Content Object
(
    [className] => Content
    [contentLinks] => Array
        (
        )

    [belongsTo] => 
    [contentIssue] => Issue Object
        (
            [className] => Issue
            [issuePageURL] => 
            [id] => 1614
            [pageNumber] => 
            [offset] => 
            [totalPages] => 
            [last_query] => 
            [last_sql] => 
            [show_errors] => 1
            [databaseServer] => Array
                (
                    [key] => master
                    [host] => 172.24.16.232
                    [user] => rodpub_beta
                    [pass] => MvQQzhse92k58yA
                    [db] => rodpub_beta
                )

            [tableName] => magazine_issues
            [magazine_id] => 9
            [issue_title] => February 2016
            [slug] => 2016-02-01
            [image] => 116918
            [published] => 1
            [publish_date] => 2016-02-01
            [updated_at] => 2016-02-02
            [something] => 
        )

    [id] => 209581
    [pageNumber] => 
    [offset] => 
    [totalPages] => 
    [last_query] => 
    [last_sql] => 
    [show_errors] => 1
    [databaseServer] => Array
        (
            [key] => master
            [host] => 172.24.16.232
            [user] => rodpub_beta
            [pass] => MvQQzhse92k58yA
            [db] => rodpub_beta
        )

    [tableName] => contents
    [content_type_id] => 2491
    [resource_id] => 0
    [author_id] => 0
    [primary_issue_slug] => 2016-02-01
    [author_name] => {"name":"Tom Branna","title":"Editorial Director"}
    [magazine_id] => 9
    [layout_id] => 0
    [primary_image] => 0
    [primary_image_old] => 0
    [slider_image_id] => 
    [banner_image] => 0
    [title] => Land of the Cheap! Home of the Thrifty?

    [short_title] => 
    [summary] => 
    [slug] => land-of-the-cheap-home-of-the-thrifty
    [body] => I’m not alone up there in the not-so-friendly skies. Months ago, United asked me to take part in a lengthy survey that asked if I would be willing to pay extra for some little luxuries on my next flight. You know, things like extra legroom, snacks and in-flight entertainment; my answers, in short order, were nope, nope and nope. I remember looking at my responses thinking am I really that unwilling to part with my cash for a bit of comfort and convenience? After all, I usually stew, make that seethe, every time one of these trappings is taken away, so what are they worth to me, really? Absolutely nothing, apparently.

Most Americans agree with me. An Expedia survey found that Americans, more than citizens of other countries, don’t want to pay a dime more than they must for the privilege of being stuffed in a tin can at 36,000 feet. In fact, 37% of Americans won’t pay extra for anything—compared to 26% of fliers from other countries. I’m not sure if the sentiment is the reflection of that new consumer who rose up during the Great Recession or if it’s more akin to Howard Beale’s stance in “Network”—you know, the whole mad-as-hell speech.

What do pretzel sticks and wider seat cushions have to do with household and personal products? For years, I railed against Gillette’s try-our-new-razor tactic that forced me to trade up to a blade I didn’t need. The success of Dollar Shave Club and similar competitors proved that I wasn’t alone in my razor rage. Gillette is even taking upstart DSC to court over patent infringement, which is clearly a sign that co-founders Mark Levine and Michael Dubin have gotten under P&G’s skin.

With another recession expected in the not-too-distant future, astute marketers will rethink their rollouts. Is that NPD truly revolutionary, or even evolutionary? Mad as hell consumers, especially women, may not be willing to part with their hard-earned cash during the next downturn. As their economic power grows, women are demonstrating that they can get pretty mad, too, and that may mean FMCG companies won’t get away with charging women more than they do men for basically the same products—no matter how pretty the packaging or alluring the scent.

Tom Branna
Editorial Director
tbranna@rodmanmedia.com [views] => 0 [published] => 1 [status] => 3 [priority] => 0 [publish_date] => 2016-02-03 00:00:00 [updated_at] => 2016-02-02 14:42:38 [last_updated_author] => 142097 [uploaded_by] => 142074 [user_role_id] => 0 [custom_fields] => [] [custom_fields_old] => [splitcontent] => 1 [content_url] => [related_content_ids] => ["248686","247749","247422","245795","245354","242941","242066","240361","240330","238254","237437","236398","234525","232773","230100"] [is_show_company_name] => [created_at] => 2019-04-09 04:36:23 [contentType] => ContentType Object ( [className] => ContentType [content] => Array ( ) [taxonomy] => Array ( ) [listURL] => [logoUrl] => https: [id] => 2491 [pageNumber] => [offset] => [totalPages] => [last_query] => [last_sql] => [show_errors] => 1 [databaseServer] => Array ( [key] => master [host] => 172.24.16.232 [user] => rodpub_beta [pass] => MvQQzhse92k58yA [db] => rodpub_beta ) [tableName] => content_types [tag] => editorial [short_tag] => editorial [class_name] => [display_view] => [list_view] => [slug] => editorials [box_view] => [ignore_flag] => 0 [image_id] => 0 [layout_id] => 0 [formattedTag] => Editorial ) [viewURL] => /issues/2016-02-01/view_editorials/land-of-the-cheap-home-of-the-thrifty/ [relatedArticles] => Array ( [0] => Content Object ( [className] => Content [contentLinks] => Array ( ) [belongsTo] => [contentIssue] => [id] => 230100 [pageNumber] => [offset] => [totalPages] => [last_query] => [last_sql] => [show_errors] => 1 [databaseServer] => Array ( [key] => master [host] => 172.24.16.232 [user] => rodpub_beta [pass] => MvQQzhse92k58yA [db] => rodpub_beta ) [tableName] => contents [content_type_id] => 2486 [resource_id] => 0 [author_id] => 0 [primary_issue_slug] => 2016-09-02 [author_name] => {"name":"Doreen Wang","title":"BrandZ "} [magazine_id] => 9 [layout_id] => 0 [primary_image] => 135909 [primary_image_old] => [slider_image_id] => 135909 [banner_image] => 0 [title] => Change Is in the Air [short_title] => Change Is in the Air [summary] => Technology is changing the personal care market [slug] => change-is-in-the-air [body] => All brands must stay relevant to new consumers, an issue which is particularly pertinent in the personal care sector. That’s because beauty and grooming habits, once established, can last a lifetime.

But long-established habits, while great for on-going purchases, also create challenges in attracting the next generation of consumers. No one wants to be seen buying a product that’s mumsy.

