A DSN Special Report

TABLE OF CONTENTS Earning share of heart with the new consumer ...... 14 Mentholatum ...... 26 ShopRite ‘ﬁxes the mix’ in health and beauty ...... 15 Lornamead ...... 28 Sundial breaks down beauty, societal walls ...... 16 Hello Products ...... 30 Unilever’s Pimenta: Brand purpose matters ...... 18 Hyland’s ...... 32 Uncovering changing needs, the art of ‘social listening’ .... 20 Henkel...... 34 Differentiating, inﬂuencing at the shelf and online ...... 21 Edgewell ...... 36 Breaking through the social media clutter ...... 22 Paris Presents ...... 38 Pinterest’s ‘future-oriented network’ ...... 22 Conair ...... 40 Kao USA ...... 42 Best Practices Beiersdorf ...... 44 Sundial Brands ...... 24 Vogue International ...... 46 Unilever ...... 25 Milani/Jordana Cosmetics ...... 48

DRUGSTORENEWS.COM JUNE 2016 • 13 Earning share of heart with the new consumer

BY DAN MACK

ransactional business is over; brands must connect heart and soul. Today’s new consumer is more informed, more T independent, more curious and more conversational than ever before. They want to be talked with — not talked to. It is about “share of heart,” not just “share of wallet.” These were key takeaways from the New General Market Forum, co-hosted by Drug Store News and Mack Elevation Forum, in April. The program, now in its second year, once again brought together executives from a number of purposeful companies — including Beiersdorf, Conair, Edgewell Personal Care, Hello Products, Henkel, Hyland’s, Kao, Lornamead, Mentho- latum, Milani/Jordana, Paris Presents, Sundial Brands, Unilever and Vogue International — Over the course of the day, New General Market Forum moderator Dan Mack led a multi-faceted discussion that uncovered several best practices for connecting with the new consumer. whose brands emotionally connect with today’s new consumer, building community and 4. Candor: Companies that play it loose original ideas, relationships and connec- advocacy with their diverse consumer bases. with the facts or cover up the truth create tions that add value to their lives and Seeking a blueprint to better serve today’s key trust issues. The most trusted brands — their relationships; consumers, the group was joined by retail execu- and companies — are honest about fail- 8. The story: Great brands tell stories about tives Jody Pinson, VP beauty merchandising at ure: They actively listen to the needs of their causes that leave an imprint. Origi- Walmart; Holly Schmidt, senior DMM beauty their consumer. Engaging honestly with nal brands stand for something unique at Walgreens; and Chris Skyers, VP health and online reviews or personal complaints and special, and consumers are compelled beauty care at Wakefern Foods, each of whom shows that the brand cares, and it shows to share the brand’s story with friends and shared their vision for connecting with today’s the human aspects of the brand — for family; and New General Market. good or bad; 9. Purpose: The new consumer doesn’t buy Over the course of the multifaceted discus- 5. Co-creation: Brands that listen deeply a brand; they join it. Brands must uncov- VLRQ WKH JURXS LGHQWLÀHG QLQH EHVW SUDFWLFHV to their top customers, enlisting them to er their true identity, one that aligns with for building connectedness and intimacy with help design the next generation of innova- a higher calling and one that is resound- the New General Market: tion, are very special. Organizations that ing. The New General Market consumer 1. Share of heart: The best brands build cov- embrace co-creation are more aware of is searching for brands that are original enantal, inclusive relationships with their the customers’ changing needs, and give — brands that stand for something and tribes, allowing their customers to develop voice to their league of followers, encour- brands that stand with others. Brands loyalty and emotional investment; aging loyalty; can’t create authenticity; they must walk 2. Values matter: The best brands tear down 6. Community: A strong community allows in it. It is not created — it is revealed. the walls of consumer segmentation by skin brands to ask consumers what they need In this special report, Drug Store News high- color and ethnic group, and look through and how they feel, creates engagement lights key discussion from the April 6 New Gen- the lens of deeper aspirations, values, and builds relationships. Communities eral Market Forum, and examines the best prac- VKDUHGQHHGVWDWHVDQGHPRWLRQDOEHQHÀWV gather around shared ideals; they are not tices a host of leading brands are implementing, 3. Growth mind-set: The growth mind-set just interested in brand attributes, but not only to elevate their business, but to help is a catalyst for cultural change and brand what the brand stands for; win the hearts and minds of the New General growth, and it is developed when brands 7. ,QÁXHQFHUV Committed brand advo- Market consumer. Q are constantly in a state of improvement, re- FDWHVDUHWKHEHVWEUDQGLQÁXHQFHUV,W·V Dan Mack is the founder and managing direc- ÀQHPHQWDQGDGGLWLRQ2QO\WKHQFDQWKH\ essential to create engaging content that tor of the Mack Elevation Forum, and author of address broader cultural needs through tai- incites action — shareability — with the book “Dark Horse: How Challenger Companies lored products and experiences; your enthusiasts. They are looking for Rise to Prominence.”

14 • JUNE 2016 DRUGSTORENEWS.COM ShopRite ‘ﬁxes the mix’ in health and beauty

hopRite has avoided the pitfalls many traditional grocery chains have faced by evolving with its consumers, especially S in regard to health and beauty care. Charged with keeping ShopRite owners ahead of trends is Chris Skyers, VP health and beauty care for Wakefern. He and his team do so against a sea of competitors, many of whom specialize in beauty, such as Ulta Beauty and Sephora. “Our owners do an amazing job with grocery,” Skyers said. To allow them to concen- trate on what they do best, Skyers is charged with bringing the best ideas in nonfoods to the owners. “We have to help them see tomorrow,” he explained. Skyers was a major contributor LQ WKH ÀUVW DSN-Mack Elevation New General Market Forum one year ago, and was back to share his experience over the past year and to discuss achievements his company has made. One of his biggest learnings has been in addressing the needs of the New General Mar- ShopRite has shifted its focus on health and wellness into high gear as the retailer continues to roll out its beauty adviser program in stores. Looking to bring its health and beauty programs full circle, there are currently about 15 advisers ket. While admitting it is a challenge to merge working in stores. ÀYHVXEFDWHJRULHVLQWRRQHPDVWHUEHDXW\H[- perience, ShopRite has made great strides and posted impressive gains throughout its net- “OUR PURPOSE IS TO CARE DEEPLY ABOUT work of supermarkets. PEOPLE AND HELP THEM TO EAT WELL The blueprint didn’t start with merchan- AND BE HAPPY. ... WE ARE LOOKING FOR dising for the multicultural consumer, rather PARTNERS THAT ARE AUTHENTIC AND seeking to rediscover ShopRite’s core purpose. HAVE A REACH WITH CONSUMERS. ... THE Going back to its roots, Wakefern looked for COMMUNITY IS SAYING, ‘IF YOU ARE GOING what it means in the communities it serves. TO HAVE SOMETHING IN YOUR STORE, BE “Our purpose is to care deeply about people GREAT AT IT.’” and help them to eat well and be happy,” Sky- — CHRIS SKYERS, VP HEALTH AND BEAUTY CARE, WAKEFERN ers said. In assessing that yardstick, the company saw room for improvement. For one thing, consumers saw supermarket health and one ShopRite operator willing to promote beauty care departments as outdated as boom Shea Moisture — despite the fact that some boxes, while such specialty stores as Sephora questioned whether or not they could sell are seen more like “Beats headphones.” Setting higher-ticket beauty items. The trailblazing out to freshen up the image, Skyers looked for owner who gave it a try unlocked a business forward-thinking ideas. bonanza. What’s more is that many of the One of the paths proving successful is ad- purchasers were new shoppers for that de- Wakefern’s VP health and beauty care Chris Skyers shared dressing shoppers’ needs community by com- partment or even for the store. They had been insights during DSN and Mack Elevation Forum’s New Gen- munity. “We are the community store,” Skyers buying their products in other doors. That suc- eral Market Forum in April in New York City. said. “Let’s go back to that, but let’s under- cess prompted other owners to join in. “When reach with consumers,” he said. stand the community — store by store.” ZHÀ[WKHPL[LWUHDOO\ZRUNVµ6N\HUVQRWHG His vision is to keep beauty at the forefront And that’s how he found a groundswell Now he hopes to work with other manufactur- and stay relevant in addition to being “really of support for adding such lines as Sundial’s ers to help change the beauty presentation and good at selling food.” Skyers said, “The com- SheaMoisture and other brands appealing to assortment in ShopRite stores. “We are look- munity is saying, ‘If you are going to have PXOWLFXOWXUDO FRQVXPHUV 6N\HUV LGHQWLÀHG ing for partners that are authentic and have a something in your store, be great at it.’” Q

DRUGSTORENEWS.COM JUNE 2016 • 15 Sundial breaks down beauty, societal walls

ou could say that “breaking down belong.” More than 1 million people viewed walls” to the New General Market the first segment online the night it wasre- has been a central part of the Sundial leased, Dennis said. Y Brands mission — certainly long be- He wants to start a conversation to make fore the early April debut of the company’s stores more inclusive and not just to benefit innovative new social call-to-action/media his brand, but also to improve shopper experi- campaign #BreakTheWalls. ences. The pay off is there. It’s just in their DNA. “Power is when you listen to consumers and Less than one week since the first of the you bring their voices into rooms like this,” spots, a 60-second short film, logged more than Dennis said. “You might think you are serving a 1 million views in its first 24 hours on YouTube, particular consumer, but you are not. She’s not Sundial co-founder and CEO Richelieu Dennis telling you that in person. She’s telling that on shared both the story behind the new campaign social media or worse yet, she’s taking her dol- Richelieu Dennis, Sundial’s co-founder and CEO, shares lars into another channel,” he said as a wake- and the company’s 25-year journey in connect- insights on his company’s #BreakTheWalls campaign wtih ing with the New General Market. New General Market attendees. up call for the industry. Retailers in the room To help tell the Sundial story, the company concurred that with tweaks to assortments and issued a casting call to the brand’s community products, but also the mental divide of what is merchandising, they are getting consumers members — often called the “SheaFam” — considered “beautiful.” who never shopped them for beauty before. and tapped such influential beauty vloggers as A clarion message to all women is that they Another salient point is that many white Naptural85, SunKissesAlba and MahogenyC- don’t need to compare themselves to others women have thick and curly hair, requiring urls, to share personal frustrations in shopping and that they can embrace what makes them specific products much like black women. Ac- for beauty products in mass retail. unique. The first phase included a 60-second cording to TextureMedia, about 60% of women Recounting anecdotes of how they shopped short film, a 30-second spot, #BreakTheWalls in the United States consider their hair wavy, with white friends in the rest of the store, but had digital and social assets and behind-the- curly or coiley. It is not uncommon, Dennis to “go separate directions” for beauty was one scenes footage. Although starting with beauty, said, for women to have to shop five different example a black woman shared. Others talked #BreakTheWalls will spur dialogue and action stores to get the products for one hair care look. about a “teeny aisle” designated as their “spot.” around other societal walls that “exist and that He realizes change can’t come over night. Such consumer experiences were the im- serve to divide rather than unite.” Many of today’s departments were construct- petus for #BreakTheWalls, which debuted in The first montage showed walls literally ed years ago. “When we started Sundial 25 April and proposed the idea of breaking down falling down and touting the fact that Shea years ago, the world was a different place,” not only the physical walls in stores separating Moisture can be found in beauty “where we all Dennis admitted. And those in the audience concurred that consumers need to be educated about store design changes. But Dennis has been enthused by how retailers have rallied around the concept, and change is a process. According to Dennis, many retailers have increased efforts to improve their assortments and merchandising to reflect more inclusion and are working to gain deeper insights that will help direct future efforts as they work to meet their customers’ needs. “We have a dialogue with each other, and we are connecting with this New General Market. We didn’t have to influence our retail partners. Although they have constraints, they say ‘let’s do this together,” he said. The New General Market isn’t about big versus small brands, Dennis explained. “We need all brands to think about how they serve On the night it was released, more than 1 million people online viewed the first segment of Sundial’s #BreakTheWalls campaign. underserved consumer groups better.” n

