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Marketing News



Published February 6, 2009
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CK One Unveils New Worldwide Ad Campaign



Coty Prestige has unveiled a new worldwide advertising campaign for CK One, the shared fragrance that created the unisex fragrance category back in 1994. The new “we are one” campaign offers an uplifting message of unity, according to Calvin Klein Fragrances, a unit of Coty Prestige. The television spot features a large cast of men and women of diverse ages and ethnicities singing an original song about the power of people joining together as one. The campaign continues the legacy of CK One’s iconic black and white imagery and of-the-moment casting and injects the brand with a positive point of view with musician Jamie Burke as the campaign front man. Mr. Burke has appeared in two recent Calvin Klein Jeans campaigns.
   
“The CK One “we are one” campaign is inspired by a social movement of people coming together in the spirit of unity, connecting a diverse range of ages, races, genders and cultures,” said Catherine Walsh, senior vice president of American fragrances, Coty Prestige. “The heart of the campaign is a powerful original song, which reminds us of the common language of music.”
   
The print ads, which debut globally this month, were shot on location at the Big Sky Ranch in Simi Valley, CA and feature a cast of 27 men, women and children from all over the world. Set on a mountaintop, the TV campaign, directed by Francis Lawrence (“I Am Legend”), is billed as a free-spirited display. It began airing globally in January.
   
A limited edition CK One collector’s bottle, featuring “we are one” handwritten in various languages and packaged with an mp3 speaker, will launch the campaign. The collector’s edition will be available at fine department and specialty stores globally, also beginning this month.
   
More info: www.ckone.com
 

Bare Escentuals Tops Amazon.com List



Amazon.com has revealed the bestselling, most positively reviewed, most-wished-for and favorite gift products as determined by its customers in 2008. Bare Escentuals bareMinerals SPF 15 foundation was the site’s bestselling beauty product (defined by total units sold) and the site’s most-loved beauty product (those reviewed most positively). The most wished-for products (those appeared most often on the wish lists of Amazon.com customers) included Dior Diorshow mascara in azure blue 258. The Fizzy Baker Birthday bath cupcake was the most popular gift product in the beauty care category.


Dr. Bronner Gets Kudos from Whole Foods



Dr. Bronner’s Magic Soaps and the Swiss organic and fair trade certifier IMO have been accepted into Whole Foods Market’s Whole Trade Program. The Whole Trade Program is Whole Foods Market’s designation of products with the highest degree of ethics and integrity in Whole Foods Market stores, regarding high-quality standards, premium prices to producers, better wages and working conditions for workers, and environmental sustainability.
   
For each Whole Trade product sold, one percent of the retail sale will go to Whole Planet Foundation, whose mission is to create economic partnerships with the poor through microcredit in communities that supply Whole Foods Market stores with product. Through innovative assistance for entrepreneurship—including microcredit loans and support for community projects—Whole Planet Foundation seeks to create broader prosperity in emerging economies.
   
“A publicly traded retailer donating one percent of its Whole Trade sales on an ongoing basis to support the poorest of the poor through microcredit, is remarkable and unprecedented,” said David Bronner, president, Dr. Bronner’s. “We’re proud to be part of the Whole Trade Program by contributing $5,000 of our charitable funds to the Whole Planet Foundation, as well, on an annual basis.”

Gillette Honored by NASCAR



At the NASCAR Spring Cup Series Champions Week in New York last December, Gillette was given the 2008 NASCAR Marketing Achievement Award. According to P&G, Gillette’s Young Guns program—which includes drivers Ryan Newman, who won the Daytona 500, and rising stars Deny Hanlin and Clint Bowyer—continues to drive sales for Gillette’s premium razors and shave care products.

The Smurfs Are Back, Thanks to Too Faced



It’s Smurf-tastic! Too Faced Cosmetics has launched the Smurfette Collection, a limited-edition five-piece collection of cosmetics that bears Smurfette imagery. The line debuted at Sephora’s U.S. stores and on Sephora.com last month.
   
“As a child of the 80s, Smurfette was the ‘It Girl’ of my generation,” said Jerrod Blandino, founder of Too Faced. “It all coalesced one morning when I was jolted awake out of a deep slumber by a nagging thought that had been swimming around my head for awhile—what happened to Smurfette?’ I had visions of her luxuriating up in the Hollywood Hills, jaded by the intensity of the limelight, but poised and ready to make her return. She was the only girl in a village of adoring men who seemed their whole reason for living was to bask in her blue-tinted spotlight. She was the epitome of the Too Faced girl and would inspire a whole new crop of fashionistas to up their feminine ante and capture the world’s adoration. I drifted back to sleep with visions of what shades, textures and formulas I would use to create a Collection worthy of such a beauty icon.”
   