Brands that fail to remain relevant to younger consumers lose their funnel of new consumers who will boost sales and act as advocates among their friends and instead become a brand for older consumers. That simple marketing challenge, however, has been made even tougher thanks to technology. Technology is disrupting the power of scale and distribution that used to keep the established brands at the top of the tree, making life much harder for the top tier.


Measuring Value

So while, L’Oréal Paris remains the most valuable personal care brand in the 2016 BrandZ Top 100 Most Valuable Global Brands ranking, with a 1% rise in value to $23.5 billion, it and the other brands in the listing can’t afford to rest on their laurels.

To be fair, L’Oréal has recognized that fact and has successfully made the move to digital, with a quarter of marketing spend now online.

But the challenge goes wider than simply adapting to digital marketing. Personal care brands face business challenges, namely the ability of smaller niche brands to use e-commerce to drive distribution scale, the power of mobile access to give millennials rapid access to new brands, and the shift of traditional female focused brands into the male space.

Although the smaller challenger brands have yet to appear in the Top 15 personal care listing, e-commerce platforms are giving them massive reach, wider distribution and greater appeal than ever before.


Your Better Half?

Half of the personal care sales on Amazon are from smaller brands, and subscription services such as Birchbox and Beauty Box are also using e-commerce as a means to pioneer new forms of personal care.

Mobile purchasing should be area where big brands can lead—tech is complex after all—but the big digital platforms have eroded this advantage providing tools and e-commerce platforms that more nimble, new brands have been quicker to understand and take advantage of.

Nevertheless the big brands can apply their scale in two key ways. First, they have the financial firepower to grow through acquisition, witness Unilever’s recent purchase of Dollar Shave Club. Secondly, big brands can also spot trends in key markets and make them global. Female Korean brands, for example, are becoming important disruptors in the personal care category. Korean brands started “cushion” foundation—a small refillable foundation—which has been copied by L’Oréal and Lancôme.

Male-focused brands also have challenges. Not only do the likes of Gillette have to fight the rise of niche/specialist brands, but also the blurring of traditional gender boundaries giving rise to a new generation of Metrosexual consumers.

This trend has allowed long-established female beauty brands to challenge them on their home turf, establishing male offerings that leverage their decades of female-focused expertise, such as Clinique for Men or L’Oréal Paris Men Expert.

Despite these challenges, large, legacy personal care brands, whether focused on men or women, can hit back at their younger rivals, serving consumer needs better. They can do this by using their resources and scale to be more things to more people.

They can provide greater transparency about the ingredients they use, making them more traceable, accredited even, responding to consumer sensitivity about the chemicals they put on their skin.

Such lessons have been learned by two new entrants to the BrandZ Global Top 100’s Personal Care brand ranking, Shiseido from Japan and Pantene from the Procter & Gamble stable.

The former has built up a brand value of $2.4 billion on the back of a premium strategy. Products such as Maquillage and Elixir Superieur demonstrate how personal care brands needs to be highly differentiated, catering to the specific needs of the widest possible range of consumers.

It has used its scale to create a much more personalized offering, appealing to a wider range of consumers around the world. Such efforts help build its appeal as a “brand for me.”

Pantene, valued at $3.9 billion, has identified a universal truth that sets it apart from the crowd. The “Strong is Beautiful” campaign, designed to help girls and women to build their confidence. Pantene has used its scale to identify a powerful insight and distribute a credible, global message that resonates with consumers.

The truth is that big companies should always have the advantage. There is not a level playing field; long-established brands have scale and reach. The advantage of today’s new entrants is that they inherently ‘get’ the millennial mindset, having been born out of digital.

Ultimately, the brands that thrive will be those that deliver a customer experience that is meaningful and relevant; no matter how large or small they are today.


Doreen Wang is global head of BrandZ at Kantar Millward Brown. She leads Kantar Millward Brown’s global team responsible for BrandZ research, valuation and marketing. Based in New York, Wang joined the company as an account director in 2008. She was responsible for the launch of the BrandZ Top 100 in China in 2011 and a year later partnered with former P&G CMO Jim Stengel on the Chinese launch of his book Grow, which she translated, authoring the chapter, “Brand Ideal in China.” She holds a BA in economics from Tianjin University and an MPA in operational research from the University of Delaware.  [views] => 0 [published] => 1 [status] => 3 [priority] => 2 [publish_date] => 2016-10-03 12:00:00 [updated_at] => 2016-10-03 13:32:57 [last_updated_author] => 142084 [uploaded_by] => 142074 [user_role_id] => 0 [custom_fields] => [] [custom_fields_old] => [splitcontent] => 1 [content_url] => [related_content_ids] => ["248402","247445","247251","246691","245471","242941","242360","242066","238254","236942","236398","236242","235674","232500","227174"] [is_show_company_name] => [created_at] => 2019-04-09 04:36:23 ) [1] => Content Object ( [className] => Content [contentLinks] => Array ( ) [belongsTo] => [contentIssue] => [id] => 232773 [pageNumber] => [offset] => [totalPages] => [last_query] => [last_sql] => [show_errors] => 1 [databaseServer] => Array ( [key] => master [host] => 172.24.16.232 [user] => rodpub_beta [pass] => MvQQzhse92k58yA [db] => rodpub_beta ) [tableName] => contents [content_type_id] => 2491 [resource_id] => 0 [author_id] => 0 [primary_issue_slug] => 2016-11-01 [author_name] => {"name":"Tom Branna","title":"Editorial Director"} [magazine_id] => 9 [layout_id] => 0 [primary_image] => 0 [primary_image_old] => [slider_image_id] => [banner_image] => 0 [title] => Don’t Be on Time…Be Early [short_title] => [summary] => [slug] => dont-be-on-timebe-early [body] => That sage advice came from my high school track coach more than 30 years ago. The year’s not over yet, but we thought we’d be early too, and take a look at what’s in store for 2017. After all, the uncertainty surrounding Brexit is over even if the work itself has just begun and the US has a new Commander in Chief, right, President Clinton? Plus, forecasters are already focusing on 2017 anyway.

The International Monetary Fund (IMF) World Economic Outlook downgraded 2017 expectations for advanced economies a bit to 3.4% due to weaker than expected growth in the US. Still, the IMF remains bullish on prospects in emerging Asian markets. Taking a closer look at the global household and personal products industry, Euromonitor International analysts expect marginal sales declines for 2016, followed by a return to growth during the five-year period ending in 2020.

“FMCG companies must shift focus to markets with healthier growth opportunities such as India and Indonesia,” noted Kotryna Tamoseviciene, a macro analytics manager at Euromonitor. “Value-added consumer goods such as premium skin care appear to offer more secure revenues, for now.”