16 • JUNE 2016 DRUGSTORENEWS.COM Since 1912, folks have called our hand-harvested SheaMoisture is the Number 1 Natural Brand in Bath & Body in major Shea Butter the ultimate natural wonder. retailers: 17 diverse collections for face and body and a full line of women's shave products. Organic, natural, and ethically-sourced, it’s just one of the good-for-you ingredients in our quest to make the SheaMoisture Hair continued to grow the category over the 52 week period up 45%. With 19 different hair collections, SheaMoisture addresses diverse best personal care products in the world. need states, is the Number 15 Hair Care and the fastest growing Brand in the Top 20. Grow with us! In Men's Hair and Skin Care, SheaMoisture for Men demonstrates For more detail, contact Senior VP of Sales, consistent growth - building the two core collections. Rich Gallucci at 646-734-3067. Source: IRI March 20, 2016

#BreakTheWalls is sparking a conversation around acceptance and inclusion. Together, let’s move forward on a path to inclusive beauty where we #BreakTheWalls that divide us and where #EverybodyGetsLove. Unilever’s Pimenta: Brand purpose matters sked what drives their ZKHQLWFRPHVWR/LIHEXR\LVSXW- brand preference, 80% ting hand-washing with soap at of millennials are highly the center of major social change. A LQÁXHQFHG E\ D EUDQG·V ´:H·UHQRWVHOOLQJVRDSDQ\PRUH potential to make the world a ZH·UHVDYLQJOLYHVµKHVDLG´:H EHWWHUSODFHDQGZDQWWRGREXVL- UHIUDPHG RXU 5 ' RXU HQJDJH- ness with these brands. PHQW SURJUDPV WR IRFXV DURXQG ´7KDW·V ZK\ EUDQG SXUSRVH WKDW DQG PRYHG RXU EXVLQHVV matters,” said Ricardo Pimenta, PRGHO IURP MXVW VHOOLQJ VRDS WR global brand VP of Unilever. KHOSLQJWRVDYHSHRSOH·VOLYHVµ “The way to make it work is to 7KURXJKWKHSURJUDP8QLOHYHU SXW >WKDW SXUSRVH@ DW WKH YHU\ KDVUHDFKHGKXQGUHGVRIPLOOLRQV FRUH RI \RXU VWUDWHJ\ QRW ZLWK with its message of the critical im- H[WUDGROODUVRUDVXPPHULQWHUQ- portance of hand-washing with ship project. Find something that soap and water in preventing dis- has a real impact in the world — ease and lowering child mortality Part of Unilever’s Lifebuoy video series, “Gondappa’s Story” follows a father’s journey through GRQ·WPDNHLWXS8VHVRPHWKLQJ rates. To help tell the story, the his village — walking on his hands — to celebrate his son’s ﬁfth birthday. The video has had people have a visceral reaction FRPSDQ\FUHDWHGDVHULHVRIthe Washington PostDERXWWZR fected by crisis, disaster and dis- SDUWRIWKHMRXUQH\DQGDUHZLOO- HQFHµEXWHPSKDVL]HGWKDWZKDW dermatologists who had traveled SODFHPHQW VHQGLQJPRUHPHGL- ing to go the extra mile beyond Unilever has done differently WRD6\ULDQUHIXJHHFDPSLQ-RUGDQ cal healing missions to affected their sales targets.” Q

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*Source Euromonitor International Limited; Beauty and Personal Care 2015ed, Men’s Deodorants & Mass and Premium Men’s Fragrances retail value sales combined, as per umbrella brand name classifi cation, 2014; Lynx includes all AXE/Lynx/Ego sales ©2016 Unilever XTM16000 Uncovering changing needs, the art of ‘social listening’ bove all else, today’s consumer wants to be listened to. To get new insight into how top companies are uncovering the A changing needs, motives and interests of the new consumer, executive director Dan Mack moderated a panel discussion of leading marketers as part of its April 6 New General Mar- ket Forum, a one-day leadership event co-hosted by Drug Store News and Mack Elevation. Anchoring the panel, Walgreens DMM beauty Holly Schmidt talked about Walgreens’ efforts to form cross-functional teams across all age groups and demographics. “The team is highly involved in our customer insights,” and in helping the retailer to learn about segments about which it is not educated,” Schmidt said. The retailer is using these insights to set assortments and plan navi- gation, making it easier for customers to shop. A A panel that included Holly Schmidt of Walgreens, Paula Girardi of Unilever, Gonca Paul of Paris Presents, Kara Errickson of tremendous volume of assets is being invested Hyland’s, Glenn McCloskey of Milani/Jordana, Randy Sloan of Lornamead and Heather Warnke of Kao USA, talked about how their companies uncover the changing needs of the New General Market Consumer. in Walgreens’ e-commerce and digital website to make it more inclusive across demographics. and deliver that solution to consumers.” looks at other brands at these events to see what “The goal is ultimate service, in-store and online,” Additionally, Paris Presents relies on perspec- can be learned. Additionally, internal teams “pick Schmidt concluded. “It’s not about the transac- tive from its brand managers and buyers from its the brains” of friends and family members who tion or the retailer, it’s about the experience.” top three retailer customers — all of whom are are under 25 years old. “We’ve done college re- For Unilever, it isn’t just about speaking with millennials themselves, she said. “We know they cruiting, but the best ideas come from these peo- consumers, but also about trying to understand understand their customers,” she said. ple,” said McCloskey. their world — the experience of millennials For its part, Hyland’s is banking on a tendency Lornamead has repositioned its Yardley brand around the globe. In addition to leveraging tech- among consumers to purchase a wide variety for younger audiences. Yardley was reformu- nology to get the job done, the company has of products within a brand once they “enter the lated in a move to persuade younger consumers undertaken multiple initiatives to obtain the in- franchise,” said Kara Errickson, an industrial de- to use it instead of a prestige boutique option. formation it needs. “We can talk to consumers signer who helps Hyland’s re-engineer for the “We’ve looked at how to bring boutique-inspired all around the world, even from our laptops, and new market. The company’s target customers are products into the market and make them more connect with them,” said Paula Girardi, Unile- millennial moms, and Hyland’s marketing de- available to the mass consumer,” said company ver’s U.S. brand building, consumer markets partment comprises millennial moms, Erickson president Randy Sloan. “Historically, we haven’t insights, skin cleansing and care. “We go to col- said. The group routinely looks for voids in the been focused on digital,” but having succeeded leges and talk with them, shop with them, try to PDUNHWDQGWULHVWRÀOOWKHP in “bringing the target age group down,” more XQGHUVWDQGDQGÀQGRXWKRZWKH\VKRSGRHWK- Recently, Errickson’s six-month-old child product sampling and more digital events have nographic research, go to their homes. It’s not just was experiencing a problem. “We went been put on the table to “broaden that universe speaking, but understanding.” straight back to the team and said, ‘there’s and expand the portfolio” even further. Gonca Paul, global director at Paris Presents, nothing for this,’ and the team started work- Kao has changed along with the consumer, talked about the power of “social listening” ing on it,” she said. especially positioning its perennial favorite John and how the company has leveraged YouTube Hyland’s has successfully captured many cus- Frieda brand. For example, options have expand- in cultivating the New General Market. Paris tomers by growing its assortment over the past ed for curly haired women. Now women can do Presents harnesses YouTube — which has 3 bil- three years to cultivate millennial moms as they what they want, said Heather Warnke, director lion views per month — to engage customers emerge from the “pre-millennial” stage, become RIPDUNHWLQJRI.DR+LGLQJÁDZVDUHRXWDQG by educating them about beauty, as well as to mothers and switch their internal focus from women embrace their imperfections. “We have execute direct connection marketing. “It’s social themselves to their families. uncovered that her hair is an expression of her- listening,” Paul noted. “We hear the commen- Meanwhile, Milani has been able to gain “a self, and we are showing we are there with you tary from our fans who say, ‘I’d like to have a ton” of New General Market traction through on this journey.” Millennials are changing the makeup brush that does this and this, and pro- event marketing, Glenn McCloskey, VP sales at hair color category, she added, fueling demand vides me with that solution.’ We turn around Milani and Jordana Cosmetics, shared. The team IRUÁH[LEOHDQGWHPSRUDU\FRORUQ

