$3.2m for Lady Speed Stick antiperspirant

Colgate-Palmolive Romania has allotted an advertising budget of $3.2 million (rate-card) to promote three antiperspirant sprays throughout this year.

The three deodorants are launched under the same brand (Lady Speed Stick) as the antiperspirant stick released eight years ago that has come to attain 50% market share, according to data provided by the company’s representatives. #leadend#The company is this way trying to transfer the brand awareness it has already gained to the new products in order to accomplish two goals: entering the deodorant spray market, which is larger than that of antiperspirant sticks, and reaching a lower-income segment, considering the price gap involved.

“The price of the deodorant sprays is lower than that of the deodorant sticks, which are more persistent and effective. These products target those clients that put price first,” Mihaela Ungar, Colgate-Palmolive Romania marketing manager explained. “The first step was to create a brand to position ourselves on the market, so that we can now use a well-known brand and offer new versions of products in the same category,” Ungar explained.

The Lady Speed Stick antiperspirant sticks account for 50% of the stick market and for 11% of the entire deodorant market, Ungar says, which means the deodorant spray market is four times larger.

After all, the competition on the deodorant market is tough, considering its size. “The deodorant market is the largest in terms of value, even larger than the shampoo or soap market and is very dynamic,” Cristina Covoran, product manager for the new line said. The advertising campaign will consist in a TV ad, radio and printed press (magazines) campaigns, as well as transit advertising in Bucharest and in the seaside resorts.

The new line is made up of three deodorants and their respective scents: Morning Breeze, Summer Bliss and Gentle Fresh.