragrance paid homage to classic French perfumes and managed to make £8 million in the UK.
• In 2009 the whole Impulse range underwent a packaging re-vamp to give the brand a more contemporary and modern feel.
• With the brand mission to offer consumers delicate everyday fragrances, Impulse is launching a new variant every year to keep up with the latest fragrance trends.
• In 2009 Impulse Romantic Spark was launched following the floral fragrance trend. Its subtle and sophisticated blend of wild violets and white wood promises to make consumers smell absolutely divine.
• Impulse body spray fragrances have been developed by Ann Gottlieb – the famous 'nose' who is also creating signature scents for well known perfumes, in collaboration with the best fragrance houses in the world.
• The process of creating a perfume is exactly the same as for an Impulse body spray which makes Impulse the perfect everyday fragrance.
• Every new variant in the Impulse range follows the latest fragrance trend in the fine fragrance market and is therefore bang on trend.
• An early Impulse commercial starred Neil Morrissey (of 'Men Behaving Badly').
• In 2004 Impulse hosted a one-off celebrity event in the BBC's Fame Academy House, London, with a fashion show and a performance by pop star Jamelia.
Unilever Sub brand information DOVE
Dove
In a world of hype and stereotypes, the Dove brand provides a refreshing alternative for women who recognise that beauty isn’t simply about how you look.
Making a genuine difference
Dove is committed to widening the definition of beauty for women because we believe real beauty comes in all ages, shapes and sizes. To help you enjoy your own brand of beauty, Dove provides an extensive range of cleansing and personal care products that make a genuine difference to the condition and feel of your skin and hair.
Dove is the UK’s top Bar Soap brand with an amazing 23% of the population having bought a Dove product in 2008. And it doesn’t end there: 10 million women use Dove every week in the UK.
How it all started
• First launched in the US during the 1950s, Dove cleansing bar with its moisturising properties was originally developed to treat burn victims during the war.
• In 1957 the basic Dove bar formula was refined and developed into the “Original Dove Beauty bar”. It was launched as a beauty soap that was clinically proven to be milder on dry and sensitive skins.
• In the 1970s an independent clinical dermatological study proved Dove “Beauty bar” milder than 17 leading bar soaps.
• Dove was launched in the UK in the 1990s. The following years saw the launch of more bath time treats like beauty baths and moisturising body washes.
• In 2001 Dove made its first foray into antiperspirant deodorant lines. Hair care products soon followed in 2003.
• 2004 saw the launch of the Campaign for Real Beauty, which highlighted the Dove brand’s commitment to broadening definitions of beauty.
• Following on from this Dove launched the Self Esteem Fund in 2005 which acts as an agent of change to educate and inspire young girls on a wider definition of beauty. It aims to boost the self-confidence of young girls and women, enabling them to reach their full potential in life.
• Also in 2007 Dove launched ProAge, a range of skin care, deodorant and hair care that has been specifically designed to give mature skin what it needs right now
• British girls suffer the lowest self esteem in the world, after Japan. Almost ¾ (74%) of girls aged 8 – 12 are so dissatisfied with their bodies that they would like to change something about their appearance.
• The Dove team is committed to help girls build positive self-esteem and a healthy body image, with a goal of reaching 5 million girls worldwide by 2010.
Dove has grown from a US-only soap bar into one of Unilever's biggest global brands. It is now the world's #1 cleansing brand, and #3 in the Anglo-Dutch company's portfolio behind Knorr and Lipton. During the 1990s, the group began to extend the brand across the complete personal care spectrum, and Dove now encompasses a wide range of products from bar soap to shower gel, and from deodorants to shampoo-conditioners. Dove has attracted widespread media attention since 2004 for its marketing. That year, Ogilvy & Mather launched a series of ads for Dove portraying the "real beauty" of ordinary women. The brand competes fiercely with Procter & Gamble's Olay, Beiersdorf's Nivea and Johnson & Johnson's Neutrogena, all of which have a similarly broad product range.
In a world of hype and stereotypes, the Dove brand provides a refreshing alternative for women who recognise that beauty isn’t simply about how you look.
Making a genuine difference
Dove is committed to widening the definition of beauty for women because we believe real beauty comes in all ages, shapes and sizes. To help you enjoy your own brand of beauty, Dove provides an extensive range of cleansing and personal care products that make a genuine difference to the condition and feel of your skin and hair.
Dove is the UK’s top Bar Soap brand with an amazing 23% of the population having bought a Dove product in 2008. And it doesn’t end there: 10 million women use Dove every week in the UK.
How it all started
• First launched in the US during the 1950s, Dove cleansing bar with its moisturising properties was originally developed to treat burn victims during the war.
• In 1957 the basic Dove bar formula was refined and developed into the “Original Dove Beauty bar”. It was launched as a beauty soap that was clinically proven to be milder on dry and sensitive skins.
• In the 1970s an independent clinical dermatological study proved Dove “Beauty bar” milder than 17 leading bar soaps.
• Dove was launched in the UK in the 1990s. The following years saw the launch of more bath time treats like beauty baths and moisturising body washes.
• In 2001 Dove made its first foray into antiperspirant deodorant lines. Hair care products soon followed in 2003.
• 2004 saw the launch of the Campaign for Real Beauty, which highlighted the Dove brand’s commitment to broadening definitions of beauty.
• Following on from this Dove launched the Self Esteem Fund in 2005 which acts as an agent of change to educate and inspire young girls on a wider definition of beauty. It aims to boost the self-confidence of young girls and women, enabling them to reach their full potential in life.
• Also in 2007 Dove launched ProAge, a range of skin care, deodorant and hair care that has been specifically designed to give mature skin what it needs right now
• British girls suffer the lowest self esteem in the world, after Japan. Almost ¾ (74%) of girls aged 8 – 12 are so dissatisfied with their bodies that they would like to change something about their appearance.
• The Dove team is committed to help girls build positive self-esteem and a healthy body image, with a goal of reaching 5 million girls worldwide by 2010.
Dove has grown from a US-only soap bar into one of Unilever's biggest global brands. It is now the world's #1 cleansing brand, and #3 in the Anglo-Dutch company's portfolio behind Knorr and Lipton. During the 1990s, the group began to extend the brand across the complete personal care spectrum, and Dove now encompasses a wide range of products from bar soap to shower gel, and from deodorants to shampoo-conditioners. Dove has attracted widespread media attention since 2004 for its marketing. That year, Ogilvy & Mather launched a series of ads for Dove portraying the "real beauty" of ordinary women. The brand competes fiercely with Procter & Gamble's Olay, Beiersdorf's Nivea and Johnson & Johnson's Neutrogena, all of which have a similarly broad product range.
Tuesday 27 October 2009
UNILEVER COMPANY PROFILE
Company History:
If the adage 'two heads are better than one' applies to business, then certainly Unilever is a prime example. The food and consumer products giant actually has two parent companies: Unilever PLC, based in the United Kingdom, and Unilever N.V., based in The Netherlands. The two companies, which operate virtually as a single corporation, are run by a single group of directors and are linked by a number of agreements. Unilever considers itself the second largest consumer goods firm in the world, trailing only Philip Morris Companies Inc., and produces numerous brand name foods, cleaning products, and personal care items. About 52 percent of revenues are generated in the foods sector; brands include Imperial and Promise margarines, Lipton tea, Ragú foods, Lawry's seasonings, Breyers ice cream, and Birds Eye and Gorton's frozen foods. One-quarter of sales come from the personal care area; brands include Caress and Dove soap, Pears and Pond's skin care products, Degree, Fabergé, and Sure deodorants, Suave and Salon Selectives hair care items, Close-Up, Mentadent, and Pepsodent oral care products, and Calvin Klein, Elizabeth Arden, and Elizabeth Taylor prestige fragrances&mdash well as such miscellaneous brands as Q-Tips and Vaseline. Unilever's third major sector is that of cleaning products, which is responsible for about 22 percent of turnover; brands include Wisk and All laundry detergents, Snuggle and Final Touch fabric softeners, and Sunlight dish detergents, and this area also includes the company's line of institutional cleaning products. Unilever maintains production facilities in 88 countries and sells its products in an additional 70. About 47 percent of revenues originate in Europe, 21 percent in North America, 14 percent in the Asia-Pacific region, 12 percent in Latin America, and six percent in Africa and the Middle East.
Key Dates:
1872: Two Dutch firms, Jurgens and Van den Bergh, begin commercial production of margarine.
1885: William Hesketh Lever establishes soap factory in Warrington, marking the beginnings of Lever Brothers.
1908: Jurgens and Van den Bergh pool their interests.
1914: Lever begins producing margarine at the request of the British government.
1927: Jurgens and Van den Bergh create dual-structured Margarine Union Limited and Margarine Unie N.V.
1929: Margarine Union/Margarine Unie merges with Lever Brothers to create Unilever, with dual Anglo-Dutch structure.
1930: Special committee is established as a board of directors over the British and Dutch Unilever holding companies.
1937: Reorganization equalizes the assets of the Dutch and the British groups of Unilever; Thomas J. Lipton Company, U.S. manufacturer of tea, is acquired.
1944: The U.S. toothpaste brand Pepsodent is acquired.
1957: Company acquires U.K. frozen foods maker Birds Eye.
1961: U.S. ice cream novelty maker Good Humor is acquired.
1984: Buying spree begins that will last until 1988 and result in about 80 companies being acquired; Brooke Bond, the leading European tea company, is acquired through hostile takeover.
