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Marketing News



Published November 30, 2009
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Mission Skincare Creates New POP for CVS Stores



Mission Skincare is rolling out “Active Lifestyle Skincare Destinations” in the beauty aisle of more than 5000 CVS/pharmacy locations. Stocked with lip, face, body and sun care products, Mission and CVS/pharmacy have set out to establish a category in the marketplace specifically for consumers who live an active and healthy lifestyle.

In addition to this new display unit, Mission Skincare is rolling out six new products.
To celebrate the partnership, Mission will launch six new products—Revitalizing Lip Therapy Gel in Peppermint, Mega Balm Antioxidant Lip Refreshers in Blueberry-Pomegranate and Acai-Lemonade, Replenishing Hand + Body Moisturizer and Rejuvenating Face Moisturizer. The nourishing skin care and lip care products featuring vitamins and antioxidants will be available exclusively in the Active Lifestyle Skin-care Destinations POPs at CVS/pharmacy.

Mission Skincare co-founder Serena Williams, who has been honored as one of Glamour’s 2009 Women of the Year, said she is “extremely excited to be working with CVS/pharmacy to launch this new skin care destination, because people who exercise regularly as part of a healthy lifestyle often overlook the fact that they have different skin care needs.”

“When we started the company, we knew there was a huge opportunity to establish a new standard in skin care for the active lifestyle,” added Mia Hamm, co-founder of Mission Skincare. “Products that help moms, dads and kids of all skin types, all ethnicities and all levels of athletic activity have been missing in the marketplace—until now. Having the opportunity to work with CVS/pharmacy to bring our skin care innovations to soccer moms and families across the U.S. is a huge opportunity for our company.”

Proactiv Adds Mandy Moore as Spokesmodel



Mandy Moore has joined the growing community of famous faces who rely on Guthy-Renker’s Proactiv Solution acne treatment to keep their skin clear. Proactiv will feature Moore in television spots and other marketing campaigns during which she will sharing her personal experience fighting acne, which began when she was adult.

“Never having acne as a teenager, clear skin wasn’t something I really thought about,” said Moore. “However, when I started breaking out, literally overnight, I was caught off guard. I didn’t want to go out, I would cancel or re-arrange plans, and I was extremely self-conscious. It was terribly restraining.”

“We love telling Mandy’s story. She is a real Proactiv customer, and that’s what gives her story credibility,” said Lenny Lieberman, head of GR Studio, which oversees all production for Guthy-Renker.

More info: www.proactiv.com

SpongeTech Adds Marketing Partners



SpongeTech Delivery Systems, Inc. has partnered with the Chicago Blackhawks, an original member of the National Hockey League. SpongeTech will have rink-side permanent wall signage during the season and its products will be sold and marketed within Dominick’s grocery chain, in conjunction with the Chicago partnership.

“We look forward to a rewarding relationship with the Chicago Blackhawks,” said Steven Moskowitz, chief operating officer of SpongeTech. “This partnership will allow us to enter an additional distribution channel in the third largest city in the U.S., and we look forward to expanding our presence in Chicago with the help of the Blackhawks and Dominick’s.”

SpongeTech, which currently sponsors the New York Rangers and eight National Football League teams, also had tie-ins with Major League Baseball teams, the World Football Challenge, the U.S. Open and professional boxing.

P&G Puts the Soap into New Cheer Campaign



In a move that harkens back to the beginning of the soap opera genre, P&G has launched Brighten Bay, a new Cheer campaign inspired by daytime dramas that includes a new ad featuring real-life soap star Cameron Mathison of ABC’s “All My Children.” The brand’s first major campaign since 2007, Brighten Bay is being billed as a “fun and quirky vehicle which, like soap operas, brings to life all the excitement of the day-to-day happenings in a small community.”

The campaign features storylines and webisodes set in Brighten Bay, a fictional community with on-going drama between its neighbors, including Nurse Nancy, Sandy and David (Mathison), the hero of Brighten Bay. The campaign will be supported by an interactive website, www.Brighten Bay.com, where viewers can join the community and have access to the “Sparkle Like a Star” sweepstakes, soap opera trivia and other games and activities featured on the Brighten Bay Facebook fan page and the Brighten Bay YouTube channel.

According to Procter & Gamble, the campaign celebrates Cheer’s ability to provide sparkling bright clothes at a new, lower price point.


Murad Teams Up with Massage Envy



Murad and Massage Envy, the largest franchise of massage therapy clinics in the U.S., has announced a joint partnership that expands upon Massage Envy’s plan to convert many of its nearly 600 clinics—and open new clinics—as Massage Envy Spas. In the deal, Massage Envy Spa will offer Murad treatment facials, including special treatments which are customized specifically for this partnership. The treatments will be performed by licensed estheticians who will receive ongoing training and education from Murad.

