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Now is the Time to Switch to ClipperEase! News NYU STERN STUDY: CUSTOMERS WILL PAY MORE FOR SOCIALLY RESPONSIBLE PRODUCTS Sixty percent of consumers are willing to pay extra for a socially responsible product, according to the research of New York University Stern's marketing department chair Russ Winer and Ph.D. student Stephanie Tully. Professor Winer and Tully examined the willingness of consumers to pay for socially responsible products in their new paper: "Are People Willing to Pay More for Socially Responsible Products: A Meta-Analysis." In the largest study of its kind, Winer and Tully examined two dependent variables across 83 research papers—the proportion of people who are willing to pay extra for socially responsibly products (e.g., jeans made from recycled materials) and the percentage premium that people are willing to pay for those goods. Their research also found: • On average, the same consumers were willing to pay a 17.3% premium for goods that provided a social or environmental benefit. • The percentage premium was slightly lower for socially responsible goods that are durable (e.g., furniture) versus nondurable (e.g., toilet paper). • Consumers are willing to pay the highest premium for goods that provide benefits to humans (e.g., good labor practices), followed by purchases that benefit animals (e.g., bigger cages), followed by goods that are environmentally friendly. "This is good news for marketers and retailers who work with socially responsible products—particularly nondurable goods such as paper towels," explains Winer, the school's William H. Joyce professor of marketing. "Our study shows that retailers can obtain larger price premiums for frequently purchased, nondurable goods that are socially responsible than for durable products." Designed for Beauty Shops, Barber Shops, Pet Salons and Animal Hospitals. Disinfects and lubricates hair clippers. Leaves a light lubricating film on clipper blades that reduces friction, smooths the clipping action and prolongs the life of the blade. Cleans and cools. Clipper Ease sprays away hair, dandruff and dust particles, and cools the blade. Another Fine Product from the William Marvy Company. 651-698-0726 800-874-2651 (U.S./Canada) FAX 651-698-4048 1540 St.Clair Avenue St.Paul, MN 55105 wmmarvyco.com Automated-retail firm ZoomSystems and Benefit Cosmetics have partnered to deliver interactive, branded kiosks for travelers in major airports. ÒWeÕre excited to help a global brand such as Benefit build its multichannel retail strategy to reach more customers by not only providing an authentic brand message, but also BenefitÕs best-selling makeup and skincare products,Ó says Jack Lawrence, ZoomSystems CEO. ÒWith this groundbreaking partnership, ZoomSystems and Benefit are giving travelers on-the-go access to the beauty products they love in an engaging, fun, Benefit-themed way.Ó ZoomSystems developed and will operate the ÒGlam Up & Away!Ó interactive automated beauty kiosks for Benefit, which are stand-alone, unattended and deliver highly visible retail in a new channel for the brand. Kiosks have already been installed in major airports, including New York City (John F. Kennedy International Airport), Houston (George Bush Intercontinental Airport), Las Vegas, Austin, Texas, Cleveland and Savannah, Georgia. More launches are planned soon. ÒHigh-traffic airports are the next beauty battleground for prestige cosmetics brands. Benefit is grabbing first-mover advantage,Ó states Jean Andre Rougeot, Benefit Cosmetics CEO. Benefit will offer 30 of its best-selling products and instant beauty solutions in each kiosk. ÒItÕs wow on wheels!Ó adds Julie Bell, Benefit Cosmetics executive vice president of global marketing. ÒWhat a sexy, fun and innovative way to introduce BenefitÕs witty and playful personality to the hundreds of millions of travelers who fly every year.Ó Currently, Benefit CosmeticsÑwhich is based in San FranciscoÑis in more than 4,000 locations in 35 countries. Other brand and retail partners of ZoomSystems, headquartered in San Francisco, include MacyÕs, Best Buy, Apple and Proactiv. ■ 60 November 2013 | beautystorebusiness.com Image courtesy of Business Wire ZOOMSYSTEMS, BENEFIT COSMETICS LAUNCH BEAUTY KIOSKS IN AIRPORTS