April/May 1998
Gillette is supporting the introduction with a $300 million marketing program, the largest in its history. Gillette will spend $200 million for advertising worldwide in marketing year one. The campaign retains the themeline, "Gillette. The Best A Man Can Get."
Gillette MACH3 will be merchandised through high-tech point-of-purchase displays including floorstands, counter units, pallet displays, wings and trays. The displays reflect the product’s aerodynamic packaging imagery and will feature MACH3 razor sets and 4-and 8-pack cartridges.
The MACH3 shaving system will retail for approximately a 35% premium to SensorExcel. The anticipated retail price range for a razor set (razor, organizer and two cartridges) in the U.S. will be $6.49 - $6.99.
There will also be an ineternet campaign as Gillette has launched a web site at www.MACH3.com, which will demonstrate the innovative product in ways unavailable in other media, said John Darman, Vice President, Business Management, Male Shaving at Gillette. Mr. Darman: said: "Our new site takes full advantage of the latest Web technologies both to entertain and to involve consumers in the MACH3 story."
The MACH3 displays were designed by Wallace Church and produced by Chesapeake Display and Packaging, Winston Salem, NC.
Sally Hansen combines dynamic salon inspired fashion colors with a 90 second quick-drying one coat formula that offers silicone protection and shine, which is perfect for today’s fast and active lifestyle. The palette is vibrant with 32 shades of cremes and frosts in chic, trendy blues from soft pastel to navy; greens of lime to emerald; and purples from lilac to deep violet. The collection also includes classic reds, warm neutrals and a clear enamel.
The ColorFast collection is merchandised in 96, 72 and 48 piece displays, available at chain drugstores, food stores and mass merchandisers nationally.
The brushed aluminum display contains three product trays to hold the full line. Additionally, an attached view master shows photos of Tony and Tina talking about their product line and artistic sensibilities.
The Tony & Tina Nail Enamel and Remover merchandiser was designed by The Royal Promotion Group, New York City.
The SolarSation header features the statement, "Add Sun. Get Color." Header graphics show how the nail color goes on clear and how the color appears after the wearer steps outside into the sunlight.
SolarSation nail color is available in: Blue Gloss, Blue Glitter, Orange Gloss, Orange Glitter, Red Gloss, Red Glitter, Purple Gloss and Plum Gloss.
Maybelline’s Lip Polish delivers the coverage and wear of a lipstick, plus the high shine of a gloss. The formula is gel-based versus the traditional wax base, so it can deliver intense color that spreads evenly. Patented micro diffusers capture and reflect light, while a colorfix complex locks in the color and shine.
Maybelline’s Lip Polish is available in 10 shining shades at mass retailers.
Body Refreshers II includes Body Sprays with five original scents (Island Breeze, MidnightSky, Clean Musk, Citrus Mist and Sea Spray); and matching Body Lotion; Body Wash; and Home Fragrance Candles.
"The wicker display, is a great vehicle with which to display our products," said Rob Falkowski, Manager, Sales Administration. "Shelf-counter space is difficult to secure in many accounts, so our floor display allows the retailer to create an instant home for our products."
The advertising and merchandising materials for "She Sells Sea Shells" feature Cover Girl models Tyra Banks and Sarah Thomas. Print ads include a tip-in brochure, which is also available in-store. The Cover Girl Web site and consumer telephone hotline provide additional support for the promotion.
"Color promotions have proven to be an effective way to generate consumer excitement and build our business," said Anne Martin, Cover Girl Marketing Director. "They’re a win-win-win for the brand, our retailers and for consumers," Martin said.
The display also allows for different scents to present a tester sample for the consumer to try. The testers are presented to the consumer in an easy and convenient manner to encourage a strong trial. Floral graphics make the display attractively feminine.
The Calgon Display was created by Point 1 Displays, Inc., a p.o.p. display firm based in Quebec, Canada.
"As the next generation in sunscreens, we are working with dermatologists in an effort to educate the consumer about the importance of daily UVA/UVB broad spectrum protection. We will distribute 2 million samples of Ombrelle to dermatologists across the U.S.," said Ketan Patel, V.P., Marketing, Ombrelle.
As part of the Nexcare branding initiative, 3M has introduced 3M Nexcare Waterproof Bandages with Tattoo Designs, a new waterproof bandage for kids that capitalizes on the growing popularity of temporary tattoos.
In the Lanvin L’Homme Collection, classic Eau de Toilette and After Shave are complemented by several Total Comfort grooming products.
Lubriderm Daily UV Lotion will be sold in the moisturizer aisle, not in the UV protection section. Lubriderm is supporting the launch with advertising, FSI coupons, refund offers and trial sizes.
fetish Body has been the impetus for major retailers to address the growing female teen market by creating in-store "fetish worlds."
"The BeZI Beauty Source was inspired by the innovative concept, The Cosmetic Garden, from our parent Shiseido Company," said Judy Carlo, V.P., BeZI Marketing. "This very successful location demonstrates the power of client trial, elegant merchandising and beauty information to build a large and loyal consumer base."
The BeZI Beauty Source computer is a focal point as you enter the high-tech, yet luxurious salon. There are three interactive units with glass separations to offer the client privacy. As the program begins, the client will be asked questions concerning lifestyle, hair type and specific hair needs. A specific hair care regimen will then be prescribed for each client from three exclusive lines: ISO, Bain de Terre, and Senscience. The computer will recommend products on an immediate print-out that the client can take to their stylist or to the BeZI Beauty Bar for “hands on” trial with sterilized brushes and tools to experiment with the various styling products. There are also optional hairstyle selections that can be printed out to take to a stylist.