The Scene: What's new in London and Cosmoprof partnership
Where Do London Creative Insiders Go?
Developed in collaboration with our research partner Nextatlas, this map designed by Brand Experience magazine’s art director Don Heyl shows how a small selection of interesting locations are connected. The results are from Nextatlas’ analysis of thousands of geo-located posts shared by London creative insiders.
The analysis was performed using six months (November 2016 to April 2017) of posts geolocalized in London and produced by the Nextatlas selected worldwide community of early adopters and “cool hunters.” Starting from more than 1,000 venues, Nextatlas made a selection among the ones with highest number of posts and number of geotagged users. The correlation between venues is indicated by lines whose intensity varies according to the number of influencers posting geotagged contents in different venues.
Cosmoprof North America Expands Partnership with QVC
QVC Inc., the global multiplatform retailer with 15 TV channels reaching more than 360 million homes, seven websites and 195 social pages, and Cosmoprof North America (CPNA) have expanded their collaboration. A unique aspect of this year’s cooperation will be a dedicated space on the floor assigned to QVC that will be open throughout the show hours. Additionally, during an open session hosted by QVC on Tuesday, July 11, companies interested in this type of distribution model can learn about best practices and requirements to get on air and online.
The most exciting aspect of the collaboration will be a special on-air segment branded “Discovered at CPNA” featuring brands discovered at the exhibition to be aired by QVC a few months after the event. “QVC has a rich history of discovering beauty products and trends, and through our collaboration with Cosmoprof, we have found even more new brands to surprise and delight our customers such as Eve Pearl and Obliphica,” said Ellen Lennon, director of beauty merchandising for QVC’s US business. “Not only will attendees at this year’s Cosmoprof North America receive instant feedback from our beauty experts, but they will also have the unique opportunity to get their brand noticed by the world’s leading video and e-commerce retailer, QVC.”
Another proprietary program exclusive to CPNA, TV Shopping Auditions featuring the top three domestic television and online shopping platforms—QVC, EVINE and HSN—will be returning for the fifth year in a row, allowing exhibitors the opportunity to pitch their products directly to key merchants in the hopes of getting on the airwaves.
“QVC is a true leader in its field and offers show participants a unique distribution model to meet their growing needs,” says Daniela Ciocan, marketing director, CPNA. “The collaboration is not only unique to the trade show environment but also allows QVC exposure to hundreds of brands under one roof. It’s a win-win and we are grateful for the ongoing relationship and look forward to continuing to partner on more initiatives that benefit the beauty industry at large.
“We always strive to be more than just an industry event,” says Ciocan. “Our aim is to be a valuable resource for every player in the beauty space. Through careful curations, education and key partnerships we’ve been able to achieve our goals and maintain our leadership as one of the most awarded and coveted industry business platforms.”
Additionally, Brand Experience’s magazine editor-in-chief’s presentation on package design’s role in brand experience has been expanded to include an exploration of how product innovation leads to new product categories. Learn more about the presentation and register at http://bit.ly/2017-cosmoprof
The 2017 Cosmoprof North America show will be held July 9 to 11, 2017 at the Mandalay Bay Convention Center in Las Vegas. In addition to the new QVC area, the beauty trade show will feature multiple focus spaces including the Beauty & Personal Care Storefront called “Discovered at Cosmoprof North America” that is in partnership with Amazon.com. The Amazon and CPNA partnership will give small-to medium-sized indie companies such as Organic To Green, My Skin and Co., Twila True Beauty, and The Brush Guard prime visibility on the online retailer’s beauty store front.
Top Trends from Natural Products Expo West in Anaheim
By Celsae Vandenberg and Lainie Zwecher
We’re back from Expo West, where we had access to 2700-plus exhibits in the organic and natural space. Retailers, manufacturers, health professionals in addition to designers and marketers like us gathered in sunny Anaheim, CA, review the latest trends in the natural and organic industry.
We’re excited to bring you our recap of the top trends and innovations coming out of Expo West.
Power to the Plants
The future of plant protein is here, and it’s glorious. A rise in vegan, vegetarian and flexitarian diets has upped the game in meat alternatives across all categories. Field Roast rocks a roster of meat-alternatives that are so good vegans and their carnivorous counterparts alike will want to indulge and Healthy Skoop and Burt’s Bees are killing the protein powder game with their plant-based formulas. For those just craving the real thing—Beyond Meat has created plant-based burger that would fool even a die-hard carnivore.
New Seeds on the Scene
Say hello to Hemp and Chia! We loved seeing how inventive brands are serving up these nutrient packed seeds every way you want them. Drink up the goodness with Mamma Chia’s beverages, sink your teeth into Good Seed’s hempseed burgers, or sprinkle some pure and simple hemp hearts right out of Manitoba Harvest’s easy re-sealable bag. The new Super Seeds have arrived, friends. Dig it.
We saw collagen popping up again and again as the new “wonder ingredient” for health and beauty. Collagen offers physical and aesthetic benefits beyond traditional protein supplements, enhancing the appearance of hair, skin and nails as well as strengthening muscles, joints, cartilage and bones. Get your fix with Vital Proteins’ pretty product line or mix it up with NeoCell’s collagen cookie bars and fruit chews.
Beyond the BBQ
Thought charcoal was just for grilling? You’re missing out!
Charcoal is often used to purify water, but did you know that it can purify the body too? Activated charcoal can ease gastric pain and skin irritation and even whiten teeth! My Magic Mud has a great smile-brightening product that’s natural and safe. The Grandpa Soap Co. turns out some luxurious lather with their charcoal soap, infused with hemp and mint oil for smooth, sweet-smelling skin.