1986: Company acquires Chesebrough-Pond's, its largest purchase to date.
1989: The acquisition of three companies, including Fabergé Inc., makes the company a major player in the world perfume and cosmetics industry.
1994: The launch of a new laundry detergent in Europe turns into a public relations disaster when tests reveal that it can damage clothes under certain conditions.
1996: Fundamental management reorganisation is launched, including the replacing of the special committee with a seven-member executive committee.
1997: Specialty chemicals operations are sold to Imperial Chemical Industries PLC for about US$8 billion.
1999: Company announces that it will eliminate about 1,200 of its brands to focus on around 400 regionally or globally powerful brands.
If the adage 'two heads are better than one' applies to business, then certainly Unilever is a prime example. The food and consumer products giant actually has two parent companies: Unilever PLC, based in the United Kingdom, and Unilever N.V., based in The Netherlands. The two companies, which operate virtually as a single corporation, are run by a single group of directors and are linked by a number of agreements. Unilever considers itself the second largest consumer goods firm in the world, trailing only Philip Morris Companies Inc., and produces numerous brand name foods, cleaning products, and personal care items. About 52 percent of revenues are generated in the foods sector; brands include Imperial and Promise margarines, Lipton tea, Ragú foods, Lawry's seasonings, Breyers ice cream, and Birds Eye and Gorton's frozen foods. One-quarter of sales come from the personal care area; brands include Caress and Dove soap, Pears and Pond's skin care products, Degree, Fabergé, and Sure deodorants, Suave and Salon Selectives hair care items, Close-Up, Mentadent, and Pepsodent oral care products, and Calvin Klein, Elizabeth Arden, and Elizabeth Taylor prestige fragrances&mdash well as such miscellaneous brands as Q-Tips and Vaseline. Unilever's third major sector is that of cleaning products, which is responsible for about 22 percent of turnover; brands include Wisk and All laundry detergents, Snuggle and Final Touch fabric softeners, and Sunlight dish detergents, and this area also includes the company's line of institutional cleaning products. Unilever maintains production facilities in 88 countries and sells its products in an additional 70. About 47 percent of revenues originate in Europe, 21 percent in North America, 14 percent in the Asia-Pacific region, 12 percent in Latin America, and six percent in Africa and the Middle East.
Key Dates:
1872: Two Dutch firms, Jurgens and Van den Bergh, begin commercial production of margarine.
1885: William Hesketh Lever establishes soap factory in Warrington, marking the beginnings of Lever Brothers.
1908: Jurgens and Van den Bergh pool their interests.
1914: Lever begins producing margarine at the request of the British government.
1927: Jurgens and Van den Bergh create dual-structured Margarine Union Limited and Margarine Unie N.V.
1929: Margarine Union/Margarine Unie merges with Lever Brothers to create Unilever, with dual Anglo-Dutch structure.
1930: Special committee is established as a board of directors over the British and Dutch Unilever holding companies.
1937: Reorganization equalizes the assets of the Dutch and the British groups of Unilever; Thomas J. Lipton Company, U.S. manufacturer of tea, is acquired.
1944: The U.S. toothpaste brand Pepsodent is acquired.
1957: Company acquires U.K. frozen foods maker Birds Eye.
1961: U.S. ice cream novelty maker Good Humor is acquired.
1984: Buying spree begins that will last until 1988 and result in about 80 companies being acquired; Brooke Bond, the leading European tea company, is acquired through hostile takeover.
1986: Company acquires Chesebrough-Pond's, its largest purchase to date.
1989: The acquisition of three companies, including Fabergé Inc., makes the company a major player in the world perfume and cosmetics industry.
1994: The launch of a new laundry detergent in Europe turns into a public relations disaster when tests reveal that it can damage clothes under certain conditions.
1996: Fundamental management reorganisation is launched, including the replacing of the special committee with a seven-member executive committee.
1997: Specialty chemicals operations are sold to Imperial Chemical Industries PLC for about US$8 billion.
1999: Company announces that it will eliminate about 1,200 of its brands to focus on around 400 regionally or globally powerful brands.
Monday 26 October 2009
Article on Lynx re-brand
New look Lynx reveals all
James Livesley
Unilever’s Lynx brand is launching its biggest re-branding exercise since it entered the Australia in market in 1995.
The campaign is the first big activity around the brand since the launch of the highly awarded “Lynx Jet” campaign last year which saw agency Lowe Hunt win a slew of Gold Lions at Cannes and a Grand Prix and Gold in Media for Universal McCann’s work. The new-look Lynx can and upgraded formula was launched in Sydney this week with a major event, when hundreds of man-hungry female subjects escaped from the “Lynx Lab” and headed for Bondi Beach to pounce upon unsuspecting Lynx wearers and SBS’ Nerds FC soccer team.
The gang of “Bom Chicka Chicks”, named after the tune sung in the latest ad campaign which mimics a 1970s guitar riff, was led by Krystal of Big Brother fame.
Similar experiential marketing exercises will be held in locations such as shopping centres in the other state capitals. Naked Communications developed the idea, and led the overall implementation and the landing of the Bom Chicka Chicks at Bondi Beach. One Partners led the sampling campaign in bars, clubs and shopping centres, while Amnesia developed the digital strategy and the new Lynx site, www.lynxeffect.com.au. Universal McCann managed media planning and buying, while Lowe Hunt adapted the “Bom Chicka Wah Wah” global television campaign for the Australian market. Lynx is particularly looking to drive up sales of its deodorants and antiperspirants. While its market share for body sprays is at 80%, in the deodorants and antiperspirants it has only 18% share.
13 September 2007
http://www.bandt.com.au/news/27/0c050227…
James Livesley
Unilever’s Lynx brand is launching its biggest re-branding exercise since it entered the Australia in market in 1995.
The campaign is the first big activity around the brand since the launch of the highly awarded “Lynx Jet” campaign last year which saw agency Lowe Hunt win a slew of Gold Lions at Cannes and a Grand Prix and Gold in Media for Universal McCann’s work. The new-look Lynx can and upgraded formula was launched in Sydney this week with a major event, when hundreds of man-hungry female subjects escaped from the “Lynx Lab” and headed for Bondi Beach to pounce upon unsuspecting Lynx wearers and SBS’ Nerds FC soccer team.
The gang of “Bom Chicka Chicks”, named after the tune sung in the latest ad campaign which mimics a 1970s guitar riff, was led by Krystal of Big Brother fame.
Similar experiential marketing exercises will be held in locations such as shopping centres in the other state capitals. Naked Communications developed the idea, and led the overall implementation and the landing of the Bom Chicka Chicks at Bondi Beach. One Partners led the sampling campaign in bars, clubs and shopping centres, while Amnesia developed the digital strategy and the new Lynx site, www.lynxeffect.com.au. Universal McCann managed media planning and buying, while Lowe Hunt adapted the “Bom Chicka Wah Wah” global television campaign for the Australian market. Lynx is particularly looking to drive up sales of its deodorants and antiperspirants. While its market share for body sprays is at 80%, in the deodorants and antiperspirants it has only 18% share.
13 September 2007
http://www.bandt.com.au/news/27/0c050227…
Market share of deodorant: in the grooming market and globally
According to Euromonitor International, the deodorants sector was one of the few segments to post growth in 2008 (8% globally; up from 5% in 2007) and outperformed the global cosmetics and toiletries market, which saw 5% growth in the same period. (See Figure 1.) This success is evidence of a shift in global consumer perception of deodorants—from a product with relatively low usage among consumers globally to one that is fast becoming a necessary part of daily grooming regimens. Despite strong growth rates, deodorants still only account for $17 billion in total sales worldwide, or just 5% of the overall market. This compares rather unfavorably with the 23% share held by skin care products, proving that there is still much work to be done if deodorants are to reach their full potential.
As the most mature region for deodorants, Western Europe accounts for the largest share of the global market, with sales worth $5.6 billion in 2008 (33%). In most Western European countries, there is a strong social stigma attached to not using deodorant, and this has kept product penetration very high for many years. Conversely, it is now difficult for manufacturers to make significant category gains in Western Europe. The market has reached strong maturity levels, and growth has been comparatively slow in recent years. The majority of consumers already use the more expensive spray deodorant format, so there is less scope for trade-up in that respect—although even the mature U.K. market still reported growth of 6% for deodorant sprays in 2008. Instead, marketers are increasingly focusing on offering consumers value-added products such as deodorants with antiaging (Unilever’s Dove Pro-Age) or ultra long-lasting benefits (notably Sure, also from Unilever).
As the most mature region for deodorants, Western Europe accounts for the largest share of the global market, with sales worth $5.6 billion in 2008 (33%). In most Western European countries, there is a strong social stigma attached to not using deodorant, and this has kept product penetration very high for many years. Conversely, it is now difficult for manufacturers to make significant category gains in Western Europe. The market has reached strong maturity levels, and growth has been comparatively slow in recent years. The majority of consumers already use the more expensive spray deodorant format, so there is less scope for trade-up in that respect—although even the mature U.K. market still reported growth of 6% for deodorant sprays in 2008. Instead, marketers are increasingly focusing on offering consumers value-added products such as deodorants with antiaging (Unilever’s Dove Pro-Age) or ultra long-lasting benefits (notably Sure, also from Unilever).
Differences in male and female market
Scientific Reasoning
There are obvious differences in the male and female bodies, this doesn't stop at their perspiration habits. Due to this there are gender specific deodorants on the market.
Most women only need minimal protection from sweat and sweat induced odor, while most men need something stronger to help them in their daily lives.
