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Published November 7, 2008
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P&G’s Downy Total Care Is a Fashion-Forward Brand



P&G aligns fabric care with fashion with the rollout of Total Care, a line of products that go beyond cleaning to soften and maintain the color and shape of fabric. As part of the launch for new Downy Total Care fabric enhancer, P&G collaborated with Ann Taylor Loft stores to bring consumers a distinctive shopping experience. Celebrity stylist and TV personality Jorge Ramon hosted five special Downy Total Care events at Ann Taylor Loft locations. As part of the promotion, several women from each market were pampered by personal shoppers and were given the opportunity to meet with Mr. Ramon and receive personalized style tips, gifts from Ann Taylor Loft and special discounts.
 
Jorge Ramon at the Ann Taylor Loft flagship store in New York City.

  
Downy Total Care represents one of the brand’s biggest launches in its 48-year history, and P&G is elevating fabric care to fashion care. With a strong parallel between Tide and Downy’s target consumers and Loft’s clientele, the partnership with the stylish and versatile women’s apparel brand adds credibility behind the Fashion Care movement while reinforcing the new product benefits, according to P&G.
   
“The Loft brand provides clients with fashionable clothing that offers great style and quality at surprising prices, enabling women to look and feel their best everyday,” said Diane Holtz, executive vice president of Loft. “Approximately two-thirds of Loft’s product is washable, which is a key benefit in terms of convenience and value for our clients. We have partnered with Downy Total Care to provide Loft clients with a groundbreaking and easy way to keep their clothes looking beautiful,” Ms. Holtz added.
   
The Loft promotion kicked off at the retailer’s flagship store in Times Square in New York City on Sept. 25; it will finish in Miami on Nov. 13. During the campaign, P&G incorporated style tips on customized hanger tags and stocked in-store magazines at more than 450 Loft stores and also through the Ann Taylor Loft and Downy Total Care websites. In-store elements also include wardrobe room decals, hanger tags, gift with purchase, product sampling and a customized in-store magazine. As part of its online strategy, Downy launched a new site, www.DownyDesignTags.com.

More info: www.DownyTotalCare.com

Bleach Is Mouthwash for High-Efficiency Washing Machines


While offering lower consumption of water and energy use, some high efficiency (HE) washing machines develop a common problem—a foul odor that can potentially leave laundry smelling less than fresh, and HE owners less than pleased. After a few wash cycles, water that has not completely drained out of the machine can be left behind, creating a breeding ground for bad odors. According to Harold Baker, associate research fellow at The Clorox Company, bleach is the “mouthwash” for HE machines. The company suggests HE owners do a load with Clorox Plus High Efficiency Bleach, which is specially formulated for the greener washing machines and effective in eliminating those bad odors. “Clorox Plus High Efficiency Bleach makes it easy to integrate proper HE machine maintenance and cleaning into your existing laundry routine. Simply add bleach during white loads once a week to remove the first traces of scum accumulation while keeping whites their whitest,” said Dr. Baker.
    More info: www.clorox.com

A Makeup Challeng of a Lifetime


In Lifetime’s new reality competition series, “Blush: The Search for the Next Great Make-Up Artist,” which premieres this month, contestants will compete for a contract as a professional artist with Max Factor, a cash prize of $100,000 and the opportunity to be the makeup artist for an upcoming In Style photo shoot. Emmy Award-winning actress Vanessa Marcil is hosting the show, while In Style’s fashion director Hal Rubenstein and makeup artist and author Joanna Schlip will serve as judges. Makeup artist Charlie Green serves as a mentor guiding the contestants through their challenges. 

Lauder Campaigns for Breast Cancer Awareness


The Estée Lauder Companies’ Breast Cancer Awareness Campaign (BCA) embarked on what it called an unprecedented online marketing campaign in partnership with leading media companies and web destinations to connect with new and younger audiences to heighten the awareness of and the education about the importance of the early detection of breast cancer. The beauty giant partnered with social media and networking platforms such as TotalBeauty.com, Brickfish, Slide, Yahoo! Shine, Drive PM Networks, Range Online Media, the BeautyBlog-Network and a majority of its own brand’s sites to expand BCA’s word-of-mouth message and allow individuals to share inspirational stories of survivorship. Efforts included a viral user-generated content campaign themed: “Share a Survivor Story, Inspire the World,” which was created in partnership with Brickfish and was also hosted on aveda.com, clinique.com, darphin.com, esteelauder.com, ojon.com, origins.com, prescriptives.com and supported through display advertising on Yahoo!, TotalBeauty.com, and through the Drive PM ad network.
   
