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August 5, 2009

Procter & Gamble Tests Tide Basic in 100 Stores

Procter & Gamble is testing a new Tide—one that the company hopes will appeal to budget conscious consumers. Tide Basic—a powder detergent which is on shelves in 100 Wal-Mart and Kroger stores in
Tide Basic is in test in several U.S. states.
southern and southwestern states—offers the same cleaning quality, but not the bells and whistles P&G has added to the newer formulations, such as Tide Total Care.

The Tide Basic box boasts “Big Value, Basic Clean,” which should catch the eye of cash strapped consumers, who might just be eyeing up mid-priced brands or private label detergents. However, company officials said there are no formal plans to roll the product out nationally.

Shedding Light on Dark Spots

With one in two women in the U.S. experiencing discoloration of the skin due to a variety of causes including genetics, UV exposure and aging, La Roche-Posay has rolled out Mela-D Serum Anti-Dark Spot Concentrate, which corrects dark spots and hyperpigmentation and helps to even skin tone.
La Roche-Posay’s Mela-D Serum corrects dark spots.
Mela-D Serum Anti-Dark Spot Concentrate works synergistically by combining three unique ingredients: lipo-hy-droxy-acid (LHA), kojic acid—which inhibits the activity of tyrosinase (melanin activating enzyme) in the skin to help reduce the appearance and color intensity of dark spots—and glycolic acid.

The precise keratolytic action of LHA and the reinforced keratolytic action of glycolic acid prepares the skin to allow for even better penetration of the kojic acid. The hydroquinone-free concentrate is clinically proven to visibly reduce the appearance of dark spots, hyperpigmentation and uneven tone within just two months. In clinical tests, patients experienced an 18% reduction in pigmentation, 23% reduction in skin discoloration, and 50% increase in overall skin radiance after only eight weeks of use, according to La Roche-Posay. It hits counters this month.

A New Degree of Underarm Protection

Degree Men’s new Degree V12 Absolute Protection is the latest addition to the Unilever brand’s premium sub-line of antiperspirants and deodorants designed specifically to respond to increases in adrenaline and provide protection when men need it most. Degree V12 has what Unilever calls a body responsive formula, which is specially formulated with Armor Tech fragrance molecules, which reportedly release 1.4 million odor fighters per use.

To help roll out Degree V12, NASCAR icon Dale Earnhardt Jr. will unveil the Degree V12 Challenge on, an online racing game that brings the challenge of racing to the computer. JR Motorsports drivers Dale Jr. and Brad Keselowski offer their racing expertise in the form of voiceovers during the Degree V12 Challenge, aimed to guide gamers through the rigors of online racing. The game is an extension of Degree’s NASCAR partnership, which includes title sponsorship of the Degree V12 300 NASCAR Nationwide Series race at Atlanta Motor Speedway, which will be held over Labor Day weekend.

Estée Lauder Takes to the Track

NASCAR is also being used to drive sales at Estée Lauder. Michael Shank Racing is sporting a new look as Sean John Fragrances and Lab Series Skincare For Men have partnered with the team. The No. 60 Michael Shank Racing Ford-Riley of Mark Patterson and Oswaldo Negri still carries its familiar distinctive black and orange livery, but for the Daytona race it was boosted by the presence of signage from Sean John’s Unforgivable and Lab Series Skincare For Men on the wing, nose, sides, and in-car camera locations on the Daytona Prototype.

“This is the first time Lab Series Skincare For Men is involved in an auto racing event and we are thrilled to partner with Michael Shank Racing,” added Richard Sawyer, spokesperson and international education director, Lab Series Skincare For Men. “Lab Series Skincare For Men develops high-tech, high-performance skin care products which is why it was a natural fit. Their high-performing team is as serious about racing as we are about men’s grooming.”