The collection includes Smurfette Mood Swing Lip Gloss, a mood activated lipgloss that starts off Smurfy blue and then magically blossoms into countless shades of Smurf-berry pink depending on the wearer’s emotional state; So Smurfy Illuminating Face Powder; So Smurfy Eye Shadow Collection, which includes four complimentary eyeshadow shades (two are debossed with the classic Smurf daisy and Smurfette’s silhouette); and Smurfy Eyed Liquid Liner, long-lasting, fast-drying liquid liners in Smurf-inspired blue and white shades formulated with micro-glitter.
   
While the 1980s might have been the pinnacle of Smurf-mania in the U.S., the Smurfs were “born” on Oct. 23, 1958, in the pages of the Belgian magazine Spirou. There soon could be a renaissance: a Smurfs motion picture is in development.

Consumers Shift Color Options During Recession



According the 15th annual Sally Beauty Best Tressed Survey, 33% of American women would be willing to give up highlights/lowlights to save money. In the survey, MarketTools, Inc. polled 1,000 women. In the poll, Eva Longoria was named the female celebrity with the best hair.

What's the Best New Product?



BrandSpark International’s Best New Product Awards (BNPA), which culls winners from a North American consumer survey program focused on new product development and innovation, has released results of its first U.S. shopper survey. Close to 50,000 American grocery shoppers revealed their top picks for the best new consumer products in the food, personal care and household categories. Better Homes and Gardens, the official consumer media partner, will publish the full results in its May 2009 issue and online.
   
This year, 77 products were evaluated, with 23 winners chosen in categories that included anti-aging skin care, oral care, mascara, shampoo and household cleaners.  The Overall Best in Show this year was Olay Definity Color Recapture Moisturizer from Procter & Gamble. Other winners included Green Works Natural All-Purpose Cleaner (general cleaning category), Green Works Natural Toilet Bowl Cleaner, Tide Pure Essentials Laundry detergent, L’Oréal Paris Bare Naturale Mineral-Enriched Mascara, Olay Definity Color Recapture Moisturizer (anti-aging category), Clairol Nice ‘N Easy Perfect 10, Maybelline Moisture Extreme Shampoo, Pantene Pro-V Beautiful Lengths Shampoo, Colgate Total Advanced Whitening Toothpaste. Aquafresh Deep Action toothbrush, Sally Hansen Spray On-Shower Off Body Wash hair remover and Dove Cream Oil Body Wash.
   
Conducted in November 2008, the BNPA survey included key questions about individual product appeal, intent to repurchase, consumer confidence level, expected future spending habits and a number of other queries. The online survey included responses from 48,217 consumers, representative of the U.S. grocery shopper.        
   
More info: www.bestnewproductawards.com

 

A Quick Hair 'Phyx' from Kronos



Phyx is a hair repair masque from Kronos that gives users shiny, strong and youthful hair overnight. The product is applied to dry hair before bed and in the morning, users shampoo, condition and style as desired. It is designed to be used 2-3 times per week. After a two-week period of three applications per week, clinical results showed improvement in hair elasticity and strength by 96% and an increase in hair volume by 26%, according Los Angeles-based Kronos.
   
More info: www.kronoshair.com

Sleeping Beauty



Talk about getting your beauty rest. London Luxury LLC, a manufacturer of premium home textile products, is touting its SkinGlow bedding collection exclusively available at select Bed Bath & Beyond stores and nationwide on bedbathandbeyond.com. The SkinGlow line is infused with copper technology that is dermatologist tested and clinically proven to smooth and reduce the appearance of wrinkles, fine lines, crow’s feet and other skin imperfections in just four weeks of use. Copper ions woven into the fabric are activated by moisture released from the body during sleep to help make skin look smoother and younger while nourishing stressed and aging skin, according to London Luxury. The ions last for the lifetime of the product, even after repeated washings, without losing effectiveness, as long as fabric softeners aren’t used, according to the company. In addition to beauty benefits, London Luxury contends the non-sensitizing and non-irritating copper-infused fabric has natural deodorant properties that reduce body odor-causing bacteria, fungus and microbes. The pillows, pillow covers and comforters range in price from $19.99-$249.99. More info: www.londonlux.com

Sanitizing the School Room



With 20% of the nation currently attending or working at a school, the classroom is a key front on the battle against the spread of germs. In fact, the average school desk can harbor up to 400 times more bacteria than the average toilet seat and classrooms can have up to seven times more germs than a doctor’s office.
   
