Magazine article Marketing

Soap, Bath and Shower

Magazine article Marketing

Soap, Bath and Shower

Article excerpt

Viewed as essentials, cleansing products have evaded recessionary cutbacks.

MAIN PLAYERS

- Matt Burgess, Brand building director - skin, Unilever

Burgess is responsible for the marketing strategies for Dove, Vaseline, Radox, Lynx and Dove Men+Care. His roles have spanned finance, management and export, including five years overseeing Marmite, Pot Noodle and Peperami before joining the skin and cleansing category 18 months ago.

- Stefan Gaa, Marketing director, Reckitt Benckiser UK

Gaa has been in the role of marketing director since July 2010; and his responsibilities cover RB's healthcare, personal care and household brand portfolio. Before taking this all-encompassing role, Gaa was marketing director for healthcare UK. He also spent three years in India as marketing director.

- William Lunderman, Vice-president global strategic brand design, Colgate-Palmolive

Lunderman has been in his current role at Colgate-Palmolive's headquarters in the US since 2005. Prior to this, he was vice-president on Campbell's soup for 12 years. Between 1975 and 1993 he worked at Revlon Worldwide, ultimately as vice-president, creative services worldwide.

WINNERS AND LOSERS

Radox - Unilever dominates this sector, and was further bolstered by the purchase of Radox from Sara Lee, now one of its leading brands. It is the number-one bath-liquid brand (24.3%) and shower brand (13.6%), according to SIG data to 17 March, 2012.

Sanex - Bought from Unilever the brand has helped boost sales for Colgate-Palmolive in 2011, but its TV ad for Sanex Zero% was banned by the ASA for misleading viewers. …

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