Soccer Player Gets Booted from Gillette Campaign

Soccer will never catch on in the U.S., at least that's Gillette's opinion. The men's grooming unit of Procter & Gamble is rolling out a new global brand campaign, the company’s first in five years, without the services of international soccer star Thierry Henry, who's been replaced in the Gillette campaign by New York Yankee Derek Jeter.

Building on the brand’s recent introduction of men’s hair styling and personal care products, the new campaign is part of Gillette’s strategy to expand the brand beyond shaving and strengthen its emotional bond among men.The new campaign, called “The Moment,” was developed from a deep understanding of men. The campaign features everyday men as well as the Gillette Champions—Tiger Woods, Roger Federer and Mr. Jeter—experiencing moments of doubt and how they overcome them to succeed. The television ad debuted in June.

The Fresh Face for Neutrogena

In Neutrogena’s Fresh Faces Sweepstakes, the grand prize winner gets a trip for two to Los Angeles to attend the Fresh Faces of Music VIP Event, which is slated for Sept. 26. At the Neutrogena Fresh Faces of Music VIP Event, guests will listen to great music, have an opportunity to meet celebrity brand ambassadors like Hayden Panetierre and experience the brand’s newest skin care and cosmetics offerings. Ten first-prize winners will receive a Neutrogena prize package worth $200.

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This Puzzle Really Makes Scents!

That puzzle smells great! Hasbro and the Yankee Candle Company are teaming up to create Yankee Candle Scented Puzzles, which will have subtle pleasant scents of classic Yankee Candle fragrances such as MacIntosh Apple, Clean Cotton and MidSummer’s Night. The puzzles include unique pieces in the well-known shape of the classic Yankee Candle jar. Hasbro said it will release a new trio of fragranced puzzles featuring top-selling Yankee seasonal scents every two or three months. The puzzles will be available at mass retailers and at this Fall for $9.99.

Russian Beauty Secrets Come to the U.S.

Galina Todd, a Russian-born cosmetics queen and former star news anchor on Soviet TV, has retained PR firm TransMedia Group to pitch her cosmetics business. Moy Sekret by Galina is a professional collection of U.S.- and European-made Russian beauty secrets for skin and hair care that can be used at home. According to TransMedia’s director of fashion and beauty publicity, Lynn Lewis, the line is well known in the Russian-American community.

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Dapple Hits the Streets to Promote Cleaning

Dapple is in the midst of a six-week U.S. road trip. A team of Dapple reps left from the company’s New York City headquarters in a hybrid car stocked with free products and coupons, with the goal of visiting more than 50 kid-friendly stops, including day care centers, summer camps and play centers. During the road trip, Dapple will drop off gift baskets of free Dapple products—toy cleaners and dish detergents—at local schools and camps and will pass out samples at malls, parks, museums and other family destinations. In addition, the team will dispense Dapple coupons good at Babies R Us, Toys R Us and HEB stores.

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A Natural Way to Keep Bugs Away

Incognito, a UK range of sprays, soaps and scrubs, has added a new moisturizer that keeps bugs at bay. The 100% natural formula is scented with fragrant organic Citronella imported from Java—said to provide increased protection against insect bites over ordinary citronella as insects have yet to build up any tolerance to it. The formulation also contains aloe vera, Korean ginseng and calendula for healing and protection, as well as the Incognito signature citronella.

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Target Readies Relaunch of House Brand

Target is nearing the end of its project to relaunch its house brand as Up & Up. By Sept. 30, more than 800 products spanning 40 categories (household, healthcare, beauty, baby and personal care) will be

Target relaunches next month.

stocked at the retailer’s locations. According to Target, 100 of the items are new for 2009, including laundry detergent.

Before introducing Up & Up, Target reviewed more than 4000 guest comments on the quality and performance of its store-brand products, which resulted in the reformulation or enhancement of more than 130 products in the line Additionally, a third-party testing facility examined a majority of the products forflavor, aroma, ease of opening packaging and appearance to guarantee that Up & Up products are equal in quality to national brands.