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Color Cosmetics and Luxurious Locks

By: Nancy Jeffries
Posted: May 8, 2006

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Retail Marketing Society
On February 28, Lloyd Lippman, president of The Retail Marketing Society, introduced Marshal Cohen at a luncheon held at New York City’s Williams Club. Cohen, chief industry analyst of The NPD Group and author of Why Customers Do What They Do: Who They Are, Why They Buy and How You Can Anticipate Their Every Move, discussed major trends driving consumer behavior, noting his “five E” approach to reaching consumers—educate, explore, elevate, entertain and evaluate. He said the cosmetic and fragrance industries have been successful in keeping it fresh and relating to consumers’ real needs, citing Jergen’s as an example of a cosmetic company that had energized its brand with appropriate, targeted marketing of targeted products to which many women can relate. In addition, Cohen noted Dove’s campaign, which shows real women talking about real issues, as another way to tap into consumer needs and interests.

Cohen noted that lifestyle marketing cannot be achieved by just adding fragrances or bath products to an existing line. There needs to be a transition from a traditional mindset to a lifestyle mindset, and the perception should be changing from individual to community, consumer to co-purchaser, transaction to transformation, from selling to educating, and from product to lifestyle.

Ferragamo Charms
On March 6, the spring fragrance launch of Salvatore Ferragamo’s new Incanto Charms took place on the fragrance floor at Bloomingdale’s 59th Street store. A follow-up to the successful launch of Incanto Dream, the fragrance interprets Ferragamo’s spring/summer 2006 collection with a message inspired by European chic and the magical allure of the East. The floral, fruity fragrance was created by Beatrice Piquet of International Flavors and Fragrances, and contains notes of passion fruit, honeysuckle, jasmin, rose, amyris wood and musk. In addition to the eau de toilette, the line includes a body lotion and bath/shower gel. Ferragamo’s Apparition Homme, by Emanuel Ungaro, also was featured. Attendees included Dana Kline, vice president sales, Gary Farn, Ltd.; Heather Lindgren, field sales director, Gary Farn, Ltd.; and Denise Ramirez, women’s fragrance buyer, Bloomingdale’s.