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Marketing News



Published March 3, 2009
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Multifunctional Pert Plus For Men Debuts in Mass



Though they may never admit, guys do care about their looks, which may explain why sales of men’s grooming products are soaring. In 2008, Mintel tracked more 500 new men’s personal care products in the U.S., a substantial increase from the 375 launched in 2007. Clearly, male grooming habits have improved in recent years, but in order to get a guy to purchase products on a regular basis, they must be quick and easy to use. As the only brand dedicated to a 2-in-1 formula, Pert Plus is taking it one step further, with the rollout of a line of products especially for men.
   
While there are other products specifically for men on the market, brand executives say Pert Plus Men’s is unique because it delivers four different freshly scented, multifunctional products that specifically meet the needs of men who care about their appearance.
   
“Men are interested in appearance,” said Roanne Wallace, director of marketing for Pert Plus. “Surveys have shown that 70% of men notice appearance and say it affects salary and career prospects, and 30% use female products.”
   
The new products include Pert Plus for Men 3-in-1, Pert Plus for Men Thickening, Pert Plus for Men Daily Dandruff and Pert Plus for Men Deep Cleansing. The 3-in-1 formula is a shampoo, conditioner and body wash in one that’s designed to clean and condition hair and skin. The patented thickening formula offers a light conditioner that won’t weigh hair down.
     
While the men’s grooming category is becoming more crowded, Ms. Wallace insists that the brand’s positioning makes it unique. “What makes us different is our multipurpose 2-in-1 formula, and we’re the only brand dedicated to that. It attracts consumers who want quick, simple and easy-to-use products.”
   
More info: www.pertplus.com

Slow the Signs of Aging with Mineral Water?



Scientists can prove that Deeside Mineral Water—a Scottish product that dates back to 1760—slows the signs of aging and does so 50% more effectively than other waters on the market. In a study undertaken by scientists at Queen Margaret University in Edinburgh, Deeside Mineral Water was 50% more effective than other waters tested in suppressing free radicals.
   
To further support these results, a separate pilot study was conducted at Leeds Skin Centre For Applied Research at Leeds University. Results showed that Deeside Mineral Water increased average skin hydration by up to 23% compared to tap water. The study, carried out on women aged between 18 and 52, also showed a reduction in the average number of wrinkles when a liter of Deeside Mineral Water was consumed daily over a period of 12 weeks.  The water is available in major supermarkets across the U.K.
   
More info: www.deesidewater.co.uk


Philosophy Takes on Acne



On A Clear Day is Philosohy’s new paraben- and benzoyl peroxide-free treatment line for sensitive, acne-prone skin. When used as a system, the foaming cleanser, treatment gel, spot treatment and clarifying lotion reduce the signs of aging and post-acne discoloration and is gentle enough for
long-term daily use. In an independent clinical study, 97% of respondents using the system showed significant improvement in their overall skin condition after just four weeks, and 100% of respondents agreed that the system was gentle enough for every day use. Philosophy also said that in the test, 92% of respondents showed a significant improvement in breakouts in just two weeks, and 75% of respondents agreed that the system left their skin radiant and luminous in addition to clearing blemishes.
   
More info: www.philosophy.com/onaclearday

Vivid Garden Summer Color Collection from Lauder



Drawing inspiration from blooming summer gardens and afternoon tea, Estée Lauder will offer Vivid Garden, a fairytale-like limited edition summer color collection. With pops of floral bright colors for a look of youthful vibrancy, graphic elements and shades of teal, lime and aquamarine complement vivid pinks and playful purples for eyes. Cheeks blush with a luminous sheer glow and lips tantalize with saturated pigments in creamy textures and sheer glazes, according to the company. Orchid Garden and Jasmine Garden looks will hit counters in April.
   
More info: www.esteelauder.com


New Scents for Febreze



No passport required. Febreze has unveiled its new Destinations collection—Hawaiian Aloha, Brazilian Carnaval and Moroccan Bazaar  scents—which P&G says provides a “scent getaway” to help consumers temporarily escape to an exotic destination while creating an invigorating ambiance in the home.
   
The Febreze Destinations Collection was created by infusing scents from Hawaii, Brazil and Morocco into the Febreze product line, including Fabric Refresher, Air Effects, Candles and NOTICEables to remind people of a tropical vacation.
   
The Destinations Collection lends itself well to the recent “staycation” trend. “During these uncertain economic times, consumers are becoming more creative in providing escapes for themselves and their families without breaking the bank,” said Scott Beal, Febreze brand manager. “The Febreze Destinations Collection offers boutique scents from around the world that create a temporary getaway through an authentic scent experience.”   
   
To support the launch, P&G is holding an online “From Staycation to Vacation” sweepstakes at www.febreze.com that runs through July 5. One grand-prize winner will receive a trip for four to Hawaii, Morocco or Brazil, and 10 first-prize winners will receive $1,000 toward a home decor makeover. More than 1,500 consumers will win a coupon redeemable for any Febreze product.