Of course these cover only the broadest spectrum of men and women both. Some women find that the women's deodorant ranges available to them, is simply not strong enough, no matter whether the deodorant claims to be extra strong or not. In these cases many women will resort to using a strong men's deodorant.
And some men will find that they only need the most minimal of protection, and although most wouldn't be caught dead with women's deodorant in their bathroom cabinet, they will use something which is as light as some women's deodorant brands.
Scent differences
Men and women have different tastes in many things, and also in deodorants. Men are un-likely to opt for the flowery, fresh deodorant that their female counter-parts may choose.However there are gender neutral deodorants scents in both the men's and the women's deodorant range, but it is unikely a man would take the time to stand and around and decide if he liked the scent. Very few men would do this, which is another reason why there are separate men's and women's deodorant ranges.
Of course the biggest reason is marketing. As evinced by the different scents that entice men and women both, it is also true, that a man would probably not buy a pastel pink colored deodorant, whereas although a women would buy something that is darker colored, unconsciously she would be enticed more by the "femininely shaded" deodorant.
There are obvious differences in the male and female bodies, this doesn't stop at their perspiration habits. Due to this there are gender specific deodorants on the market.
Most women only need minimal protection from sweat and sweat induced odor, while most men need something stronger to help them in their daily lives.
Of course these cover only the broadest spectrum of men and women both. Some women find that the women's deodorant ranges available to them, is simply not strong enough, no matter whether the deodorant claims to be extra strong or not. In these cases many women will resort to using a strong men's deodorant.
And some men will find that they only need the most minimal of protection, and although most wouldn't be caught dead with women's deodorant in their bathroom cabinet, they will use something which is as light as some women's deodorant brands.
Scent differences
Men and women have different tastes in many things, and also in deodorants. Men are un-likely to opt for the flowery, fresh deodorant that their female counter-parts may choose.However there are gender neutral deodorants scents in both the men's and the women's deodorant range, but it is unikely a man would take the time to stand and around and decide if he liked the scent. Very few men would do this, which is another reason why there are separate men's and women's deodorant ranges.
Of course the biggest reason is marketing. As evinced by the different scents that entice men and women both, it is also true, that a man would probably not buy a pastel pink colored deodorant, whereas although a women would buy something that is darker colored, unconsciously she would be enticed more by the "femininely shaded" deodorant.
The Axe Effect
The Axe Effect: Sex Sells
Young men buy Axe to smell good and attract women.
Middle and high school boys across the nation have discovered “The Axe Effect.” Drawing them in with advertisements full of sexual innuendo and promises to seduce the ladies, Axe has quickly become the top selling male deodorant body spray.
Why has Axe become so popular? How has a product like male deodorant become a type of culture icon? The answer is simple and lies in the method of their advertising campaign. The message of Axe is this: wear Axe, get the ladies.
In television ads, guys who wear Axe are shown being attacked by multiple women. One of the slogans for their shower gel campaign is “How Dirty Boys Get Clean.” Another ad shows an empty shower with a sign that reads, “Occupancy by more than five persons is dangerous and unlawful.” One of Axe’s tag lines reads: It can happen anywhere. The Axe Effect.
The website is full of advertisements similar to those broadcasted on television and featured in magazines. Axe’s site details how the product works and gives this definition of the Axe Effect: “The internationally recognized name for the increased attention Axe-wearing males receive from eager, and attractive, female pursuers.” Above this definition, a guy is shown spraying Axe on his chest and underarms. The next picture is this same guy with a female on either side.
The website also has a Vixens game that features “naughty supermodels.” The Axe Unlimited site contains the game Mojo Master, self-described as the “fantasy game of seduction, where players are let loose in a fantasy world.”
This type of advertising has made Axe ragingly popular among young males. It plays on the insecurities young men have when it comes to women and promises to give them confidence and make their fantasies reality.
Unilever, the same company that produces everything from Hellman’s mayonnaise to Surf laundry detergent, first launched Axe body spray in France in 1983. In 2002, Axe was introduced in the United States. Since the initial introduction in the States, Axe’s presence has become unavoidable. More than just a deodorant, Axe also serves as a body spray. It is meant to be sprayed all over the body, not just the underarms.
Kevin George, Unilever’s director of marketing for U.S. deodorants, describes Axe the following way. “Girls want guys to smell clean and be groomed. The point is [guys] feel more confident. Axe provides them with the confidence to go out and ask a girl for her phone number, to get those digits.”
Sounds harmless enough, right? Wrong. Axe advertisements push the limits. The message they communicate is much more than “Axe will give you confidence.” Rather, the message communicated to young men through their ads is “Axe will give you sex.” They have cashed into the statement “sex sells” and won over a captivated teenage audience.
“I was watching the commercial, and there was this guy and he was mobbed by a bunch of girls and I thought, ‘Wow, that’s tight!’ So I went to CVS and bought it,” said Asean Townsend, a twelve-year-old boy who saw an Axe commercial.
It is important that we understand why Axe and similar body sprays are so popular. We also need to be aware of the effects of Axe’s marketing. This type of sexualized advertising fuels lustful fantasies among young men and encourages sexual behavior. It serves as a gateway to further involvement in pornography. Furthermore, through this type of advertising, women are reduced to objects of sexual gratification.
As with most issues in our present day culture, we must be willing to talk to the young people in our sphere of influence about things seemingly as trivial as Axe body spray. Not every young man who wears Axe is doing so because he thinks it will attract droves of women, so we must not make assumptions. However, we can start conversations about it. Ask your sons, the guys in your youth group, or other young men you know what they think of Axe commercials. Chances are they will have something to say. Then have a conversation with them about what the advertisement portrays and whether it is right or wrong.
Another way we can take action is by not buying Axe products. When we buy their products, we tell the company and the world that we agree with their method of advertising.
Regarding Axe body spray, along with all advertisements and products, it is important that we are aware of what we buy and why. Because culture today is at such odds with Judeo-Christian values, it is more critical than ever that we do not simply buy into everything we see. We also need to encourage our young people to think about their choices, even when it comes to what they purchase.
Sources: Washingtonpost.com, Revenews.com, Cpyu.org, Axeeffect.com
http://powerhouse-ministry.org/battlecry_sexsells.aspx
Young men buy Axe to smell good and attract women.
Middle and high school boys across the nation have discovered “The Axe Effect.” Drawing them in with advertisements full of sexual innuendo and promises to seduce the ladies, Axe has quickly become the top selling male deodorant body spray.
Why has Axe become so popular? How has a product like male deodorant become a type of culture icon? The answer is simple and lies in the method of their advertising campaign. The message of Axe is this: wear Axe, get the ladies.
In television ads, guys who wear Axe are shown being attacked by multiple women. One of the slogans for their shower gel campaign is “How Dirty Boys Get Clean.” Another ad shows an empty shower with a sign that reads, “Occupancy by more than five persons is dangerous and unlawful.” One of Axe’s tag lines reads: It can happen anywhere. The Axe Effect.
The website is full of advertisements similar to those broadcasted on television and featured in magazines. Axe’s site details how the product works and gives this definition of the Axe Effect: “The internationally recognized name for the increased attention Axe-wearing males receive from eager, and attractive, female pursuers.” Above this definition, a guy is shown spraying Axe on his chest and underarms. The next picture is this same guy with a female on either side.
The website also has a Vixens game that features “naughty supermodels.” The Axe Unlimited site contains the game Mojo Master, self-described as the “fantasy game of seduction, where players are let loose in a fantasy world.”
This type of advertising has made Axe ragingly popular among young males. It plays on the insecurities young men have when it comes to women and promises to give them confidence and make their fantasies reality.
Unilever, the same company that produces everything from Hellman’s mayonnaise to Surf laundry detergent, first launched Axe body spray in France in 1983. In 2002, Axe was introduced in the United States. Since the initial introduction in the States, Axe’s presence has become unavoidable. More than just a deodorant, Axe also serves as a body spray. It is meant to be sprayed all over the body, not just the underarms.
Kevin George, Unilever’s director of marketing for U.S. deodorants, describes Axe the following way. “Girls want guys to smell clean and be groomed. The point is [guys] feel more confident. Axe provides them with the confidence to go out and ask a girl for her phone number, to get those digits.”
Sounds harmless enough, right? Wrong. Axe advertisements push the limits. The message they communicate is much more than “Axe will give you confidence.” Rather, the message communicated to young men through their ads is “Axe will give you sex.” They have cashed into the statement “sex sells” and won over a captivated teenage audience.
“I was watching the commercial, and there was this guy and he was mobbed by a bunch of girls and I thought, ‘Wow, that’s tight!’ So I went to CVS and bought it,” said Asean Townsend, a twelve-year-old boy who saw an Axe commercial.
It is important that we understand why Axe and similar body sprays are so popular. We also need to be aware of the effects of Axe’s marketing. This type of sexualized advertising fuels lustful fantasies among young men and encourages sexual behavior. It serves as a gateway to further involvement in pornography. Furthermore, through this type of advertising, women are reduced to objects of sexual gratification.
As with most issues in our present day culture, we must be willing to talk to the young people in our sphere of influence about things seemingly as trivial as Axe body spray. Not every young man who wears Axe is doing so because he thinks it will attract droves of women, so we must not make assumptions. However, we can start conversations about it. Ask your sons, the guys in your youth group, or other young men you know what they think of Axe commercials. Chances are they will have something to say. Then have a conversation with them about what the advertisement portrays and whether it is right or wrong.
