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In-House Advertising For Secret Shows New Model For Marketing P&G Brands

 
• By Eileen Francis

Secret antiperspirant/deodorant brand’s in-house marketing produced ad spots in one month at one-tenth cost of traditional executions, says P&G CFO Jon Moeller. The more nimble model likely for all brands in firm’s portfolio.

The Secret antiperspirant/deodorant brand’s in-house marketing approach, producing ads in significantly less time and at lower costs than ad agencies, is setting a standard for other Procter & Gamble Co. brands, says CFO Jon Moeller.

“The Secret brand is disrupting how we communicate. The brand no longer has an agency of record

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More from Business

‘Made In The USA’ Claims May Be Popular In Time Of Tariffs, But Mistakes Are Costly – NAD

 
• By Eileen Francis

The National Advertising Division expects cases involving ‘Made in the USA’ claims to increase given US tariffs, says NAD VP Phyllis Marcus. The topic was also addressed by BBB National Programs’ Mary Engle during IBA’s Cosmetics Convergence Virtual Spring Conference 14-15 May.

Beauty Industry Not Taking Advantage Of CBP’s Duty Drawback – IBA Conference

 
• By Eileen Francis

US Customs and Border Protection’s program allowing companies to recoup fees for imported goods that were destroyed or exported is applicable in the case of most of President Trump’s reciprocal tariffs. However, most cosmetic companies don’t make use of it.

Estee Lauder Taps Iconic Creative Director For MAC, Indian Personal Care Firm Appoints Chief Commercial Officer For Hair Care; Beauty News

 
• By Eileen Francis

MAC Cosmetics Appoints ‘Iconic’ Creative Director Nicola Formichetti as global creative director, while Revlon Consumer Products LLC partners with four-time GRAMMY-nominated artist, Ice Spice, in a “major step” in the revitalization of Revlon’s fragrance business.

Shiseido’s Key Priorities: Recover Drunk Elephant, Accelerate NARS Amid US Prestige Slowdown

 
• By Eileen Francis

Shiseido’s Drunk Elephant premium skin care range – acquired in 2019 – and its NARS brand dragged sales in the Americas region down almost 20% in the first quarter, the firm reported in a 12 May earnings presentation.

More from Beauty

Beauty Firms Confused By State EPR Laws Have New Resource: EPR Academy

 
• By Eileen Francis

Beauty and personal care companies are struggling with compliance with state Extended Producer Responsibility laws, given the outstanding number of stakeholders that have still not registered products with Oregon’s EPR law, the first to go into effect.

IFF Offsets Tariffs’ Impact, But Discretionary Product Ingredients Face Risk

 
• By Eileen Francis

New York-based International Flavors & Fragrance, Inc. has shifted procurement to alternative supply sources and is balancing production across its global network in response to US tariffs, though company executives say ingredients for discretionary products face risk.

Coty Lowers FY25 Forecast On Tariff Uncertainty, Inventory Reductions, But Expects Sunnier Days In FY26

 
• By Eileen Francis

Coty lowers its revenue and profit outlook for FY25, though it believes FY26 will be a better year thanks to a return of ‘blockbuster’ product launches, market expansion and mitigation strategies for current economic uncertainties.