Within beauty and personal care, Euromonitor anticipates the sharpest downgrades in men’s toiletries and fragrances, both losing 0.5 percentage points in compound annual growth rate over 2015-2020. In laundry, Euromonitor predicts that US laundry care sales will decline as well during the 2015-2020 period, as retailers continue their race to the bottom in an effort to woo consumers with lower prices.

If economic conditions aren’t enough to worry about, there are plenty of other issues of concern. The environment is one. Unilever CEO Paul Polman does an excellent job of outlining how the household cleaning industry is adding to the planet’s problems in Clean It Up, which begins on p. 56 in this issue. Of course, the personal cleanser category has been rocked by the FDA ban on traditional antibacterial ingredients (p. 66). The issue has become international, since Japan is making similar moves.

One bright spot, especially as we head into the all-important holiday season, is demand for prestige fine fragrance. Melissa Meisel looks at the latest launches that are sure to find their way under the tree next month (p. 73). So, start shopping now and start searching now for new revenue streams, because whether it’s entering new markets, clicking away on Cyber Monday or getting to track practice, Eddie Caporale had it right all those years ago: “Don’t be on time, be early!”

Tom Branna
Editorial Director
tbranna@rodmanmedia.com [views] => 0 [published] => 1 [status] => 3 [priority] => 0 [publish_date] => 2016-11-02 10:40:00 [updated_at] => 2016-11-07 08:23:09 [last_updated_author] => 142084 [uploaded_by] => 142074 [user_role_id] => 0 [custom_fields] => [] [custom_fields_old] => [splitcontent] => 1 [content_url] => [related_content_ids] => ["247462","247399","247111","245795","245472","242650","240412","238644","232742","231862","230101","229161","228879","227860","227174"] [is_show_company_name] => [created_at] => 2019-04-09 04:36:23 ) [2] => Content Object ( [className] => Content [contentLinks] => Array ( ) [belongsTo] => [contentIssue] => [id] => 234525 [pageNumber] => [offset] => [totalPages] => [last_query] => [last_sql] => [show_errors] => 1 [databaseServer] => Array ( [key] => master [host] => 172.24.16.232 [user] => rodpub_beta [pass] => MvQQzhse92k58yA [db] => rodpub_beta ) [tableName] => contents [content_type_id] => 2491 [resource_id] => 0 [author_id] => 0 [primary_issue_slug] => 2016-12-01 [author_name] => {"name":"Tom Branna","title":"Editorial Director"} [magazine_id] => 9 [layout_id] => 0 [primary_image] => 0 [primary_image_old] => [slider_image_id] => [banner_image] => 0 [title] => The End of the World As We Know It?!? [short_title] => [summary] => [slug] => the-end-of-the-world-as-we-know-it [body] => No, no, we’re not referring to the results of the recent US Presidential Election. And yeah, like my Brexit editorial a few months back, I got the outcome of the Clinton-Trump tilt, wrong, too. I really must get out of this prediction game; I haven’t been right since the mid-1980s when “San Francisco and the Over” was a lock week after week…oh, where have you gone, Joe Montana?

Back to more serious, heavier topics—like the end of the world. Last month, renowned theoretical scientist and astronomer Stephen Hawking started hawking the idea that earth’s time is just about up. Our 4.5 billion year-old Big Blue Marble, according to Hawking, will be kaput, or at least unlivable, in 1,000 years or so. Therefore, we’ve got to make interplanetary travel a reality sooner rather than later.

Admittedly, Hawking has been making this prediction for the past several years, but his words hit home. In recent weeks, I’ve listened to Unilever CEO Paul Polman rail against over-consumption at the World Conference Fabric and Home Care. “We dig it out, produce it and dump it back in the ocean,” he charged.

Most recently, at the International Federation of Societies of Cosmetic Chemist Congress, keynote speaker Paul Anastas warned that wildlife is vanishing at a rate of 2% a year.

“We can’t just say that we need to be more sustainable and go about our business,” Anastas said. “We can’t create anything that is truly beautiful if we are destroying things.”

Sobering words, especially when they come from a guy considered The Father of Green Chemistry. In our defense, the household and personal products industry is doing better than ever when it comes to finding sustainable solutions, but more work needs to be done if we want to keep the world turning for another 4.5 billion years.

Of course, Hawking isn’t really putting his reputation on the line with his prediction. After all, if he’s wrong, who will be around in 1,000 years to call him on it…and if he’s right?

On that note, looking forward to a new year chock-full with new opportunities. See you in 2017!

Tom Branna
Editorial Director
tbranna@rodmanmedia.com [views] => 0 [published] => 1 [status] => 3 [priority] => 0 [publish_date] => 2016-12-01 14:35:00 [updated_at] => 2016-11-29 15:46:18 [last_updated_author] => 142074 [uploaded_by] => 142074 [user_role_id] => 0 [custom_fields] => [] [custom_fields_old] => [splitcontent] => 1 [content_url] => [related_content_ids] => ["247675","247523","247322","245339","245323","239909","238254","234502","232773","232742","231290","230101","227860","227174","225606"] [is_show_company_name] => [created_at] => 2019-04-09 04:36:23 ) [3] => Content Object ( [className] => Content [contentLinks] => Array ( ) [belongsTo] => [contentIssue] => [id] => 236398 [pageNumber] => [offset] => [totalPages] => [last_query] => [last_sql] => [show_errors] => 1 [databaseServer] => Array ( [key] => master [host] => 172.24.16.232 [user] => rodpub_beta [pass] => MvQQzhse92k58yA [db] => rodpub_beta ) [tableName] => contents [content_type_id] => 2487 [resource_id] => 0 [author_id] => 0 [primary_issue_slug] => [author_name] => {"name":"","title":""} [magazine_id] => 9 [layout_id] => 0 [primary_image] => 140037 [primary_image_old] => [slider_image_id] => [banner_image] => 0 [title] => Cancel My Subscription! [short_title] => Birchbox and others are the bane of financial advisors [summary] => Birch Box and others are the bane of financial advisors [slug] => cancel-my-subscription-in-2017 [body] => No doubt that most Americans are in a financial crisis; what with many living paycheck to paycheck, with no emergency funds on hand and no long-term savings in the bank or market. With that in mind, money advisors dole out advice on how to start the new year on better financial footing.

So what's MarketWatch's No. 1 advice for 2017? Ditch those subscription box services!

