Commentary Nostalgia takes a bath… Colonel Sanders is back and KFC is once again called “Kentucky Fried Chicken.” Take that, health nuts! Vinyl record sales are consistently up year-over-year and our favorite radio stations have “Time-Warp Tuesdays,” “Way-Back Wednesdays,” “Throwback Thursdays” and “Flashback Fridays.” The popular Timehop app mines users’ social media profiles to remind them what they were doing two, three, even five years ago on this day. Nostalgia is back! Although it really never left. No longer the domain of wistful Baby Boomers and cynical Gen-Xers, nostalgia is firmly in the hands of the Millennials, who go to great lengths to find the products that smell and sound like the 1990s. “Millennials are coming of age in a time of economic turmoil and a difficult job market,” according to Cassandra Mcintosh, Senior Insights Analyst at advertising firm Exponential. “Therefore, they end up romanticizing simpler times much more, even those times they weren’t around for.” Well, that’s nothing new; we’ve all been guilty of that. Life was better when we were kids, let’s face it. Summers were definitely longer, shampoos smelled better and ice cream was creamier. As any Mad Man can tell you, nostalgia sells big time, and this issue features two childhood bath-time favorites reinvented for both kids and adults: Mr. Bubble and Crazy Foam. Mr. Bubble relaunched in 2011 and a key product in the line was an aerosol bath foam; this year there are two new launches from the brand—Twin Packs featuring various scents and Mr. Bubble Luxe for Adults (see page 14). The grown-up products still smell like bubble gum, so you can have the best of both worlds. Crazy Foam aerosol bath foam—which had a steady run from its launch in 1965 until the mid 90s—relaunched last year. Crazy Foam International CEO Josh Fink claimed he wanted to acquire and relaunch the 3-in-1 body wash, shampoo and conditioner to “restore it to its former glory so a whole new generation of kids could experience the same sense of fun and wonder I had growing up.” The newest launches are Halloween-themed (see page 12) and the cans will probably become collectors’ items (like my complete collection of “Jurassic World” Barbasol shave foams from 2015). So check out these old-timey products, as well as the latest in personal care, in our cover feature beginning on page 14. Also in this issue, global pet care perspectives and a first look at the inaugural New York Aerosol & Dispensing Forum held in September. 6 Spray October 2016 SPRAYTechnology & Marketing Cynthia Hundley Publisher chundley@spraytm.com Ava Caridad Editorial Director acaridad@spraytm.com Christen Harm Assistant Editor charm@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 Member: CAPCO Volume 26, No. 10 October, 2016 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: 3621 Hill Road, 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, 3621 Hill Road, Parsippany, NJ 07054. Subscription rates: U.S. 1-year $50.00; Canada & Mexico 1-year $60.00. 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 interpreted as, a replacement for professional, legal advice. “U.S. Department of Retro Warns: ‘We May Be Running out of the Past.’” — The Onion,1997 Editorial Director
Spray October 2016
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