Vertis Customer Focus 2002 Survey Identifies Trends Among Fragrance Shoppers.

Business/Lifestyle Editors

NOTE TO MEDIA: Multimedia assets available

BALTIMORE--(BUSINESS WIRE)--Oct. 17, 2002

Vertis, a leading provider of technology-based integrated marketing and advertising solutions, has released its Customer Focus 2002: Fragrance survey results.

The biannual survey provides insights on purchasing trends, fragrance usage, favorite brands and the impact of fragrance strips and direct mail (see figure 1 for generational key).

"Vertis Customer Focus 2002: Fragrance provides perfume and cologne companies with the information they need to fully understand their current and potential consumers," explained Scott Marden, director of strategic marketing for Vertis Direct Marketing Services. "The survey findings are provided to fragrance retailers and designers to help them create targeted, cost-effective advertising solutions, and identify the most effective medium for reaching desired audiences."

Buying into the Brand

According to Vertis' Customer Focus 2002: Fragrance survey, the overall top three fragrances for women who wear perfume are: Avon (8 percent), White Diamond (7 percent) and Estee Lauder (6 percent). Old Spice reigns at number one for men (15 percent), followed by Stetson (8 percent) and Polo Sport (7 percent). Respondents said that on average they have worn perfume or cologne 4.4 days during the past seven days; with women aged 18-24 this figure rises to 5.3 days. At 53 percent, YSL users are most likely to wear fragrances seven days a week (see figure 2).

Trends in Ethnicity and Fragrance Usage

African Americans are 12 percent more likely to wear perfume or cologne than Caucasians (79 percent vs. 67 percent), while 75 percent of Hispanics said they currently wear perfume or cologne (see figure 3). African Americans are also most likely to wear multiple scents during the week (27 percent vs. 24 percent of Hispanics and 20 percent of Caucasians) and choose their fragrance based on occasion (39 percent vs. 18 percent of Hispanics and 17 percent of Caucasians). However, they are least likely to exclusively wear one brand (23 percent vs. 36 percent of Hispanics and 31 percent of Caucasians).

A Fragrance Market Update

Vertis' Customer Focus 2002: Fragrance survey shows that perfume and cologne usage has decreased by five percent in the past year from 71 percent in 2001 to 66 percent in 2002. The most significant decreases are among Gen X and Young Baby Boomers, both showing a nine percent drop from year to year. In comparison, the research shows that Young/Olds and Seniors are more dedicated to using fragrances, with just a one percent decrease among Seniors and no percentage change for Young/Olds (see figure 4).

In 2002, men proved to be less enamored with wearing cologne than they were in 2001. Fifty-nine percent of the men surveyed said that they now wear cologne, in comparison with 66 percent in 2001. Women's use of perfume has decreased by four percent from 76 percent (2001) to 72 percent (2002).

The Impact of Fragrance Strips and Direct Mail

Creative advertising and direct mail continue to play an influential role when it comes to fragrance purchases. When asked, "Have you ever made a purchase of a fragrance due to a fragrance strip featured on a printed advertisement," 22 percent of total adults surveyed said that they had, while 36 percent of Generation Y consumers answered "yes."

A mere six percent of Seniors have purchased based on a fragrance strip (see figure 5). Fragrance strips also prove to be particularly popular among African Americans. Thirty-five percent answered "yes" to this question compared with 24 percent of Hispanics and 21 percent of Caucasians.

As for direct mail, 75 percent of adults who wear fragrance seven days per week read direct mail, compared to 73 percent of total adults who say they read direct mail. Only nine percent of these fragrance-wearing adults are truly selective, reporting that they will only open the direct mail from companies they are familiar with (see figure 6).

About Customer Focus

Customer Focus, commissioned by Vertis, is an annual study tracking consumer behavior across a wide variety of industry segments, including fragrance, non-profit, financial and insurance. The survey was first conducted in 1998 and, in subsequent years, has been expanded and modified to identify emerging consumer behavior patterns and track shifts in consumer practices and motivations.

Since its inception, Customer Focus has proven to be one of the nation's most comprehensive examinations of consumer behavior. The survey of 2,000 adults -- conducted by Marshall Marketing and Communication of Pittsburgh -- measures both general and industry-specific shopping trends. Vertis provides the valuable data as a value-added service to its clients in the fragrance industry and other market segments such as home improvement, automotive, insurance, financial, non-profit, pharmaceutical, furniture and home electronics.

The Customer Focus 2002: Fragrance report can be customized and cross-referenced to provide additional information about consumer preferences and direct mail readership. To acquire a customized report or to speak with a Vertis executive, please contact Donovan Roche or Carla Marshall at 619/234-0345.

About Vertis

Vertis is a global powerhouse for integrated marketing and advertising solutions that seamlessly combine advertising, direct marketing, media, imaging and progressive technology. Headquartered in Baltimore, with production and sales offices throughout the United States and United Kingdom, Vertis generates approximately $1.9 billion in annual revenue and serves local, regional, national and international companies across diverse industries. Vertis' products and services include: consumer and media research, media planning and placement, creative services, digital media production, targetable advertising insert programs, fully integrated direct marketing programs, circulation-building newspaper products, and eMarketing.

To learn more about Vertis, visit www.vertisinc.com.

This press release contains forward-looking statements within the meaning of the Private Securities Litigation Reform Act of 1995. In this document, the words "believes, "anticipates, "expects," "estimates," "plans," "intends" and similar expressions are intended to identify forward-looking statements. All forward-looking statements are subject to a number of risks and uncertainties that could cause actual results to differ materially from projected results. Factors that may cause these differences include fluctuations in the cost of raw materials we use, changes in the advertising, marketing and information services markets, the financial condition of our customers, actions by our competitors, changes in the legal or regulatory environment, general economic and business conditions in the U.S. and other countries, and changes in interest and foreign currency exchange rates.

Consequently, you should consider these forward-looking statements only as our current plans, estimates and beliefs. Even if those plans, estimates or beliefs change because of future events or circumstances, we decline any obligation to publicly update or revise these forward-looking statements.

Note: A Photo is available at URL: http://www.businesswire.com/cgi-bin/photo.cgi?pw.101702/bb6