Magazine: Christmas gift packages – targeted according to age, sex and retail channel

According to data from Nielsen research, chemical products and cosmetics are the losers of the period after the economic recession – no wonder that all cosmetics manufacturers will make great efforts in the Christmas season.

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Anita Pallós, country deployment assistant manager with Unilever Hungary told us that they had been performing excellently in the Christmas gift package segment for years, thanks to the high quality of their products and precise planning of the gift packages (for instance they use feedback from retailers in compiling their packages). Szilvia Baranyi, brand manager with Henkel informed Trade magazin that they would be present in all three price segments, using carton and small bags as usual. This year the Henkel team gave more attention to men than in earlier years because statistical data showed that demand for men’s gift packages was increasing from year to year. We learned form Melinda Jager, Beiersdorf’s trade marketing manager that NIVEA was preparing for the season with 16 nationwide distributed and 10 chain-specific gift packages, ranging from HUF 1,100 to 4,300 in terms of price. Most of them are packaged in carton but exclusive sets are available in cosmetic bags and there is even a special metal box. Viktória Etter, PR manager with Coty said that they were afraid of further reduction in average prices; she predicts that their HUF 999 deodorant+shower gel combo would be a real bestseller. It seems that Colgate Palmolive places the emphasis on the products introduced this year: several gift packages were compiled with the Black Orchid version of Palmolive Naturals. Junior brand manager Szilvia Albert emphasised that they would offer many new packages this season. For the first time they come out with a three-product package (after shave, deodorant spray, shower gel) and their BU brand will play a central role in gift packages.

Experts are optimistic about this year’s Christmas season, expecting the same level of sales as last year or even higher. In order to achieve this goal, practically all distributors offer tailor-made solutions as well. Unilever will be present in stores with special Christmas activities and promotions. The Sarantis team will use islands and displays to create an attractive presence in-store. Henkel will launch a nationwide promotion campaign: those who buy a Henkel & Schwarzkopf gift package have the chance to win 50 Dockyard vouchers in the value of HUF 20,000 or a family vacation in Thermal Hotel Harkány. NIVEA invites retail partners and customers to participate in a charity campaign because every NIVEA product shipped to retail partners in the 1 September 2011-30 November 2011 donates 1 forint to SOS Children’s Village Hungary Foundation. Coty will use the season to introduce a brand new fragrance – the first one by Heidi Klum, offered in two channels together with a shower gel and body lotion. Colgate Palmolive will distribute their Palmolive Naturals Olive Milk not only in gift boxes but also in cosmetic bags.