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Direct Response Marketing

DR Winners Draw Branders Into Competition

1 May, 2009 By: Thomas Haire Response


Neutrogena skin iD



According to the Neutrogena brand's Web site,, "A group of leading dermatologists scientists and market research experts joined together ... to develop a personalized acne solution ... We poured everything we learned into the development of a breakthrough skin care evaluation tool that is similar to an in-office visit with your very own dermatologist and developed a line of superior acne products built upon the latest advances in clear skin technology."


Launched in July 2008 with a $22 million DRTV media campaign that takes several broadside shots at Proactiv in its creative, skin iD has one thing in mind — displace Proactiv from its perch atop the acne market. The skin iD Web site — which also features heavy comparisons to Proactiv — has logged about 300,000 visitors monthly since the launch. Data from Compete show that Proactiv's monthly Web traffic was off 42 percent during the same timeframe — or about 300,000 visitors per month.


The product is available only online or via phone. The main offer is $39.90 for an "introductory membership" that includes a specialized three-product regimen, two free products and online "professional dermatologist support."


Hayden Panettiere, Gabrielle Union and Katharine McPhee



Clorox OxiMagic



According to the product's Web site (, Clorox OxiMagic is a multi-purpose stain remover that "combines the power from Clorox with the amazing stain eliminating action of oxygen to remove most stubborn stains." Clorox offers a spray and a powder version of the product, which is designed for laundry and household use.


Clorox introduced OxiMagic in 2003, part of an industry-wide effort to capitalize on "active oxygen" cleaners made popular by DRTV hit OxiClean. Product-line expansion has been limited to, essentially, two products as OxiClean continues to maximize its presence in the space.


Though the OxiMagic line was introduced utilizing some DR-to-Web and DR-to-retail facets, Clorox now sells only via retailers like Target, Wal-Mart and K-Mart, as well as local supermarkets and drugstores. The product's Web site is now an information-only site.



Olay Regenerist



According to the Olay Web site (, "Regenerist combines a specific pentapeptide, Pal-KTTKS, with other proven anti-aging ingredients (vitamin B3, vitamin E, pro-vitamin B5, green tea extract, and allantoin). This unique complex helps to regenerate skin's appearance without compromising skin's moisture barrier."


Calling the line "revolutionary cell care," Olay debuted its Regenerist anti-aging skincare line earlier this decade in response to the DRTV success of products from Murad and Guthy-Renker. In the past three years, Olay has run a series of 60-and 120-second DRTV spots designed to drive retail purchases of the product line, including its Age Lifting Serum and Micro-Sculpting Cream. This series of spots continues down a path, created by Murad, of relying on dermatology experts to endorse the products.


Though not currently running a TV spot, the company's past offers — which have not included a direct purchase option, but rather prompted viewers to respond to receive a $3 or $5 coupon good to buy specially grouped Regenerist products at retail — have been a solid success for the P&G brand. Olay's foray into direct response via the retail coupon method made popular by beauty and houseware branders is expected to continue as the company continues to fight for share in a rapidly expanding market.


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