Merck KGaA Consumer Engages Social Media To Grow In Europe, Latin America
The German firm will expand its digital engagement strategy, having achieving strong followings with the strategy for three brands in Europe and/or Latin America. Initiative reflects company's larger "consumerization" strategy.
You may also be interested in...
Merck KGaA launches additional OTC products from brands associated with doctors or behind-the-counter sales or that currently are Rx to yield double-digit organic growth. The German firm is soliciting consumer feedback to shape its R&D and improve its understanding of factors driving the OTC market.
Q4 sales in OTC allergy/cold segment, which includes the Claritin allergy and Afrin nasal congestion lines, grew 5% adjusted while dermatology sector with Bepanthen and Canesten skin care brands grew 3.8%. Adjusted for the impact of foreign exchange and portfolio changes, thouhg, consumer unit’s full-year sales were flat.
Advertising Standards Authority says Green People Co. misled consumers with claims SPF 30 formulas filter out only 1% less UVB rays than SPF 50, trying to draw a negligible difference between the formulas. The claims appeared in a direct mailer and on the brand’s website in July 2019.