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The Underestimated Potential of Store Brands
A presentation at the National Retail Federation Expo in New York on January 13, 2010, with new insights into European and US store
brand sucesses, and how retailers can jumpstart store brand awareness and credibility by leveraging emerging in-store and
mobile media technologies. Click on the link above to request a copy of the full presentation.
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Discoveries at Cosmoprof North America 2009
The
world of beauty met at Cosmoprof North
America in Las Vegas. We were there to discover and report on new products,
ideas & insights and if you click on the image or the link, you can see some innovative, intriguing brands profiled for
you.
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European Inspired Hair Care Repositioning
Clairol licensed Klorane, France's leading premiun hair care brand, but the result
went beyond a simple distribution agreement and set up a major restaging for Herbal Essences, a mass distribution brand.
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Research Insights for Positioning & Packaging
Qualitative focus groups that suggested
the optimal positioning for Scarguard were followed by a quantitative survey that verified the positioning,
identified the strongest package design and led to "Scarguard MD" nomenclature.
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Anti-Aging Benefits for Mass Channel Skin Care
To push mass channel skin
care above the $20 price barrier. L'Oréal wanted to promise the benefits of professional-level dermatology treatments
and needed to confirm if the concept is viable and credible.
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Confirming the Vitality of a Mature Brand
Can a mature skin care brand remain competitive? Can it be extended to create
new products? These are key questions for potential acquirers of Clearasil, once a leader in the acne category but now the
"old kid" in a more intensely competitive environment.
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Created in Italy; Packaged for America
A lab in Milan developed a micro-encapsulated mosquito repellent based on
natural essential oils. How an American marketer and their design studio created the Skeeter Defense Patch and got it into
Walmart.
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The Most Profitable Store in Paris?
A small parapharmacy in Paris that specializes in personal care products has found the right formula
to generate tremendous sales in a small space. Is there a message here for the giant hypermarkets?
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Men's Grooming - A Trend to Watch
It
began in France. Men's grooming products proliferating, and retailers allocating more shelf space. This is no longer just
a shaving and deodorant category; it may be a small segment of total personal care, but it's the fastest growing.
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Brand Equity Extension Potential for Acquisition
When
the acquisition of Gillette by P&G put Right Guard "in play," the due diligence included measuring the potential
to extend brand equity beyond anti-perspirants.
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