20 • JUNE 2016 DRUGSTORENEWS.COM Differentiating, inﬂuencing at the shelf and online he retail store is an ecosystem, according to Dan Mack, managing director of Mack Elevation. “More than ever before, all of us are investing in the shelf. That experience matters. It is as much a part T of the brand as your brand is [part of] the category.” To better understand how top retailers and CPG companies are using the shelf and the shopping experience to appeal to a new generation of consumers, Drug Store News and Mack Elevation hosted a special panel as part of the New General Market Forum in April. :LWKH\HSRSSLQJLQVWRUHWUDIÀFOHYHOVDQGDVHDRILWHPVLPSURYLQJVKRS- pability and the in-store experience is a challenge and a goal for Walmart. Jody Pinson, VP merchandising, beauty, said understanding and improving the store experience is “one of the most frequent conversations we have.” She said it helps when packages are simple and that launches are kept focused. “We are looking for brands bringing fewer, but bigger [launches], so we can enable the shopping experience to be better.” The company also is sifting through the mounds of data to build a better shopping experience. For Sundial’s Emmet Dennis, making the shelf “talk” was essential right from the brand’s debut. “We’ve been pretty consistent. When you had the humble beginning that we had and there was virtually no money for advertising and marketing, everything had to resonate [with shoppers] at the shelf,” he said. The package needed to convey to the shopper the experience they could expect in terms of what was in the packaging. Dennis said the packaging had to be clear and created with an “astute” shopper in mind. When it delivers on the promise, it becomes “shareable” and helps brands thrive. The shelf is critical to communicate the features, separating its appliances from the competition. Paulette Heller, VP marketing at Conair, explained Critical to inﬂuencing purchasing decisions with the New General Market consumer is differ- differ- that the nature of the business encourages consumers to do research before entiating and educating, not only at the shelf but also online. Pictured: Laura Hyland, Henkel, Craig Dubitsky of Hello and Jody Pinson of Walmart. Emmet Dennis of Sundial Brands, Paulette they visit the store — especially in the case of millennials who actually often Heller of Conair and Jonathan Rhyan of Edgewell (above). do their investigation on phones in the store. ´0RVWRIWKHPDUHVKRSSLQJDQGXVLQJWKHLUSKRQHVVRZHKDYHWRÀJXUH fusion in the sun care category. “We are reinventing the aisle and integrating out how to bridge that gap between digital and physical space,” she said. technological tools to help consumers know what to buy,” Rhyan said. “We really try to engage them from a visual standpoint so that when they At Henkel, the high attention to product detail is translated on the shelf, come to the store, the visuals they see are consistent with what they saw too. The company is committed to focusing on the shopper and making her online.” In addition, the company has found that the use of videos in the LQVWRUHH[SHULHQFHHDV\WRÀQGZKDWVKH·VORRNLQJIRUDVTXLFNO\DVSRV- store has been very effective, as well as touch-and-feel displays, which “can sible. The old idea of putting milk at the back of the store to keep shoppers increase sales by about 20% to 30%.” in aisles longer is passé, said Laura Hyland, VP shopper strategy and e- OGX has won millennial approval with exotic ingredient stories that are commerce. “All of our research shows that the quicker and easier you make on trend. “The shelf has really been one of our biggest assets. We had to LWWRÀQG>ZKDWWKH\ZDQW@WKHEHWWHUµVDLG/DXUD+\ODQG93VKRSSHUVWUDW- stand out at the shelf,” said Courtney Connelly, senior brand manager at egy and e-commerce. Even physical shelf sets need to be created with the Vogue International. The short, playful colored bottles of OGX helped ac- digital experience in mind. “Even if she’s shopping for hair color, she goes complish that. “We broke the category codes to make sure the product stood online looking for reviews,” added Hyland. out.” Going forward, she wants the brand’s stories to “come to life on shelf.” Emerging brands in particular need power at the shelf. Craig Dubitsky, At Edgewell, shopper marketing manager Jonathan Rhyan explained the founder and CEO of Hello Products, continues to tweak the packaging be- need to balance consumer information, especially concerning feminine hy- cause, he said, “the decision to purchase is still made at the shelf.” giene and life stages, with the issue that women don’t like to hover too long Dubitsky’s vision is to ensure that his designs and copy are interesting, in the feminine aisle. That’s been done with shelf information that’s concise, especially since he competes against a sea of blue and red banners from but mirrors online content. the two behemoths in the category. “Our package conveys that it is new so Suncare is another category where the shelf can be used to convey infor- much that we didn’t have to say it was ‘new” with a violator. I think that mation, Rhyan said. Edgewell integrates tools to help shoppers know what anything called a violator is something wrong,” he joked. Hello packaging SPF they might need on a particular weather day. That cuts through the con- is fresh and enticing thanks to a clever UPC code made of little brushes. Q

DRUGSTORENEWS.COM JUNE 2016 • 21 Breaking through the social media clutter

apturing the attention of, and market- products when they have seen someone else in lennial consumers will have when using a ing to, young consumers takes more their age group — especially someone to whom product resonates with them much more pow- than advertising in the manner of WKH\DUHFORVHWRRUDVRFLDOPHGLDLQÁXHQFHU³ erfully than “falsely advertising what you’re C “Mad Men’s” Don Draper, said Antho- doing the same. Last year, PrepReps asked 1,000 about,” Baron said. He cited the approach ny “Max” Baron, founder and CEO of PrepReps prospective associates to rate the factors that in- taken by Chubbies, the $100 million apparel — currently still a high school senior — whose duce them to buy a particular item. “The single brand founded by a group of fraternity boys, FRPSDQ\ FRQQHFWV VRFLDO LQÁXHQFHUV RQ KLJK thing they scored highest was what they see based on the vision that everyone can be a frat school and college campuses, with brands look- people wearing constantly and interacting with,” boy. The company ensures that the photos and ing to cultivate the loyalty of young consumers, primarily on social media, Baron observed. videos on its website, as well as its Instagram provided four tips for how to get the job done. 0DUNHWWKHFRPSDQ\WKURXJKDORJLFDOSODW- content, is not only consistent, but also, “fo- +DUQHVVWKHSRZHURILQÁXHQFH New General IRUP7KHPLOOHQQLDOJHQHUDWLRQKDVÀQHO\FDOL- cused on one message, which is, when you put Market consumers are far more likely to purchase brated “B.S. meters” — and they’ll call brands these shorts on, you’re going to have an awe- oout on it. As a best in class example of what some time,” Baron explained. NNOT to do, Baron pointed to a recent Allstate .HHS PHVVDJHV IRFXVHG “Blanket market- ccampaign on Snapchat during the NCAA Final ing strategies aren’t always effective, especial- FFour college basketball tournament. “People ly not with my generation,” Baron stated. “We wwho are watching the Snapchat story for the receive so much information, so many cues, so NNCAA Final Four aren’t interested in buying many kinds of nudges, to interact with a prod- ccar insurance,” Baron stated. “The median age uct that we’re very good at tuning them out.” oof the person who uses snap chat is 19 years Baron advocated testing multiple strategies oold. So not only are they not buying insurance ³´PD\EHÀYHWKLQJVµ³SROOLQJDXGLHQFHV tthemselves; their parents are buying it, and and tapping into databases to do so. “Find out AnthonyAn “Max” Baron is founder, and CEO of Prep- ttheir parents aren’t looking at Snapchat.” who works well, what works well and what Reps,Re which connects brands with a fast-growing 0DUNHW HYHU\ SURGXFW DV DQ H[SHULHQFH messages work for your brand,” he said. Then, networkne of high school and college inﬂuencers. Messages that center on the experience mil- focus closely on that one message. Q Pinterest’s ‘future-oriented network’ interest is not a social net- merchandise special displays tout- study conducted by the platform, work. It’s a future-oriented ing interaction with brands on Pin- claimed they decide what they network, and a valuable terest with signs saying “popular want to buy if they are engaged P one for brands and retail- on Pinterest.” on the Pinterest platform. ers to use as a gateway to under- In July 2015, Pinterest launched “You’re catching people in the standing the New General Market, “buyable pins” that can be at- moment when they’re open to according to Pinterest partner man- tached to products pinned on new ideas,” Johnson added. ager Brian Johnson. the Pinterest platform and used Seventy percent of Pinterest’s While people may initially come to purchase those products. The current audience is comprised of to Pinterest to plan what they are platform also has introduced a women, but work is underway going to do — for example, put to- conversation pixel that allows to encourage male consumers to gether a bridal shower or wedding, Pinterest to understand and engage with the platform. This or plan a home remodeling project share with its partners informa- should add to its value for brands, — they see other actionable ideas tion about when and under what Johnson said. “Men came to Pin- they can incorporate into their dai- circumstances their content is terest back when we connected ly lives, Johnson said. Brands and repinned. Consumers can click it to Facebook,” he noted. “They products, including those that fall on the content to go to the given saw everything for home decora- In July 2015, Pinterest launched buyable pins, under the beauty umbrella, are part company’s domain. “The num- tors and teachers and felt” it was enabling users to click a “Buy It” button and of this, and the latter is one of Pin- bers suggest that they buy prod- not for them. “So now when men purchase products directly from Pinterest. terest’s biggest categories. Several ucts,” Johnson said, adding that sign up, we ask them what they’re cohol, sports and guns, and we’ll retailers, such as Target, already 87% of Pinterest users asked in a interested in, and they can say al- give them those things.” Q

22 • JUNE 2016 DRUGSTORENEWS.COM — NOW ENTERING INTO THE RETAIL CHAIN INDUSTRY —

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BY RICHELIEU DENNIS

or 25 years, my family and I have built our business based on one premise — F that the beauty industry should fully serve all women. Since then, we have advanced a mission and vision to change the social dialogue about how we’re looking at beauty as a society, and how those archaic structures and views are debilitating to the estab- lishment of new and more inclusive ways of viewing beauty. By recognizing that beauty comes in every hair type, skin Sundial Brands’ #BreakTheWalls campaign seeks to spark conversation around inclusion, as well as breaking “literal and metaphoric” walls tone, shade and feature — and by that limit the industry and society. honoring the natural beauty of ev- but all of them. VWRUHDQGÀQGTXDOLW\VROXWLRQVIRU formed our General Market ap- ery woman with natural products Earlier this year, we launched the their needs — well stocked, with a proach to a New General Market that address her individual needs ÀUVWHYHU QDWLRQDO DZDUHQHVV SODW- variety of brands and with nothing journey more than two decades and empower her to celebrate her form for our SheaMoisture brand — that subconsciously reinforces a se- DJRÀUVWXVLQJWKLVWHUPWRGHVFULEH unique journey — Sundial Brands #BreakTheWalls — to highlight the lective assignment of “beauty” for our community of consumers and is serving the New General Market divisive constructs of beauty and some and not others. coining the New General Market as of today and tomorrow. move toward the inclusive experi- Many retailers have increased “an amalgamation of cultures, eth- The United States has indeed ence that all women deserve. But efforts to enhance their assort- nicities and demographics aligned changed well beyond demograph- beyond — and perhaps even big- PHQWVDQGPHUFKDQGLVLQJWRUHÁHFW against commonalities, need states ics, and the cultural shift that we are ger than that — #BreakTheWalls is more inclusion in the near-term, and lifestyles.” #BreakTheWalls now witnessing will continue as a sparking the conversation around while working with consumers to is an extension of our focus on the GHÀQLQJSDUWRIWKHODQGVFDSHDQG true inclusion and the embrace of gain insights and learnings that New General Market and ensuring future of this nation. This means a more empathetic mind-set in our will help them determine the next that all consumers, especially those that as manufacturers, brands and society. It’s about bringing down lit- level of changes that are ultimately who have been traditionally under- retailers, we have an extraordinary eral and metaphoric walls that limit needed to meet their customers’ served, have an enhanced product opportunity to shift how we ap- us as an industry and as a society, needs. Even brands that would and shopping experience based proach and serve all, and as a result, beginning with the hair journey as a otherwise be deemed as “com- on being served according to their reshape the beauty landscape from metaphor for life — a smaller piece petitors” have applauded and needs, not traditional segmentation. one of standardized ideals to one of of the larger societal conversation embraced our efforts. For us, this The beauty industry has asked inclusive representations. about accepting people. is what it’s about — working to- consumers to conform to narrow The beauty aisle is the last place Core to serving the New General gether to break the walls. standards of beauty for far too long. in America where segregation is Market effectively is to inspire peo- Our purpose at Sundial Brands It’s time for all representations of still legal, and separating ‘beauty’ ple to question the boxes that oth- is to “empower people to live more beauty to be embraced and cel- from ‘ethnic’ has only served to fur- HUVXVHWRGHÀQHWKHPLQEHDXW\RU beautiful lives,” and that goes be- ebrated, with ample choices to meet ther perpetuate narrow standards otherwise; challenge the status quo \RQGWKHVXSHUÀFLDORIWRSLFDOEHDX- her needs wherever she shops. To- of what is considered beautiful in with new, more inclusive thinking; ty. It’s about the connectivity that gether, let’s move forward on this our industry and our society. and support others in their efforts to the acceptance of all beauty — and path to inclusive beauty — as a soci- Sometimes these conversations break down all the walls that con- all people — can bring. It’s about ety and as an industry — where we aren’t easy, but they are necessary tinue to separate us as a society. the fundamental concept of how we #BreakTheWalls that divide us, and for all of us to continue to grow and Also core to serving the New see each other and how that mani- where #EverybodyGetsLove. Q to better serve our community — General Market effectively is for fests in how we treat each other. Richelieu Dennis is cofounder and not just a few or the largest segment, all women to be able to walk into a In fact, at Sundial, we trans- CEO of Sundial Brands.

