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.
Thursday, 29 October 2009
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).
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