Automotive Cleaners Go Green



The G brand of biodegradable green automotive cleaning products from Stamford, CT-based Green Earth Technologies is now being offered to the car wash and detailing industry in bulk. The new program will allow customers to purchase the firm’s cleaning products—which include G-Wash Heavy Duty Hydrophobic Car Wash, G-Glass Organic Glass Cleaner, G-Tire Ultimate Tire Shine, G-Wheel Wheel Cleaner and G-Scent Odor Eliminator—in 55 gallon drums. 
   
According to the International Car Wash Association, the car wash and detailing industry generates more than $20 billion annually, with cleaning or appearance chemicals accounting for approximately 5% of total sales.
   
More info: www.getg.com

Sales of Bounce Support ASPCA



Bounce has gone to the dogs…and cats  too. As part of a multi-faceted charity program, Bounce dryer sheets has partnered with Petside.com and the American Society for the Prevention of Cruelty to Animals (ASPCA). The partnership between these three parties includes digital and viral elements to educate aspiring and new pet owners by providing tools and materials on pet care—including ways to help repel pet hair from clothing, which is a key benefit of Bounce. In addition, Petside.com will host an online contest where site visitors can vote for one of the “Bounce 15 Most Lovable Shelter Pets” as well as an adoption drive to help find these 15 animals a loving home. 
   
More info: www.bounceeverywhere.com

Strength for Fragile Hair



Athena Cosmetics, Inc., maker of RevitaLash eyelash conditioner, has rolled out Hair by RevitaLash, a foam hair conditioner that fortifies and strengthens hair so it appears thicker and fuller. According to Athena, in pre-market tests, the appearance hair was noticeably improved after just two weeks of daily use of Hair by RevitaLash. The suggested retail price is $180 for a 2oz. pump that should last approximately three months with daily use.

A New Spokeswoman for Almay



Almay Pure Blends’ newest brand ambassador is Leslie Bibb, the actress whose latest flick is “Confessions of a Shopaholic.” The pure blends line is a collection of color cosmetics featuring hypoallergenic formulas made from 95.8-98.2% natural ingredients including an exclusive complex of fruit and flower extracts. In addition, they are free of talc and added parabens and are all housed in eco-friendly packaging.
   
More Info: www.almaypureblends.com



New Media for Head Shoulders



CBS Interactive and Head & Shoulders have inked a partnership related to the original scripted web series Heckle U, starring Tom Arnold and Owen Benjamin. Each webisode will premiere on CBS.com, TV.com, and across the CBS Audience Network. In addition to watching the series online, viewers will be invited to participate in the “Thoughtless Thoughts: Your Mind is Free to Wander” Sweepstakes, in which one winner will receive a trip to Las Vegas. In addition, users will also find bonus content, including  Head & Shoulders vignettes.  
   
“With the amount of time guys are spending on the internet, Head & Shoulders sees this as a new way to interact with them,” said Julie Marchant-Houle, Head & Shoulders North American marketing director. “The creativity and energy of the Heckle U series and its all-star cast help bring to life the brand’s equity in a unique way, and we’re excited for guys to see the series.”  

Shaklee Supports Families



Shaklee Corp. has embarked on its Infinite Possibilities nationwide campaign to promote “an opportunity that offers economic support to families in 2009.”  The campaign kicked off Feb. 9 in Greensboro, NC with planned stops in New York City, Chicago, Dallas, Denver and Los Angeles.
   
“Families are struggling to make ends meet in this difficult economy,” said chairman and chief executive officer Roger Barnett. “While so many others are cutting back, we’re a 50 year-old company with a revolutionary business model that’s seeking to create one million new entrepreneurial opportunities to give people the potential to thrive even during these difficult economic times. Shaklee has actually grown during the past seven economic downturns. Our economic growth, combined with products that make people and the planet healthier, make Shaklee a powerful force for good.”  
   
Founded in 1956, Shaklee’s portfolio includes nutrition products as well as beauty and home care products.  
   
More info: www.shaklee.com

A Trio of Treatments from Sustainable Youth



Sustainable Youth Technologies, a new beauty and wellness company that manufactures and distributes cosmeceuticals and nutricosmetics, has launched a trio of treatments: Immune Performance Elastifirm Supplement, Elasticity Cream and Revitalizing Serum. Each features Alasta, the company’s patent-pending anti-aging active that helps to improve skin’s elasticity and firmness through its ability to boost the body’s overall immune system. According to Sustainable Youth Technologies, a stronger, more efficient immune system is better able to resist inflammation and combat free radical damage, collagen fiber degradation and elastin cross linking, all major contributors to skin aging.
   
In a 12-week placebo-controlled, double-blind clinical trial utilizing Alasta in an oral supplement, 70% of the subjects demonstrated up to 61% improvement in skin elasticity and firmness. In an 8-week placebo-controlled, double-blind clinical trial utilizing Alasta in a topical application, 100% of the subjects demonstrated up to 72% improvement in skin elasticity and firmness.
   
