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Health & Beauty

Grudge Match Continues at Retail

By Betsy Cummings

If a recession is indeed in the offing, then consumers are prepared to get through it looking and smelling their best. Health and beauty has been relatively immune to fluctuations in the economy. That said, some consumers may save some pennies by switching to, say, a private label shampoo.
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Top Brands by Category:

Brand/Parent Company

Lead Agency/Location

Total Sales ($ millions)

Media Expenditures ($ millions)

Quality

Familiarity (%)

Purchase Intent

Equity

BAR SOAP

1. Irish Spring / Colgate-Palmolive

Young & Rubicam / New York, NY

50.50

0.30

6.78

6.35

58.5

2. Dial / Dial

BBDO / New York, NY

44.5

0.2

6.5

6.03

55.7

3. Lever 2000 / Unilever

JWT / New York, NY

39.8

0.4

6.85

6.37

58.3

4. Irish Spring Aloe / Colgate-Palmolive

Young & Rubicam / New York, NY

16.3

N/A

1. Dial Spring Water

BBDO / New York, NY

11.1

N/A

Brand/Parent Company

Lead Agency/Location

Total Sales ($ millions)

Media Expenditures ($ millions)

Quality

Familiarity (%)

Purchase Intent

Equity

TOOTHPASTE

1. Crest / Procter & Gamble

Publicis / New York, NY

435.80

125

7.86

7.72

71.6

2. Colgate / Colgate-Palmolive

Young & Rubicam / New York, NY

425.9

7.34

7.29

67.6

3. Aquafresh / GlaxoSmithKline

Grey / New York, NY

95.6

28.3

6.82

6.78

61.1

4. Sensodyne / GlaxoSmithKline

Grey / New York, NY

7.8

7.45

5.84

55.8

5. Arm & Hammer / C&D

In-house

62.1

26.5

6.27

5.67

50.9

Brand/Parent Company

Lead Agency/Location

Total Sales ($ millions)

Media Expenditures ($ millions)

Quality

Familiarity (%)

Purchase Intent

Equity

SHAMPOO

1. Suave / Helene Curtis

Ogilvy & Mather / Chicago, IL

39.00

0.00

6.91

7.05

2. Tresemme / Alberto-Culver

Euro RSCG / New York, NY

32.3

2.8

N/A

3. Dove

Ogilvy & Mather / Toronto, Canada

29.8

7.4

7.16

6.59

60.1

4. Clairol Herbal Essences

Leo Burnett / Chicago, IL

25.8

3.3

6.89

6.26

57.8

5. Garnier Fructis / Garnier

Publicis / New York, NY

23.4

42.5

7.03

6.75

61.5

Brand/Parent Company

Lead Agency/Location

Total Sales ($ millions)

Media Expenditures ($ millions)

Quality

Familiarity (%)

Purchase Intent

Equity

HAIR COLOR

1. L’Oréal Preference / L’Oréal

McCann Erickson / New York, NY

111.60

23.8

6.2

4.75

45.3

2. L’Oréal Excellence / L’Oréal

McCann Erickson / New York, NY

99.8

20.6

6.83

5.18

48.2

3. Just For Men / Combe

In-house

33.8

6.24

4.18

40.8

4. Clairol Nice ’N Easy / Clairol

In-house

86.2

6.98

4.98

5. Clairol Natural Instincts / Clairol

Grey / New York, NY

74.5

30.9

6.58

5.47

51.7

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Sources: IRI/Nielsen Monitor-Plus (excludes online)/EquiTrend:QxFxPI=E (see Methodology)
Bar Soap: Deodorant & Non-deodorant
Crest & Colgate: All types, sales are U.S. total excluding Wal-Mart for the 52 weeks ending April 22, 2007.
Shampoo: Dandruff & non-dandruff, sales are U.S. total excluding Wal-Mart for the 52 weeks ending April 22, 2007.

Retail: Best Buy is a leading mobile-phone retailer—isn't that enough? Apparently not. Last month, the big-box retailer acquired 50% of The Carphone Warehouse, which has 2,400 stores in nine European countries. The cost: $2.1 billion.

Travel: Airlines ranked last in customer satisfaction in a recent consumer survey. Combine that with the challenge of rising fuel prices and airline marketers face big challenges in 2008.

Beer, Wine & Liquor: Yellow Tail spent about $13 million on its "Tails you win" campaign. The effort helped grow the brand by yet another million cases in 2007. Having already made wine more approachable, the Australian import has now entered the sparkling wine segment.

Digital Marketing in the Health and Beauty Sector

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