24 • JUNE 2016 DRUGSTORENEWS.COM Commitment, authenticity leads Unilever’s brand mission f everything Unilever has learned about the New General Market, the most resounding lesson is that consum- O ers in this group are savvy, know when they are being “marketed to” and consequently demand authenticity in any communication. “If you’re all talk, but haven’t taken action or made a real commitment, they’ll see right through you,” said Tamara Rogers, Unilever’s EVP personal care. For brands with purpose, Rogers noted, companies targeting the New General Market must earn the right to talk about their efforts. Unilever has done so with its Vaseline Healing Project, a partnership with DirectRelief that aims to provide dermatological care, Vaseline products and medical supplies to heal the skin of people affected by poverty or emergencies around the world. Unilever is giving consumers the opportunity to Unilever’s Vaseline Healing Project — a partnership with Di- get involved by building a relief kit on the Vase- rectRelief that provides dermatological care, Vaseline products line website or through its “buy one to help heal and supplies to heal people worldwide — gives consumers the opportunity to become involved in relief efforts, and offers Uni- one” program, wherein every lotion or jelly pur- lever a way to “earn the right to talk about their efforts.” chase helps to support DirectRelief. Unilever also has undertaken several brand- have an authentic connection to a brand’s mis- based initiatives aimed at demonstrating its un- sion and that their audience is open to hearing derstanding that in the New General Market one the message. VL]HGRHVQRWÀWDOO(DUO\PDUNHGWKHODXQFK $[H WRR H[HPSOLÀHV D 8QLOHYHU EUDQG WKDW of the Dove Hair “Love Your Curls” campaign, understands the New General Market. The Axe DIWHUUHVHDUFKUHYHDOHGWKDWRQO\LQJLUOVEH- “Find Your Magic” campaign, rolled out earlier lieve their curly hair is beautiful. “To challenge this year, encourages men to shed outdated views WUDGLWLRQDO EHDXW\ LGHDOV ZH ODXQFKHG D ÀOP of masculinity and embrace their uniqueness. The and then an illustrated children’s book,” Rogers campaign’s message is that everyone has some- said. “The response from women was amazing, thing that makes them attractive to the world — but we knew there was still more work to be whether it’s their walk, their “talk” or their style done. We realized that there was no representa- — “and that you should embrace it versus try- tion of curly haired women within the Unicode LQJWRÀWLQWRRXWGDWHGVWHUHRW\SHVµ5RJHUVVDLG Emoji Keyboard. Emojis may seem frivolous and “We’ve seen great response from consumers who fun, but we found that a majority of women with are embracing this point of view.” curly hair were feeling unable to truly express 8QLOHYHUFRQWLQXHVWKHMRXUQH\WRÀQGWKHLQ- themselves with this new social language.” nate purpose and mission of each of its brands, Last November, Dove Hair introduced the which it acknowledges as a critical purchase DoveD iintroduced t d d ththe ﬁﬁrst-ever t curly l hhair i emojis ji llast t NNo- ÀUVWHYHU FXUO\ KDLU HPRMLV ZLWK YDU\LQJ FXUO driver for the New General Market. “Globally, vember. The Love Your Curls emoji keyboard has more than types, different hair colors, lengths and ethnic di- our Sustainable Living brands portfolio grew 900,000 downloads. YHUVLWLHVDOOUHSUHVHQWHGWRÀOOWKHYRLG7KHFRP- IDVWHUWKDQWKHUHVWRIWKHEXVLQHVVODVW\HDUµ said. She deemed the “sweet spot” for sustain- SDQ\HQJDJHGDQXPEHURIVRFLDOLQÁXHQFHUVWR Rogers said. “As we determine how to bring able growth opportunities the point at which a drum up excitement about the Love Your Curls these brand stories to life in the market, we ex- retailer partners with Unilever to address shop- emoji keyboard, which has been downloaded plore unique ways to activate with our retail part- pers’ needs while offering them ways to make a PRUHWKDQWLPHV ners based on their distinct passion points.” positive contribution to the world. For Unilever, Rogers said the key to iden- Often, the mission of a brand aligns with one “When we can align priorities, address a need WLI\LQJWKHULJKWLQÁXHQFHUVZKRZLOOPDNHD or more of individual retailers’ priorities as they in our communities and drive more sales, it’s a brand movement bigger is ensuring that they engage their shoppers and communities, Rogers win, win, win scenario,” Rogers said. Q

DRUGSTORENEWS.COM JUNE 2016 • 25 Digital, social, mobile gives Mentholatum momentum with the millennial market or The Mentholatum Com- quently, to measure progress with pany, improving the qual- before and after pictures, as well as ity of its marketing efforts receive reminders to increase com- F — and hence, doing an pliance and show clear results. An effective job of reaching its target LQÁXHQFHUSURJUDP³FHQWHUHGRQ demographic in the New General key bloggers who share the OXY Market — is heavily predicated on 28 Day Challenge with teens and shifting more activity to digital, so- their moms via a blogging page, cial and mobile platforms. Facebook, Instagram and Pinterest The company’s Rohto eye drops — supports the campaign. have a strong millennial follow- By “communicating directly ing, and it continues to strengthen with core acne consumers, we its connection to these customers have the ability to strengthen not through two-way dialogue that in- only our brand, but the entire acne corporates digital and social media. category for our retail partners,” The Rohto line features a variety of Carroll said. “Our message em- formulations to provide the desired phasizes that seeing positive re- Mentholatum launched a “Zombies” campaign for its Rohto brand of eye drops, capitalizing FRVPHWLFEHQHÀWRIZKLWHQLQJYLDLWV sults requires a regimen and time. on the current pop culture craze. redness relievers (Rohto Cool and Knowing how to use OTC acne ÁXHQFHUVFRPSOHPHQWWKHVHHIIRUWV face and complement their make- Cool Max), as well as alleviating treatments properly increases ef- A recent feature in Allure magazine up with beautiful, brighter eyes multiple symptoms, such as red- ÀFDF\XOWLPDWHO\HQFRXUDJLQJFRQ- cited Rohto eye drops as a “Top 9” ZKLOH LQFUHDVLQJ VDOHV DQG SURÀWV ness, dry eye, itch and burn (Rohto sumers to return to the category.” product actress Charlize Theron by serving a previously unknown Ice). Accordingly, Mentholatum Initiatives to connect directly cannot live without. “These types of need. The OXY 28 Day Challenge used a “Zombies” campaign to en- with current and potential new mentions drive social media activ- encompasses full digital assets that gage consumers, taking advantage customers also extend to more ity of our highly loyal followers and can easily be incorporated into of the recent pop culture phenom- established categories, like chest further strengthen the premium digital platforms maintained by enon seen “everywhere from TV rubs. The issues of strong scent positioning of our brand,” Carroll Mentholatum’s retail partners. programming, video games and and messy application — which QRWHG6RFLDOLQÁXHQFHUVVSHFLÀFDO- Retailers can also revamp stores merchandise to events and more.” have typically driven away previ- ly bloggers that address topics rela- to better cater to the New General “Using the Rohto success as a ous category users — have been tive to teens and/or moms of teens, Market, without frustrating shop- JXLGHZH·YHUHÀQHGRXUDSSURDFK addressed in the company’s most are critical to the success of the OXY pers, Carroll asserted, adding that on other key brands,” said Mike recent Mentholatum launches, with 28 Day Challenge platform. Most shopper education and guidance Carroll, VP sales and marketing. digital and social media directly of these bloggers, Carroll observed, work across all categories. When it Metholatum’s marketing campaign communicating the advantages of “have frequent tips on beauty and comes to eye drops, easy-to-read infor OXY acne medication is “heavy the new formulations to “a new skin care. Our focus initially was for formation about what different eye on digital and social activity,” with emerging core consumer in ways preparation for prom, and we will drops do for each symptom and an app that delivers individualized that broad-based advertising never repeat our message later this sum- suggestions for alternative usage daily acne care regimen and educa- could,” Carroll stated. Social media mer with back-to-school prep.” — such as redness relievers for cos- tion. The app was developed under support via Facebook was recently Carroll suggested that retail- metic and beauty purposes — can the umbrella of the OXY 28 Day implemented to bolster existing ers, too, can work independently make the eye drops category easier Challenge campaign, which pro- retail promotions and demonstrate and with brands to help them bet- to shop. Similarly, in the acne cat- motes the correct use of OXY pads, how Mentholatum chest rubs sat- ter serve the needs of the emerg- egory, offering tips on how to take face washes and spot treatments for isfy consumers’ desire for natural ing consumer. For example, they care of acne and separating prod- RSWLPDO HIÀFDF\ 7KH DSS DOORZV cold-cough remedies. Market share can cross-merchandise Rohto eye ucts that have active ingredients teens and young millennials to get increases trended 50% above con- drops in beauty and cosmetic from those that don’t can greatly an acne care regimen by self-diag- trol markets in those areas. aisles, helping to arm shoppers improve shoppers’ understanding, nosing their condition, and subse- Celebrity mentions and social in- with a new trick to brighten their boosting sales. Q