Marketwatch rightly notes that there is a subscription box service for everything these days, from a “salami of the month” club to beauty products to toys for a pet. In fact, Americans made about 21.4 million visits to subscription box retailers’ websites in January 2016, up from only 722,000 visits in January 2015, according to the e-commerce and consumer analytics company Connexity’s Hitwise division, in a report for the research firm Euromonitor International.


Although several subscription services have more than a million subscribers, such as Birchbox and Ipsy, two cosmetics services, most Americans probably shouldn’t be stocking up, some experts have said. Birchbox and Ipsy did not respond to MarketWatch's requests for comment.


“We’re spending before we even save and then never look back,” said Brandon Hayes, a financial planner and vice president at oXYGen Financial, a financial services firm based in Georgia. “With a cashless society, it's tough to appreciate a dollar when you never see one.


According to MarketWatch, most Americans have barely enough savings to even cover their household necessities, let alone sign up to receive a recurring monthly gift. And nearly half of US adults couldn't cover an emergency expense of $400 without selling something or borrowing money, according to the Federal Reserve.


To be sure, MarketWatch notes there may be a place in the budget for some subscription services that replenish household items people already need, like Dollar Shave Club, which sells inexpensive razors. Yet for the most part, many consumers would benefit from putting their credit cards away and just saying “No” to items they don’t need, said Rachel Podnos, an attorney and financial planner based in Washington, DC. Particularly for people with lower incomes, “you really need to live within your means and cut expenses wherever you can,” she said.


And even if consumers wake up and decide to cut the cord on their monthly surprises, most subscription service companies make it awfully difficult to cancel. 

 

[views] => 0 [published] => 1 [status] => 3 [priority] => 0 [publish_date] => 2016-12-27 07:51:00 [updated_at] => 2016-12-27 08:14:32 [last_updated_author] => 142074 [uploaded_by] => 142074 [user_role_id] => 0 [custom_fields] => [] [custom_fields_old] => [splitcontent] => 1 [content_url] => [related_content_ids] => ["240167","243412","244167","236354","236803","242857","246108","245339","238632","242856","237894","239418","240045","249299","238254","242066","242941","242118"] [is_show_company_name] => [created_at] => 2019-04-09 04:36:23 ) [4] => Content Object ( [className] => Content [contentLinks] => Array ( ) [belongsTo] => [contentIssue] => [id] => 237437 [pageNumber] => [offset] => [totalPages] => [last_query] => [last_sql] => [show_errors] => 1 [databaseServer] => Array ( [key] => master [host] => 172.24.16.232 [user] => rodpub_beta [pass] => MvQQzhse92k58yA [db] => rodpub_beta ) [tableName] => contents [content_type_id] => 2487 [resource_id] => 0 [author_id] => 0 [primary_issue_slug] => [author_name] => {"name":"","title":""} [magazine_id] => 9 [layout_id] => 0 [primary_image] => 0 [primary_image_old] => [slider_image_id] => [banner_image] => 0 [title] => Save the Date for Happi’s Anti-Aging Conference [short_title] => This annual event returns to New Brunswick in November. [summary] => This annual event returns to New Brunswick in November. [slug] => save-the-date-for-happis-anti-aging-conference [body] => For all the latest news on anti-aging in the industry, make sure to check out the 6th Annual Happi Anti-Aging Conference & Tabletop Exhibition on Nov. 29-30, 2017 at the Hyatt Regency in New Brunswick, NJ.
 
More info: Tom Branna, Happi, 201.880.2223; tbranna@rodmanmedia.com.
  [views] => 0 [published] => 1 [status] => 3 [priority] => 0 [publish_date] => 2017-01-13 08:41:00 [updated_at] => 2017-01-13 08:44:02 [last_updated_author] => 142084 [uploaded_by] => 142084 [user_role_id] => 0 [custom_fields] => [] [custom_fields_old] => [splitcontent] => 1 [content_url] => [related_content_ids] => ["245795","249199","249003","245354","237448","212051","242940","245449","245868","246731"] [is_show_company_name] => [created_at] => 2019-04-09 04:36:23 ) ) [relatedContent] => Array ( [0] => Content Object ( [className] => Content [contentLinks] => Array ( ) [belongsTo] => [contentIssue] => [id] => 230100 [pageNumber] => [offset] => [totalPages] => [last_query] => [last_sql] => [show_errors] => 1 [databaseServer] => Array ( [key] => master [host] => 172.24.16.232 [user] => rodpub_beta [pass] => MvQQzhse92k58yA [db] => rodpub_beta ) [tableName] => contents [content_type_id] => 2486 [resource_id] => 0 [author_id] => 0 [primary_issue_slug] => 2016-09-02 [author_name] => {"name":"Doreen Wang","title":"BrandZ "} [magazine_id] => 9 [layout_id] => 0 [primary_image] => 135909 [primary_image_old] => [slider_image_id] => 135909 [banner_image] => 0 [title] => Change Is in the Air [short_title] => Change Is in the Air [summary] => Technology is changing the personal care market [slug] => change-is-in-the-air [body] => All brands must stay relevant to new consumers, an issue which is particularly pertinent in the personal care sector. That’s because beauty and grooming habits, once established, can last a lifetime.

But long-established habits, while great for on-going purchases, also create challenges in attracting the next generation of consumers. No one wants to be seen buying a product that’s mumsy.

Brands that fail to remain relevant to younger consumers lose their funnel of new consumers who will boost sales and act as advocates among their friends and instead become a brand for older consumers. That simple marketing challenge, however, has been made even tougher thanks to technology. Technology is disrupting the power of scale and distribution that used to keep the established brands at the top of the tree, making life much harder for the top tier.


Measuring Value

So while, L’Oréal Paris remains the most valuable personal care brand in the 2016 BrandZ Top 100 Most Valuable Global Brands ranking, with a 1% rise in value to $23.5 billion, it and the other brands in the listing can’t afford to rest on their laurels.

To be fair, L’Oréal has recognized that fact and has successfully made the move to digital, with a quarter of marketing spend now online.

But the challenge goes wider than simply adapting to digital marketing. Personal care brands face business challenges, namely the ability of smaller niche brands to use e-commerce to drive distribution scale, the power of mobile access to give millennials rapid access to new brands, and the shift of traditional female focused brands into the male space.

Although the smaller challenger brands have yet to appear in the Top 15 personal care listing, e-commerce platforms are giving them massive reach, wider distribution and greater appeal than ever before.


Your Better Half?

Half of the personal care sales on Amazon are from smaller brands, and subscription services such as Birchbox and Beauty Box are also using e-commerce as a means to pioneer new forms of personal care.