More info: www.sustainableyouthproducts.com


Glory for Girls Rolls Out Skin Care Products



Glory for Girls, Carlsbad, CA, now offers Everyday Clarifying Lotion, Everyday Clarifying Pads and Coconut Scrub. The Everyday Clarifying Lotion combines natural AHAs to exfoliate and brighten skin, with sulfur, a powerful healing and soothing agent. Both allergy and clinically tested, this lotion can be used as a spot treatment to help reduce blemishes without drying skin. It also contains botanicals and extracts that reduce inflammation and redness. The Everyday Clarifying Pads feature a light concentration of salicylic acid to exfoliate dead skin cells and unclog pores. Conveniently packaged in pre-soaked pads, these are a quick and easy way to combat uneven skin. The Coconut Scrub, which features white jojoba beads that gently scrub away unwanted rough skin from anywhere on the body, is formulated with pomegranate, passion flower and coconut extracts.
   
More info: www.gloryforgirls.com


New Gift Set for Teens



First Crush Skin Care, El Paso, TX, has unveiled Shower Songs, a teen-friendly travel-sized plastic heart-shaped carry case that includes Smooth Moves Body Lotion (made with sunflower, grape seed, and ginseng extracts) and Sweet Notes Shower Gel (which features with aloe, grape seed, blueberry, raspberry, and tangerine extracts). First Crush Shower Songs is available online for $12.99.
   
More info: www.firstcrushskincare.com

Paraben- and Sulfate-free Face Masks



Sonya Dakar Skin Care has reformulated five of its face masks to be paraben-free and sulfate-free. “Our decision to re-formulate our facial masks is the next step in making the entire Sonya Dakar Skin Care Collection paraben-free and sulfate-free,” said Nate Dakar, president of Mindys Cosmetics, which owns the brand. In addition to the products’ revamped formulas, all of the masks have been repackaged with a softer, more sophisticated design that reflects their “green” message.
   
More info: www.sonyadakar.com

Whitestrips Hit the Red Carpet



Crest Whitestrips inked a strategic partnership with Warner Bros. Pictures in which it launched new Crest Whitestrips Advanced Seal on the red carpet at the Los Angeles world premiere of  “He’s Just Not That Into You,” which was held  on Feb. 2. In addition to a cameo appearance in the movie, the brand has a fully integrated marketing campaign around the big-screen adaptation of The New York Times bestseller, including a national online sweepstakes, countrywide theater sampling and Sunday newspaper inserts.

Stay Safe During Flu Season



Singer/songwriter and former “American Idol” finalist Brooke White has teamed up with disease specialist and author, Dr. Harley Rotbart and The Clorox Company to launch “I Don’t Want to Miss...,” a contest aimed at providing flu education and prevention to teens. The heart of the program is a PSA contest in which teens can submit videos highlighting what they don’t want to miss. A panel will select five finalists,  with public participation online vote determining the winning video. The winner will receive a personal appearance and acoustic concert by Ms. White at his or her school.
    
More info: www.IDontWanttoMiss.com

Theraplex Recognized by Eczema Group



The National Eczema Association (NEA) has awarded its Seal of Acceptance to Theraplex Company’s Theraplex Emollient and Theraplex Clear Lotion. With the NEA’s Seal of Acceptance, these Theraplex products are now included in the easeeczema.org website, which educates eczema sufferers and caregivers about products that can improve skin health and quality of life. Theraplex moisturizers are available without prescription but are stocked behind the pharmacy counter at Walgreens, Rite-Aid, CVS, Costco and independent pharmacies. 
   
More info: www.Theraplex.com 

Californication Star Promotes Neutrogena



Natascha McElhone has signed on to be the brand ambassador for Neutrogena’s facial moisturizers and treatments. Ms. McElhone will be featured in a national television and print campaign as the face of the new Neutrogena Ageless Essentials Continuous Hydration product line. She currently stars in the ShowTime Golden Globe Award-winning comedy series  Californication.

More Car Washes for Mr. Clean



P&G is expanding its Mr. Clean Car Wash franchise chain nationwide through Agile Pursuits Franchising, Inc., a new P&G subsidiary established to oversee franchising efforts. The total number of Mr. Clean brand car washes is 16, including two that are corporately operated. Three other franchised car washes are under development.
   
More info: www.pg.com

Tria Beauty Is Now on QVC



Tria Beauty, a maker of at-home aesthetic devices, is now distributing products through QVC. The Tria Laser Hair Removal System debuted during the Beauty Newsmakers Face-to-Face broadcast on Feb. 1. During the segment, Bob Grove, founder and chief technology officer of Tria Beauty, demonstrated the benefits and the story behind the device’s creation.
   
More info: www.triabeauty.com

New Home Scent Collection from Smith & Hawken



Smith & Hawken’s new home scent collection was created by award-winning designers, master perfumers and avid gardeners who specialize in fragrances connected to nature. “Our goal was to bring the true scents of the garden to the indoors,” said Jennifer Sypeck, director of trend and product development for Smith & Hawken. Scents include Paperwhite (a blend of newly forced paperwhite bulbs with a hint of natural citrus and fresh rain), Anjou Pear, Honeysuckle Jasmine and French Lavender (a clean aromatic scent). The collection includes hand wash, candles, potpourri and diffusers.

More info: www.smithandhawken.com


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