26 • JUNE 2016 DRUGSTORENEWS.COM

Lornamead: Transforming iconic brands for a younger, diverse generation of users

ornamead is a vivid example of a company successfully transforming its leg- L endary brands into icons coveted by a younger audience. Historically, consumer packaged goods’ brand messages cen- WHUHGRQWKHEHQHÀWVDQGIXQFWLRQ- ality of the products. “But when you are focused on the New Gen- eral Market consumers, they are looking for brands that provide greater purpose,” Randy Sloan, Lornamead president, told Drug Store News. Lornamead leveraged YouTube and the vlogger community to help launch its They insist on ingredients that Instrumental Beauty facial cleansing collection and engage with consumers. are properly sourced, formulas for more natural brands. “Yardley media. To that end, that are not tested on animals is an entry point — a bridge — Lornamead is work- and materials that are recyclable to other natural items, and those ing to uncover what or recycled. They also like brands customers are valuable shop- works best for each that address social issues and give pers,” Sloan said. of its brands be it back to society. One of the inspirations was to Facebook, Twitter, In- Yardley is perhaps one of the bring boutique-style merchandise stagram or other plat- Yardley, one of the fastest-growing bar soaps, is reaching industry’s best case studies. The to the mass market. “We did a lot forms like YouTube. out to a new generation of consumers through social media more than 200-year-old brand is of primary research and talked to YouTube played a platforms like Facebook. working on strengthening its mes- consumers in their home to see role in the launch of sage and packaging with millen- how they interact,” added Sloan. Lornamead’s latest innovation, help launch a new item. “They nials in mind, and especially an Yardley is building off of its created with the New General have even more impact than ce- ethnically diverse audience. heritage and retaining those con- Market in mind. Instrumental lebrities in many cases because Starting seven years ago, Lor- sumers, while being introduced to Beauty is a collection of tools they are perceived as real people,” namead took Yardley from soaps a whole new generation. It used ÀOOLQJ ZKLWH VSDFH LQ GUXJ DQG he explained. “It is like your friend once used by royalty to an afford- to be a brand consumers heard discount stores. “It is primarily telling you to use something.” able indulgence for a new genera- about from mothers or grand- a line of facial cleansing devices, Vlogger campaigns for the beauty tion. Additionally, the compelling mothers — now usage is spread starting with a small rotary brush tools drove measurable sales both ingredient story and fragrance across all ages. up to a sonic cleansing brush that online and in store, he said. heritage — including skin-nour- The strategy is working, with give consumers, who are looking Lucky for Lornamead, some- ishing essential oils, no harmful Yardley ranking as one of the for technology to keep their skin WLPHVWKHLQÁXHQFHUVVLQJOHWKHP ingredients and no animal testing IDVWHVWJURZLQJ EDU VRDSV ÀYH beautiful, a cost-effective way to out independently. Kim Kardashi- — appealed to consumers looking out of the past six years. “We use beauty tools,” Sloan said. The an has mentioned Lornamead’s have a story to tell that resonates company leveraged technology Finesse as a product favorite. “WHEN YOU’RE FOCUSED ON with this age group,” Sloan said. and sourcing capability from its An important part of Lorname- THE NEW GENERAL MARKET The emerging generation also parent Li & Fung to launch the ad’s go-to market strategy is to CONSUMER, THEY ARE has shifted away from tradition- new line. share its learnings with retailers LOOKING FOR BRANDS THAT al print and television advertis- For Instrumental Beauty, the and create programs that work PROVIDE GREATER PURPOSE.” ing. “To reach them, you have to company reached out to shoppers for each account’s unique needs. — RANDY SLOAN, PRESIDENT, LORNAMEAD go where they spend their time,” via social media and engaged the “There is no cookie-cutter solu- said Sloan, and that’s digital vlogger/blogger community to tion,” Sloan concluded. Q

28 • JUNE 2016 DRUGSTORENEWS.COM

Hello products gets up close and personal

twenty-something consumer walks into a drug store and heads to the oral care aisle, where she begins looking at Athe toothpaste selection. She quickly picks up and puts down boxes containing offerings from a few mainstream brands, but when she sees the hello products package, she not only grabs it, she spends several minutes reading the copy. Smiling and laughing to herself, she places the box into her basket. This is exactly the reaction Craig Dubitsky, hello products’ founder and CEO, wants to see from New General Market consumers like the one in the above scenario — and from all consumers, in fact. “It’s all about being thoughtful and delighting the customer — not only digi- tally, but at the store shelf,” Dubitsky said. With this in mind, hello products’ packaging features no oversized tooth images; rather, Hello products’ digital pres- the stylish hello logo commands attention. The ence offers consumers sourc- tone of the copy — written by Dubitsky himself ing and ingredient info and for a more personal touch that is the company’s tongue-in-cheek marketing, cornerstone — is tongue-in-cheek. A list of all and Tumblr followers were treated to a mint mojito recipe LQJUHGLHQWV³ZLWKWKHSXUSRVHDQGEHQHÀWVRI and quick history lesson in each one clearly spelled out — is accompanied honor of Cinco de Mayo — E\ D OLVW RI DOO WKH DUWLÀFLDO LQJUHGLHQWV WKDW DUH and reminded to use hello’s not in there — making hello “a no-brainer.” Near Mint Mojito toothpaste after the UPC code are such smile-inducing one-liners celebrating (below). as, “Hello, Tiger” and “Meet your new squeeze,” “We need to be per- accompanied by a “wink” emoticon. sonal, and we need to 3HRSOHQRZORRNIRUEUDQGVWKDWUHÁHFWDQG be transparent — and that means doing every- share their values. “Our formulas are vegan thing from telling customers what every ingre- and never tested on animals, and we invest in dient in their toothpaste does, to listening and recycled materials for our cartons,” Dubitsky responding to what they have to say even if for continued, “and this stuff really matters to us.” some reason, they aren’t happy,” Dubitsky said. Despite digital marketing and apps, “the deci- “You can’t really outsource soul to a call center, sion to purchase is generally made at the shelf,” and you can’t outsource transparency. You can’t Dubitsky stated. “That’s why it’s important for say you’re a friendly brand and company — as the brand to have a voice. Our packaging, copy we imply on our packaging — and not be reach- and tone gives hello a unique voice.” able. Authenticity is everything, and people can Getting up close and personal with customers tell if you’ve got it or your faking it in an instant.” is so important to Dubitsky and hello products While hello’s oral care offerings are loved by that he makes his contact information, includ- millennials, Dubitsky believes the New Gener- ing his cell phone number, readily available to al Market consumer is a psychographic, not a consumers. He spends several hours in the very demographic. “All consumers want to be part early morning responding to consumers’ emails, of something — no matter their age. “Our job and in the evening, he can be found conduct- is to create brands that people want to join, not ing one-on-one conversations via Skype with buy. When people choose hello, they’re joining customers who ping him there via a link on the VRPHWKLQJVSHFLDOD¶PRYHPLQW·ÀQDOO\PDN- company’s website (HelloProducts.com). ing personal care, personal.” Q

30 • JUNE 2016 DRUGSTORENEWS.COM

By-millennial-for-millennial strategy pays for Hyland’s he old adage that necessity the entire family and set the stage campaign called “Find Your Finish is the mother of invention for following brands that they are Line” encouraged runners to share rings true at Hyland’s. passionate about throughout their their stories on #HylandsFYFL. T “Hyland’s core customer life stages, Errickson explained. So The campaign included a content- is millennial moms,” said Kara although the New General Market rich website dedicated to provid- Errickson, who works on product is key, Hyland’s strives to be inclu- ing runners with motivational re- development and design for the sive in all of its outreach. sources and practical tips to help 113-year old homeopathic medi- Natural is a hot button with mil- achieve their athletic aspirations. cine company. “Our marketing de- lennials, who often turn to products Hyland’s was positioned in each SDUWPHQW LV ÀOOHG ZLWK PLOOHQQLDO WKDWDUHIUHHRIFKHPLFDOVDVWKHÀUVW medical tent along the marathon moms, so we are making products step of treatment. “There is a desire course to be on hand for any needs. with our families’ needs in mind,” to move more toward natural, not The Boston Marathon isn’t Hy- she said. synthetic, solutions and that paral- land’s only link to sports. Hyland’s Gaps in products on the mar- lels our growth,” said Thao Le, VP is a contender for the Content Mar- ket, especially those in packaging marketing at Hyland’s. Hyland’s keting Institute’s award as Content appealing to children, helped Hy- rich history in homeopathic solu- Marketer of the Year for its efforts land’s revamp existing products tions positions the company as a behind the Pickleball Channel. A and create new products. A case good resource for retailers looking cross between tennis and ping- in point is Hyland’s Bumps ‘n to expand that business. pong, the racquet sport has been Bruises with Arnica. The topical Another key product that the growing rapidly and introducing remedy developed for bumps and Hyland’s portfolio addresses is the a new market to Hyland’s solu- bruises had many unique factors excruciating pain of leg cramps. tions. Hyland’s Leg Cramps pow- GHVLJQHGVSHFLÀFDOO\IRUPLOOHQQLDO This year, Hyland’s Leg Cramps ers PickeballChannel.com, which Hyland’s revamped and reformulated its moms and the problems they face ZDV WKH 2IÀFLDO &UDPS 5HOLHI provides resources for players and Bumps ‘n Bruises with Arnica topical rem- juggling it all. Using some of her Partner of the Boston Marathon. A organizations nationwide. Q edy to appeal to millennial moms. real-world experience, Errickson helped redesign and reformulate the product. The result is a bright- ly colored ointment stick packaged with a whimsical “splat” design that is kid friendly, especially at a time of an injury. Hyland’s conversations over market needs don’t stop within WKHZDOOVRILWVRIÀFH´:HJRLQWR people’s homes and discuss how we can address pain points,” Err- ickson added. Millennials, many now becom- ing moms, have a new perspective as they shop for their growing families. Their goals shift to what’s best for others, not just themselves. They build loyal relationships with brands, especially those such as Hyland’s, which produce natural, homeopathic remedies, she said. And moms are the gateway to the entire family, she said. The females making the household’s Hyland’s Leg Cramps, the Ofﬁcial Cramp Relief Partner of the Boston Marathon, was positioned at all medical tents along the marathon shopping choices help convert course, and its “Find Your Finish Line” campaign encouraged marathon runners to share their stories on #HylandsFYFL.

