MARKETING, PACKAGING & CLAIMS
The NEW AGE of
BY JEFF FALK
n Consumers are looking
for multifunction ingredients
and curbing spending habits.
n The marketing/benefit message
must be more focused and
to the consumers.
According to Euromonitor International’s June 2009
State of the Industry report, consumers clearly prioritize
age-prevention above all else—allowing antiaging, as
a global subcategory of skin care, to remain relatively
unscathed as consumers’ tightened their purse strings.
Still, both marketers and suppliers have been forced
to reevaluate how consumers spend and adjust game
plans accordingly. The resounding universals of fact-based
claims—staying true to a brand mission and
capturing the consumer’s imagination—remain, and a
panel of marketers and suppliers delve into the issues.
n The decision to use a particular
raw material should be a mix
of both function and how
it elevates a brand/story image.
n Consumer decisions will be driven
more by compelling performance
than by mere label claims.
n Consumer expectations for superior
packaging for advanced products
continue to rise in both mature and
GCI: Have consumer habits such as
spending, product choices, frequency of
spend and so on, changed in the last eight
months? How have they changed and
what have you done to adjust?
Allyson Owens: In the past eight months,
accounts have been ordering less. Before
they would order larger quantities of the
same product, but now those quantities have
been cut in half—or even more than half.
You can tell they have budgets to work with
now and have scaled back on ordering. It
seems like they don’t want to be holding too
much inventory right now. We are providing
our accounts with more marketing
materials, samples, point-of-purchase
displays, shelf talkers, posters, marketing
cards, etc., to help them retail products
and increase revenue. These days, people
are looking for value as well as results. If
a product can fulfill many expectations or
functions, then that is a great product. Our
Peptide Mobilizer can be used on the eye
area and on the face, and is our number one
age management product.