Mobile purchasing should be area where big brands can lead—tech is complex after all—but the big digital platforms have eroded this advantage providing tools and e-commerce platforms that more nimble, new brands have been quicker to understand and take advantage of.

Nevertheless the big brands can apply their scale in two key ways. First, they have the financial firepower to grow through acquisition, witness Unilever’s recent purchase of Dollar Shave Club. Secondly, big brands can also spot trends in key markets and make them global. Female Korean brands, for example, are becoming important disruptors in the personal care category. Korean brands started “cushion” foundation—a small refillable foundation—which has been copied by L’Oréal and Lancôme.

Male-focused brands also have challenges. Not only do the likes of Gillette have to fight the rise of niche/specialist brands, but also the blurring of traditional gender boundaries giving rise to a new generation of Metrosexual consumers.

This trend has allowed long-established female beauty brands to challenge them on their home turf, establishing male offerings that leverage their decades of female-focused expertise, such as Clinique for Men or L’Oréal Paris Men Expert.

Despite these challenges, large, legacy personal care brands, whether focused on men or women, can hit back at their younger rivals, serving consumer needs better. They can do this by using their resources and scale to be more things to more people.

They can provide greater transparency about the ingredients they use, making them more traceable, accredited even, responding to consumer sensitivity about the chemicals they put on their skin.

Such lessons have been learned by two new entrants to the BrandZ Global Top 100’s Personal Care brand ranking, Shiseido from Japan and Pantene from the Procter & Gamble stable.

The former has built up a brand value of $2.4 billion on the back of a premium strategy. Products such as Maquillage and Elixir Superieur demonstrate how personal care brands needs to be highly differentiated, catering to the specific needs of the widest possible range of consumers.

It has used its scale to create a much more personalized offering, appealing to a wider range of consumers around the world. Such efforts help build its appeal as a “brand for me.”

Pantene, valued at $3.9 billion, has identified a universal truth that sets it apart from the crowd. The “Strong is Beautiful” campaign, designed to help girls and women to build their confidence. Pantene has used its scale to identify a powerful insight and distribute a credible, global message that resonates with consumers.

The truth is that big companies should always have the advantage. There is not a level playing field; long-established brands have scale and reach. The advantage of today’s new entrants is that they inherently ‘get’ the millennial mindset, having been born out of digital.

Ultimately, the brands that thrive will be those that deliver a customer experience that is meaningful and relevant; no matter how large or small they are today.


Doreen Wang is global head of BrandZ at Kantar Millward Brown. She leads Kantar Millward Brown’s global team responsible for BrandZ research, valuation and marketing. Based in New York, Wang joined the company as an account director in 2008. She was responsible for the launch of the BrandZ Top 100 in China in 2011 and a year later partnered with former P&G CMO Jim Stengel on the Chinese launch of his book Grow, which she translated, authoring the chapter, “Brand Ideal in China.” She holds a BA in economics from Tianjin University and an MPA in operational research from the University of Delaware.  [views] => 0 [published] => 1 [status] => 3 [priority] => 2 [publish_date] => 2016-10-03 12:00:00 [updated_at] => 2016-10-03 13:32:57 [last_updated_author] => 142084 [uploaded_by] => 142074 [user_role_id] => 0 [custom_fields] => [] [custom_fields_old] => [splitcontent] => 1 [content_url] => [related_content_ids] => ["248402","247445","247251","246691","245471","242941","242360","242066","238254","236942","236398","236242","235674","232500","227174"] [is_show_company_name] => [created_at] => 2019-04-09 04:36:23 ) [1] => Content Object ( [className] => Content [contentLinks] => Array ( ) [belongsTo] => [contentIssue] => [id] => 232773 [pageNumber] => [offset] => [totalPages] => [last_query] => [last_sql] => [show_errors] => 1 [databaseServer] => Array ( [key] => master [host] => 172.24.16.232 [user] => rodpub_beta [pass] => MvQQzhse92k58yA [db] => rodpub_beta ) [tableName] => contents [content_type_id] => 2491 [resource_id] => 0 [author_id] => 0 [primary_issue_slug] => 2016-11-01 [author_name] => {"name":"Tom Branna","title":"Editorial Director"} [magazine_id] => 9 [layout_id] => 0 [primary_image] => 0 [primary_image_old] => [slider_image_id] => [banner_image] => 0 [title] => Don’t Be on Time…Be Early [short_title] => [summary] => [slug] => dont-be-on-timebe-early [body] => That sage advice came from my high school track coach more than 30 years ago. The year’s not over yet, but we thought we’d be early too, and take a look at what’s in store for 2017. After all, the uncertainty surrounding Brexit is over even if the work itself has just begun and the US has a new Commander in Chief, right, President Clinton? Plus, forecasters are already focusing on 2017 anyway.

The International Monetary Fund (IMF) World Economic Outlook downgraded 2017 expectations for advanced economies a bit to 3.4% due to weaker than expected growth in the US. Still, the IMF remains bullish on prospects in emerging Asian markets. Taking a closer look at the global household and personal products industry, Euromonitor International analysts expect marginal sales declines for 2016, followed by a return to growth during the five-year period ending in 2020.

“FMCG companies must shift focus to markets with healthier growth opportunities such as India and Indonesia,” noted Kotryna Tamoseviciene, a macro analytics manager at Euromonitor. “Value-added consumer goods such as premium skin care appear to offer more secure revenues, for now.”

Within beauty and personal care, Euromonitor anticipates the sharpest downgrades in men’s toiletries and fragrances, both losing 0.5 percentage points in compound annual growth rate over 2015-2020. In laundry, Euromonitor predicts that US laundry care sales will decline as well during the 2015-2020 period, as retailers continue their race to the bottom in an effort to woo consumers with lower prices.

If economic conditions aren’t enough to worry about, there are plenty of other issues of concern. The environment is one. Unilever CEO Paul Polman does an excellent job of outlining how the household cleaning industry is adding to the planet’s problems in Clean It Up, which begins on p. 56 in this issue. Of course, the personal cleanser category has been rocked by the FDA ban on traditional antibacterial ingredients (p. 66). The issue has become international, since Japan is making similar moves.

One bright spot, especially as we head into the all-important holiday season, is demand for prestige fine fragrance. Melissa Meisel looks at the latest launches that are sure to find their way under the tree next month (p. 73). So, start shopping now and start searching now for new revenue streams, because whether it’s entering new markets, clicking away on Cyber Monday or getting to track practice, Eddie Caporale had it right all those years ago: “Don’t be on time, be early!”

