{"id":7793,"date":"2021-08-19T21:07:12","date_gmt":"2021-08-19T18:07:12","guid":{"rendered":"https:\/\/favorite-news.com\/es\/belleza-e-higiene-la-cosa-se-pone-fea\/"},"modified":"2021-08-19T21:07:19","modified_gmt":"2021-08-19T18:07:19","slug":"belleza-e-higiene-la-cosa-se-pone-fea","status":"publish","type":"post","link":"https:\/\/favorite-news.com\/es\/belleza-e-higiene-la-cosa-se-pone-fea\/","title":{"rendered":"Belleza e Higiene: La cosa se pone fea"},"content":{"rendered":"<p>Campa\u00f1a de Pantene, marca de Procter&amp;Gamble\u00a0En concreto, este conjunto de compa\u00f1\u00edas, que aglutina grandes marcas de consumo, marcas de alta gama y grandes grupos empresariales, dedic\u00f3 a anunciarse en medios 227,3 millones de euros, un 26,8% menos que en el a\u00f1o 2019.Las dos primeras posiciones de la tabla de mayores anunciantes del sector, como tambi\u00e9n ocurriera en 2019, est\u00e1n ocupadas por L\u2019Or\u00e9al y Procter &amp; Gamble, que mantuvieron sus puestos. En el caso de la primera de las compa\u00f1\u00edas, la inversi\u00f3n del gigante franc\u00e9s en 2020 fue de 58,6 millones de euros, frente a los 70,6 del ejercicio precedente (-17%). La compa\u00f1\u00eda comercializa un muy alto n\u00famero marcas, entre ellas algunas de gran consumo como Garnier y L\u00d3r\u00e9al Paris, y otras de alta gama como Lanc\u00f4me, YSL o Ralph Lauren.Respecto a la segunda, el montante de la multinacional, que compite con marcas como Pantene, Gillette, Olay, Evax, Dodot, Tampax, Ausonia o Max Factor, dirigido a medios convencionales se vio mermado en un 18,7%, hasta los 41,9 millones de euros.Las diferencias en la parte alta de la tabla son grandes (entre el primer clasificado y el tercero hay una distancia de 45 millones de euros), a partir del quinto clasificado hablamos de vol\u00famenes de inversi\u00f3n inferiores a los diez millones de euros, y seg\u00fan desciende la clasificaci\u00f3n, las distancias se estrechan. En cualquier caso, hablamos de vol\u00famenes de inversi\u00f3n importantes, y son 46 los anunciantes que superan el mill\u00f3n de euros.La \u00fanica compa\u00f1\u00eda de las diez primeras posiciones de la tabla que alcanz\u00f3 datos positivos fue Unilever, due\u00f1a de marcas como Dove, Axe y Rexona, que, con 8,2 millones de euros, aument\u00f3 su partida publicitaria casi un 10%.\u00a0El resto est\u00e1n asociadas al signo negativo, incluso hay descensos especialmente acusados. Es el caso de la compa\u00f1\u00eda catalana de moda y perfumes Puig, que, aunque tercera en la tabla y con 13,6 millones de euros, redujo su partida casi a la mitad (-46%).Coty Spain (Calvin Klein, Chloe, Davidoff o Rimmel), sexta con una inversi\u00f3n de 7,8 millones, tuvo una ca\u00edda del 58,4%, seguido de Shiseido, cuyo descenso se cifr\u00f3 en un 35% (7,7 millones de euros) y LVMH Iberia, que el pasado a\u00f1o destin\u00f3 5,8 millones de euros a medios convencionales, la mayor ca\u00edda, un 65,3% menos.En menor medida y cerrando la tabla, se sit\u00faan Reckitt Benckiser Healthcare, que cay\u00f3 casi un 20% y Chanel Espa\u00f1a, que cierra d\u00e9cima con 4,5 millones de euros, un 26,4% menos que en 2019.Accede a los contenidos del n\u00famero 1645 de Anuncios, que incluye el ranking InfoAdex-Anuncios.\u00a0<br \/>\n<br \/>\n<!--noindex--><br \/>\n<a href=\"http:\/\/www.marketingnews.es\/marcas\/noticia\/1166779054305\/belleza-higiene-cosa-se-pone-fea.1.html\" rel=\"nofollow\">Source link <\/a><br \/>\n<!--\/noindex--><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Campa\u00f1a de Pantene, marca de Procter&amp;Gamble\u00a0En concreto, este conjunto de compa\u00f1\u00edas, que aglutina grandes marcas de consumo, marcas de alta gama y grandes grupos empresariales, dedic\u00f3 a anunciarse en medios 227,3 millones de euros, un 26,8% menos que en el a\u00f1o 2019.Las dos primeras posiciones de la tabla de mayores anunciantes del sector, como tambi\u00e9n [&hellip;]<\/p>\n","protected":false},"author":2,"featured_media":5513,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[2],"tags":[],"class_list":["post-7793","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-noticias-de-internet-marketing"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.9 - 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