IRI Reports On Pharmaceutical Marketing
Retailers and prescription drug and consumer healthcare products manufacturers must evolve their traditional approaches to marketing and begin seeking new ways of understanding the total wellness needs of the individual,” according to Ed Kuehnle, North America Group President of Information Resources, Inc. “The once-clear lines between prescription (Rx), over-the-counter (OTC), and natural remedies are blurred if not obliterated. Now more than ever, manufacturers and retailers must take a more holistic view of healthcare products by adopting a 360 degree view of the total marketplace,” said Kuehnle.
IRI research shows that consumer attitudes have changed drastically. Consumers are increasingly adopting a self-care attitude, relying on prevention as a first line of defense. Treatment is reserved for ailments/conditions that break through the “total wellness” roadblock.
“Manufacturers and retailers who embrace new opportunities for partnership and cross-promotion can address the full spectrum of wellness from prevention to treatment,” concludes Kuehnle.
Anti-Aging Market Report Issued
FIND/SVP, a New York City based research firm, estimates that sales of anti-aging products and services in 2002 totaled more than $42.7 billion and could increase by as much as 50 percent over the next five years. The potential for this market is emphasized by the rapid growth in the number of baby boomers. “Between 1995 and 2010, the 45+ age bracket will have grown 38%, while the general population will have only grown 13%,” according to Howard Waxman, of FIND/SVP.
Cosmetic treatments such as botox, collagen injections, chemical peels, and laser treatments, will account for the largest chunk of anti-aging spending by 2007 with a projected $11 billion in revenues. Other marketers poised to take advantage of the anti-aging movement include health clubs and exercise equipment manufacturers for which FIND/SVP projects revenue to reach $13 billion by 2007.
The research brief offers tips for marketers on how to effectively target the anti-aging market, such as: Choose your niche: marketers of anti-aging products should target the specific needs of men and women, different ethnic groups, various income levels, etc. and Brand extension: marketers should consider offering a related offshoot of their current products or services to achieve broader brand recognition in larger market segments.
Cosmetics and Toiletries Industry
The cosmetics and toiletries market grew by only 2% in 2002, the second consecutive year of low growth after averaging roughly 5% annually over the previous five years, according to data recently released by Kline & Co., a Little Falls, NJ-based research firm. While many blame the stalled U.S. economy, this is only one factor contributing to sluggish growth.
“Over the past few years, there has been a lack of big product launches in all the C&T categories,” said Carrie Bonner, Project Manager for Kline & Co. “Lots of companies are holding off on introducing new products to avoid compounding losses. But innovation and heavy promotion of new products are critical in this industry, and companies that cut spending in these areas risk getting caught in a downward spiral of declining sales.” She added, “Consumers are always looking for innovation and originality in C&T products, and recent launches just haven’t provided anything too different than what was already out there.”
Schick Launches Intuition
Schick is introducing Intuition, the first all-in-one wet shaver that lathers and shaves in one step. It has a patented ALL-IN-ONE cartridge that contains pivoting triple blades surrounded by a Skin Conditioning Solid.
Lynne Macchiarulo, Brand Manager, said, “Women are looking for an easy, hassle-free way to achieve a close, comfortable shave.”
Intuition will be supported by a $75 million marketing campaign.
Dualstar & Coty Launch New Fragrances
Dualstar Consumer Products and Coty Inc., have introduced mary-kateandashley brand fragrances and body mists.
The two new fragrances, mary-kateandashley one and mary-kateandashley two, are available at Wal-Mart stores.
“Mary-Kate and Ashley are popular icons for ‘tweens and teens and they know what their age group aspires to,” said John Galantic, President, Coty Beauty US.
R2 Technology used this exhibit at the recent Radiological Society of North America’s show. The exhibit was created for R2 by the George P. Johnson Company, an Auburn Hills, MI-based exhibit firm. The primary focus of the 3,000 sq. ft., two-story exhibit is a 24-foot high illuminated cylindrical tower. The floor plan was designed to accommodate a large volume of machines. The objective was to encourage traffic flow from one demo to the next. GPJ successfully created a layout that used overhangs and canopies to prevent the negative effect of ambient light on the images.
DISPLAY OF THE YEAR - TEMPORARY
Tylenol Floor Display
This display was designed to create a cost effective, yet visually unusual display to attract customers and allow easy access to the product on all 4 sides. The display holds a large quantity of product, is easily refillable and sits on a small footprint. The display is screen printed 4 color plus clear UV on E-flute corrugated, shipped flat for easy assembly at retail destinations. Reports have shown as much as 250% increase in sales at some locations. The Tylenol Floor Display won a Gold OMA in the Health Care Category as well as Display Of The Year - Temporary. It was created by Artisan Complete, 100 Bentley Street, Markham, Ontario, Canada L3R 3L2.
Calvin Klein Crave for Men On-Counter Merchandiser. Created for the launch of Calvin Klein's new fragrance. The injection molded and aluminum display was designed to capture the technology driven bottle and packaging. The molded piece surrounding the tester appears to be illuminated without any electrical source. The display provides a tester, product information and merchandise for purchase. Created by The Royal Promotion Group, 119 West 57th Street, New York, NY 10019. SILVER AWARD.
Gillette Brookshire Checkout Display. This display merchandises an assortment of Gillette's grooming products in one unique counter display designed exclusively for Brookshire grocery stores. The display creates a one stop shopping destination for all shaving needs, in a footprint of only 1 x 2 feet. Created by New Dimensions Research Corp., 260 Spagnoli Road, Melville, NY 11747. SILVER AWARD.
Awake On-Counter Tester Displays. The modular counter units were designed to provide a brand new image for Awake's existing cosmetic and skincare line. Displays were fabricated with custom ˝" silver laminated acrylic and feature sectioned product templates, removable mirrored logo headers and pull-out drawers for storage. Created by The Royal Promotion Group, 119 West 57th Street, New York, NY 10019. BRONZE AWARD.
Mary-Kate & Ashley Color Boutique Endcap for Wal-Mart. This unit was developed specifically as an endcap for Wal-Mart. The addition of the easel on the back of the display allowed for additional in-aisle placement. The unit arrives at retail assembled. The boxes containing the product ship out on the appropriate shelves. Created by Triangle Display Group, Div. Menasha Packaging Company, Inc., 601 E. Erie Avenue, Philadelphia, PA 19134. SILVER AWARD.
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