The Grayson Report


  • Star Products Still Build Companies

    Star Products Still Build Companies

    Most historians will tell you that it takes at least 50 years before you can get a true perspective on events. Sometimes it takes even longer; note the recent flurry of books on the Founding Fathers. What can practitioners in the beauty industry lear…
    Suzanne & Bob Grayson, Grayson Associates 07.07.11

  • The Return of Fashion Is a Boost for Beauty

    Thanks to CoverGirl and Maybelline, the leading mass beauty brands, fashion is returning to stimulate the cosmetic business, and like the end of a dreary winter, the sun is shining again. Back in the 1960s and early 1970s, fashion drove traffic, an…
    Suzanne & Bob Grayson , Grayson Associates 05.03.11

  • How Permission-To-Buy Promotes the Product Sale

    How Permission-To-Buy Promotes the Product Sale

    If you Google “advertising effectiveness” you’ll discover hundreds of thousands of entries. As digital marketing turns the advertising world upside-down and inside-out, marketers are scrambling to find the holy grail of more effecti…
    Suzanne & Bob Grayson , Grayson Associates 03.11.11

  • THE DECADE THAT CHANGED THE WAY WE DO BUSINESS

    THE DECADE THAT CHANGED THE WAY WE DO BUSINESS

    Each of us lives several hundred years in a decade.” - Marshall McLuhan WELCOME to the start of a new decade. But before we jump in, let’s review the tremendous upheaval that has taken place in several common job functions during the pas…
    01.07.11

  • Permission-to-Believe Is the Tool of Conviction

    Permission-to-Believe Is the Tool of Conviction

    Perricone MD Cold Plasma Maybelline Age Rewind Origins Brighter By Nature SPF 35 L’Oreal go 360o Clean Advertising, regardless of t…
    Suzanne & Bob Grayson , Grayson Associates 11.04.10

  • Hard to Pick on P&G

    Hard to Pick on P&G

    Almost impossible – since you know that every product, ad, package, et al., has been focused, qualified and quantified with the latest high-tech research (psychological, demographical, behavioral) plus…
    Suzanne & Bob Grayson, Grayson Associates 09.07.10

  • We’re Just Asking…‘Why Should It Succeed?’

    We’re Just Asking…‘Why Should It Succeed?’

    Or, said another way, “what are the positive reasons for success?” We’re just asking because it is never safe to bet against P&G. And in this case, it’s about Frederic Fekkai —with its luxury/prestige/celebrity/prof…
    Suzanne & Bob Grayson, Grayson Associates 07.08.10

  • Who’s It For…and What’s in It for Them?

    Who’s It For…and What’s in It for Them?

    Have you asked yourself those two questions when, one, you are developing a new product, and two, writing or evaluating the ad or display headline? One last question, are you getting tired hearing about “target marketing?” We don’t…
    Suzanne and Bob Grayson, Grayson Associates 04.29.10

  • Understand the Shifting Sands of the Channel Captain

    Understand the Shifting Sands of the Channel Captain

    You have to go back 20 or more years to find the term “Channel Captain” even covered in a marketing textbook. We found this definition in the Dictionary of Marketing, a British publication circa 1995. “The firm acting in leadership…
    Suzanne & Bob Grayson, Grayson Associates 03.09.10

  • Slogging Through Blogs

    Slogging Through Blogs

    After listening to Nadine Jolie, one of the original beauty bloggers, at a recent Beauty Industry West luncheon, we started to reevaluate our initial value impressions of blogging.If you Google beauty blogs, and go though a few listings you’ll…
    Bob and Suzanne Grayson, The Grayson Report 01.05.10

  • Natural Products Need Real Benefits to Grow

    Natural Products Need Real Benefits to Grow

    While the organic “certification wars” will continue ad infinitum, it’s the communication—the advertising of “natural” products and their countless iterations—which will determine consumer perception, accepta…
    Suzanne and Bob Grayson, Grayson Associates 11.09.09

  • Digital Is the Final Point in Brand Enhancement

    Digital Is the Final Point in Brand Enhancement

    There are five points in a star and five points in brand enhancement. Two recent columns looked at brand in enhancement. In May, we looked at engagement (p. 46). In the July (p. 46), we wrote about the price/value relationship, passion and sensory ma…
    Suzanne and Bob Grayson, Grayson Associates 09.03.09

  • Survival of the Fittest

    Survival of the Fittest

    There is no magic wand to make the recession go away, but there may be a star to lead us. And, as you might have guessed, the star is your brand.Often we are asked by news journalists such “piercing” questions as, “aren’t all…
    Suzanne and Bob Grayson, Grayson Associates 07.08.09

  • The Rule of Engagement: Connect with Consumers

    The Rule of Engagement: Connect with Consumers

    Plain and simple, the practice of engaging a consumer with some factor of persuasion is what marketing is really all about. Ultimately, it is how we go about this that separates the good guys from the also-rans. The day of Sgt. Friday’s “…
    Suzanne and Bob Grayson, Grayson Associates 05.01.09

  • CVS has Sephora Envy

    CVS has Sephora Envy

    The conversation must have started with an innocuous, “Why not?” by somebody in upper management. “We have the locations, the customers/traffic, the capital—and we’re doing well with our stores’ indie brands. All w…
    Suzanne and Bob Grayson, Grayson Associates 03.03.09

  • A Peak in the Trend Box

    A Peak in the Trend Box

    In our November column we introduced the concept of a Trend Box wherein you put your prognostications for the coming year into a box, adjust your marketing plans according to your predictions, and then open the box every so often to see how you&rsquo…
    01.07.09

  • A New Role for the CMO? The Candidate as a Brand

    A New Role for the CMO? The Candidate as a Brand

    The recently-concluded U.S. presidential campaign—at press time the election had not taken place—roiled on for two years at a cost of more than $1 billion. Had the campaigns been peopled with marketing advisors, rather than the standard p…
    Suzanne and Bob Grayson , Grayson Associates 11.07.08

  • Brand Proliferation, Too Much of a Good Thing?

    Brand Proliferation, Too Much of a Good Thing?

    In our last column we discussed the proliferation of SKUs for two of P&G’s brands; Tide, with 87, and Olay, with 117. How far we have come! Back when we started our marketing careers, it was an anathema to extend a brand for fear of dilutin…
    Suzanne and Bob Grayson, Grayson Associates 07.01.08

  • Make Your Marketing Customer-Centric

    Make Your Marketing Customer-Centric

    We recently read a book called Rules to Break & Laws to Follow by Don Peppers and Martha Rogers. They vaulted to fame with a book titled, The One to One Future, giving fresh insights into customer relationship management. Their new book include…
    Suzanne and Bob Grayson 04.30.08

  • New Beauty: A new pace for beauty

    New Beauty: A new pace for beauty

    Magazine & Retail Store Set a New Pace for Beauty
    Suzanne and Bob Grayson, Grayson Associates 02.29.08