To help combat the spread of germs and illness, Clorox and PTA have teamed up to encourage parents to organize cleaning supply stock-up events as well as disinfecting parties at their child’s school. In addition, Clorox has also distributed more than 250,000 Classroom Clean Up Curriculum Kits to teachers nationwide and are working directly with moms to host classroom clean-up events in neighborhoods across the country. According to Clorox, more than 56% of teachers say they buy their own cleaning supplies in an effort to keep germs at bay during the school year, while at the same time, only 12% of parents make cleaning supply donations.
 

A Natural Skin Care Line for Men



Zirh Skin is adding an all-natural skin care line for men called Zirh Natural, to be sold exclusively in Sephora stores nationwide and on Sephora.com. The line will include eight skin care SKUs that merge cosmeceutical science with the best in botanicals, according to Zirh.  Formulations will be free of parabens, sulfates, fragrance, synthetic dyes, petro-chemicals and phtalates.
   
“There’s been a rapid growth within the natural category and a strong appetite for participation in the natural men’s skin care arena,” said Brian Robinson, president,  Zirh Holdings LLC.  “The Zirh brand, coupled with skin products developed to meet a high natural standard, should create a great proposition for consumers. We value the opportunity to launch this line exclusively in Sephora and think their customers will appreciate the offering.”

Prices will range from $20-$48. More info: www.zirh.com
 

OPI Unveils Shades for Spring



Fairytale Bride by OPI Nail Lacquers, the newest addition to OPI’s SoftShades line, offers very dreamy shades that will give any woman—engaged, single or divorced—a touch of romance. The line, which will be available in March, includes At First Sight (nude with a pink nuance), Isn’t It Romantic? (cherry-blossom pink), Otherwise Engaged (pale pink shimmer) and I Pink I Love You (a rich cool pink). More info: www.opi.com

More Beauty for Less Money



Unilever is calling it Suavenomics, the trend toward living beautifully for less. To promulgate this philosophy, the company issued the “Beauty Stimulus Package” on Jan. 14, offering every American a free full-size bottle of Suave. Consumers had to log onto Suave.com on Jan. 14 for details on how to receive their free bottle of the brand’s high performance hair or skin products.
   
“In this economic climate, shoppers realize more than ever the importance of getting great value for the dollar—without sacrificing on quality,” says David Rubin, marketing director, Unilever. “That’s what Suave has always stood for—high quality products that don’t break the bank. Americans are literally washing money down the drain on overpriced beauty products—by our calculations, consumers could have collectively saved $5.5 billion dollars in 2008 by buying Suave over more expensive brands.”
   
More info: www.unileverusa.com

 

L'Oréal Stars at the Golden Globe Awards



L’Oréal Paris continued its tradition of honoring Hollywood’s most talented women in film and television by giving them a unique good luck charm—a mirrored compact imbedded with gemstones chosen for their special meanings and powers—at the Golden Globes. Designed by Carelle, a fine jewelry company, the Golden Globes Compact was presented to top female nominees in the Best Actress Drama and Best Actress Comedy categories. The compact features lemon citrine and pale green quartz stones set in sterling silver plated in 18K yellow gold with diamond details and is valued at $3,650. L’Oréal Paris auctioned one compact on eBay with all proceeds benefiting the Ovarian Cancer Research Fund. More info: www.lorealparisusa.com


A Little Caviar for your Conditioner



More caviar please! Alterna is expanding its Caviar line of hair care products beyond blondes, with new Caviar Anti-Aging shampoos, conditioners and leave-on conditioners for brunettes and redheads. All are said to deliver powerful antioxidants to combat aging, and feature Seasilk, a unique combination of marine botanicals said to provide additional nourishment and moisture and protect hair from sun damage. The company is also adding new Caviar Anti-Aging Texture, a paraben-free styling cream designed to tame frizz and define waves while adding moisture to tresses, and Alterna Caviar Anti-Aging Styling Tonic, a medium hold hair priming spray.  If you want to catch the Caviar line in action, be sure to see “Sorority Row,” the upcoming teen horror movie starring Rumer Willis and Audrina Patridge. Both actresses used Caviar products on the set.  More info: www.4alterna.com