Mama may have said to eat your greens, but current food trends are all about the purple.
Look out for purple iterations of your favorite veggies: think corn, potatoes, cauliflower, carrots, asparagus and of course—beets! These vibrant veggies are high in nutrients and antioxidants and look gorgeous on your plate—no filter necessary. Rhythm Superfoods bakes up some bangin’ Beet Chips and Beet It doles out nitrate-rich beet shots, juices and bars.
Fat is Back
saw lots of Whole Milk products on display this year, including General Mills’ Mountain High Original Yoghurt —thick, creamy, and completely delish. We also loved the grass-fed milk and butter from Organic Valley and Siggi’s Drinkable Yogurt, sold in cute plastic containers reminiscent of old-school milk bottles. Fourth & Heart served up its good vibe ghee—organic butter distilled down to only the good fats. It’s easier to metabolize, higher in nutrients, and makes a killer grilled cheese.
Turmeric Turns it Up
Turmeric, ginger’s bold orange cousin, is both ancient medicine and a trending super food. Lauded as a near magical cure-all in eastern traditions, turmeric’s anti-inflammatory, antiseptic and antioxidant properties are said to relieve everything from heartburn to joint pain to the common cold. Check out the Turmeric Matcha Tea from Mighty Leaf Tea or Healthee’s Turmeric Drink for a concentrated hit of the good stuff!
Brands Giving Back
The do-good ethos that’s propelled brands like TOMS and Patagonia has expanded across new categories, as studies show that consumers favor companies with a social mission.
The Soulfull Project—backed by the Campbell’s Soup Company, gives one cup of their healthy, non-GMO cereal to regional food banks for every one that’s purchased. SoapBox Soaps is fighting against the health risks caused by substandard hygiene—for every product sold they donate a bar of soap to underprivileged communities. [Editors’ note: Read more about the C-suite power trio behind SoapBox Soaps in the March issue of Brand Experience magazine.]
About the authors: Lainie Zwecher is new business director and Celsae Vandenberg leads trends and innovation at Wallace Church & Co. (www.wallacechurch.com)
Brands, Agencies Are Redesigning Compensation Models
A study from the Association of National Advertisers (ANA) reveals that our industry is changing the way it compensates partners. In “Trends in Agency Compensation: How Marketers Are Simplifying Agency Management and Seeking Transparency,” the ANA notes that agency compensation models are shifting away from fees and incentives, with value-based compensation on the rise.
The report, which is the 17th edition of a triennial study, shows that use of labor-based fees and performance incentives by marketers is decreasing as advertisers look to simplify their agency compensation practices. Researchers also found that the drop in labor-based fees was the first such decline since 2006. Although it remains the most-used method, it is losing momentum in favor of a small but increasing use of traditional commissions and value-based compensation. In addition, the use of incentives has significantly declined for the first time in 50 years of the survey. Respondents indicated incentives do not improve agency performance. Structuring and managing effective incentive plans is complicated, time-consuming and often ineffective.
The latest ANA agency compensation research also revealed that as a result of the ANA’s 2016 Media Transparency initiative, brands are more aware of their own agency compensation practices and are reviewing them at the highest level of their organizations. Referencing the ANA’s media transparency study, respondents said the effort has had an impact on their approach to agency compensation. They are examining and restructuring their contract agreements as part of their overall agency compensation practices.
The study showed that senior management involvement in agency negotiations more than doubled (from 33% to 73%) in 2016 from the last survey three years ago, while involvement of finance nearly tripled (from 15% to 45%). At the same time, corporate senior management involvement in agency cost reviews increased from 52% in 2013 to 79% last year. Also, half of respondents who were aware of the report have changed their rebate and bonus practices.
“The ANA has been urging marketers to become increasingly involved and engaged in agency contract and digital media supply chain management. A key way to accomplish that goal is to be keenly aware of how media transparency issues are minimized within the framework of the client/agency contract,” says ANA CEO Bob Liodice. “Now, our latest compensation research indicates that marketers are taking up that challenge by aggressively addressing transparency concerns and streamlining and simplifying agency compensation practices.”
The study also uncovered four key trends:
Commission-Based Payment: Driven by marketers’ push for simpler compensation methods, the use of traditional media commissions—near “extinction” at only 3% of respondents in 2010 — has climbed back to 12%. Commissions are being used primarily for media services, and notably for programmatic media, which involves both human labor and technology costs.
Value-Based Compensation: This newer method reappeared after no reports of its use in the previous two surveys. Although only a small percentage (7% employ this method), it is a further indication that marketers continue to explore alternative approaches to traditional fees or media commissions.
Negotiation: Most advertisers (53% still negotiate agency compensation annually); however, this practice is down 19% from the previous survey. Those who negotiate “when required” is at 40%, up substantially from 2013 (26%).
Multiple Agencies: Marketers are compensating a wide number of agency types (an average of 1.85 agencies each), indicating clients are choosing an agency mix to get the expertise and results they need even when it means managing multiple relationships.
The ANA Trends in Agency Compensation study has been conducted every three years for nearly the last 50 years among marketers. The current research, which was supported by contributions from Dave Beals, president of and CEO at JLB + Partners, and Demand Metric, was conducted six months after the release of the ANA’s findings on media transparency to look at how the compensation landscape has been affected by transparency concerns. This report covers findings from an online survey conducted by the ANA in December 2016 and January 2017 among a sample of 82 member companies familiar with agency compensation practices at their companies, representing more than 1,100 client and agency compensation agreements. The survey respondents were marketers from what it is often referred to as the “client” side of the relationship. To learn more about the study, visit the ANA’s website at www.ana.net.