FRANCE: LIBRA MARKETING AGAINST FEMALE INCONTINENCE
Article Abstract:
Libra will maintain its promotional efforts in France in 2001. The Swedish group corners 94% of the feminine incontinence market in French super and hypermarkets (up 30% in the year to August 2000, when own-label brands -Auchan, Leclerc, Intermarche, Systeme U- took the remainder, up 67%). A heavy direct marketing programme helps Libra collect 100,000 addresses each year, through the issue of the company's magazine (Librement feminin) sent to 150,000 women twice a year. Libra's success is also based on heavy advertising (repetition is successful with consumers above 50 of age) and free samples. Libra helped super and hypermarkets grab 85% of the total sales of 'light' incontinence products, with a FFr 260mn turnover in the year to 31 August 2000, up 32% while chemist's shops remain the indisputable specialists in 'heavy' incontinence. Light incontinence is believed to affect 3mn women in France, especially among the pre- and post-menopausal population. This also affects three out of ten young mothers of newborn children, but physiotherapy helps 20% of these solve this problem more or less rapidly.
Publication Name: Points de Vente
Subject: Business, international
ISSN: 0150-1844
Year: 2000
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FRANCE: FEMININE HYGIENE MARKET NEEDS INNOVATION
Article Abstract:
Sales of sanitary towels through super and hypermarkets in France recorded a 4.4% decrease by volume in the year to 1 October 2000. Always (Procter & Gamble) confirms its leadership with 33.6%, followed by Nana (SCA Hygiene Products) and Vania (Vania Expansion) with 22.7 and 22% respectively. The tampon market is stable, dominated by Tampax (Tambrands) with 41% by volume, taking over from Nett (Vania Expansion) and its 37.7% of the market. These two markets (though thin sanitary towels are being successful) are looking for the innovation which helped boost the panty-liner market, up 4.9% by volume and up 10.8% by value thanks to Nana's string panty-liner, now available from Kimberly-Clark (Kotex) and P&G (Alldays). Nana String took 4% of the panty liner market seven months after its debut, and Nana as a whole increased its share to 19.9% of the market by volume in the year to October 1, up from 15.1% still behind Vania and its 27.6%. Following are Always (P&G) and Brevia (Kimberly-Clark) with 12.9 and 12.3% each.
Publication Name: Points de Vente
Subject: Business, international
ISSN: 0150-1844
Year: 2000
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FRANCE: NETT ADVERTISING ON FEMININE HYGIENE
Article Abstract:
In addition to a direct marketing operation aimed at teenagers, Nett targets all women with a new advertising campaign (TV and feminine press). The feminine hygiene brand (part of the Vania Expansion group) wants to correct a number of prejudices against the use and effects of tampons. Nana also reduced the number of tampons contained in its packaging, in an attempt to better adapt to the demand, as many women combine different protection systems. In France, only one out of ten women in the 15-49 age bracket use tampons as the only protection during periods.
Publication Name: Points de Vente
Subject: Business, international
ISSN: 0150-1844
Year: 2000
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