32 • JUNE 2016 DRUGSTORENEWS.COM Natural Relief

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*The uses for our products are based on traditional homeopathic practice. They have not been reviewed by the Food and Drug Administration. Henkel has the pulse of consumer shopping habits enkel not only has one of the highest engaging brands with millennials, but the company is making sure its H team is as up to date with social digital tools as its youthful fans. Schwarzkopf göt2b is a favorite with millennials — or those young at heart — due to the fact that it’s helping them standout with their hair. Effective formulations, vibrant packaging and fun product names are helping the brand connect with millennials. “Our marketing team has doubled down on targeting millennials, people who want to standout through their hair style,” said Laura Hyland, VP of shopper strategy and e-commerce. Following its core audience, Schwarzkopf göt2b has shifted advertising dollars from traditional media into digital social media, where its consumers “live.” Schwarzkopf göt2b recently launched its Schwarzkopf göt2 standout campaign, partnering with millennial VRFLDO LQÁXHQFHUV WKURXJK ,QVWDJUDP ZKLFK lends itself to showing off hairstyles, while exuding an authentic feel. The company also is experimenting with Snapchat, one of the fastest-growing apps, and also hosts a custom Tumblr page appealing to the core göt2b users, who takes pride in their style, which is key part of their identity, said Hyland. The efforts are starting to pay off both in terms of engagement with the Schwarzkopf göt2b brand and sales growth for the company, which is a leading hair company globally, she said. Following its core audience, Schwarzkopf göt2b has shifted “We are working closely to understand how ad dollars to digital social media. For instance (clockwise from top), the brand hosts a Tumblr page; its new Schwarzkopf the shopper interacts with each app platform göt2Standout campaign partnered with millennial social inﬂu- and serve that need. We are not trying to push, encers via Instagram; and it introduced its new Mess-Merizing but use digital strategically,” said Hyland. line via Twitter in May. Henkel’s efforts in marketing to the New General Market stretch beyond the product. The most engaged in digital. Additionally, it proved “So when they go to present what we are do- company is scrutinizing shopper’s activities be it that many shoppers fall into different segments, ing, they have a level of credibility and exper- RQOLQHRULQVWRUH,QSDUWLFXODU+HQNHOLVVWXG\- depending on the category they’re shopping. The tise in these new shopper tools” said Hyland. ing the omnichannel shopper. About 40% of upshot — whether in store or online — Henkel is Henkel even wants its team to be conversant millennials use shopping apps now, with up to unlocking ways to make it easier for consumers in programmatic buying, which allows incred- RIDOOSXUFKDVHVLQÁXHQFHGLQVRPHZD\E\ WRÀQGDOORIWKHLUQHHGV+HQNHOLGHQWLÀHGDFRQ- ible new ways to target the right shopper at the GLJLWDO'LJLWDOLVJRLQJWRLQÁXHQFHDOODVSHFWVRI sumer group it dubs the “savvy explorers.” This right time, and is being used by retailers and shopping, and it is important for brands to part- VKRSSHUSURÀOHXVHVPRELOHLQVWRUHVDQGSULRU CPG companies alike. ner with retailers to understand what shoppers to coming to the store. The digital experience has “The shopper is evolving fast, and it’s im- want. Henkel, in fact, has built on its ground- WRPDWFKWKHLQVWRUHVRVKRSSHUVFDQÀQGZKDW portant that we keep up, stay ahead and even breaking shopper segmentation work, “The they researched on the shelves. lead so that we can be there, wherever and Shoppers Perspective,” begun in 2009, with an Additionally, Henkel is making sure its own however he or she wants to shop and engage XSGDWHWKDWLGHQWLÀHVVSHFLÀFVKRSSHUVHJPHQWV sales team knows how to use all of the apps. with our brands,” Hyland said. Q

34 • JUNE 2016 DRUGSTORENEWS.COM

Edgewell: 360-degree perspective is key to consumer engagement ith its broad portfolio spanning shaving, skin, sun, infant and feminine care in the personal care W segment, Edgewell tees up its message to the New General Market to match the audience. Those carefully tweaked messages are evi- dent at the retail shelf, where thought has been put into how to communicate at the point of decision. For example, as Jonathan Rhyan, senior shopper marketing manager for Edgewell Personal Care, noted, the manner in which messages are conveyed — and the content of these messages — is different depending on the shopper’s path to purchase. With its powerful brand names — such as Playtex, Schick, Edge and Banana Boat — Edgewell has names consumers seek in stores. Still, Edgewell believes consumers must be given a 360-degree perspective of brands, with Hawaiian Tropic Silk Hydration Weightless Lotion Sunscreen the digital shopping experience they experi- was featured in actress Shay Mitchell’s YouTube series, Shay- ence from their couch being entirely cohesive cation. Mitchell has more than 21 million followers across with what happens when they are in store YouTube, Facebook, Twitter, Instagram and Snapchat. aisles — and vice versa. “We look at it as a ho- order to cater to the needs of consumers within listic experience,” Rhyan said. and beyond the New General Market. “In order -XVWDVVLJQLÀFDQWO\WKHUROHRIWKHVKHOILWVHOI to do that, you have to have a lot of insight and varies depending on customer needs and the do your homework,” he asserted. “You have to particular brand in question. For instance, Rhyan know who your consumer is and how they use said, women seek information about feminine your products. Insight work can be expensive, On-shelfOhlfif informationti iis particularlyti l l iimportantt tf for ththe sun care category, so Edgewell uses a range of technological tools to hygiene products and usage in keeping with the but without it, a company is challenged to get help shoppers make educated decisions in store. particular life stage in which they happen to be. down to that personalized authenticity.” However, because of the nature of the product, Edgewell also recognizes that social me- emphasis behind our insight work.” they don’t want to look for answers to their ques- dia has opened up avenues to target the New Edgewell has many recent examples of us- tions while standing in the aisle at the local store. General Market. But again, the message must ing its toolbox to create relevant messages “The aisle isn’t the right place to be deliv- EHÀQHWXQHGDQGPDUNHWHUVPXVWUHPHPEHU linked to products. The Rock Your Legs Cam- ering the message, in this case,” Rhyan noted. WKDWWKHUHLVQR´RQHVL]HÀWVDOOµVROXWLRQIRU paign for its Schick and Skintimate brands “So we look at how we deliver that information reaching millennials. features its own emojis. Schick and Skintimate differently, and then synergize it at the shelf.” “What exactly is a millennial? Is it the Rock Your Legs emoji displays appeared in On the other hand, sun care is a category younger millennial group of 18-24? With kids major grocery stores and drug stores. where on-shelf information is paramount. or without? Millennials are the most culturally Similarly, Edgewell’s Hawaiian Tropic Silk Edgewell has tapped a myriad of technological diverse group,” Rhyan said. Another example Hydration Weightless Lotion Sunscreen was tools to help shoppers make educated decisions, is the Hispanic population, which also requires featured in seven episodes of actress Shay including what to select based on the weather carefully curated social media approaches. Mitchell’s YouTube series, Shaycation. Mitch- that day or the activities they plan outside. “You really have to understand and shape ell has more than 21 million followers across Casting an eye to the future, Rhyan said your messages to speak to people in a mean- YouTube, Facebook, Twitter, Instagram and hyper-personalization and micro-targeting rep- ingful way, particularly as it relates to product Snapchat, and will promote Hawaiian Tropic resent the next direction brands must take in or category education. We are putting a lot of across her social media channels. Q

36 • JUNE 2016 DRUGSTORENEWS.COM From the desk of

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ringing beauty to life” is Paris Presents’ mantra. For the company, accom- B plishing this goal — and catering to its millennial audience — means focusing not on products themselves, but on what those products can do for the customer and how they can help her attain her own objectives. For example, apply- ing makeup to achieve a particular look. It also means working with VRFLDO LQÁXHQFHUV ZKR XQGHUVWDQG millennials and their priorities. EcoTools’EETl’#MTB #MyTrueBeauty t campaign i promotes t messages of ff fe- “As a company, we’re all about malem positivity and conﬁdence, while also beneﬁting Glamour’s meeting millennials’ needs and re- TheT Girl Project. For more info, visit EcoTools.com/Giving-Back. ÁHFWLQJWKHLUSULRULWLHVLQWKHZD\ we position the brand,” said Gon- that they love. Makeup experts Sa- fered by Paris Presents once a year. girls with the “little and big things” ca Paul, director of global custom- mantha and Nicola Chapman pro- Each design was inspired by one of WKH\ UHTXLUH WR ÀQLVK WKHLU HGXFD- er marketing. “We’re also very fan- vide such education via YouTube WKH &KDSPDQV· ÀYH IDYRULWH FLWLHV tion, including tuition, safe passage based and social media-driven.” and their beauty vlog, Pixiwoo. — Berlin, Buenos Aires, London, WR VFKRRO PHQWRUVKLS FRQÀGHQFH When it comes to its Real Tech- The Chapmans, who have more Shanghai and Sydney. building and training for the pro- niques cosmetic brushes, Paris than 2 million YouTube follow- Meanwhile, Paris Presents’ ap- fessional world. Presents leverages digital mar- ers, also discuss other issues that proach to marketing its EcoTools Paris Presents engaged actress keting and social media to teach resonate with millennials, ranging brand of makeup brushes, hair- and advocate Sophia Bush to ignite consumers techniques for getting from current events (e.g., the death brushes and bath accessories — all a social conversation around wom- the tools to work for them and em- of Prince) to personal challenges of which are animal cruelty-free en’s empowerment for the cam- ploying each one to create looks (e.g., Nic’s two miscarriages). and manufactured using such eco- paign. The brand is donating $1 “With Sam and Nic, it’s all conscious materials as bamboo and to The Girl Project for every Face- about the look, and they’re very recycled aluminum — is heavily book, Twitter and Instagram post “RESEARCH, ... TESTING authentic in the way they talk SUHGLFDWHG RQ PLOOHQQLDOV· DIÀQLW\ shared using the #MyTrueBeauty IN STORE AND SOLICITING about that look,” Paul said. “It’s for social responsibility. The Eco- hashtag and tagging @ecotools. CUSTOMER OPINION not about the product. It’s about Tools #MyTrueBeauty campaign, Paul noted that in order to suc- ARE AS IMPORTANT AS how to use the product to get the which kicked off on International ceed in the New General Mar- APPROACHING CONSUMERS look because the customer isn’t Women’s Day in March, exempli- ket and to cater to the millennial interested in hearing about prod- ÀHV VXFK DQ HPSKDVLV 0\7UXH- consumer, it’s critical for brands FROM A PLATFORM OF uct features,” she added. Beauty is intended to promulgate to make concerted efforts to un- EDUCATION. SO IS CREATING Related marketing endeavors messages of female positivity and derstand shoppers and what they A POSITIVE SHOPPING help kick engagement up a notch. FRQÀGHQFH DFURVV D QXPEHU RI VR- want. “Research and more research, EXPERIENCE, WHICH COMES Crowdsourcing was the center- FLDO PHGLD FKDQQHOV ZKLOH EHQHÀW- testing in store and soliciting cus- WITH EDUCATION AND WITH piece of a “Real Techniques Turns ting girls’ education through Glam- tomer opinion are as important as MESSAGES THAT RESONATE. Five” promotion that kicked off in our magazine’s The Girl Project approaching consumers from a IT’S ALL PART OF April to coincide with the brand’s philanthropic initiative (adminis- platform of education,” she said. ONE PACKAGE.” ÀIWKDQQLYHUVDU\LQ0D\)DQVZHUH tered by Silicon Valley Community “So is creating a positive shopping — GONCA PAUL, DIRECTOR OF GLOBAL CUSTOMER invited to vote for their favorite de- )XQGD F QRQSURÀWRUJDQL- experience, which comes with edu- MARKETING, PARIS PRESENTS sign to be used on limited-edition zation). Programs offered under the cation and with messages that reso- gift packs, which typically are of- auspices of The Girl Project provide nate. It’s all part of one package.” Q