Another way we can take action is by not buying Axe products. When we buy their products, we tell the company and the world that we agree with their method of advertising.
Regarding Axe body spray, along with all advertisements and products, it is important that we are aware of what we buy and why. Because culture today is at such odds with Judeo-Christian values, it is more critical than ever that we do not simply buy into everything we see. We also need to encourage our young people to think about their choices, even when it comes to what they purchase.
Sources: Washingtonpost.com, Revenews.com, Cpyu.org, Axeeffect.com
http://powerhouse-ministry.org/battlecry_sexsells.aspx
Health Issues regarding to deodorants
Health Issues
Deodorants use a large number of chemicals in their ingrediets, these include: Aluminium Chlorohydrate and Aluminium Zirconium as well as, in some cases, parabens. Once these chemicals are absorbed through the skin they enter the bloodstream and circulate around the body, entering major organs such as the liver and kidneys as well as the brain.
Some of these chemicals have been linked to various conditions - some serious, including breast cancer. Many women, in particular, have become more concerned about chemicals in deodorants especially given the underarm's proximity to sensitive breast tissue. So, on health grounds, doing away with these deodorants that contain chemical cocktails is certainly a good idea.
Natural Deodorants
One of the most natural alternatives are crystal deodorants. These work by preventing the build up of odour causing bacteria on the skin. Applying the natural deodorant leaves a layer of natural crystal salts on your skin and these salts provide a hostile environment to bacteria. The salts inhibit the bacteria’s ability to live and multiply. No bacteria equals no body odour and the natural crystal salts have none of the nasty pore clogging side-effects caused by the majority of deodorants and antiperspirants. This means that the body’s cooling process can work effectively and the elimination of toxins by the normal perspiring process can take place too.
Originally, natural crystal deodorants were available in just one form – a stick of crystal, which needs to be moistened before use so that the natural salts are deposited effectively on the skin. However there are now other products that include body sprays.
These body sprays, like the one from Alvin Connor, are made using a blend of naturally occurring deodorising crystal salts and plant extracts. By simply adding water to the bottle the natural deodorant body spray is created. The bottle can be refilled over and over again until all of the salts have dissolved, making it a very cost-effective and environmentally friendly product too.
Natural Crystal Deodorants are now becoming increasingly popular as a safe, healthy alternative to mainstream deodorants and antiperspirants, so maybe it’s time that you tried them out? Our Alvin Connor range of natural deodorant products includes the original body stick, the body spray and a deodorant foot powder that can be used directly in your footwear to help keep your feet odour free too.
http://www.veganhealthandbeauty.com/articledetail.asp?ArticleRef=6
Serious Fatality
DERBY , England, Nov. 20 (UPI) -- A coroner has testified that a 12-year-old boy died in the British city of Nottingham after using too much deodorant.
Consultant pathologist Dr. Andrew Hitchcock told Derby Coroner's Court this week his postmortem examination of Daniel Hurley's body found the boy had suffered a cardiac arrhythmia after using too much of the spray deodorant, The Sun said Thursday.
On January 12, 2008 a 12 year old boy in Derbyshire, England died in a hospital five days after collapsing at his home. The medical coroner ruled that he had suffered from cardiac arrhythmia and died from heart failure as a result of using Lynx. Teens also began using the body spray as small makeshift flame throwers due to its high alcohol content. Videos on social networking sites depicted teens lighting themselves on fire. The trend resulted in multiple injuries. In response to the possible safety concerns,[citation needed] the company created two ads, one against the use of Axe as an inhalant, and the other warning of its flammability.
www.city-data.com
Deodorants use a large number of chemicals in their ingrediets, these include: Aluminium Chlorohydrate and Aluminium Zirconium as well as, in some cases, parabens. Once these chemicals are absorbed through the skin they enter the bloodstream and circulate around the body, entering major organs such as the liver and kidneys as well as the brain.
Some of these chemicals have been linked to various conditions - some serious, including breast cancer. Many women, in particular, have become more concerned about chemicals in deodorants especially given the underarm's proximity to sensitive breast tissue. So, on health grounds, doing away with these deodorants that contain chemical cocktails is certainly a good idea.
Natural Deodorants
One of the most natural alternatives are crystal deodorants. These work by preventing the build up of odour causing bacteria on the skin. Applying the natural deodorant leaves a layer of natural crystal salts on your skin and these salts provide a hostile environment to bacteria. The salts inhibit the bacteria’s ability to live and multiply. No bacteria equals no body odour and the natural crystal salts have none of the nasty pore clogging side-effects caused by the majority of deodorants and antiperspirants. This means that the body’s cooling process can work effectively and the elimination of toxins by the normal perspiring process can take place too.
Originally, natural crystal deodorants were available in just one form – a stick of crystal, which needs to be moistened before use so that the natural salts are deposited effectively on the skin. However there are now other products that include body sprays.
These body sprays, like the one from Alvin Connor, are made using a blend of naturally occurring deodorising crystal salts and plant extracts. By simply adding water to the bottle the natural deodorant body spray is created. The bottle can be refilled over and over again until all of the salts have dissolved, making it a very cost-effective and environmentally friendly product too.
Natural Crystal Deodorants are now becoming increasingly popular as a safe, healthy alternative to mainstream deodorants and antiperspirants, so maybe it’s time that you tried them out? Our Alvin Connor range of natural deodorant products includes the original body stick, the body spray and a deodorant foot powder that can be used directly in your footwear to help keep your feet odour free too.
http://www.veganhealthandbeauty.com/articledetail.asp?ArticleRef=6
Serious Fatality
DERBY , England, Nov. 20 (UPI) -- A coroner has testified that a 12-year-old boy died in the British city of Nottingham after using too much deodorant.
Consultant pathologist Dr. Andrew Hitchcock told Derby Coroner's Court this week his postmortem examination of Daniel Hurley's body found the boy had suffered a cardiac arrhythmia after using too much of the spray deodorant, The Sun said Thursday.
On January 12, 2008 a 12 year old boy in Derbyshire, England died in a hospital five days after collapsing at his home. The medical coroner ruled that he had suffered from cardiac arrhythmia and died from heart failure as a result of using Lynx. Teens also began using the body spray as small makeshift flame throwers due to its high alcohol content. Videos on social networking sites depicted teens lighting themselves on fire. The trend resulted in multiple injuries. In response to the possible safety concerns,[citation needed] the company created two ads, one against the use of Axe as an inhalant, and the other warning of its flammability.
www.city-data.com
The first deodorant: MUM
The first deodorant:
The original formulation for Mum deodorant was invented in 1888, by an unknown inventor from Philadelphia. Generally recognized as being the first ever commercial product to prevent odor, the inventor promptly trademarked his invention and distributed it through his nurse under the name of Mum, which actually stands for “Morning Until Midnight”. The deodorant was in the form of a cream applied by the finger. This original Mum cream is still available today, in the exact same formulation and is still used by its loyal users.
Ban Roll-On Deodorant
In the late 1940s, Helen Barnett Diserens joined the Mum production team. A suggestion by a colleague inspired Helen to develop an underarm deodorant based on the same principle as a newfangled invention called the ballpoint pen. This new type of deodorant applicator was tested in the USA in 1952, and marketed under the name of Ban Roll-On.
Anti-Perspirant
The first anti-perspirant aerosol deodorant was launched in 1965.
Mum product range
Mum Deodorant:
Water Lily
Rose
Fresh Peach
Sport
Fragrance Free
Mum for Men Deodorant
Mum 21 Deodorant:
Secret Rose
Parisienne Petals
Eastern Promise
Musk Mystery
Chase Deodorant :
Fresh
Cool
Original
Active
Sport
Sheen Strate :
Hair straightner range
Go Black:
For shiny, pitch black hair, Go Black Crème Colour Shampoo and Go Black Hair Dye.
http://inventors.about.com/od/dstartinventions/a/deodorants.htm]
History of Deodorant
Body Odur has also been around and so have attempts to disquise it...
The early Egyptians recommended having a scented bath with an underarm application of perfumed oils. They developed special citrus and cinnamon preparations that would not turn rancid in the heat and render them offensive.
Through experimentation, they discovered that the removal of underarm hair diminished body odour.
Both the Greeks and Romans derived their deodorants from Egyptian formulas. Through history, aside from regular washing, the only effective deodorant was perfume.
The link between sweat and odour was to be more understood in the 19th century. Scientists learnt that two glands produce human sweat. The first, apocrine, exist over the entire body at birth, giving babies their distinctive scent.
http://www.nzgirl.co.nz/articles/1079
Basic History
Products to control body odor and wetness have been used for centuries. Before bathing became commonplace, people used heavy colognes to mask body odor. In the late nineteenth century, chemists developed products that were able to prevent the formation of these odors. Early antiperspirants were pastes that were applied to the underarm area; the first such product to be trademarked in the United States was Mum in 1888. It was a waxy cream that was difficult to apply and extremely messy. A few years later, Everdry, the first antiperspirant to use aluminum chloride was developed. Within 15 years, a variety of products were marketed in a number of different forms including creams, solids, pads, dabbers, roll-ons, and powders.
In the late 1950s, manufacturers began using aerosol technology to dispense personal care products such as perfumes and shaving creams. In the early 1960s, Gillette introduced Right Guard, the first aerosol antiperspirant. Aerosols became a popular way to dispense antiperspirants because they allowed the user to apply without having to touch the underarm area. By 1967, half the antiperspirants sold in the United States were in aerosol form, and by the early 1970s, they accounted for 82% of all sales.
