Product marketers at Emery Martinez wanted to make a splash when they introduced the latest extension to the company's line of Jarritos fruit-flavored drinks targeting the Mexican market.To introduce the product at retail with shelf danglers, the marketers selected a new type of vinyl process print
A new back-to-school promotion, tested in Atlanta for the African-American market last year, rolled out full-scale in August from Kraft Foods Inc. to include major supermarkets in five U.S. cities. A similar promotion for the Hispanic market also ran during August.
Unit consists of three sections -- skincare glorifier modules, makeup modules and a six-tier lipstick tower module with tester caddy. Made of hand-fabricated acrylic, silkscreening, a vacuum-formed tower and injection-molded boxes.
The watchword for fragrance and cosmetics marketers these days has more to do with demography than cosmetology. "More attention is being paid to niches overall," says Tom Donovan, director of display development at Coty Inc., New York.
A countertop display for Black Radiance Passion & Envy nail colors from Pavion Ltd., Nyack, N.Y., has been introduced in mass merchants and drugstores to complement the rack positioning of Black Radiance products in cosmetics departments.
