Helen of Troy Limited | Company Profile, Marketing Contacts, Media Spend, Brands
Helen of Troy, Ltd. designs, produces, and markets brand-name personal care electrical products which include hair dryers, curling irons, hair straighteners, women's shavers, as well as comfort products such as footbaths and body massagers. The company is headquartered in El Paso, TX.
|Main Telephone||(915) 225-8000|
|Main Fax||(915) 225-8004|
Helen of Troy Limited ContactsContacts (5/15)
|Thomas B.||Chief Financial Officer||TX|
Sample of Associated Brands
|Julien M.||Chief Executive Officer||TX|
|Scott A.||General Manager||OR|
|Pedro C.||Senior Vice President, Global Information Technology||TX|
|Joann P.||Vice President, Marketing - Retail Appliances||TX|
|****||***** *****||AOR - creative||unknown||present|
|**** ****||***** *****||AOR - creative||unknown||present|
|**** ****||*********, ***||Digital, Media Buying, Media Planning||unknown||present|
|*** *****||********* | *****||media buying & planning||unknown||present|
|*** *****||****** *********||AOR - creative, digital||2013||present|
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Q2 TV, Digital Opps: Helen of Troy continues higher marketing investments
Subject: market research, traditional, digital, trade advertising, social media
Company: Helen of Troy (HOT), designer, producer and marketer of brand-name personal care electrical products which include hair dryers, curling irons, hair straighteners, women's shavers, footbaths and body massagers. The company is headquartered in El Paso, Texas, with a brand portfolio that includes Brut, Dr. Scholls, Pert Plus, PUR and Revlon.
Opportunity: During the Q2 earnings call, CEO Julien Mininberg said that HOT’s first strategy is to invest in its core. This means continuing to invest in marketing support behind HOT’s major brands and product launches in core categories, such as thermometers, humidifiers, air and water purifiers and the largest Personal Care brands, as well as new products in Beauty and Housewares. Additionally, the company will continue to invest in marketing support for the nutritional supplements business to increase online customer acquisition.
This time last year, DailyVista told you about HOT’s intention to raise marketing in 2015 (more MediaVest handles media buying and planning.
Helen of Troy has been on the VAI since Oct. 2014 and currently scores a 32, placing it at No. 537 (“Future Possibility”). This means the DailyVista team anticipates an agency shift to occur between Nov. 2015 and April 2016.
Focus Brands: Brut so far this year – up slightly from $295,000 in 2014. The most money has been spent to air ads on ESPN, Univision, ESPN2, CMT and Comedy Central during shows such as “SportsCenter,” “Highly Questionable,” “NBA Basketball,” “Univision Deportes Futbol Club” and “2015 Open Championship.”
Pert Plus, iSpot reports that $528,000 has been spent on national ads since January. The most money has been spent to air ads on ESPN, ESPNs, Spike and Comedy Central during “SportsCenter,” “NBA countdown,” “Highly Questionable,” “NBA Basketball” and “Mike & Mike.”
PUR Water has spent $6.8 million on national TV ads since January – roughly the same as Jan to Oct 2014 ($6.9 million). The most money has been spent to air ads on USA, AMC, ABC, FOX and Food Network during shows such as “Law & Order: SVU,” “NCIS,” “Hell’s Kitchen,” “General Hospital” and “The View.”
Digital Breakdown: Moat reports that Brut has run 11 display ads on 1,323 publishers this year (12% mobile). Top ad destinations include: sfgate.com, howstuffworks.com, wikimapia.com and usatoday.com.
Pert Plus has run 20 display ads on 2,781 publishers o far in 2015 (12% mobile). Top ad destinations include: hubpages.com, hudl.com, metaspoon.com and rawstory.com.
PUR has the most of HOT’s brands on TV, but its digital presence is the lowest. Since January, Moar reports that only six display ads have been run on four publishers (amazon.com, walmart.com, jezebel.com and eater.com). However, high impact and video ads have been run for this brand, as oppose to Pert Plus and Brut.
Note, as well, that display ads for all three brands did not begin until April 2015.
Helen of Troy, Ltd.
One Helen of Troy Plaza
El Paso, TX 79912
Vice President, Marketing – Retail Appliances
Vice President, Marketing - Professional Salon Division