Tom Branna
Editorial Director
tbranna@rodmanmedia.com [views] => 0 [published] => 1 [status] => 3 [priority] => 0 [publish_date] => 2016-11-02 10:40:00 [updated_at] => 2016-11-07 08:23:09 [last_updated_author] => 142084 [uploaded_by] => 142074 [user_role_id] => 0 [custom_fields] => [] [custom_fields_old] => [splitcontent] => 1 [content_url] => [related_content_ids] => ["247462","247399","247111","245795","245472","242650","240412","238644","232742","231862","230101","229161","228879","227860","227174"] [is_show_company_name] => [created_at] => 2019-04-09 04:36:23 ) [2] => Content Object ( [className] => Content [contentLinks] => Array ( ) [belongsTo] => [contentIssue] => [id] => 234525 [pageNumber] => [offset] => [totalPages] => [last_query] => [last_sql] => [show_errors] => 1 [databaseServer] => Array ( [key] => master [host] => 172.24.16.232 [user] => rodpub_beta [pass] => MvQQzhse92k58yA [db] => rodpub_beta ) [tableName] => contents [content_type_id] => 2491 [resource_id] => 0 [author_id] => 0 [primary_issue_slug] => 2016-12-01 [author_name] => {"name":"Tom Branna","title":"Editorial Director"} [magazine_id] => 9 [layout_id] => 0 [primary_image] => 0 [primary_image_old] => [slider_image_id] => [banner_image] => 0 [title] => The End of the World As We Know It?!? [short_title] => [summary] => [slug] => the-end-of-the-world-as-we-know-it [body] => No, no, we’re not referring to the results of the recent US Presidential Election. And yeah, like my Brexit editorial a few months back, I got the outcome of the Clinton-Trump tilt, wrong, too. I really must get out of this prediction game; I haven’t been right since the mid-1980s when “San Francisco and the Over” was a lock week after week…oh, where have you gone, Joe Montana?

Back to more serious, heavier topics—like the end of the world. Last month, renowned theoretical scientist and astronomer Stephen Hawking started hawking the idea that earth’s time is just about up. Our 4.5 billion year-old Big Blue Marble, according to Hawking, will be kaput, or at least unlivable, in 1,000 years or so. Therefore, we’ve got to make interplanetary travel a reality sooner rather than later.

Admittedly, Hawking has been making this prediction for the past several years, but his words hit home. In recent weeks, I’ve listened to Unilever CEO Paul Polman rail against over-consumption at the World Conference Fabric and Home Care. “We dig it out, produce it and dump it back in the ocean,” he charged.

Most recently, at the International Federation of Societies of Cosmetic Chemist Congress, keynote speaker Paul Anastas warned that wildlife is vanishing at a rate of 2% a year.

“We can’t just say that we need to be more sustainable and go about our business,” Anastas said. “We can’t create anything that is truly beautiful if we are destroying things.”

Sobering words, especially when they come from a guy considered The Father of Green Chemistry. In our defense, the household and personal products industry is doing better than ever when it comes to finding sustainable solutions, but more work needs to be done if we want to keep the world turning for another 4.5 billion years.

Of course, Hawking isn’t really putting his reputation on the line with his prediction. After all, if he’s wrong, who will be around in 1,000 years to call him on it…and if he’s right?

On that note, looking forward to a new year chock-full with new opportunities. See you in 2017!

Tom Branna
Editorial Director
tbranna@rodmanmedia.com [views] => 0 [published] => 1 [status] => 3 [priority] => 0 [publish_date] => 2016-12-01 14:35:00 [updated_at] => 2016-11-29 15:46:18 [last_updated_author] => 142074 [uploaded_by] => 142074 [user_role_id] => 0 [custom_fields] => [] [custom_fields_old] => [splitcontent] => 1 [content_url] => [related_content_ids] => ["247675","247523","247322","245339","245323","239909","238254","234502","232773","232742","231290","230101","227860","227174","225606"] [is_show_company_name] => [created_at] => 2019-04-09 04:36:23 ) [3] => Content Object ( [className] => Content [contentLinks] => Array ( ) [belongsTo] => [contentIssue] => [id] => 236398 [pageNumber] => [offset] => [totalPages] => [last_query] => [last_sql] => [show_errors] => 1 [databaseServer] => Array ( [key] => master [host] => 172.24.16.232 [user] => rodpub_beta [pass] => MvQQzhse92k58yA [db] => rodpub_beta ) [tableName] => contents [content_type_id] => 2487 [resource_id] => 0 [author_id] => 0 [primary_issue_slug] => [author_name] => {"name":"","title":""} [magazine_id] => 9 [layout_id] => 0 [primary_image] => 140037 [primary_image_old] => [slider_image_id] => [banner_image] => 0 [title] => Cancel My Subscription! [short_title] => Birchbox and others are the bane of financial advisors [summary] => Birch Box and others are the bane of financial advisors [slug] => cancel-my-subscription-in-2017 [body] => No doubt that most Americans are in a financial crisis; what with many living paycheck to paycheck, with no emergency funds on hand and no long-term savings in the bank or market. With that in mind, money advisors dole out advice on how to start the new year on better financial footing.

So what's MarketWatch's No. 1 advice for 2017? Ditch those subscription box services!

Marketwatch rightly notes that there is a subscription box service for everything these days, from a “salami of the month” club to beauty products to toys for a pet. In fact, Americans made about 21.4 million visits to subscription box retailers’ websites in January 2016, up from only 722,000 visits in January 2015, according to the e-commerce and consumer analytics company Connexity’s Hitwise division, in a report for the research firm Euromonitor International.


Although several subscription services have more than a million subscribers, such as Birchbox and Ipsy, two cosmetics services, most Americans probably shouldn’t be stocking up, some experts have said. Birchbox and Ipsy did not respond to MarketWatch's requests for comment.


“We’re spending before we even save and then never look back,” said Brandon Hayes, a financial planner and vice president at oXYGen Financial, a financial services firm based in Georgia. “With a cashless society, it's tough to appreciate a dollar when you never see one.


According to MarketWatch, most Americans have barely enough savings to even cover their household necessities, let alone sign up to receive a recurring monthly gift. And nearly half of US adults couldn't cover an emergency expense of $400 without selling something or borrowing money, according to the Federal Reserve.


