Batiste, the dry shampoo brand owned by Church & Dwight, has become the number one dry shampoo brand globally. The company said the success of the product is largely down to the company’s “challenger mentality”, which it will continue to apply across all of its brands. Batiste is sold in more than 50 countries worldwide. In its eight key markets of the UK, France, Australia, US, Canada, Mexico, Germany and China, Batiste Dry Shampoo has a 37.5% share combined, and is the market leader in each. Marketing Director Michael Benson said: “We are delighted by this latest milestone and even more proud that this is yet another global success story for a product that starts its story at our factory in Folkestone, before taking its journey worldwide. Sign up for your free email newsletter "We are proud to have a challenger mentality at the heart of everything we do and will continue to apply this attitude to coming up with challenging thinking and marketing to propel the growth of both our existing and newly acquired brands across the board.”
German consumer goods giant Henkel has recently signed a strategic partnership with Chinese online seller Alibaba, covering brand building and marketing collaboration. The deal concerns Henkel’s Beauty Care arm of the business and aims to strengthen Henkel’s e-commerce business in China as well as emerging markets in East Europe, South America and South East Asia. To do this, Henkel aims to take advantage of Alibaba’s Tmall platform, which will continue to act as a major portal of the company’s new product launches. Last year, Henkel launched 13 brands and more than 80 products through Tmall.HK, with product categories including hair care and colouring, and body care. The momentum has been sustained into 2016, with Tmall used to exclusively launch Shcwarzkopf’s new anti-pollution range of products called Extra Care Purify & Protect. The products, which debuted in July, were created as a result of the company’s Asia-Pacific local R&D. Henkel also reaped success on Tmall during China’s annual ‘singles day’ in November, also known as ‘guanggun jie’ – a shopping day put on for consumers who are single. Sign up for your free email newsletter Singles day was created by Alibaba in 2009 with just 27 merchants and today is one of the biggest shopping days in the world. Last year, total gross merchandise volume was more than $10bn.
Fast food brand KFC has launched a fried-chicken scented sunscreen product. 3,000 bottles of the limited edition product are available to order free of charge in the US. The sunscreen contains SPF 30 as well as a unique chicken scent. Consumers are directed to the www.extracrispysunscreen.com website to order their own bottle. The website also features videos starring George Hamilton as the Extra Crispy Colonel. Kevin Hochman, Chief Marketing Officer for KFC in the US, said: ‘While I’d love to tell you our customers have been asking for this, they haven’t. In fact, I’m pretty confident nobody ever asked for this. It’s just some crazy idea we dreamed up.” Instead, the launch is designed to promote KFC’s two fried chicken flavours: Original Recipe and Extra Crispy. Hochman added: “Out chicken is hand breaded and freshly prepared in our kitchens all day every day, which is why you can smell our Kentucky Fried Chicken outside of our restaurants. Our Extra Crispy Sunscreen is a fun way to leverage that delicious aroma and let our fans live the Extra Crispy lifestyle for themselves.” Sign up for your free email newsletter The launch comes shortly after KFC created an edible nail polish to promote its range in Hong Kong. The polish was available in two shades/flavours: Original and Hot/Spicy and was created in partnership with Ogilvy and Mather.
Diamond Whites has launched Black Edition Teeth Whitening Liquid. The mouthwash contains organic coconut oil for a pulling blend that is said to be suitable for the Ayurvedic practice of oil pulling. A selection of essential oils also works to reduce the level of harmful bacteria in the mouth. The product’s black formula turns milky white when it has been swished around the mouth for a sufficient amount of time.