Electronic Retailer - July 2011 - 29

Embrace Avoid
multitask and are often the cosmetics counter
Stay away from these pitfalls
• Don’t be lured into “taking the confusion out of skin care.” Women are not confused by skin care, even if you may be. While they may not understand it all, they are not confused any more than kids are confused by their toys. It is a big mistake to think a multitasking product means women will welcome throwing out all their old stuff that is “cluttering.” They do not want to “cut through the confusion” and replace all their makeup with one do-everything solution. This is tantamount to telling a kid to throw out all her toys and replace them with this one toy you have. It’s not going to happen.

• Less is not more. Don’t make the mistake of thinking multi-tasking products mean the consumer needs fewer products. To the contrary, she is being told she needs more products: serum, then moisturizer, sunscreen, primer and – finally – makeup. Everything does more jobs – not so you can use less, but so you can do more. • Me too or me two? If you’re second on the scene, you would be wise to outspend the first.

Your best bet?
If you have a line of products made from meteorites, anything from the sea or from Brazil; and if it will hydrate, illuminate, plump, resurface, get rid of lines, brown spots and sag; and if it is all natural and endorsed by a doctor, then you just may have a winner. Geraldine Newman is president and creative director of Newthynk creative services, an award-winning consortium of thynkers famous for spotting trends and pressing hot buttons for sales. It has launched some of the most successful products and advertising campaigns and develops products. Newman is currently at work on a new book: “He Buys, She Buys – Men are from Sears, Women are from Saks.” She is a member of ERA and can be reached at ger@newthynk.com or (212) 988-3395. For information about Newthynk, visit www.newthynk. com.

July 2011 | electronicRETAILER

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Electronic Retailer - July 2011

Table of Contents for the Digital Edition of Electronic Retailer - July 2011

Electronic Retailer - July 2011
Table of Contents
Calendar of Events
Your Association, Your Bottom Line
Industry Reports
FTC Forum
eMarketer Research
IMS Retail Rankings
Jordan Whitney’s Top Categories
Lockard & Wechsler’s Clearance & Price Index
Say Yes! Yes! To no!no!
Beauty Trends to Embrace – and Those to Avoid
Let the Data Do the Driving
Take the Right Route
Choose Your Team Wisely to Avoid Partners in Crime
Radio
Legal
Fulfillment
DRTV
Member Spotlight
Advertiser Spotlight
Bulletin Board
Advertiser Index
Classifieds
Rick Petry
Electronic Retailer - July 2011 - Electronic Retailer - July 2011
Electronic Retailer - July 2011 - Cover2
Electronic Retailer - July 2011 - 3
Electronic Retailer - July 2011 - Table of Contents
Electronic Retailer - July 2011 - 5
Electronic Retailer - July 2011 - 6
Electronic Retailer - July 2011 - Calendar of Events
Electronic Retailer - July 2011 - Your Association, Your Bottom Line
Electronic Retailer - July 2011 - Industry Reports
Electronic Retailer - July 2011 - 10
Electronic Retailer - July 2011 - 11
Electronic Retailer - July 2011 - FTC Forum
Electronic Retailer - July 2011 - 13
Electronic Retailer - July 2011 - eMarketer Research
Electronic Retailer - July 2011 - 15
Electronic Retailer - July 2011 - IMS Retail Rankings
Electronic Retailer - July 2011 - 17
Electronic Retailer - July 2011 - Jordan Whitney’s Top Categories
Electronic Retailer - July 2011 - 19
Electronic Retailer - July 2011 - Lockard & Wechsler’s Clearance & Price Index
Electronic Retailer - July 2011 - 21
Electronic Retailer - July 2011 - Say Yes! Yes! To no!no!
Electronic Retailer - July 2011 - 23
Electronic Retailer - July 2011 - 24
Electronic Retailer - July 2011 - 25
Electronic Retailer - July 2011 - 26
Electronic Retailer - July 2011 - 27
Electronic Retailer - July 2011 - Beauty Trends to Embrace – and Those to Avoid
Electronic Retailer - July 2011 - 29
Electronic Retailer - July 2011 - Let the Data Do the Driving
Electronic Retailer - July 2011 - 31
Electronic Retailer - July 2011 - 32
Electronic Retailer - July 2011 - 33
Electronic Retailer - July 2011 - Take the Right Route
Electronic Retailer - July 2011 - 35
Electronic Retailer - July 2011 - Choose Your Team Wisely to Avoid Partners in Crime
Electronic Retailer - July 2011 - 37
Electronic Retailer - July 2011 - Radio
Electronic Retailer - July 2011 - 39
Electronic Retailer - July 2011 - Legal
Electronic Retailer - July 2011 - 41
Electronic Retailer - July 2011 - 42
Electronic Retailer - July 2011 - Fulfillment
Electronic Retailer - July 2011 - 44
Electronic Retailer - July 2011 - DRTV
Electronic Retailer - July 2011 - 46
Electronic Retailer - July 2011 - 47
Electronic Retailer - July 2011 - Member Spotlight
Electronic Retailer - July 2011 - 49
Electronic Retailer - July 2011 - Advertiser Spotlight
Electronic Retailer - July 2011 - Advertiser Index
Electronic Retailer - July 2011 - Classifieds
Electronic Retailer - July 2011 - 53
Electronic Retailer - July 2011 - Rick Petry
Electronic Retailer - July 2011 - Cover3
Electronic Retailer - July 2011 - Cover4
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