38 • JUNE 2016 DRUGSTORENEWS.COM

Conair courts millennials with new approaches to displays, messaging

illennials present challenges to shopping, seeing how they look with differ- marketers. They use multiple de- ent hairstyles, as well as experimenting with “MOST OF THESE CONSUMERS ARE vices, sometimes simultaneously, and customizing their own looks. They can SHOPPING AND USING THEIR PHONES, M making them harder to reach than then purchase the appropriate styling tool to SO WE HAVE TO FIGURE OUT HOW TO individuals in other demographic groups. They replicate the look or looks they have created BRIDGE THAT GAP BETWEEN DIGITAL AND engage with social media to a higher degree at home. PHYSICAL SPACE. WE REALLY TRY TO than any other demographic group. This audi- “Most of these consumers are shopping and ENGAGE THE CUSTOMER FROM A VISUAL ence wants to be heard; social listening, as well XVLQJ WKHLU SKRQHV VR ZH KDYH WR ÀJXUH RXW STANDPOINT AND TO HAVE CONSISTENCY as conversational marketing, can provide in- how to bridge that gap between digital and BETWEEN WHAT THEY SEE ONLINE AND sights for product functionality and messaging. physical space,” Heller said. “We really try to WHAT THEY SEE IN STORE.” These are among conclusions Conair has engage the customer from a visual standpoint — PAULETTE HELLER, VP MARKETING, CONAIR drawn as it continues to undertake initiatives and to have consistency between what they aimed at addressing the New General Mar- see online and what they see in the store.” ket and its needs. Paulette Heller, VP market- Toward the same end, the company is le- importance to millennials, they clearly have a ing, noted that the in-store experience, too, is veraging touch-and-feel displays where all more holistic approach to beauty, according to important to millennial New General Market customers can pick up and “play” with its Heller. Maintaining healthy hair, Conair has customers, because they are very visual and selection of styling tools. “For our category of discovered, is as much of a concern to con- like to interact with products, as well as with product, displays of this kind play a key role VXPHUVLQWKH1HZ*HQHUDO0DUNHWDVÀQGLQJ their mobile device, while shopping to search in the purchase decision, and they can impact the right hairstyle. In keeping with this trend, for information, reviews or coupon offers. VDOHVVLJQLÀFDQWO\µ+HOOHUREVHUYHG7KHVHYL- the company followed up the initial launch With this in mind, Conair has just launched sual and tactile displays are also effective be- of its 3Q Brushless Motor Hairdryer with a its Virtual Hairstyle Makeover Tool in con- cause customers like to hold the product and change in its messaging. The new messaging junction with ModiFace. The tool allows feel the weight of the tool, Heller observed. KLJKOLJKWHG WKH EHQHÀWV RI IDVW GU\LQJ ZLWK consumers to engage with the brand while But while achieving a look remains of major lower temperatures to protect hair from heat damage, leveraging such features as up to 70% more air pressure, as well as ionic technology for enhanced shine and up to 75% less frizz compared with hair dryers with natural ionization. The revised messaging helped to increase sales for the 3Q hairdryer, Heller said. Because the 3Q ranks among higher-priced options in the hair dryer category, Conair goes the extra mile to support its value proposition with a high volume of online education. Us- LQJLQÁXHQFHUVRQ

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www.allegrocreativedesigns.com www.conair.com www.scunci.com Kao USA: Building new fans while retaining loyalists

ao USA is a prime exam- guidanceg and inspiration from ple of a company plugged realr women, particularly those into the New General ono YouTube. Beauty on You Tube K Market, but also inclusive experiencede a 50% growth be- of all of its consumers’ needs. With tweent 2014 and 2015, and in 2015 LWVÀQJHURQWKHSXOVHRIFKDQJLQJ theret were more then 120 million consumer trends, Kao USA has re- EHDXW\VXEVFULEHUV´2XUODXQFKHVE booted classics to introduce them thist year are at-home color prod- to the millennial market, while not uctsu that she uses in the shower to losing its loyal base. A component tweakt her color. Having this ‘real of its success has been teeing up woman’w credibility to help us edu- ZLWKWKHULJKWVRFLDOLQÁXHQFHUVWR catec our consumers is essential.” convey authentic brand messages. WarnkeW said. There are success stories across That’s where Fowler comes into the company’s portfolio, which en- play.p “Blair was one of the original compasses Bioré, Jergens Natural YouTubeY stars. We watched her Glow and Jergens BB Cream. But growg up with her audience. Be- one of the most vivid case stud- tweent all of her platforms, she has ies is the update of the iconic John morem than 6 million followers with Frieda range. YouTube beauty and style vlogger Blair Fowler is collaborating with John Frieda on “how to” ana above average engagement rate. Twenty years ago, John Frieda content for the brand’s Brilliant Brunette product line. She is authentic, enthusiastic, loves Hair Care invented the frizz- to experiment with her hair and ÀJKWLQJ FDWHJRU\ ZLWK )UL]] (DVH She noted that social activity with temporary are on the rise), John was already a fan of the brand,” the game-changing hair smoother. Conrad on average had 20 times Frieda is reacting with technology Warnke said. “But the world has changed in more engagement than any other and innovation. To help consum- Fowler’s main role is to collabo- the past 10 to 12 years in terms content pushed in the social space. ers understand the color-changing rate with John Frieda on “how to” of the curly-haired woman. Her ´:H KDYH VLJQLÀFDQWO\ FKDQJHG capabilities of Brilliant Brunette, content that will help to educate life has changed with technol- the demographic of our brand and the company is shifting gears in FRQVXPHUV RQ WKH EHQHÀWV RI WKH ogy and appliances giving her have brought in more younger us- WKH VHOHFWLRQ RI DQ LQÁXHQFHU ,Q products, why to use them, when to options to transform herself,” ex- ers than we have seen in over 10 this case, the choice is Blair Fowler, use them, etc. “We are fully aware plained Heather Warnke, director years,” Warnke said. They also did well known for her beauty focused of who our consumer is and the of marketing at Kao USA. Women a campaign with Taylor Schilling — YouTube tutorials. limited time they have to navigate no longer feel as if they have to famous for her role as Piper Chap- “Historically, we have consis- the hair care and hair color space. UXQIURPWKHLUÁDZVEXWFDQ´HP- PDQ LQ WKH KLW 1HWÁL[ VHULHV ´2U- tently tapped experts in the hair We are working in partnership with brace their imperfections.” John ange is the New Black” — which care industry to be a part of our Blair to create dynamic, ‘snackable’ Frieda is helping women express involved content for social media, team. Professional hairstylists and content, meaning it is fast and fre- their individuality. and tapped YouTubers and Insta- colorists have always made up quent so the consumer doesn’t have John Frieda was able to update gram stars throughout the year. RXU¶+RXVHRI([SHUWV·7KH\KDYH to spend a lot of time searching for its positioning, starting more than What made these efforts click, helped us identify the needs of the education she is craving. This WZR\HDUVDJRZLWKWKHXVHRILQÁX- Warnke added, was that Kao let our consumer, sometimes before content will empower our consum- encer, fashion designer and author the social media stars speak hon- she even knew what they were,” ers to create looks they love and the Lauren Conrad as a brand ambas- estly and from their own perspec- said Warnke. “These profession- color they desire,” she said of the sador for John Frieda Sheer Blonde WLYH´,QÁXHQFHUVNQRZKRZWRWDON als have also collaborated with us information that can be dissemi- and Beach Blonde. “Her messaging about their brands,” she said. on our communication to con- nated once or twice a month. helped us dramatically to change Now John Frieda is evolving its sumers, helping to educate them The goal is to capture more of our demographics,” said Warnke. communication strategy behind RQWKHSURGXFWEHQHÀWVDQGKRZ the millennial beauty enthusiasts. “We were aging and our users were efforts for Brilliant Brunette. No- to use them.” “We know our consumer is on aging with us. Conrad helped shift ticing that millennials are totally Warnke feels that today’s con- YouTube and working with a top young women to Sheer Blonde, changing the hair color category sumer still values the advice of a content creator in that space will and we saw the fruits of our labor.” (that is, permanent sales are down, professional, but also is seeking reach her,” Warnke explained. Q

42 • JUNE 2016 DRUGSTORENEWS.COM

Beiersdorf: Embracing commonalities, following shopper intuition arketers constantly “push” cus- $UHFHQW#(XFHULQ7ZLWWHUSRVWIRUH[DPSOH tomers into sub-segments. And aaskeds followers whether they knew that hot occasionally they forget to step wwater can strip the skin of natural oils — and M EDFN DQG ÀQG WKH FRPPRQDOLWLHV ssolicitedo consumers’ skin care tips and tricks to which they can appeal. “These are often the fofor beating the cold weather blues — with a emotional or aspirational commonalities, as OLOLQNQ EDFN WR WKH (XFHULQ VNLQ FDUH SDJH$Q- ZHOODVWKHEHQHÀWVDQGQHHGVµVDLG'HOÀQD oothert tweet led off with two questions about Cinco, director of marketing at Beiersdorf. mmoisturizing, “When do you moisturize?” and With this in mind, Beiersdorf has been fo- ´´'LG\RXNQRZWKDWWKHWLPHRIGD\FDQPDNH' FXVLQJRQWKHEHQHÀWVSLHFHDFURVVWKH(XFHULQ a big difference on the result?” with a link back brand. On the body care products front, this WWRD´6PDUW6NLQ6HULHVµZHESDJHZKHUH'UR means relief from eczema, as well as from itch- MMehmet Oz offered a video explanation of iness and dryness of the skin; the advantages wwhy moisturizing at different times of the day of daily moisture and SPF come into play, too. yiyields varying outcomes and what consumers 'HIHQVH DJDLQVW VLJQV RI DJLQJ DORQJ ZLWK sshouldh do to maximize the desired outcome of UHGQHVV UHOLHI DQG 63) DUH WKH EHQHÀWV HV- mmoisturizer use. poused for the brand’s facial care component. To help retailers better serve the needs of “Feel the difference is the new activation “Did you know that washing with hot water can strip the skin of ememerging consumers in the New General Mar- natural oils? What are your skin care tips and tricks for beating we’ve just brought to life, and it’s about incor- the cold weather blues,” Eucerin asked its Twitter followers. ket, “we invest a great deal in understanding porating women to tell their story about how the science of skin, but we often forget that this our products have helped them improve their posts and information about interesting ways (science) has value to our customers, too,” Cin- skin,” Cinco noted. “We’re reaching out to in- to use its products for skin care, beauty and co said. “That’s why we’re currently develop- corporate women’s voices in our campaign.” grooming. Facebook, Twitter, Instagram and ing a platform by which we can bring insights Beiersdorf leverages social media to in- Tumblr are harnessed not only to start and to life to inspire our customers.” troduce consumers — and engage existing continue conversations and expose consum- Cinco noted that it is very possible for re- customers — to each of its brands. The main ers to Beiersdorf products, but also — as Cinco WDLOHUV WR UHYDPS WKHLU VWRUHV WR UHÁHFW WKH objective: continue to grow the conversations H[SODLQHG³WRSURPRWHEHQHÀWVDQGVWRULHV growth of the New General Market, without and levels of interaction. Its strategy: shar- It also is helping the company gain a deeper causing customers to become frustrated by ing relevant skin care tips, “healthy lifestyle” understanding of customers and their needs. any new layouts. To do so, she said, retailers mmust become less internally focused on objec- ttives, so that they may avoid losing sight of tthe fact that improving the shopper experi- eence was the purpose of making the change LLQWKHÀUVWSODFH “Follow the intuition of your shopper,” sshe advised. “Stepping back along the way tto assess what is motivating a decision — in- ccluding a decision to revamp stores — is in- vvaluable” to creating the desired impact of tthat change. “In the New General Market, un- dderstanding the shopper and the type of ex- pperience he or she wants to have in-store will bbe critical to success,” she concluded. “We nneed to keep our eyes and our plans focused oon delivering that experience and embracing ccommonalities — not on using demographics Skin care tweets and Facebook posts have included links back to the skin care page on Eucerin’s website. tto forget about them.” Q

