Looking Good
Elizabeth Fuhrman
Managing Editor
With beverage companies such as Anheuser-Busch, which will distribute and market Borba Skin Balance Waters, entering the beautifying market, the industry is beginning to respond to consumers’ beauty concerns.
Beverage Industry surveyed
readers of bevindustry.com, with the question: “What functional
benefit are consumers most interested in?” Half of respondents said
weight loss is the No. 1 concern, which arguably could be considered part
of beauty and health category. Beauty and immune defense both tied for
second with 18 percent.
Two-thirds of U.S. consumers agree that the pressure
to look good is much greater now than ever before, according to a global
beauty survey by The Nielsen Co., Schaumburg, Ill.
However, although consumers agree that the pressure is
on to look good, less than a quarter of U.S. consumers agree they spend
more on beauty products and treatments than their parents’
generation. On a global scale, 30 percent of consumers agreed they spend
more than they used to. ACNielsen also reports that the trend is the older
you get, the less you spend on beauty products.
When consumers do invest their personal grooming
dollars, U.S. respondents reported spending the most on hair care (82
percent), skincare regimes (61 percent) and facial treatments (47 percent),
ACNielsen says.
What’s important for advertisers and marketers
to know is that many consumers say they invest in beauty products simply
because it makes them feel good. “Successful marketers realize there
is an essential emotional component involved in the beauty decision, and
are tapping into consumers’ emotions to differentiate their products
in a crowded marketplace,” said Shuchi Sethi, vice president,
consumer products, Nielsen Customized Research.
The industry will have to wait and see if beverages
can trigger that “essential emotional component.”
HIGH CLASS HAIRCARE
Fans of Voss Water now can incorporate the bottled
water into their haircare routine. Highbrow haircare company Alterna
introduced its limited-edition Ten Shampoo and Conditioner Set made with
100 percent Voss Artesian Water. The limited-edition Ten Voss luxury gift
sets include 8.5-ounce shampoo, 6.7-ounce conditioner and 12.6 ounces of
Voss Artesian water packaged in a keepsake box for $300. Alterna plans to
donate $25,000 of the proceeds to WaterAid’s global campaign for safe
water. The company also makes shampoo made with champagne grapes, caviar
and white truffles.
CRUSH AND ‘BURN’
Breaking a Guinness World
Record takes a lot of energy. That’s why
Burn energy drink provided its beverage to a radio deejay who attempted to
break the record for continuous live radio broadcast. DJ Johnny Walker of
Greensboro, N.C., drank Burn energy drink while spinning songs for more
than 175 hours last month. Walker was aiming to beat the previous world
record of 125 hours set by Italy’s Stefano Venneri. The North
Carolina deejay, said he wanted to “crush the previous record, not
just break it.”
FIT FOR A WINNER
Canadian Club whisky rolled out a limited- edition
bottle to celebrate racecar driver Dario Franchitti’s first
Indianapolis 500 win. The collector’s edition bottle will feature
Franchitti’s signature and image from the Indy 500 winner’s
circle as well as an image of his No. 27 Canadian Club car. Only 15,000
cases of the special packaging will be produced. Canadian Club is a sponsor
of Andretti Green Racing, for which Franchitti drives, and also offered an
XM Satellite Radio contest, “Party With Canadian Club and XM.”
The winner of the contest could throw a party for 100 friends, along with
members of the Andretti Green Racing team, which also includes Danica
Patrick, Tony Kanaan and Bryan Herta.
CELEBRATING BOURBON
This month is National Bourbon Heritage Month,
according to a recent vote by the U.S. Senate. The result of the unanimous
vote was announced by Beam Global Spirits & Wine Inc., Deerfield, Ill.,
and celebrates the family heritage, tradition and deep-rooted legacy of the
bourbon industry in the country. Earlier this year, the company declared
2007 as the “Year of Bourbon” due to bourbon’s growing
popularity. The company’s brands include its Jim Beam, Knob Creek,
Baker’s, Booker’s, Basil Hayden’s and Maker’s Mark
brands.
FUEL FOR GAMING
Bawls Guarana was on-hand to
fuel gaming sessions at two popular gaming conventions and tournaments. At
QuakeCon, a free gaming convention and tournament held in Dallas, Bawls
provided energy to more than 2,800 players who brought their own computers
to partake in an LAN party. Late last month, more than 20,000 gamers headed
to Seattle for the Penny Arcade Expo. The expo is dubbed the
“world’s largest gaming event” with a schedule including
tournament play, live music, panel discussions and an exhibitor hall. Bawls
provided a free bottle of its energy drink to attendees on opening day.
COCKTAILS FOR A CURE
Silver Granate, Pandora’s Cure and
Peresphone’s Pleasure were announced as the winners of the
“Ultimate Cocktail for a Cure” competition. The creatively
named drinks were the result of the contest sponsored by Pama Pomegranate
Liqueur, Easy Leaf Products and Hendrick’s Gin. Online entries were
accepted through the end of July and were critiqued by three rounds of
expert judges. The contest benefited the Y-Me Breast Cancer Organization,
and the mixologists, including winners Elba Giron, Mirjana Kucan and
Charles Joy, won $4,000 in prizes.