Shopper Marketing - March 2016 - 44


PROGRAMS

Beiersdorf, Edgewell
Provide Grooming Solution
Collaborative effort with Walgreens spells three-way success during
the back-to-school season
By Erika Flynn

Wilton, Conn. - During a joint business planning meeting with Beiersdorf in September
2014, Walgreens' divisional merchandise
manager of personal care, Rudy Kucera, expressed a desire for a complete men's grooming solution. "He recognized the value of the
Nivea Men face care brand to the male shopper at Walgreens and believed if the brand
could partner with a razor brand, we could
deliver a complete men's grooming shopper
solution," says Laura Cammarota, senior shopper marketing manager for Beiersdorf.
Fast forward 11 months, and the result was an
exclusive promotional partnership that paired
Nivea men's and women's shave care products
from Beiersdorf with Schick, Skintimate and
Edge razor products from Edgewell Personal
Care. Dubbed "Fall for a Fresh Routine," the
program ran in 2,042 locations last August with
a dedicated endcap. Post-program measurement showed an increase in cross-purchase of
the participating brands by 25% vs. pre-period,
prompting plans for a second run during the
same period this year.
Although the initial target was men's grooming, as the teams started to build the program
out, women's products were added to the mix.
"This was an opportunity for us to have an incremental secondary location for all of these
44

y SHOPPER MARKETING MARCH 2016

Shelf blockers on endcaps designated the men's
shave, men's face care, women's shave and
women's skin care products.

products," Cammarota says.
Walgreens data provided the overarching insights that drove the program, and each of the
manufacturers shared its brand demographics,
she says. "We looked at men's grooming shopper profiles to understand demos and lifestyle
and then overlaid that with Walgreens' customer insights market basket data to help us
create the right mix for the endcap." The teams
determined the sweet spot was the 35-45 age



Table of Contents for the Digital Edition of Shopper Marketing - March 2016

Contents
Shopper Marketing - March 2016 - Intro
Shopper Marketing - March 2016 - 1
Shopper Marketing - March 2016 - 2
Shopper Marketing - March 2016 - 3
Shopper Marketing - March 2016 - Contents
Shopper Marketing - March 2016 - 5
Shopper Marketing - March 2016 - 6
Shopper Marketing - March 2016 - 7
Shopper Marketing - March 2016 - 8
Shopper Marketing - March 2016 - 9
Shopper Marketing - March 2016 - 10
Shopper Marketing - March 2016 - 11
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