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Marketing News



Published October 5, 2009
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P&G Sponsors Olympic Teams In Vancouver and London



Procter & Gamble and the U.S. Olympic Committee (USOC) have inked a sponsorship alliance in which P&G will become an official sponsor of the U.S. Olympic Teams for the Vancouver 2010 Olympic Winter Games and the London 2012 Olympic Games.

P&G is currently the Official USOC Sponsor of several categories, including personal and beauty products. Household cleaning products and oral care products, with multiple P&G Beauty brands—Cover Girl, Olay, Pantene, Secret, and Venus—along with Febreze, Tide, Crest, Oral B and Scope are part of the Team USA deal. P&G’s Team USA marketing alliance will include individual athlete partnerships, print and television advertisement campaigns, public relations, special consumer and customer engagement events, online activation and Team USA branded in-store merchandising.

“Our partnership with the USOC furthers our commitment and long tradition of helping people achieve their personal best each and every day,” said Kirk Perry, vice president, North America for P&G. “We are proud to support America’s athletes and engage consumers with integrated programs through this sponsorship that will drive our business and our customers’ business.”

More info: www.teamusa.org

Diaper Rash Cream from Mission Pharmacal



Mission Pharmacal has diaper rash—a new diaper rash brand, that is. The San Antonio, TX company has acquired Dr. Smith’s Diaper Ointment from Esrubar, L.P. The ointment was developed by a pediatrician and two pharmacists and was sold through Royal Pharmacy for almost 30 years before the founders created Esrubar, L.P. to sell the ointment nationwide. Beta Dermaceuticals, a privately held company in San Antonio, TX, has marketed Dr. Smith’s Diaper Ointment since the early 1990s. Esrubar’s deal with Mission Pharmacal also includes companion product, Dr. Smith’s Rash-n-All Ointment.

The Dr. Smith brand will join Mission’s other prescription and OTC brands, which include vitamins, supplements and Thera-Gesic pain relieving cream.

Green Ideas from Aveda



To celebrate five years of innovative backstage partnerships, Aveda whipped up some unique green ideasfor New York Fashion Week designers John Patrick Organic, Yigal Azrouel, Jason Wu, Christian Siriano and Rodarte.

To reduce the environmental impact of their shows, Aveda provided reusable 20oz. non-toxic aluminum Earthlust bottles filled with New York City tap water and provided organic, locally sourced food to the models, makeup artists and production staff backstage.In addition,for Aveda’s Ice Cream for the Earth project, a Van Leeuwen Artisan ice cream truck sold ice cream cones (regularly $3.95) for a $1 donation to the Natural Resources Defense Council.

Polamalu Is a Hit for Head & Shoulders



He has one of the NFL’s most recognized head and shoulders (even with a helmet on), so it is only fitting that Head & Shoulders has signed a partnership deal with NFL star and Pittsburgh Steelers
Troy Polamalu
safety Troy Polamalu. The long-locked, two-time Super Bowl Champion player will serve as the official spokesperson for the brand.

Together, P&G and Mr. Polamalu will be working with Oper-ation Once in a Lifetime, a non-profit organization dedicated to making the dreams of soldiers come true, to grant the wishes of seven deserving U.S. soldiers. In tandem with the partnership, Head & Shoulders launched www.TroyTacklesMore.com. At the site, consumers have the opportunity to donate one dollar on behalf of Head & Shoulders and Troy to fulfill the dreams of the seven soldiers. Head & Shoulders is also pledging thousands of bottles of shampoo over the next six months to the Return Respect Program, an initiative created by Head & Shoulders and Operation Once in a Lifetime to stock U.S. barracks, which are currently lacking in toiletries, for returning soldiers.

