Procter & Gamble’s Post

The key to building successful global brands lies in understanding all consumers we serve.     People’s fundamental needs are largely the same everywhere. What is, of course, different is the socio-economic and cultural context in which consumers live their lives. That's why our journey always begins by immersing ourselves in the lives of our consumers, right where they live and breathe. Whether it's their morning routine, their laundry habits, or their baby care needs, we make it our mission to truly understand the context in which our everyday products are used. These insights enable us to create superior brand experiences for our consumers and growth for our Brands.   Four P&G brands have been recently recognized in Kantar BrandZ's 2024 Most Valuable Global Brands report and their inclusion is a testament to the dedication and innovation of our teams, who are creating brands that resonate deeply with consumers worldwide. These are some of the ways our brands are delivering exceptional experiences and meeting consumer needs:   Gillette is continuing to lead the men’s grooming with next generation of grooming offerings catered to their ever-evolving audience. Pantene Pro-V is elevating haircare with proprietary formulas and high-quality ingredients to give consumers more great hair days. Olay is keeping a pulse on its consumer’s most valued insights, creating formulas that work across various skin types and ages. Pampers is taking their cues from parents and babies alike, serving children of all sizes and giving parents peace of mind.   To learn more about the ways these Procter & Gamble brands are delivering against consumer needs, see the full Kantar Brand Z 2024 report here: https://lnkd.in/grFvUpTq

Hello guys, As per the latest news listing by the Economic Times, there is probably a "shift in the way beauty is perceived" today. As per the reports, there has been a 3% decline in the fairness cream market in 2023. Earlier big brands like Unilever, Procter & Gamble, Loreal, etc. used to manufacture fairness creams for lighter, whiter skin complexion. Genz and millennials' perception of beauty is shifting towards hydration, glow, anti-aging, anti-dullness, etc. What are your thoughts on this? How many top brands can you think of that have taken a shift from promoting whitening products to healthy beauty standards? #beautyindustry #branddevelopment #genzmarketing

Mark my words, after trying ciele cosmetics I was convinced clean beauty is the future, according to Retail Dive, I'm right What is Clean Beauty? - Products made without ingredients shown or suspected to harm human health or that of the planet However, it is IMPORTANT to remember that 'clean beauty' can be classified differently amongst different brands. Who wants Clean Beauty according to Retail Dive, - Over 65% of overall consumers seek clean ingredients in their purchases, according to Circana data - Millennials and Gen Z in particular have expressed the most interest - The clean beauty tag on TikTok has over 2 billion views It's important to note that - Over 75% of Gen Z uses TikTok to influence their decision to buy a product or increase their knowledge about the product - Over 50% of Gen Z look closely at ingredients in beauty and personal care products prior to making a purchase (Gen Z runs marketing 🤪) Where is Clean Beauty? - SEPHORA called "Clean at Sephora" - Ulta Beauty called "Conscious Beauty" Sephora classifies clean beauty by having products (cosmetics, skincare, hair care, and fragrances) that don't have parabens, formaldehyde, and phthalates. They later expanded to "Clean + Planet Positive” labeling. Ulta Beauty classifies clean beauty by clean ingredients, cruelty-free, vegan, sustainable packaging, and positive impact. As new brands come out with clean beauty being their brand, legacy brands have to make adequate changes from new formulations, products, and packaging. Clean Beauty is the future, are you on board? #contentstrategy #contentcreator #beautymarketing #beautyindustry #digitalmarketing #socialmediamarketing #cleanbeauty

Here’s what beauty and personal care brands should consider when tapping into the consumer desire for nostalgia and whimsy. https://bit.ly/3ruflQp #beauty #personalcare #brands #consumer

The “Clean Beauty” movement has been gaining momentum over the last several years especially amongst the conscious generation Z and Millenials. But what does it exactly mean? There is no regulation around it and it has been left to retailers like SEPHORA that has led the charge with their criteria of ingredients which products should not contain like phthalates, parabens and sulfates which are considered “toxic” according to consumers and retailers. Somehow over the years natural is considered safer and better for skin versus “chemical” products. The truth is everything is a chemical and all beauty ingredients are tested for their safety. Consumers have been left to navigate and research on their own. There are independent third party certification Iike Leaping Bunny Program that brands can sign up for. The category may soon face federal regulation calling for brand and manufacturing transparency. Buyer beware like everything and trust formulators and estheticians that have the knowledge behind them to make proper recommendations. Consumers can still react to natural products as they do to chemical products. #beautyindustry #cleanbeauty #cosmetics #retail #beautyretail

