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Spray May 2017

Commentary Where have you been? If you check out our annual Sun Care feature beginning on page 12, you’ll notice that amid all the product launches this year is an old favorite—Sea & Ski—repackaged for new generations in a continuous spray. I had forgotten about Sea & Ski sunscreen until I saw the new products. It was the brand we used growing up. It was always packaged in the same green bottle (eventually encrusted in sand and grape jelly) and had the same pleasant scent. We really had no say in our sunscreen choice back then, though—my parents purchased it and we used it and that was that. Yet, I was so excited when I saw the Sea & Ski re-launch. Where can I buy these? I really wanted the new version, even though I have roughly eight spray cans of sunscreen at home under the sink and never go to the beach. It was the nostalgia factor at play, which is an effective way for brands to connect to consumers by tapping into the past with wellloved figures, advertisements, taglines, jingles and products. No matter the era revisited, this tactic enables consumers to relive memories, and if done correctly, creates a positive brand association. It really does work, because, suddenly, I needed Sea & Ski. Another new launch, announced as we go to press, is from Aqua Velva, one more brand I had forgotten about. While not a spray product, the new Sensitive 5-in-One After Shave Balm was unveiled to commemorate Aqua Velva’s centenary—that’s right, There’s Been Something About An Aqua Velva Man for 100 years now. My father kept a bottle of Ice Blue Aqua Velva in the medicine cabinet virtually his whole life—maybe it was the same bottle, maybe it was many, I don’t know, the bottle never changed. It was unvarying, just like my old man. So when I first saw Sensitive 5-in-One After Shave Balm announced in a press release, I wanted it, simply because we always used to have Aqua Velva in the house and I wanted it in my house again. One key element of a successful re-launch, however, is whether the brand is able to capture the hearts of a new generation. Success the second time around can’t come as a carbon copy of what was done before. Successful brands can lean on the legacy of the past to some extent, but they also must show that they are in tune with what customers want today. Hence Sea & Ski in an aerosol package and Aqua Velva Sensitive 5-in-One After Shave Balm’s new, brash tagline: Fixes the top five shaving issues at the same damn time. Sassy, irreverent and definitely borrowing from Dollar Shave Club’s marketing approach, Aqua Velva is determine to be relevant a century after it’s debut. Nostalgia is a strategy that has powerful resonance for most consumers, regardless of demographic, and while such warm, sentimental feelings can provide a quick connection, if that connection is superficial and not properly thought through, then its success may be short lived. Relevancy, and providing an outstanding product, is what will determine whether a re-launch survives or not. 6 Spray May 2017 Spray Technology & Marketing Cynthia Hundley Publisher chundley@spraytm.com Ava Caridad Editorial Director acaridad@spraytm.com Montfort A. Johnsen Technical Editor montyjohnsen@att.net Susan Carver Vice President, Administration scarver@spraytm.com Doug Bacile National Sales Manager dbacile@spraytm.com Donald Farrell Production production@spraytm.com Joy Cunningham Reader Service Coordinator readerservice@spraytm.com Circulation circulation@spraytm.com Volume 27, No. 5 May, 2017 Industry Publications, Inc. All rights reserved. No part may be reprinted without written permission from the Publisher. Spray Technology & Marketing (ISSN No.1055-2340) is published monthly by Industry Publications, Inc. Correspondence for editorial, advertising and circulation to: 140 Littleton Road, Suite 320, Parsippany, NJ 07054 Phone: 973-331-9545 • Fax: 973-331-9547 Subscription inquiries: circulation@spraytm.com Internet: spraytm.com, twitter.com/SprayTechnology Periodical postage paid at Parsippany, NJ and at additional mailing office. POSTMASTER: Send address changes to Spray Technology & Marketing, 140 Littleton Road, Suite 320, Parsippany, NJ 07054 Subscription rates: U.S. 1-year $60.00; Canada & Mexico 1-year $70.00. Airmail Rates to foreign countries: $130.00/yr. Single copies of current issues: $12.00. Directory Issue (Buyers Guide) $27.00 (includes shipping). Missing issues: Claims for missing issues must be made within three months of the date of the issue. Printed in the U.S.A. Industry Publications, Inc. also publishes Indoor Comfort Marketing The opinions expressed in this publication are not intended to be, nor should they be in terpreted as, a replacement for professional, legal advice. Editorial Director


Spray May 2017
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