More info: www.pg.com

L'Oréal Brings Its Beauty Tips to the Masses



L’Oréal Paris brought The Color Space—its 5,000-sq.ft. interactive beauty pavilion—to The Big E fair in West Springfield, MA, this fall. Offering insider tips and tricks on the newest and best in beauty, visitors to The Color Space enjoyed complimentary services and product samples from L’Oréal Paris’ trained professionals. Skin care analysis and consultations, mini-makeovers featuring the brand’s best-selling cosmetic lines, hair care and hair color consultations from L’Oréal Paris stylists and much more were also available. The experience featured amanicure bar, skin care lab with computer terminals and a mobile Truelight Pod—exclusive to L’Oréal Paris—which recreates specific lighting environments so visitors could see how different light affects the look of makeup and hair tones.

Clinique Gets Fresh on the Road



Clinique has hooked up with Teen Vogue and the duo has hit the road nationwide on the Clinique Fresh Faces Tour. Making stops at college campuses across America, Clinique’s one-of-a-kind, “Mobile Beauty Studio” will provide young women with the opportunity to experience makeup application and hair styling by a team of skilled artists as well as have their photo taken by a fashion photographer. At the end of the tour, three young women who embody the spirit of Clinique and Teen Vogue will be awarded a once-in-a-lifetime New York experience.

Sears Is Back in the Beauty Business



Beauty divas can now complete their look at Sears. The retailer is opening up beauty departments in 13 select mall locations in Chicago, Los Angeles and New York. Sears Beauty is designed to offer customer-focused environments that are fun, easy to shop and allow for product testing and consumer education. Brands to be stocked at the venerable retailer include L’Oréal, Maybelline, CoverGirl, Calvin Klein and others. In addition, Sears, which is the U.S. fourth largest broadline retailer with approximately 3,900 stores, is also the exclusive U.S. retail partner for Yves Rocher.

“Sears Beauty is dedicated to providing a whole new way of accessing beauty products in a personalized and approachable way,” said Andrea Goldner, divisional merchandise manager, Sears Beauty. “Our goal is to help customers obtain a mix of beauty products, both in store and online, that meet their individual needs and complete their head-to-toe look.”

More info: www.searsholdings.com

Beauty Makeover Courtesy of Neutrogena



Neutrogena Cosmetics’ “Flaunt Your Inner Celebrity” Contest will award one lucky consumer a celebrity-style makeover and photo shoot. To enter the contest, consumers were asked to visit the Neutrogena Cosmetics Facebook page and explain why they deserve to flaunt their inner celebrity. The grand-prize winner will be treated to a celebrity-style getaway to New York City where they will attend a private makeover session with the brand’s celebrity makeup artist, Matin, before the professional photo shoot.

More info: www.neutrogena.com

Soft & Beautiful Keeps Kids Safe



During the back to school season, Soft & Beautiful Just for Me!gave parents the gift of peace of mind. As part of their Milk & Cookies promotion with select Walgreens stores, Just for Me! offered identification cardsalong with cookies for kids. The brand set up Just for Me! Milk & Cookies tents in Chicago, Baltimore and Atlanta.

More info: http://jfmvipclub.com

Cosmetic Solutions from Bremenn



Bremenn Research Labs, Salt Lake City, UT, has relaunched its product line along with a vivid ad campaign. Known as the maker of Hylexin, a treatment for dark under-eye circles, Bremenn’s revamped and expanded product line includes a reformulated Hylexin, as well as three new products—Upper Eyelid Lifter, Butt Lift in a Box and Emergency Zit Stick.

The line, which ranges in price from $39-$99, will be available in stores in January 2010.

More info: www.bremennlabs.com

New Spokesperson for Winning Colours



Winning Brands Corporation, manufacturer of Winning Colours Stain Remover, has named singer and song writer Sarah Melody as its youth ambassador. Her appointment coincided with her arrival in Geneva, as a national representative to the 6th Annual Human Rights Summit.

Winning Colours’ new youth ambassador is Sarah Melody.
The firm has been running European market tests of its Winning Colours Stain Remover, which is known as “1000+” in non-English speaking markets.

More info: www.winningbrandscorporation.com


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