Trends like ‘category inclusion,’ ‘price accessibility,’ and ‘elimination of ageism in marketing’ are gaining traction in the cosmetics and personal care product industries to better meet consumer needs for more diverse and inclusive product offerings. Check out our article on inclusivity and diversity trends in cosmetics and personal care with insights from Mintel Director Jennifer White Boehm here: https://lnkd.in/dZCUxMG6

So, I had to talk about this! I had to! 🤷♀️ While doing a #brand strategy course, bumped into this amazing #brand story from Pampers Professional about how one core insight can instigate the #purpose of a brand (earlier an underdog) & even a whole category. In the early 2000s, Pampers was P&G's largest brand at $3.4 billion in sales. However, there was cause for concern - the brand was losing ground and sales were dropping year-over-year. The core issue? While Pampers had been hyper-focused on promoting dryness and product superiority, their main rival Huggies had capitalized on a different approach. Shockingly, Huggies had managed to dethrone Pampers as the #1 diaper brand in its home U.S. market. To regain their advantage, Pampers went back to the drawing board with extensive consumer research. Their key finding: While dryness was table stakes, mothers cared far more about supporting their baby's overall development and nurturing growth. Armed with this insight, Pampers executed a strategic shift in its whole positioning and brand narrative. Diapers were no longer just about dryness - they enabled better sleep which unlocked babies' mental and physical development. But it went beyond just a repositioning. Pampers overhauled its entire approach: Realigned brand purpose, employee culture and metrics around baby growth Expanded into integrated baby care products & services beyond diapers Reworked all messaging and engagement with mothers as "development partners" The results were remarkable. By 2010, Pampers had transformed into a $10 billion juggernaut driven purely by organic sales growth. Moreover, their powerful new "baby development" positioning was so disruptive, it forced Huggies to retreat from the entire European market despite their lower prices. Pampers' turnaround shows what's possible when brands anchor themselves in customer truth. With profound consumer insights, bold strategy reinvention, and total commitment to change, even massive multinationals can catalyze industry-shifting growth. If you got any amazing brand stories, fill me in! #brand #brandmarketing #brandstrategy

I like to say business is the infinite game, so that makes the Annual Report our scorecard! 📈 The 2023 version is out now, and it tells a clear story about the Consumer Products Division: across countries, across brands, across functions, our teams excel. - The brand teams that launched blockbuster innovations like Elvive Bond Repair, Garnier Good, Maybelline’s Fresh Tint with Vitamin C, and NYX’s Fat Oil gloss. - The teams winning market share all over the world, from our foundations in Europe or the US to our new frontiers like India, Mexico, and Brazil. - The commercial teams helping retailers grow, the tech teams helping consumers shop, the sustainability teams helping the planet, and so many more. All these Annual Report stories are brought to life in a modern and interactive way, thanks to the great work of Laetitia Noel & her dream team, as well as Blanca Juti and Christophe Babule.🏆 Bravo to the Beauty Democratizers… The game starts anew every day! #BeautyOfPerformance #AnnualReport #weareloreal

Gen Z is one of the generations most interested in the beauty and personal care industry, but they prefer different brands than older generations. Younger consumers have become the new target audience of most cosmetic brands, which are constantly reinventing themselves in order to adapt to #GenZ lifestyles, needs, and values. According a new Piper Sandler study, the leading #cosmetics brand among Gen Z Americans is E.L.F. BEAUTY with 16 percent of young consumers choosing this brand in 2022. Maybelline Cosmetics ranked second, with a share of 11 percent, followed by L'Oréal which was popular with around seven percent of respondents. GenZ consumer are also highly interested in the #skincare segment. In 2022, the leading skincare brand was CeraVe as stated by around 42 percent of consumers. Meanwhile, the most popular #beauty shopping destination in the US is Ulta Beauty, followed by SEPHORA. while most consumers still purchase beauty products in traditional #retail outlets, they increasingly rely on #socialmedia and creator content to discover new brands. more on the growing importance of social influence for beauty marketing in my own Forbes article - link attached below.