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*Nielsen, xAOC, Beiersdorf $ Volume, 52 weeks ending 4/16/16, Hand & Body Lotion Category, Dollar Share ** Nielsen, xAOC, Unit Volume, YTD Ending 4/16/16

Want to learn more on how to grow? email us: [email protected] #BadassPlan: Authenticity, open communication, community pay off for Vogue International

ow can marketers successfully target and engage millennial customers in the New General Market? For Vogue H International’s OGX brand, the secret to catering to the female New General Market consumer is to “remain authentic, foster open conversations with her and create a community she can engage in that provides the opportunity to create the brand she wants are really the linchpin of success,” according to Courtney Connelly, senior brand manager for North America. “The New General Market — millennials — is and has been our core consumer, so we’re constantly evaluating and improving our interaction with her to provide her a strong community and a brand she can believe in,” Connelly said. Such interaction provides valuable insight into what OGX customers would love to see, OGX’s #BadassHairDay campaign seeks to from the introduction of new fragrances into its empower consumers to believe in them- hair and body care lines to assistance in battling selves “instead of living up to unrealistic ex- FRQÀGHQFHLVVXHV2*;·V%DGDVV+DLU'D\FDP- pectations,” said senior brand manager for paign underscores its commitment to leverag- North America Courtney Connelly. LQJWKDWLQVLJKW´:HFUHDWHG%DGDVV+DLU'D\ Continuing to innovate and because we kept hearing [our customer] say, drive trends, so that its target con- ‘I’m having a bad hair day’ — but we complete- sumer can “discover within [the ly disagreed, and we wanted to empower her to OGX] brand no matter what her believe in herself as she is instead of living up to need,” comprises another initia- unrealistic expectations,” Connelly explained. tive for OGX as it strives to main- 8QGHUWKH%DGDVV+DLU'D\XPEUHOODFRQ- tain its strong foothold in the New sumers were invited to “put an end” to bad General Market, Connelly noted. hair days by experiencing how different OGX 6KHFLWHGWKH2*;%DPERR)LEHU)XOO KLVWRULFDOO\EHHQIXQFWLRQDQGEHQHÀWVGULYHQ SURGXFWVFDQIXHOWKHLU%DGDVV+DLU'D\HP- and Niacin3 & Caffeine hair care lines as exam- is where success lies for these new products, as bracing their natural beauty and participation ples. OGX 02 incorporates oxygen liposomes well as for the entire OGX brand. “We provide in an OGX sweepstakes. One grand prize win- and cloudberries; a power-packed form of vi- [retailers with] tools to promote our brand ner and their “bestie” took home a year of free WDPLQV$&(DQG%FDOFLXPPDJQHVLXPDQG stories, engage the consumers with emotional OGX products and a $1,000 gift card, while 20 other potent antioxidants to “help hair swish EHQHÀWVLQVWRUHDQGGULYHRXUFRQVXPHUEDFN women received a one-year supply of OGX for DQGVKLQHZLWKHYHU\VWUXWµ%DPERR)LEHU)LOO to the shelf by sharing insights,” she noted. themselves and another for a bestie as well. LVWKHÀUVWVXLWHRIKDLUFDUHSURGXFWVWRXVHUHDO Retailers, Connelly concluded, would do 7KHFRPSDQ\DOVRGHSHQGVRQVRFLDOLQÁX- EDPERRÀEHUVZKLFKDWWDFKWRKDLUVWUDQGVWR well to further target the New General Market HQFHUV(QJDJLQJZLWKWKHVHVRFLDOLQÁXHQFHUV help “create thick, full and voluptuous tresses, consumer and improve the in-store experience and encouraging them to try the company’s along with a fresh and spicy scent.” Niacin3 & with on-shelf educational tools so “she can products plays an important role in cultivat- Caffeine is a “fallout-busting formula” blend UHDGDERXWLQJUHGLHQWVWRULHVDQGEHQHÀWVDQG ing customers because it “allows consumers to designed to aid in exfoliating and stimulating discover on her own or through knowledge- obtain an objective, authentic point of view” the scalp while combating hair loss. able beauty staff. These are small pieces that on all of OGX’s hair care and body care offer- Connelly said partnering with retailers that can be implemented without major overhaul ings, according to Connelly. are willing to tell stories in an industry that has to improve experience in store.” Q

46 • JUNE 2016 DRUGSTORENEWS.COM ogxbeauty.comgy| gy Milani Cosmetics: On target with millennials

nspired by the art and culture of lani’s sales growth rate is outpac- over 300 top social media beauty consumers a unique experience Milan, Italy, Milani Cosmetics ing the category by more than three ´LQÁXHQFHUVµ LQFOXGLQJ VXFK VWDUV via its participation in “Generation embodies the style and essence times, according to the company. as @NikkieTutorials, the brand now %HDXW\ E\ LSV\µ 7KH HYHQW EULQJV Iof the city’s fashion and design The product lineup offers hun- reaches a combined network of together leading online beauty, heritage, with a high level of detail dreds of shades and high-tech, spe- more than 30 million beauty, fash- fashion and lifestyle gurus, top going into the formulation, packag- cialty store-level formulas that its ion and lifestyle enthusiasts. Expo- beauty brands and devoted fans for ing and shade of each individual audience demands — and all at an sure on YouTube — over 105,000 a weekend of inspiration, network- product. But that’s only the begin- affordable pricepoint that appeals videos featuring Milani products ing and fun. ning of the story. to this price-sensitive customer. have been posted on the platform Generation Beauty attracts Mila- MulticulturalM models help E\EHDXW\IDQVDQGNH\LQÁXHQFHUV ni’s sweet spot: 75% of the approxi- drived home its all-inclusive — have made it a video star. mate 3,000 attendees at the 2015 Los image,im while celebrity clients And that’s not all: In the branded Angeles event were between the andan famous makeup artists and user-generated content that mil- ages of 18 and 34 years, and nearly giveg it credibility. As to the lennials value so highly, Milani has all are socially active, particularly brand’sb wide appeal, Milani a total reach that exceeds 1 billion on Instagramg and Facebook. Q deliversd products that work impressions. At the same time, the ono all skin tones. A strong brand also racks up plenty of men- socialso media presence allows tions in beauty editorial spreads, theth brand to speak directly to both in print and online, which help — and with — its consumers. enhance its credibility. Milani has its ear tuned to In launching new products, Mila- theth market — and that was ni has a clear-cut goal: drive aware- a key reason the company ness, trial and demand. It utilizes a wasw excited to participate variety of methods, from content Milani has reached 30 million beauty, fashion and life- in the DSN-Mack Elevation PDUNHWLQJ LQFOXGLQJÀOWHULQJ,QVWD- style enthusiasts by collaborating with more than 300 New General Market Forum. gram content to drive online sales) top social media beauty inﬂuencers. “Milani was excited to en- and social media to retailer relations gage with key retailers at the and public relations. Thousands of If ever a beauty brand resonated recent New General Market Forum products are distributed to its beau- with the times, it’s Milani. In an age in New York City. We see a great W\LQÁXHQFHUQHWZRUNWRKHOSEXLOG of increasing diversity and inclu- opportunity to drive incremental awareness and drive demand. sivity, and a time when millennials sales in the mass cosmetic category Key to its efforts is the brand’s and multicultural consumers have via the millennial and multicultural “Beauty Identity Digital Cam- emerged as major buying forces, FRQVXPHUµVDLG*OHQQ0F&ORVNH\ SDLJQµ ZKLFK IRFXVHV RQ FHOHEUDW- Milani is making the right moves. VP sales. “We are committed to de- ing individuality in a way that sup- “Milani is focused on continu- livering fact-based merchandising ports new product launches and the ing to work with retailer partners to VROXWLRQVWKDWVLJQLÀFDQWO\LPSURYH brand’s message of diversity. The serve the needs of the multicultural SODQRJUDPSURGXFWLYLW\µ campaign has a weekly theme that and millennial consumer. Cutting- To strengthen its positioning, spotlights 12 different beauty looks edge analytics help direct engaging Milani over the past year launched RU ´LGHQWLWLHVµ SDLULQJ HDFK ´LGHQ- point-of-purchase displays, custom products with broad-based formu- WLW\µZLWKWKHQHZSURGXFWVQHHGHG in-store events, digital marketing ODVWKDWVSHFLÀFDOO\WDUJHWPLOOHQQLDO to get each look. It uses the identities partnerships and event marketing and multicultural consumers. The to give content for how the prod- that are designed to drive in-store EUDQGDOVRVLJQLÀFDQWO\ERRVWHGLWV ucts can be used for different looks. WUDIÀF DQG PDUNHW EDVNHWµ VDLG digital marketing efforts and event It also has a tie-in to a social media Rhonda Baron, VP sales and busi- marketing programs. contest — a popular feature that en- ness development. Millennials in particular rely on courages the type of feedback and And that approach is clicking on the opinions of friends and people interaction with the brand that its all cylinders. In the latest 52-week they can trust, and Milani taps into target audience responds to. Milani’s Beauty Identity campaign celebrates Nielsen period ended April 9, Mi- this in different ways. Working with On the event side, Milani offers individuality via new product launches.

48 • JUNE 2016 DRUGSTORENEWS.COM