Read more: http://www.madehow.com/Volume-5/Antiperspirant-Deodorant-Stick.html#ixzz0V2UvhZUo
Safety Implications
Later that decade two technical issues arose which greatly impacted the popularity of these products. First, in 1977, the Food and Drug Administration (FDA) banned the primary active ingredient used in aerosols, aluminum zirconium complexes,
Due to concerns about long term inhalation safety. (This ingredient remains safe for use in stick form.) Next, the Environmental Protection Agency (EPA) strictly limited the use of chlorofluorocarbon (CFC) propellants used in aerosols due to growing concerns that these gases may contribute to the depletion of the ozone layer. CFCs were preferred as propellants for antiperspirants because they gave a soft dry spray. Although the industry reformulated their products to be safe and efficacious, it was too late. Consumers had lost confidence in aerosol antiperspirants. By 1977, sales of the reformulated versions dropped to only 50% of the market, and by 1982, they dipped below 32%. While some brands still offer antiperspirants in aerosol form, today these account for a very small percentage of the total market.
As the popularity of aerosols waned, antiperspirants in stick form became increasingly popular. In 1974, sticks held only about 4% of the market and they were considered to be wet and aesthetically unpleasing. Such products were generally associated with deodorants for men. Because of breakthroughs in ingredient technology that allowed for drier, more efficacious products, sticks gained acceptance between 1974-1978. Consumers embraced sticks as an alternative to aerosols and their market share swelled to over 35% by the mid 1980s. Today, sticks are the single most popular antiperspirant form.
Safety testing guidelines are recommended by the Cosmetics, Toiletries, and Fragrance Association (CTFA), the primary trade organization for the cosmetic industry. While these guidelines are not absolute rules, they do give manufacturers an indication of the minimal level of testing that should be done to ensure their products are safe. These tests include evaluation of the irritation potential (for skin and eyes), contact sensitization (where contact with the product can result in a chemical delayed reaction), photodermatitis (where light interacts with the product to cause a reaction), as well as toxicity (both ingested and inhaled.)
Deodorant Vs Antiperspirant
Deodorant and antiperspirant - the difference
There is a difference between the two, although many products combine the features, which just means additional ingredients. Antiperspirants reduce or eliminate sweating while deodorants mask or mitigate odors generated when we sweat.
Read more: http://www.madehow.com/Volume-5/Antiperspirant-Deodorant-Stick.html#ixzz0V2VY0GTY
The early Egyptians recommended having a scented bath with an underarm application of perfumed oils. They developed special citrus and cinnamon preparations that would not turn rancid in the heat and render them offensive.
Through experimentation, they discovered that the removal of underarm hair diminished body odour.
Both the Greeks and Romans derived their deodorants from Egyptian formulas. Through history, aside from regular washing, the only effective deodorant was perfume.
The link between sweat and odour was to be more understood in the 19th century. Scientists learnt that two glands produce human sweat. The first, apocrine, exist over the entire body at birth, giving babies their distinctive scent.
http://www.nzgirl.co.nz/articles/1079
Basic History
Products to control body odor and wetness have been used for centuries. Before bathing became commonplace, people used heavy colognes to mask body odor. In the late nineteenth century, chemists developed products that were able to prevent the formation of these odors. Early antiperspirants were pastes that were applied to the underarm area; the first such product to be trademarked in the United States was Mum in 1888. It was a waxy cream that was difficult to apply and extremely messy. A few years later, Everdry, the first antiperspirant to use aluminum chloride was developed. Within 15 years, a variety of products were marketed in a number of different forms including creams, solids, pads, dabbers, roll-ons, and powders.
In the late 1950s, manufacturers began using aerosol technology to dispense personal care products such as perfumes and shaving creams. In the early 1960s, Gillette introduced Right Guard, the first aerosol antiperspirant. Aerosols became a popular way to dispense antiperspirants because they allowed the user to apply without having to touch the underarm area. By 1967, half the antiperspirants sold in the United States were in aerosol form, and by the early 1970s, they accounted for 82% of all sales.
Read more: http://www.madehow.com/Volume-5/Antiperspirant-Deodorant-Stick.html#ixzz0V2UvhZUo
Safety Implications
Later that decade two technical issues arose which greatly impacted the popularity of these products. First, in 1977, the Food and Drug Administration (FDA) banned the primary active ingredient used in aerosols, aluminum zirconium complexes,
Due to concerns about long term inhalation safety. (This ingredient remains safe for use in stick form.) Next, the Environmental Protection Agency (EPA) strictly limited the use of chlorofluorocarbon (CFC) propellants used in aerosols due to growing concerns that these gases may contribute to the depletion of the ozone layer. CFCs were preferred as propellants for antiperspirants because they gave a soft dry spray. Although the industry reformulated their products to be safe and efficacious, it was too late. Consumers had lost confidence in aerosol antiperspirants. By 1977, sales of the reformulated versions dropped to only 50% of the market, and by 1982, they dipped below 32%. While some brands still offer antiperspirants in aerosol form, today these account for a very small percentage of the total market.
As the popularity of aerosols waned, antiperspirants in stick form became increasingly popular. In 1974, sticks held only about 4% of the market and they were considered to be wet and aesthetically unpleasing. Such products were generally associated with deodorants for men. Because of breakthroughs in ingredient technology that allowed for drier, more efficacious products, sticks gained acceptance between 1974-1978. Consumers embraced sticks as an alternative to aerosols and their market share swelled to over 35% by the mid 1980s. Today, sticks are the single most popular antiperspirant form.
Safety testing guidelines are recommended by the Cosmetics, Toiletries, and Fragrance Association (CTFA), the primary trade organization for the cosmetic industry. While these guidelines are not absolute rules, they do give manufacturers an indication of the minimal level of testing that should be done to ensure their products are safe. These tests include evaluation of the irritation potential (for skin and eyes), contact sensitization (where contact with the product can result in a chemical delayed reaction), photodermatitis (where light interacts with the product to cause a reaction), as well as toxicity (both ingested and inhaled.)
Deodorant Vs Antiperspirant
Deodorant and antiperspirant - the difference
There is a difference between the two, although many products combine the features, which just means additional ingredients. Antiperspirants reduce or eliminate sweating while deodorants mask or mitigate odors generated when we sweat.
Read more: http://www.madehow.com/Volume-5/Antiperspirant-Deodorant-Stick.html#ixzz0V2VY0GTY
Personal Care Market
British Lifestyles 2009 - Consumer Choices in a Fear-led Economy - UK - April 2009
previous section next section ContentsIssues in the MarketFuture OpportunitiesBritain Today – DemographicsBritain Today – Economic factorsExpenditure OverviewIn-home FoodNon-alcoholic BeveragesAlcoholic Drinks* Beauty and Personal CareClothing and AdornmentEating OutTechnology and CommunicationsEntertainmentNews, Print and TobaccoHome and GardenPersonal TransportHousingHolidays and TravelPersonal FinanceA Miscellany – The Remaining SpendThe Consumer Angle – What Worries Us?The Consumer Angle – Economic Confidence LostThe Consumer Angle – The Impact of the CrunchThe Consumer Angle – News Push or Fact PullMarket Sizes AppendixAppendix – The Consumer Angle: What Worries Us?Appendix – The Consumer Angle: Economic Confidence LostAppendix – The Consumer Angle: The Impact of the CrunchThe Appendix – The Consumer Angle: News Push or Fact Pull
Beauty and Personal CareOTC Pharmaceuticals
bookmark | export Market size and trends
The typical adult in the UK spends £59 per year on OTC medicines, with the total market valued at an estimated £3.0 billion in 2008.
The market has seen sustained annual value growth over the past ten years, based on the growing interest among consumers to self-medicate.
Figure 62: OTC pharmaceutical product sales value, by sub-sector, 2008
Source: Mintel Market Size Database
Figure 63: Trends in sales of OTC pharmaceutical products, at current prices, 1998-2008
Source: Mintel Market Size Database
In an increasingly individualistic society, consumers have been eager to self-treat and self-control the symptoms and causes of their minor illnesses and ailments. A sign of this growing self-help is the explosion of websites aiding with diagnosis, health and wellbeing.
In this environment, medicines are increasingly being purchased under the supervision of the pharmacist rather than the doctor, a trend encouraged by pressure on doctor’s time and Government liberalisation of the OTC medicines market, including the end of retail price maintenance.
On the plus side, liberalisation has lowered the cost of many OTC medicines as own-label and generic products have come onto the market.
On the downside, the growth of the internet means that consumers can increasingly source medicines from around the world without the checks and balances of product authenticity and purity guaranteed if purchased in a UK retail outlet.
The sectors most influenced by the above trends have been the minor ailment remedies sector and the analgesics sector.
See Also
Cold and Flu Remedies - UK
Analgesics - UKbookmark | export From the pharmacists to the grocer
The major supermarkets are playing a growing role in this market, both as retailers of standard products like vitamins and cough and cold remedies, but also as pharmacists. Many of the larger outlets feature their own in-store pharmacies.
This has made the purchase of OTC pharmaceuticals increasingly part of the normal weekly shop and has also forced prices down through bulk buying and the introduction of own-label products.
See Also
Minor Ailment Remedies - UKbookmark | export Can’t wait, wont wait
Reflecting increasingly busy and pressured lives, one of the key drivers of the growth in OTC products is the consumer’s impatience with waiting for an appointment to see a doctor or having to wait in a doctor’s surgery. Many would rather self-diagnose, self-treat and leave a visit to the doctor as a last resort.
