HAPPI March 2011 by Tom Branna

By Tom Branna

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It provides in-depth data and analysis of the European cosmetics and toiletries market. 3% to $267 million. 6%, to $36 million in 2010. This sector often incorporates shaving products and this is where a good portion of the NPD activity was focused in France in the past year, and was certainly the case when it came to domestic stalwart L’Oréal. The latest shaving innovations in France focused on ensuring that the skin stayed protected and moisturized. From the L’Oréal stable, LaScad brand Mennen introduced Xtreme ProtecMore men are thinking about the products tion, a grooming line that they use in the shower.

But we don’t agree; after all, if SmartStyle can work in Walmart, then why not something similar in Tesco? com onto North American salons. P&G’s thinking is that launching a complete assortment of products is the first step in becoming No. 1 in the professional market. Establishing flag ship salons, nurturing relationships with stylists and rolling out a consumer ad campaign is all part of the plan to create the House of Wella. P&G acquired the German hair care company, Wella, some seven years ago for nearly $7 billion, but as Robert Jongstra, president of P&G’s global salon business, admits, “the first couple of years after the acquisition, not a lot happened, because six months later the company acquired Gillette, and the choice was made to prioritize the integration of Gillette.

By this, we mean focus on the things which potential acquirers are looking for and you can reasonably expect a happy retirement on that luxury yacht. But spend your time concentrating on things which don’t excite acquirers and disappointment looms—see box below. • So Calvin Klein has finally realized that Markwins was probably not the right partner for its color cosmetics, and has given the license to Coty from 2012, the original holders of the famous CkOne fragrance license. We nearly said “given back” since the decision Some Dos & Don’ts if You Want not to award Coty the To Sell Your Personal Care Business color cosmetics license in the first instance has alDon’t Do ways puzzled us…still, • Concentrate on creating • Proliferate everything comes to he BRANDS • Relying on a tail of “deal” • The more unique, SKUs to achieve year end who waits.

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