To be sure, MarketWatch notes there may be a place in the budget for some subscription services that replenish household items people already need, like Dollar Shave Club, which sells inexpensive razors. Yet for the most part, many consumers would benefit from putting their credit cards away and just saying “No” to items they don’t need, said Rachel Podnos, an attorney and financial planner based in Washington, DC. Particularly for people with lower incomes, “you really need to live within your means and cut expenses wherever you can,” she said.


And even if consumers wake up and decide to cut the cord on their monthly surprises, most subscription service companies make it awfully difficult to cancel. 

 

[views] => 0 [published] => 1 [status] => 3 [priority] => 0 [publish_date] => 2016-12-27 07:51:00 [updated_at] => 2016-12-27 08:14:32 [last_updated_author] => 142074 [uploaded_by] => 142074 [user_role_id] => 0 [custom_fields] => [] [custom_fields_old] => [splitcontent] => 1 [content_url] => [related_content_ids] => ["240167","243412","244167","236354","236803","242857","246108","245339","238632","242856","237894","239418","240045","249299","238254","242066","242941","242118"] [is_show_company_name] => [created_at] => 2019-04-09 04:36:23 ) [4] => Content Object ( [className] => Content [contentLinks] => Array ( ) [belongsTo] => [contentIssue] => [id] => 237437 [pageNumber] => [offset] => [totalPages] => [last_query] => [last_sql] => [show_errors] => 1 [databaseServer] => Array ( [key] => master [host] => 172.24.16.232 [user] => rodpub_beta [pass] => MvQQzhse92k58yA [db] => rodpub_beta ) [tableName] => contents [content_type_id] => 2487 [resource_id] => 0 [author_id] => 0 [primary_issue_slug] => [author_name] => {"name":"","title":""} [magazine_id] => 9 [layout_id] => 0 [primary_image] => 0 [primary_image_old] => [slider_image_id] => [banner_image] => 0 [title] => Save the Date for Happi’s Anti-Aging Conference [short_title] => This annual event returns to New Brunswick in November. [summary] => This annual event returns to New Brunswick in November. [slug] => save-the-date-for-happis-anti-aging-conference [body] => For all the latest news on anti-aging in the industry, make sure to check out the 6th Annual Happi Anti-Aging Conference & Tabletop Exhibition on Nov. 29-30, 2017 at the Hyatt Regency in New Brunswick, NJ.
 