In addition, the BCA was incorporated into Slide, a publisher of applications for social networks, to help reach users on MySpace, Facebook and several other social networks through the applications SuperPoke!, TopFriends and FunSpace. An exclusive “pink” products boutique, sweepstakes and educational content were also posted on TotalBeauty.com, and a shareable PSA from Elizabeth Hurley was available for download to be sent as a sharing tool.
   

Goody's Launches Spa Line


Goody’s Family Clothing, a Knoxville, TN-based family apparel retailer with stores in 20 states, has launched the Magnolia Spa personal care line inspired by the storybook southern experience. With price points ranging from $3-7, Magnolia Spa products are available at all 286 Goody’s locations. The range includes body lotion, shower and bath gel, hand cream, body splash, antibacterial hand soap, body butter and bath salts.

Guerlain Opens Spa at The Waldorf


The Guerlain Spa has opened its doors at the Waldorf Astoria in New York City. The spa marks the first in a strategic alliance between Guerlain, the luxury hotel chain and Spa Chakra, Inc., with future Guerlain Spas planned for new build Waldorf Astoria hotels and resorts in gateway cities worldwide. Occupying a majority of the 19th floor of the famed Waldorf Towers, the 14,000 square-foot Guerlain Spa features 16 treatment rooms, a state-of-the-art footbath lounge, interconnecting and double rooms for couples and groups, freshly prepared beverages and stunning views of midtown Manhattan. The signature service is the Waldorf Impériale, a $510, two-hour treatment that features Guerlain’s age-defying Orchidée Impériale skin care product.

Mr. Clean Is Eligible for an AARP Card


Even at 50, Mr. Clean is looking as good as ever. The legendary bald-headed icon has held a place in America’s hearts, while the brand often been ahead of the curve, developing innovative products that speak to the public’s needs.  From the Mr. Clean All-Purpose cleaner to the Mr. Clean Magic Eraser, the brand has delivered new ways to tackle everyday messes across virtually any household surface. The newest additions include the Mr. Clean with Febreze Freshness family of products.
  
Mr. Clean’s apparently pretty hip too—he recently made appearances P. Diddy’s White Party, NASCAR events, MTV’s Video Music Awards and even has a fan club with more than 300 members on Facebook. More info: www.mrclean.com
 

Chemistry Majors Design Fragrance


GiGi Stone—a company founded by best friends and fellow chemistry majors at North Carolina A&T State University—unveiled its first fine fragrance, Ivy & Pearls eau de parfum, at the Alpha Kappa Alpha Sorority National Convention in July. Although inspired by members of the sorority, “the fragrance represents women both nationally and internationally from all cultures as GiGi Stone believes that every woman should be empowered to enhance her beauty and inner strength,” said Sheila Cash, president.

The Body Shop Protects Animals


The Body Shop in the U.S. and Canada recently partnered with The World Society for the Protection of Animals (WSPA) to improve the lives of animals worldwide via the Make Yourself Beautiful campaign. The Body Shop asked the public to sign a petition in support of a Universal Declaration on Animal Welfare in stores during October. The Universal Declaration on Animal Welfare is an agreement between people and countries that recognizes that animals can feel pain and suffer, and that animals matter and should live free from cruelty and suffering. It would help end cruelty toward animals by raising the status of animal welfare as an international issue; encouraging governments to establish or improve existing national animal welfare legislation; and inspiring positive change in public attitudes and actions toward animals, according to the company.

Tom's of Maine Challenges Consumers to Join Natural Challenge


Last month, Tom’s of Maine asked consumers to join in the Natural Challenge, a national program created for people who want to support their health and wellness with natural oral and body care products but have hesitated to try them because they’re not sure they’ll work as well as conventional brands. So certain about the efficacy of its products, Tom’s was offering any one who took the challenge a 100% money-back guarantee if they were unsatisified. To promote the program, Natural Challenge displays featuring a variety of Tom’s products and a coupon were set up at participating retailers. More info: www.tomsofmaine.com

All About Lipstick and Brickfish


YSL Beauté and Brickfish are searching for consumer-designed, gallery-worthy YSL Rouge Volupté lipstick-inspired pieces of art. An expert panel from YSL Beauté will select their favorite, and the winner will receive a trip to New York City for two to have their makeup done by YSL makeup artists, and their artwork featured on the YSL Beauté Web site, www.yslbeautyus.com. At press time, the campaign had received more than 260 entries.
   
