FMCG: putting the personal back into personal care
Posted by emma.critchley | 14 January
The FMCG personal care industry is living in an exciting time. The lines between what is human and what is technology are becoming even more blurred as revolutionary advancements take over. However whilst brands are hunting for the smartest data and ground-breaking formula they should also be understanding what influences their personal care customer outside of their brand.
Jane Henderson, Global President of Beauty and Personal Care Division at Mintel said, “We are living in exciting times with revolutionary advancements in technology, brand partnerships and product development…”
Brand partnerships is a fantastic way to show your customers you understand what motivates them, what inspires them and most of all what will add value to their lives. Below are just some of the examples of how we have helped FMCG Personal Care brands forge external partnerships with brands to offer added value products that really matter to their customers.
Client: Johnson & Johnson
Objective: increase sales of Neutrogena ‘Visibly Clear’ and ‘Pure Glow’
Promotion: free fitness, dance lessons or ice skating.
Objective: leverage the Herbal Essences character to drive sales
Promotion: free haircut with the purchase of every bottle.
Client: Beiersdorf Eucerin
Objective: to increase sales and prescription of Eucerin products to consumers.
Promotion: consumers could receive up to a maximum of four rewards during the year including sports, beauty, zen, adventure, hobbies, 2 for 1 days out, 2 for 1 hotel stay and 2 for 1 dining.
Objective: increase multiple purchases of three Garnier Ultra Doux products
Promotion: customers could receive a voucher for a “well-being” session
Client: L’Oreal – Men Expert
Objective: Deliver 25% uplift of gift packs for Fathers’ Day; assist sell-in to retail; reinforce ATL ‘extreme’ positioning
Promotion: A gift that turns him into Action-Dad: one free activity with every pack (100 activities to choose)
Client: Beiersdorf Eucerin
Objective: To encourage online interaction with the Nivea brand
Promotion: Consumers downloaded an image of their favourite ‘Daily Essentials’ product to claim one of three rewards – free online yoga, fashion make over or dance lesson for two
Objective: increase sales of Daily-Clear promotional product.
Promotion: receive a code and a link to the music portal for 10 songs for free
Objective: increase gift pack purchases over the Father’s Day period
Promotion: Dove’s first Father’s Day campaign, offering two free movie tickets with every Dove Men+Care gift pack purchase.
Get in touch with our marketing team to find out how we can create the same ground-breaking campaigns for your brand.