More info: Tom Branna, Happi, 201.880.2223; tbranna@rodmanmedia.com.
  [views] => 0 [published] => 1 [status] => 3 [priority] => 0 [publish_date] => 2017-01-13 08:41:00 [updated_at] => 2017-01-13 08:44:02 [last_updated_author] => 142084 [uploaded_by] => 142084 [user_role_id] => 0 [custom_fields] => [] [custom_fields_old] => [splitcontent] => 1 [content_url] => [related_content_ids] => ["245795","249199","249003","245354","237448","212051","242940","245449","245868","246731"] [is_show_company_name] => [created_at] => 2019-04-09 04:36:23 ) ) [relatedSearches] => Array ( [0] => Taxonomy Object ( [className] => Taxonomy [id] => 56937 [pageNumber] => [offset] => [totalPages] => [last_query] => [last_sql] => [show_errors] => 1 [databaseServer] => Array ( [key] => master [host] => 172.24.16.232 [user] => rodpub_beta [pass] => MvQQzhse92k58yA [db] => rodpub_beta ) [tableName] => taxonomy [taxonomy_tag] => convenience ) [1] => Taxonomy Object ( [className] => Taxonomy [id] => 38024 [pageNumber] => [offset] => [totalPages] => [last_query] => [last_sql] => [show_errors] => 1 [databaseServer] => Array ( [key] => master [host] => 172.24.16.232 [user] => rodpub_beta [pass] => MvQQzhse92k58yA [db] => rodpub_beta ) [tableName] => taxonomy [taxonomy_tag] => companies ) [2] => Taxonomy Object ( [className] => Taxonomy [id] => 38437 [pageNumber] => [offset] => [totalPages] => [last_query] => [last_sql] => [show_errors] => 1 [databaseServer] => Array ( [key] => master [host] => 172.24.16.232 [user] => rodpub_beta [pass] => MvQQzhse92k58yA [db] => rodpub_beta ) [tableName] => taxonomy [taxonomy_tag] => skin ) [3] => Taxonomy Object ( [className] => Taxonomy [id] => 38373 [pageNumber] => [offset] => [totalPages] => [last_query] => [last_sql] => [show_errors] => 1 [databaseServer] => Array ( [key] => master [host] => 172.24.16.232 [user] => rodpub_beta [pass] => MvQQzhse92k58yA [db] => rodpub_beta ) [tableName] => taxonomy [taxonomy_tag] => products ) ) [contentTaxonomy_knowledge-base] => Array ( ) [formattedTitle] => Land Of The Cheap! Home Of The Thrifty? [taxonomy_keywords] => Array ( [0] => Taxonomy Object ( [className] => Taxonomy [id] => 38024 [pageNumber] => [offset] => [totalPages] => [last_query] => [last_sql] => [show_errors] => 1 [databaseServer] => Array ( [key] => master [host] => 172.24.16.232 [user] => rodpub_beta [pass] => MvQQzhse92k58yA [db] => rodpub_beta ) [tableName] => taxonomy [tag] => companies [slug] => companies [child_of] => 20177 ) [1] => Taxonomy Object ( [className] => Taxonomy [id] => 38030 [pageNumber] => [offset] => [totalPages] => [last_query] => [last_sql] => [show_errors] => 1 [databaseServer] => Array ( [key] => master [host] => 172.24.16.232 [user] => rodpub_beta [pass] => MvQQzhse92k58yA [db] => rodpub_beta ) [tableName] => taxonomy [tag] => consumers [slug] => consumers [child_of] => 20177 ) [2] => Taxonomy Object ( [className] => Taxonomy [id] => 38193 [pageNumber] => [offset] => [totalPages] => [last_query] => [last_sql] => [show_errors] => 1 [databaseServer] => Array ( [key] => master [host] => 172.24.16.232 [user] => rodpub_beta [pass] => MvQQzhse92k58yA [db] => rodpub_beta ) [tableName] => taxonomy [tag] => household [slug] => household [child_of] => 20177 ) [3] => Taxonomy Object ( [className] => Taxonomy [id] => 38282 [pageNumber] => [offset] => [totalPages] => [last_query] => [last_sql] => [show_errors] => 1 [databaseServer] => Array ( [key] => master [host] => 172.24.16.232 [user] => rodpub_beta [pass] => MvQQzhse92k58yA [db] => rodpub_beta ) [tableName] => taxonomy [tag] => men [slug] => men [child_of] => 20177 ) [4] => Taxonomy Object ( [className] => Taxonomy [id] => 38330 [pageNumber] => [offset] => [totalPages] => [last_query] => [last_sql] => [show_errors] => 1 [databaseServer] => Array ( [key] => master [host] => 172.24.16.232 [user] => rodpub_beta [pass] => MvQQzhse92k58yA [db] => rodpub_beta ) [tableName] => taxonomy [tag] => Packaging [slug] => packaging [child_of] => 20177 ) [5] => Taxonomy Object ( [className] => Taxonomy [id] => 38336 [pageNumber] => [offset] => [totalPages] => [last_query] => [last_sql] => [show_errors] => 1 [databaseServer] => Array ( [key] => master [host] => 172.24.16.232 [user] => rodpub_beta [pass] => MvQQzhse92k58yA [db] => rodpub_beta ) [tableName] => taxonomy [tag] => patent [slug] => patent [child_of] => 20177 ) [6] => Taxonomy Object ( [className] => Taxonomy [id] => 38341 [pageNumber] => [offset] => [totalPages] => [last_query] => [last_sql] => [show_errors] => 1 [databaseServer] => Array ( [key] => master [host] => 172.24.16.232 [user] => rodpub_beta [pass] => MvQQzhse92k58yA [db] => rodpub_beta ) [tableName] => taxonomy [tag] => personal [slug] => personal [child_of] => 20177 ) [7] => Taxonomy Object ( [className] => Taxonomy [id] => 38344 [pageNumber] => [offset] => [totalPages] => [last_query] => [last_sql] => [show_errors] => 1 [databaseServer] => Array ( [key] => master [host] => 172.24.16.232 [user] => rodpub_beta [pass] => MvQQzhse92k58yA [db] => rodpub_beta ) [tableName] => taxonomy [tag] => personal products [slug] => personal-products [child_of] => 20177 ) [8] => Taxonomy Object ( [className] => Taxonomy [id] => 38373 [pageNumber] => [offset] => [totalPages] => [last_query] => [last_sql] => [show_errors] => 1 [databaseServer] => Array ( [key] => master [host] => 172.24.16.232 [user] => rodpub_beta [pass] => MvQQzhse92k58yA [db] => rodpub_beta ) [tableName] => taxonomy [tag] => products [slug] => products [child_of] => 20177 ) [9] => Taxonomy Object ( [className] => Taxonomy [id] => 38415 [pageNumber] => [offset] => [totalPages] => [last_query] => [last_sql] => [show_errors] => 1 [databaseServer] => Array ( [key] => master [host] => 172.24.16.232 [user] => rodpub_beta [pass] => MvQQzhse92k58yA [db] => rodpub_beta ) [tableName] => taxonomy [tag] => scent [slug] => scent [child_of] => 20177 ) [10] => Taxonomy Object ( [className] => Taxonomy [id] => 38437 [pageNumber] => [offset] => [totalPages] => [last_query] => [last_sql] => [show_errors] => 1 [databaseServer] => Array ( [key] => master [host] => 172.24.16.232 [user] => rodpub_beta [pass] => MvQQzhse92k58yA [db] => rodpub_beta ) [tableName] => taxonomy [tag] => skin [slug] => skin [child_of] => 20177 ) [11] => Taxonomy Object ( [className] => Taxonomy [id] => 38512 [pageNumber] => [offset] => [totalPages] => [last_query] => [last_sql] => [show_errors] => 1 [databaseServer] => Array ( [key] => master [host] => 172.24.16.232 [user] => rodpub_beta [pass] => MvQQzhse92k58yA [db] => rodpub_beta ) [tableName] => taxonomy [tag] => women [slug] => women [child_of] => 20177 ) [12] => Taxonomy Object ( [className] => Taxonomy [id] => 56937 [pageNumber] => [offset] => [totalPages] => [last_query] => [last_sql] => [show_errors] => 1 [databaseServer] => Array ( [key] => master [host] => 172.24.16.232 [user] => rodpub_beta [pass] => MvQQzhse92k58yA [db] => rodpub_beta ) [tableName] => taxonomy [tag] => convenience [slug] => convenience [child_of] => 20177 ) [13] => Taxonomy Object ( [className] => Taxonomy [id] => 57273 [pageNumber] => [offset] => [totalPages] => [last_query] => [last_sql] => [show_errors] => 1 [databaseServer] => Array ( [key] => master [host] => 172.24.16.232 [user] => rodpub_beta [pass] => MvQQzhse92k58yA [db] => rodpub_beta ) [tableName] => taxonomy [tag] => dollar [slug] => dollar [child_of] => 20177 ) [14] => Taxonomy Object ( [className] => Taxonomy [id] => 57747 [pageNumber] => [offset] => [totalPages] => [last_query] => [last_sql] => [show_errors] => 1 [databaseServer] => Array ( [key] => master [host] => 172.24.16.232 [user] => rodpub_beta [pass] => MvQQzhse92k58yA [db] => rodpub_beta ) [tableName] => taxonomy [tag] => dollar shave club [slug] => dollar-shave-club [child_of] => 20177 ) [15] => Taxonomy Object ( [className] => Taxonomy [id] => 57748 [pageNumber] => [offset] => [totalPages] => [last_query] => [last_sql] => [show_errors] => 1 [databaseServer] => Array ( [key] => master [host] => 172.24.16.232 [user] => rodpub_beta [pass] => MvQQzhse92k58yA [db] => rodpub_beta ) [tableName] => taxonomy [tag] => razor [slug] => razor [child_of] => 20177 ) [16] => Taxonomy Object ( [className] => Taxonomy [id] => 57749 [pageNumber] => [offset] => [totalPages] => [last_query] => [last_sql] => [show_errors] => 1 [databaseServer] => Array ( [key] => master [host] => 172.24.16.232 [user] => rodpub_beta [pass] => MvQQzhse92k58yA [db] => rodpub_beta ) [tableName] => taxonomy [tag] => gillette [slug] => gillette [child_of] => 20177 ) [17] => Taxonomy Object ( [className] => Taxonomy [id] => 58407 [pageNumber] => [offset] => [totalPages] => [last_query] => [last_sql] => [show_errors] => 1 [databaseServer] => Array ( [key] => master [host] => 172.24.16.232 [user] => rodpub_beta [pass] => MvQQzhse92k58yA [db] => rodpub_beta ) [tableName] => taxonomy [tag] => it [slug] => it [child_of] => 20177 ) ) )