At the same time, this attitude is driving the growth of premium and fast-acting medicines: analgesics, for example, have seen the introduction of fast-acting, long-lasting relief and maximum-strength options.
bookmark | export Health not medication
Many adults are looking at their overall health rather than at their illnesses or ailments. This has opened up new areas of the OTC market, including alternative medicines, vitamins and dietary supplements and anti-smoking aids. The focus is shifting towards prevention rather than cure.
bookmark | export Looking for alternatives
Many people rely on mainstream OTC medicine when they want to treat or diagnose a common illness, while turning to alternatives for what they believe to be health-enhancing measures. The focus is on general health as well as treatment for a specific problem. For growing numbers of adults, alternatives are used in conjunction with conventional medicines, rather than as alternatives.
Adults using alternative medicine tend to be better educated and affluent than other adults or are in poor health. Many choose alternatives not because they feel they are better than conventional medicine, but out of lifestyle choices and their own beliefs.
Alternative medicines have grown rapidly in the last five years, driven by wider availability of products, the emergence of major brands and a broadening of the distribution base.
See Also
Complementary Medicines - UKbookmark | export Giving up the weed
Reflecting the health concerns of adults and growing anti-smoking campaigns of the Government, smoking cessation aids have been the fastest-growing sector of the market for the past ten years. Again, consumers are seeking to adjust their lifestyle to improve their general health through preventing the illnesses that smoking brings with it.
bookmark | export Getting the diet right
Vitamins and dietary supplements are an important sector of the OTC market, although sales have been relatively flat for the past ten years. There has been some undermining of their position by increasing sales of enriched and functional foods and some adverse media coverage. In addition, specialist stores like Holland and Barrett and the movement of the large supermarkets into the market have kept prices in check.
bookmark | export From self treatment to self-diagnosis
The desire of consumers to self-treat has resulted in the development of a small but relatively fast-growing sector of self-diagnostics. This includes tests, and kits that confirm ailments or conditions such as pregnancy and fertility tests account for the largest share, but other external factors are also accelerating growth.
The growth of this sector confirms both the consumer’s desire to go it alone and also the focus on general health and wellbeing. Rising concerns with conditions such as obesity and diabetes are also promoting a greater sense of health awareness. As a result, a slew of products are now available which were once the preserve of the doctor’s surgery. Blood glucose, blood pressure and body fat can all be monitored at home, while products such as pedometers, which measure activity levels, are coming to market.
See Also
Self-Diagnostics - UKPersonal care
bookmark | export Market size and trends
The market for personal care and toiletries was worth £7.8 billion in 2008, with sales having grown by 51% over the past ten years.
The typical adult in the UK spends £153 on personal care products per year, or in the region of £3 per week.
Figure 64: Personal care sales value, by sub-sector, 2008
Source: Mintel Market Size Database
This category consists of a wide range of sub-markets which can be split into two broad areas: individual use (or ‘for me only’) products such as skincare, cosmetics and fragrances and household use products, such as mainstream toiletries like oral care and hair care.
As consumers take more interest in their personal appearance, especially with regards to looking younger, so ‘for me only’ products have tended to grow strongly in recent years. Increasingly, leading-edge products in this sector are seeking to position themselves as surrogate cosmetic intervention products.
bookmark | export
Figure 65: Trends in sales of personal care products, at current prices, 1998, 2003 and 2008
Source: Mintel Market Size Database
Like in many other consumer markets, consumers are looking for products that are “natural” or wholesome in some respects, leading to growing demand for organic and biologically pure products.
At the same time, products that are overtly non-natural but which espouse scientific claims are also growing in demand.
While premiumisation is a feature of this market, as in others, consumers are increasingly judging products on efficacy rather than brand name or price point. This is being helped by TV shows which provide comparisons of products and often show that mass-market products are as good as, if not sometimes better, than their premium-priced counterparts.
bookmark | export Keeping up appearances
Products designed to improve an individual’s appearance are the prime growth sectors of the personal care market. Women’s bodycare products, make-up, hair removal products and facial skincare products have been the fastest-growing sectors over the past decade.
bookmark | export Giving nature a little help
In many sectors of the personal care market, it is no longer enough to allow a person to make the best of what physical attributes they have; rather the aim is to give that person a little more to work with.
Anti-ageing products, for example, are a prime growth area of skincare, reflecting the growing cult of youth in the UK and the ageing of the population: mature rather than younger women now have the spending power in this market. Recent innovations include convergent skincare treatments such as cosmeceuticals.
Similarly, traditional cleanse, tone and moisturise products have been supplemented with products for specific skin conditions, different parts of the face and times of the day.
The bodycare market is seeing similar trends, with consumers demanding products that do for the body what is already being done for the face.
The make up market is also influenced by similar development, with most growth coming from new product innovation, which is encouraging women to move upmarket and buy premium formulations that borrow skincare technologies to provide value-added benefits.
The focus on turning back the clock and returning the body to a previous state has even migrated to one of the most stable and mature sectors of the market: oral hygiene. Premium products, including whitening toothpastes and toothbrushes with tongue cleaners, are helping to sustain value growth in a mature market.
See Also
Facial Skincare - UKbookmark | export Haircare: A mature sector, but fashion influenced
Haircare is one of the most mature sectors of the market and the largest. This market is not seeing the product innovation of other sectors yet it is growing relatively strongly, with growth coming from dynamic sub-sectors like hair colourants, which are strongly influenced by changing fashions.
More stable sub-sectors like shampoos and conditioners are generating growth mainly by encouraging consumers to trade up. The bulk of these markets are highly competitive, which is keeping value sales growth down.
See Also
Shampoos and Conditioners - UKbookmark | export Where women lead, men follow slowly
Men are becoming increasingly focused on their appearance, with sales of grooming products growing relatively quickly over the past five years. This is also a market that offers ample potential for growth given that while many, often older, men remain reluctant to groom, the resistance to grooming is weakening.
See Also
Men's Toiletries - UKbookmark | export Fragrances: A greater range of influences
Women’s fragrances have grown slightly slower than the rest of the personal care sector and the current economic situation could be difficult for the premium brands.
However, manufacturer are constantly seeking to enliven the sector with new smells and some are predicting that 2009/2010 will see tones that affect the fashion and home industries trickling down to cosmetics and other beauty items, too.
bookmark | export Forecast
Note that OTC pharmaceutical goods are not included in the column for total personal care sales.
Figure 66: Personal care and otc pharmaceuticals market, at current prices, 2004-14
Toiletries & fragrances (1) Cosmetics(2) Haircare Skincare (3) Other cosmetics(4) Total personal care OTC pharmaceuticals
£m £m £m £m £m £m £m
2004 2,108 1,362 1,185 987 976 6,618 2,608
2005 2,197 1,446 1,191 1,041 1,005 6,880 2,720
2006 2,277 1,527 1,214 1,103 1,038 7,159 2,786
2007 2,353 1,658 1,227 1,171 1,072 7,481 2,900
2008 2,415 1,769 1,249 1,229 1,113 7,775 3,004
2009 2,385 1,806 1,251 1,242 1,134 7,818 3,015
2010 2,419 1,841 1,271 1,271 1,135 7,936 3,079
2011 2,479 1,915 1,302 1,325 1,145 8,166 3,187
2012 2,551 2,006 1,333 1,390 1,160 8,440 3,318
2013 2,615 2,091 1,364 1,452 1,175 8,697 3,441
2014 2,684 2,177 1,387 1,515 1,192 8,955 3,570
download into spreadsheet | create new graph
Source: Mintel Market Size Database
Figure 67: Personal care and otc pharmaceuticals market, at 2009 prices, 2004-14
Toiletries & fragrances (1) Cosmetics (2) Haircare Skincare (3) Other cosmetics (4) Total personal care OTC pharmaceuticals
£m £m £m £m £m £m £m
2004 2,261 1,461 1,271 1,058 1,047 7,098 2,797
2005 2,342 1,542 1,269 1,110 1,072 7,334 2,900
2006 2,396 1,607 1,278 1,161 1,092 7,534 2,931
2007 2,444 1,722 1,275 1,217 1,114 7,772 3,013
2008 2,458 1,801 1,271 1,251 1,133 7,914 3,058
2009 2,385 1,806 1,251 1,242 1,134 7,818 3,015
2010 2,383 1,814 1,253 1,252 1,118 7,819 3,033
2011 2,419 1,868 1,270 1,292 1,117 7,966 3,109
2012 2,439 1,919 1,275 1,329 1,109 8,072 3,173
2013 2,471 1,976 1,289 1,372 1,111 8,219 3,252
2014 2,499 2,027 1,291 1,410 1,110 8,337 3,324
download into spreadsheet | create new graph
Source: Mintel Market Size Database
The value of the personal care market is expected to continue to rise, growing by 7% in the next five years in real terms.
This is less than the rate experienced in the previous five years (10%).
With consumer incomes squeezed and fewer people likely to be both working and/or going out for entertainment in the evening, sales of most products associated with appearance will see slower growth in the next few years.
bookmark | export A bright future for OTC medicine prospects
In contrast, sales of OTC pharmaceuticals will increase in real terms in the next five years compared to the previous five as consumer continue the trend towards self-medication.
Moreover, in a recession, fewer people will be willing to take time off work due to sickness, which may increase demand for flu remedies etc.
Changing consumer lifestyles and the ageing of the population look set to ensure long-term growth in this market.