“Our new Rouge Volupté lipstick represents an object of desire meant to evoke sensuality and allure, and we are thrilled to see how beauty mavens and aspiring artists translate those emotions into unique pieces of art,” said Marc Rey, chief executive of YSL Beauté. “Because we have given a wealth of creative license to consumers, we anticipate myriad amazingly gorgeous entries.”

Whitney Port Signs on with Skintimate


Skintimate has joined forces with Whitney Port, a TV personality and up-and-coming Los Angeles fashion designer, to launch a microsite that serves as a resource for everyday beauty and shaving advice. At www.skintimatetips.com, first-time shavers can get advice and access daily beauty tips. According to a Skintimate survey, 54% of teens start to shave between 12-13 years old.
   
“SkintimateTips.com not only provides teens with everyday shaving and beauty tips, from a celebrity girls admire, but also helps them become comfortable and confident in their own skin,” said Lewis Lau, associate brand manager, S.C. Johnson & Son, Inc. “With girls starting to shave at a young age and the constant desire to look their best and exude confidence, we wanted to develop a one-stop resource for teens to find great advice.”

J&J Reformulates Listerine Agent Cool Blue


Johnson & Johnson Healthcare Products has reformulated Listerine Agent Cool Blue, its pre-brush mouthrinse that helps children brush better for a cleaner, brighter smile.  The unique, alcohol-free formulation temporarily tints kids teeth blue so they pay more attention to cleaning their teeth. Half of kids between the ages of five and nine will have a cavity or filling, according to the U.S. Department of Health and Human Services, and a recent StrategyOne and Harris Interactive survey of parents with children ages six to 12 revealed that 50% of parents are unsatisfied with their child’s oral care habits.
 
Listerine Agent Cool Blue

  
Available in Glacier Mint and Bubble Blast, Agent Cool Blue is recommended for daily use, immediately before brushing. The product features a measuring dispenser that helps ensure children use the right amount. The formulation features an enhanced preservative system, replacing the product that was voluntarily recalled in April 2007 after determining that the preservative system was not adequate.
       
“We’re proud to bring back a reformulated Listerine Agent Cool Blue that features an enhanced preservative system and that has undergone rigorous quality assurance testing, as we know parents and dental professionals valued its role in improving children’s oral care routines,” said Kathy Weber, vice president, oral care, Johnson & Johnson Healthcare Products Division of McNeil-PPC. 

Rocca Skin Care Debuts


Rocca skin care—a new line from the co-founder of DuWop Cosmetics—made its debut at specialty retailer Apothia at Fred Segal in Los Angeles. Created by Laura DeLuisa-LaRocca, the foundation of the collection is Cellular Gold Complex, made with 24K colloidal gold. The colloidal gold promotes electron transfer with the metal ions naturally found in the skin which works with other ingredients (fulvic acid, hyaluronic acid and stabilized vitamin C) to encourage cell regeneration to minimize the signs of aging, according to the company.  The line, which consists of four biodegradable formulas in 100% recyclable packaging, is free of parabens, PABA, mineral oil, phthalates, paraffin, DEA, TEA, synthetic fragrances and animal products. More info: www.roccaskincare.com

Strahan and Utley Go to Bat for Unilever's Vaseline Men


Former football pro Michael Strahan and baseball All-Star Chase Utley are the pitch men for Unilever’s new Vaseline Men line of body, face and hand lotions. Designed specifically for men, the line has a non-greasy formula that absorbs within 15 seconds, providing instant relief without a heavy feel, according to the company. The campaign, which is linked to ESPN and can be seen in its magazine, on television, radio and the ESPN website and other outlets, juxtaposes images of Mr. Strahan and Mr. Utley in their daily workout regimens, against how quickly the new line can fortify the skin. The range includes body and face lotions and hand and bar soap.


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