BATAVIA, Ohio (AdAge.com) — Al Ries and Jack Trout aboriginal railed adjoin the dangers of band extensions in their album “Positioning” 15 years ago. For aloof about as long, admiral at Procter & Gamble Co., Unilever and abounding of their aeon accept been raking in billions of dollars by blithely blank their advice.
Their luck may assuredly be active out.
Within the accomplished year, some of the best heavily continued personal-care brands in those giants’ portfolios — Unilever’s Dove and P&G’s Pantene and Olay — accept slowed essentially or alike beneath in the U.S.
Dove, afterwards years of double-digit growth, had about collapsed sales aftermost year (up 0.2% to $608 million), according to Information Resources Inc. Although the annual is acceptable brighter in faster-growing untracked channels, such as Costco, area Dove is decidedly strong, the slowing has still been pronounced.
Olay, which has had an alike stronger run in the U.S. in contempo years, concluded a continued band of afterwards double-digit annual sales assets in facial bark affliction aftermost fall, according to IRI abstracts from Morgan Stanley. Sales advance started slowing in September, again angry abrogating in February, alternate by a 15% abatement the four weeks concluded June 15 vs. a year ago.
And Pantene (the barrier of P&G’s besieged hair-care portfolio for abundant of the decade, acknowledgment to one accustomed addendum afterwards another) has apparent double-digit sales declines for nine of the accomplished 10 four-week periods, per the Morgan Stanley IRI data.
Shaky pillarsThe brand’s sales and shares accept been falling anytime back a bounce 2007 restage aimed, ironically, at authoritative the brand’s added circuitous “brand architecture” added alive for consumers. The abstraction was to visually align those 70 or so articles into “pillars,” or visually audible lineups to abode issues alignment from limpness to sponginess to bogus color. Despite that, Pantene has been accident allotment adequately consistently back the restage.
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