Well groomed body with well groomed brands

Tanned and shiny skin is the trend again, if we believe what we see in the new segment of the body lotion category, where marketing activities increasingly focus on attractiveness. Last year was the year of self tanning and other lotions which make our skin dark and shiny. NutriBronze was introduced by L’Oreal in the tan category. Slimming-firming lotions like Summer Splendour by Garnier are especially popular in the summer. Beiersdorf was very active in the media market with TV and press campaigns for new product versions like DNAge, Good Bye Cellulite. Regarding BTL activities, new trends have surfaced in trade marketing. – Special segments are increasingly supported. For body lotions, not only re-hydration, but tanning and making the skin shinier are also priorities – says Eszter Melisek from Nielsen. One of the most typical umbrella brands is Nivea, which uses extremely attractive POS tools to attract consumers. The classic, blue NIVEA logo and colour dominate the structure used as a substitute for shelves and called “Blue Wall, unofficially. The 2 x 2,6 m shelf system is made by PMW Hungária from MDF sheets, covered with MACTAC foil. Products are placed on 10 mm thick glass shelves to enhance the impression of exclusivity. The shelf system also has built-in lighting. Neutrogena has been using a large display with extremely spectacular branding, which communicates the new colour of the renewed brand, orange effectively. Advertising price discounts in leaflets of retail chains is a less creative but very effective method. Discounts can even reach 60 per cent, like in the case of Johnson&Johnson shower gels, when buying two in Interspar. – We are giving the Sanex brand a lot more attention than before. Though it still doesn’t get ATL support, we have stepped up BTL activities, which has resulted in a significant boost in sales. – says Zita Radajkovics Zita, trade marketing manager of a Sara Lee. – It is not easy to design a display which meets the requirements of every one of our retail partners – she adds. Chain-specific promotions have also taken place in the category, sometimes with products from several categories, price promotions and prize games. – According to data from the www.webnyeremeny.hu web site, the food category accounted for 46 per cent of all prize games, followed by beverages with 19 per cent and cosmetics with 14 per cent – says Dániel Galambos, owner of the web site. – Many new deodorants have been introduced, using discounts for promotion. For example, a total of 54 deodorants were advertised in the leaflets of four hyper markets in the March- April period. – shares the experience of Nielsen with us Eszter Melisek. – As a result, sales of deodorants have been boosted by 15 per cent in hyper markets between May 2006 and April 2007, while the average rate of growth in retail trade was only 9 per cent – she adds.