A Cocktail of Ingredients for Décolleté



Anti-Aging Décolleté Cream is the newest addition the M LAB line. The $170 treatment is comprised of collagen stimulators, skin-tightening tensors, antioxidants and peptides to smooth away discoloration, restore firmness, increase suppleness and add lift to the neck and chest. The advanced treatment is formulated with 58% clinically active ingredients that provide the skin-boosting benefits, according to its maker, Milbar Laboratories. M LAB is available exclusively at www.mlabonline.com, The Plaza Beauty by Warren Tricomi in New York, Harrods in the U.K., Saks Fifth Avenue in Dubai and David Jones in Australia. 


A Younger You Courtesy of Origins



Origins has introduced the fourth addition to its Youthtopia Collection—Youthtopia Age-correcting serum with Rhodiola. The lightweight serum helps prolong the skin’s “youthspan,” combating and correcting almost 88% of the visible signs of aging, including lines, wrinkles, slack facial contours and an overall lackluster appearance, according to the Estée Lauder brand. Rhodiola, an adaptogenic herb linked to longevity, helps firm and reenergize skin while Amalaki Complex, known as the “fruit of immortality,” helps restore skin’s youthful ability to bounce-back from age-related wear and tear.         More info: www.origins.com

Kudos for Beaute de Mamana



Beaute de Mamana—a line of all-natural health and beauty products designed by an obstetrician for pregnant women—has had two of its products named to the “120 Best Products for Mom and Baby” list in the January issue of Pregnancy. The products are Beaute de Mamana’s Facial Scrub and Face & Body Cream. The line, which addresses the physiological and hormonal changes that a woman encounters during pregnancy, also includes nursing products. More info: www.beautedemaman.com

A Natural Lip Balm from Sweet Grass Farm



Sweet Grass Farm, a New Hampshire-based manufacturer of all-natural hand cut soaps and household care products, has launched Chappy’s Lip Balm with SPF 15 in new stick packaging. The balms, which are formulated with olive oil, beeswax, aloe, sunflower and soybean oils, jojoba seed oil and mango butter, are available in mint, berry, lemon and clementine. More info: www.SweetGrassOnline.com


Yes to Carrots Helps Autism Charity



Yes To Carrots has made a donation to Jim Carrey and Jenny McCarthy’s charity, Generation Rescue. Generation Rescue is an international movement of scientists, physicians and parent-volunteers researching the causes and treatments for autism and mentoring thousands of families in recovering their children from autism.

A Bevy of Skin Solutions from Laveré



Laveré All-Natural Anti-Aging Skin Care features three collections—Hydro, Intensive and Solution—providing products for every skin type. The Hydro line—which features ingredients such as bio-hyaluronic acid, aloe, waterlily, apricot and mango extracts and Co-Enzyme 10—include Energy Peel Exfoliant Gel, which gently buffs away dead skin cells; Energy Lift Lifting Serum, which improves the look of skin elasticity; and Energy Cool Eye Roller Ball Eye Cream, which firms and refreshes the sensitive skin around the eyes with a gentle cooling sensation. The Intensive Collection features 7 Day Treatment Ampoules formulated with Aspalathox gold extract, green tea extract, bamboo extract, CovaBTrox extract, nutraceramides and biodynes. The Solution range includes Power Lip Expert Lip Volumizer, which is designed to fill the lines around the lips to make them appear fuller and supple. 

Help for In-Grown Hair



New from John Allan’s is Slickwater, a preshave solution that helps prevent razor bumps, redness and irritation and reduces in-grown hairs. The formula provides a slick surface and a layer of protection to allow the razor blade to glide over skin, reducing cuts, nicks and razor drag. Key ingredients include oat and cucumber extracts, and tea tree oil. More info: www.johnallans.com


A Skin Lightener from Aveda



Aveda is going for professional results with its Enbrightenment skin care line, which uses a multi-pronged approach to brightening that promotes a more even skin tone, helps protect against environmental aggressors and soothes, exfoliates and hydrates. The range has a four-step daily regimen and a twice-weekly masque. Hitting counters on Feb. 15, the line has been clinically proven to perform in just eight weeks, reducing the appearance of discoloration/dark spots by 34% and improving visible clarity by 52%. More info: www.aveda.com



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