As the pharmacist, under the influence of Government policy and because of consumer demands, takes a growing role in healthcare, sales of OTC products should continue to grow.
Moreover, traditionally demand is driven by the incidence of ailments and so less influenced by economic trends.
Of course, the growing focus on prevention rather than treatment means that the market is more vulnerable today to economic recession than it was in the past. However, over the longer run, this will see the market widen, ensuring a constant cycle of product innovation as consumers look for convenience, efficacy and added value. Convenience, premiumisation and maximum-strength formulae continue to provide the innovation platform for market growth.
bookmark | export Personal care: Age the driver
As the population of the UK ages, it can be expected that sales of products designed to turn back the clock will grow strongly.
No doubt in today’s economic environment, many would-be cosmetic surgery patients might opt for a cheaper, non-surgical alternative to the knife in order to look younger, potentially boosting sales of personal care products.
Products sold on the basis of their naturalness or purity will become more important, although as consumers become more discerning, greater focus will be paid to exactly what the label “natural” means. Like health foods, manufacturers may increasingly have to justify their claims.
bookmark | export Factors used in forecast
Toiletries & fragrances: ABC1s, consumer expenditure
Haircare: ABC1s, 15-44s
Cosmetics: Women aged 20-44, PDI
Skincare: Women aged 20-44, PDI
Other cosmetics: PDI
OTC Pharmaceuticals: PDI, ABC1s
Consumer insight
bookmark | export Skincare, sex and age
Common themes in much of the OTC pharmaceuticals and the personal care markets are the impact of age and gender on usage. This is borne out in research into the skincare market.
Mintel research shows that as people age, they accumulate more skincare concerns, such as fine lines, wrinkles, poor skin tone and texture, etc. This is especially true of the ABC1 third age group, who can probably afford to invest in more expensive skincare items, hence the growing role for anti-ageing products.
Confirming the female bias in the personal care market, men have fewer skincare concerns then women. Three in four men have no facial skincare concerns at all, according to research conducted for Mintel’s report Facial Skincare – UK, June 2008. The same research showed that the average male user of facial skincare has 1.5 concerns when it comes to facial skincare.
bookmark | export Skincare typologies
Skincare typologies show clearly the impact of age and sex on attitudes in the personal care market. Skincare users can be segmented into four buying groups:
Skin Carers (33% of facial skincare users aged 16+): Their main consideration when buying facial skincare is that it won’t irritate skin. Skin Carers tend to be under-25s who have yet to experience anti-ageing concerns. They are most likely to be C1 socio-economic group and tend to have annual incomes of less than £15,500.
Science Seekers (9% of facial skincare users aged 16+): These are mainly interested in product claims and tackling specific problems. Four fifths of these buy skincare with ingredients that address specific issues. These adults are mainly aged 25-34 and 55-64: anti-ageing (both preventative and reactive) is a key concern for these two age groups, and they are typically ABs.
Green and Ethical Explorers (28% of facial skincare users aged 16+): Consumers in this group are most likely to seek out natural ingredients, and make considered decisions when purchasing facial skincare products. They are also the most likely to prefer fragrance-free facial skincare, perhaps believing it to be purer or more natural in formulation. They tend to be older (aged 65+) and retired, and probably take a broad interest in green/ethical issues.
Ingredient Ignorers (30% of facial skincare users aged 16+): These are the least concerned over ingredients and are typically male.
previous section next section ContentsIssues in the MarketFuture OpportunitiesBritain Today – DemographicsBritain Today – Economic factorsExpenditure OverviewIn-home FoodNon-alcoholic BeveragesAlcoholic Drinks* Beauty and Personal CareClothing and AdornmentEating OutTechnology and CommunicationsEntertainmentNews, Print and TobaccoHome and GardenPersonal TransportHousingHolidays and TravelPersonal FinanceA Miscellany – The Remaining SpendThe Consumer Angle – What Worries Us?The Consumer Angle – Economic Confidence LostThe Consumer Angle – The Impact of the CrunchThe Consumer Angle – News Push or Fact PullMarket Sizes AppendixAppendix – The Consumer Angle: What Worries Us?Appendix – The Consumer Angle: Economic Confidence LostAppendix – The Consumer Angle: The Impact of the CrunchThe Appendix – The Consumer Angle: News Push or Fact Pull
Beauty and Personal CareOTC Pharmaceuticals
bookmark | export Market size and trends
The typical adult in the UK spends £59 per year on OTC medicines, with the total market valued at an estimated £3.0 billion in 2008.
The market has seen sustained annual value growth over the past ten years, based on the growing interest among consumers to self-medicate.
Figure 62: OTC pharmaceutical product sales value, by sub-sector, 2008
Source: Mintel Market Size Database
Figure 63: Trends in sales of OTC pharmaceutical products, at current prices, 1998-2008
Source: Mintel Market Size Database
In an increasingly individualistic society, consumers have been eager to self-treat and self-control the symptoms and causes of their minor illnesses and ailments. A sign of this growing self-help is the explosion of websites aiding with diagnosis, health and wellbeing.
In this environment, medicines are increasingly being purchased under the supervision of the pharmacist rather than the doctor, a trend encouraged by pressure on doctor’s time and Government liberalisation of the OTC medicines market, including the end of retail price maintenance.
On the plus side, liberalisation has lowered the cost of many OTC medicines as own-label and generic products have come onto the market.
On the downside, the growth of the internet means that consumers can increasingly source medicines from around the world without the checks and balances of product authenticity and purity guaranteed if purchased in a UK retail outlet.
The sectors most influenced by the above trends have been the minor ailment remedies sector and the analgesics sector.
See Also
Cold and Flu Remedies - UK
Analgesics - UKbookmark | export From the pharmacists to the grocer
The major supermarkets are playing a growing role in this market, both as retailers of standard products like vitamins and cough and cold remedies, but also as pharmacists. Many of the larger outlets feature their own in-store pharmacies.
This has made the purchase of OTC pharmaceuticals increasingly part of the normal weekly shop and has also forced prices down through bulk buying and the introduction of own-label products.
See Also
Minor Ailment Remedies - UKbookmark | export Can’t wait, wont wait
Reflecting increasingly busy and pressured lives, one of the key drivers of the growth in OTC products is the consumer’s impatience with waiting for an appointment to see a doctor or having to wait in a doctor’s surgery. Many would rather self-diagnose, self-treat and leave a visit to the doctor as a last resort.
At the same time, this attitude is driving the growth of premium and fast-acting medicines: analgesics, for example, have seen the introduction of fast-acting, long-lasting relief and maximum-strength options.
bookmark | export Health not medication
Many adults are looking at their overall health rather than at their illnesses or ailments. This has opened up new areas of the OTC market, including alternative medicines, vitamins and dietary supplements and anti-smoking aids. The focus is shifting towards prevention rather than cure.
bookmark | export Looking for alternatives
Many people rely on mainstream OTC medicine when they want to treat or diagnose a common illness, while turning to alternatives for what they believe to be health-enhancing measures. The focus is on general health as well as treatment for a specific problem. For growing numbers of adults, alternatives are used in conjunction with conventional medicines, rather than as alternatives.
Adults using alternative medicine tend to be better educated and affluent than other adults or are in poor health. Many choose alternatives not because they feel they are better than conventional medicine, but out of lifestyle choices and their own beliefs.
Alternative medicines have grown rapidly in the last five years, driven by wider availability of products, the emergence of major brands and a broadening of the distribution base.
See Also
Complementary Medicines - UKbookmark | export Giving up the weed
Reflecting the health concerns of adults and growing anti-smoking campaigns of the Government, smoking cessation aids have been the fastest-growing sector of the market for the past ten years. Again, consumers are seeking to adjust their lifestyle to improve their general health through preventing the illnesses that smoking brings with it.
bookmark | export Getting the diet right
Vitamins and dietary supplements are an important sector of the OTC market, although sales have been relatively flat for the past ten years. There has been some undermining of their position by increasing sales of enriched and functional foods and some adverse media coverage. In addition, specialist stores like Holland and Barrett and the movement of the large supermarkets into the market have kept prices in check.
bookmark | export From self treatment to self-diagnosis
The desire of consumers to self-treat has resulted in the development of a small but relatively fast-growing sector of self-diagnostics. This includes tests, and kits that confirm ailments or conditions such as pregnancy and fertility tests account for the largest share, but other external factors are also accelerating growth.
The growth of this sector confirms both the consumer’s desire to go it alone and also the focus on general health and wellbeing. Rising concerns with conditions such as obesity and diabetes are also promoting a greater sense of health awareness. As a result, a slew of products are now available which were once the preserve of the doctor’s surgery. Blood glucose, blood pressure and body fat can all be monitored at home, while products such as pedometers, which measure activity levels, are coming to market.
See Also
Self-Diagnostics - UKPersonal care
bookmark | export Market size and trends
The market for personal care and toiletries was worth £7.8 billion in 2008, with sales having grown by 51% over the past ten years.
The typical adult in the UK spends £153 on personal care products per year, or in the region of £3 per week.
Figure 64: Personal care sales value, by sub-sector, 2008
Source: Mintel Market Size Database
This category consists of a wide range of sub-markets which can be split into two broad areas: individual use (or ‘for me only’) products such as skincare, cosmetics and fragrances and household use products, such as mainstream toiletries like oral care and hair care.
