Coty Plans Vigorous Marketing Campaign Behind Adidas Active For Women
This article was originally published in The Rose Sheet
Executive Summary
Coty will support the launch of adidas active antiperspirants for women with a print and TV ad campaign breaking in May, the company said
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Coty will support the launch of adidas active antiperspirants for women with a print and TV ad campaign breaking in May, the company said. Advertising will highlight the product's athletic positioning, Coty noted. Print ads for active will run in women's lifestyle, fitness and beauty books, as well as teen magazines. The launch is significant for Coty, since active is the company's first female antiperspirant offering. Coty also markets adidas active for men. Additional promotional efforts will include FSIs, couponing and sampling this summer, the firm added. Active will roll out this month to over 13,000 food, drug and mass doors, targeted to a core audience of women ages 14-24. However, the product is expected to appeal to a broad array of consumers with its "perfect balance of femininity and real, no nonsense protection," the firm claimed. Active is expected to achieve a 1.5% share of the antiperspirant/deodorant market, industry sources say. The product will compete with antiperspirants such as Colgate's Lady Speed Stick and Gillette's Soft & Dri , according to Coty. The company emphasizes that active is the only truly athletically positioned antiperspirant on the market for women and was developed with and tested on athletes. Like adidas active for men, the women's version utilizes patented Smart Technology, "the only technology to release a key ingredient that kills odor-causing bacteria on demand," the firm said. Once a person begins to sweat, bacteria accumulate on skin that consume sweat ingredients and cause body odor, Coty explained. Active combats odor by releasing a Smart Molecule, which contains an active ingredient to kill odor-causing bacteria, the company said. In addition, the formula is alcohol-free. Active will come in three variants - Pure Powder, Icy Burst and unscented - in 1.6 oz. and 2.6 oz. sizes for $2.69 and $3.69, respectively. Coty restaged its adidas men's antiperspirant/deodorant line last year, renaming the collection active to reflect a "benefit focused" positioning based on performance and efficacy (1 (Also see "Coty Restages Adidas Antiperspirants, Deodorants For Men" - HBW Insight, 31 Mar, 2003.), 2003, p. 6). The firm anticipates launching extensions to both active ranges in the future, but no definite plans have been announced. Coty also markets adidas moves and adidas adrenaline fragrances for men. |