As consumers take more interest in their personal appearance, especially with regards to looking younger, so ‘for me only’ products have tended to grow strongly in recent years. Increasingly, leading-edge products in this sector are seeking to position themselves as surrogate cosmetic intervention products.
bookmark | export
Figure 65: Trends in sales of personal care products, at current prices, 1998, 2003 and 2008
Source: Mintel Market Size Database
Like in many other consumer markets, consumers are looking for products that are “natural” or wholesome in some respects, leading to growing demand for organic and biologically pure products.
At the same time, products that are overtly non-natural but which espouse scientific claims are also growing in demand.
While premiumisation is a feature of this market, as in others, consumers are increasingly judging products on efficacy rather than brand name or price point. This is being helped by TV shows which provide comparisons of products and often show that mass-market products are as good as, if not sometimes better, than their premium-priced counterparts.
bookmark | export Keeping up appearances
Products designed to improve an individual’s appearance are the prime growth sectors of the personal care market. Women’s bodycare products, make-up, hair removal products and facial skincare products have been the fastest-growing sectors over the past decade.
bookmark | export Giving nature a little help
In many sectors of the personal care market, it is no longer enough to allow a person to make the best of what physical attributes they have; rather the aim is to give that person a little more to work with.
Anti-ageing products, for example, are a prime growth area of skincare, reflecting the growing cult of youth in the UK and the ageing of the population: mature rather than younger women now have the spending power in this market. Recent innovations include convergent skincare treatments such as cosmeceuticals.
Similarly, traditional cleanse, tone and moisturise products have been supplemented with products for specific skin conditions, different parts of the face and times of the day.
The bodycare market is seeing similar trends, with consumers demanding products that do for the body what is already being done for the face.
The make up market is also influenced by similar development, with most growth coming from new product innovation, which is encouraging women to move upmarket and buy premium formulations that borrow skincare technologies to provide value-added benefits.
The focus on turning back the clock and returning the body to a previous state has even migrated to one of the most stable and mature sectors of the market: oral hygiene. Premium products, including whitening toothpastes and toothbrushes with tongue cleaners, are helping to sustain value growth in a mature market.
See Also
Facial Skincare - UKbookmark | export Haircare: A mature sector, but fashion influenced
Haircare is one of the most mature sectors of the market and the largest. This market is not seeing the product innovation of other sectors yet it is growing relatively strongly, with growth coming from dynamic sub-sectors like hair colourants, which are strongly influenced by changing fashions.
More stable sub-sectors like shampoos and conditioners are generating growth mainly by encouraging consumers to trade up. The bulk of these markets are highly competitive, which is keeping value sales growth down.
See Also
Shampoos and Conditioners - UKbookmark | export Where women lead, men follow slowly
Men are becoming increasingly focused on their appearance, with sales of grooming products growing relatively quickly over the past five years. This is also a market that offers ample potential for growth given that while many, often older, men remain reluctant to groom, the resistance to grooming is weakening.
See Also
Men's Toiletries - UKbookmark | export Fragrances: A greater range of influences
Women’s fragrances have grown slightly slower than the rest of the personal care sector and the current economic situation could be difficult for the premium brands.
However, manufacturer are constantly seeking to enliven the sector with new smells and some are predicting that 2009/2010 will see tones that affect the fashion and home industries trickling down to cosmetics and other beauty items, too.
bookmark | export Forecast
Note that OTC pharmaceutical goods are not included in the column for total personal care sales.
Figure 66: Personal care and otc pharmaceuticals market, at current prices, 2004-14
Toiletries & fragrances (1) Cosmetics(2) Haircare Skincare (3) Other cosmetics(4) Total personal care OTC pharmaceuticals
£m £m £m £m £m £m £m
2004 2,108 1,362 1,185 987 976 6,618 2,608
2005 2,197 1,446 1,191 1,041 1,005 6,880 2,720
2006 2,277 1,527 1,214 1,103 1,038 7,159 2,786
2007 2,353 1,658 1,227 1,171 1,072 7,481 2,900
2008 2,415 1,769 1,249 1,229 1,113 7,775 3,004
2009 2,385 1,806 1,251 1,242 1,134 7,818 3,015
2010 2,419 1,841 1,271 1,271 1,135 7,936 3,079
2011 2,479 1,915 1,302 1,325 1,145 8,166 3,187
2012 2,551 2,006 1,333 1,390 1,160 8,440 3,318
2013 2,615 2,091 1,364 1,452 1,175 8,697 3,441
2014 2,684 2,177 1,387 1,515 1,192 8,955 3,570
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Source: Mintel Market Size Database
Figure 67: Personal care and otc pharmaceuticals market, at 2009 prices, 2004-14
Toiletries & fragrances (1) Cosmetics (2) Haircare Skincare (3) Other cosmetics (4) Total personal care OTC pharmaceuticals
£m £m £m £m £m £m £m
2004 2,261 1,461 1,271 1,058 1,047 7,098 2,797
2005 2,342 1,542 1,269 1,110 1,072 7,334 2,900
2006 2,396 1,607 1,278 1,161 1,092 7,534 2,931
2007 2,444 1,722 1,275 1,217 1,114 7,772 3,013
2008 2,458 1,801 1,271 1,251 1,133 7,914 3,058
2009 2,385 1,806 1,251 1,242 1,134 7,818 3,015
2010 2,383 1,814 1,253 1,252 1,118 7,819 3,033
2011 2,419 1,868 1,270 1,292 1,117 7,966 3,109
2012 2,439 1,919 1,275 1,329 1,109 8,072 3,173
2013 2,471 1,976 1,289 1,372 1,111 8,219 3,252
2014 2,499 2,027 1,291 1,410 1,110 8,337 3,324
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Source: Mintel Market Size Database
The value of the personal care market is expected to continue to rise, growing by 7% in the next five years in real terms.
This is less than the rate experienced in the previous five years (10%).
With consumer incomes squeezed and fewer people likely to be both working and/or going out for entertainment in the evening, sales of most products associated with appearance will see slower growth in the next few years.
bookmark | export A bright future for OTC medicine prospects
In contrast, sales of OTC pharmaceuticals will increase in real terms in the next five years compared to the previous five as consumer continue the trend towards self-medication.
Moreover, in a recession, fewer people will be willing to take time off work due to sickness, which may increase demand for flu remedies etc.
Changing consumer lifestyles and the ageing of the population look set to ensure long-term growth in this market.
As the pharmacist, under the influence of Government policy and because of consumer demands, takes a growing role in healthcare, sales of OTC products should continue to grow.
Moreover, traditionally demand is driven by the incidence of ailments and so less influenced by economic trends.
Of course, the growing focus on prevention rather than treatment means that the market is more vulnerable today to economic recession than it was in the past. However, over the longer run, this will see the market widen, ensuring a constant cycle of product innovation as consumers look for convenience, efficacy and added value. Convenience, premiumisation and maximum-strength formulae continue to provide the innovation platform for market growth.
bookmark | export Personal care: Age the driver
As the population of the UK ages, it can be expected that sales of products designed to turn back the clock will grow strongly.
No doubt in today’s economic environment, many would-be cosmetic surgery patients might opt for a cheaper, non-surgical alternative to the knife in order to look younger, potentially boosting sales of personal care products.
Products sold on the basis of their naturalness or purity will become more important, although as consumers become more discerning, greater focus will be paid to exactly what the label “natural” means. Like health foods, manufacturers may increasingly have to justify their claims.
bookmark | export Factors used in forecast
Toiletries & fragrances: ABC1s, consumer expenditure
Haircare: ABC1s, 15-44s
Cosmetics: Women aged 20-44, PDI
Skincare: Women aged 20-44, PDI
Other cosmetics: PDI
OTC Pharmaceuticals: PDI, ABC1s
Consumer insight
bookmark | export Skincare, sex and age
Common themes in much of the OTC pharmaceuticals and the personal care markets are the impact of age and gender on usage. This is borne out in research into the skincare market.
Mintel research shows that as people age, they accumulate more skincare concerns, such as fine lines, wrinkles, poor skin tone and texture, etc. This is especially true of the ABC1 third age group, who can probably afford to invest in more expensive skincare items, hence the growing role for anti-ageing products.
Confirming the female bias in the personal care market, men have fewer skincare concerns then women. Three in four men have no facial skincare concerns at all, according to research conducted for Mintel’s report Facial Skincare – UK, June 2008. The same research showed that the average male user of facial skincare has 1.5 concerns when it comes to facial skincare.
bookmark | export Skincare typologies
Skincare typologies show clearly the impact of age and sex on attitudes in the personal care market. Skincare users can be segmented into four buying groups:
Skin Carers (33% of facial skincare users aged 16+): Their main consideration when buying facial skincare is that it won’t irritate skin. Skin Carers tend to be under-25s who have yet to experience anti-ageing concerns. They are most likely to be C1 socio-economic group and tend to have annual incomes of less than £15,500.
Science Seekers (9% of facial skincare users aged 16+): These are mainly interested in product claims and tackling specific problems. Four fifths of these buy skincare with ingredients that address specific issues. These adults are mainly aged 25-34 and 55-64: anti-ageing (both preventative and reactive) is a key concern for these two age groups, and they are typically ABs.
Green and Ethical Explorers (28% of facial skincare users aged 16+): Consumers in this group are most likely to seek out natural ingredients, and make considered decisions when purchasing facial skincare products. They are also the most likely to prefer fragrance-free facial skincare, perhaps believing it to be purer or more natural in formulation. They tend to be older (aged 65+) and retired, and probably take a broad interest in green/ethical issues.
Ingredient Ignorers (30% of facial skincare users aged 16+): These are the least concerned over ingredients and are typically male.
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