“We’re excited to be partnering with Massage Envy. Their core beliefs in the physical and mental benefits of healing touch and achieving wellness through internal and external skin care are very much in line with Dr. Murad’s Inclusive Health Philosophy,” said Richard Murad, Murad’s chief operating officer and general counsel. “Not only is this a great introduction to Murad for Massage Envy customers, it is our hope that customers who will be experiencing a facial for the first time will continue to seek professional treatments to compliment their existing at home skincare regimens.”

There are currently 35 Massage Envy Spas located in California, Illinois, New Jersey, North Carolina and South Carolina.

Tina Turnbow Is Tarte's New Muse



Tarte is collaborating with celebrity makeup artist and green beauty expert Tina Turnbow on a new collection due out in January/February. With Turnbow—whose clients include Mary-Louise Parker, Vera Farmiga, Amanda Peet, Joan Allen and Jessica Szhor—Tarte has created the Flower Child collection, which includes a limited-edition natural cheek stain and a natural eyeshadow palette. Turnbow also is said to be the inspiration behind six shades in Tarte’s new line of natural gel lip stains. Featuring LipSurgence technology, Tarte contends these lip stains increase lip volume by 3% and moisture content by 6000% while showing a significant reduction in the appearance of fine lines an average of 39% after four weeks and 67% after six weeks of use.

AAD Extols the Benefits of Skin Care on New Site



The American Academy of Dermatology (ADD) has launched www.KidsSkinHealth.org, a new website to teach kids how to practice good skin care virtually, or risk the consequences of pimples, greasy hair, a poison ivy rash and sunburn.

The Academy developed the site’s content; Beiersdorf, Dermik Laboratories, Galderma Laboratories, Graceway Pharmaceuticals, Intendis, Merz Pharmaceuticals, Ortho Dermatologics, PharmaDerm, P&G and Stiefel Laborator-ies helped to underwrite the cost of the website’s creation, according to AAD.

The site has two portals—one for kids, which includes games and information, and another for adults, which parallels the information on the child-focused portal and provides information about adult skin conditions and how to care for aging skin.

Maybelline Supports Troops with Kisses



On Veteran’s Day Cosmopolitan partnered with Maybelline New York and the United Service Organizations (USO) to collect and deliver “Kisses for the Troops.” The Cosmo Kisses for the Troops van visited various spots in New York City with a military escort and uniformed personnel, offering consumers a chance to kiss a postcard that would ultimately be delivered to servicemen overseas. Cosmopolitan and Maybelline donated one dollar for each kiss collected to the USO. In addition, all kisses collected between 7 a.m. and 7 p.m. that day were counted toward setting a brand new Guinness World Record for the most lip prints collected in 12 hours.

Maybelline New York provided various shades of Color Sensational lipstick in the Cosmo Kisses for the Troops Van to create the lip prints.

“We’re thrilled to be partnering with Cosmo on this sensational event which happens to be in our home town. We couldn’t be more proud to support the wonderful work the USO does and lighten our troops’ hearts with some kisses from back home and Maybelline New York’s Color Sensational lip color,” says David Greenberg, president, Maybelline New York.

Chart Your Kids' Dental Milestones with Oral-B



P&G’s Oral-B Stages is providing parents with a unique and easy way to document their children’s oral health development though multimedia scrapbooks. As a leader in the oral care category, Oral-B Stages and Scrapblog.com have teamed up to encourage parents to capture all of their children’s most memorable “Smile-Stage” moments—those specific times of year when children’s oral health is especially important, like Halloween and other candy-focused holidays—by visiting www.oralb.com/smilestages to upload photos and create personalized, multimedia scrapbooks that can be viewed and shared online, or printed and delivered to your home.

As part of the program, parents can choose a theme for their Smile-Stages Scrapblog background. Parents can also find oral care tips on www.oralb.com/smilestages to help them better understand the oral health needs of children at every stage.

“Tooth decay is the most common chronic childhood disease, so it’s important to teach children effective tooth brushing habits, especially around the candy-focused holidays, like Halloween and Easter,” said dentist Jennifer Salzer. “As a parent and dentist, I believe there is something special about a child’s smile at every stage. Oral-B Stages is helping to make oral care fun, while also reminding parents that their children’s beautiful smiles can be maintained by encouraging proper oral care habits early on in life.”

Parents who create an Oral-B Stages Smile-Stages Scrapblog will be entered for a chance to win one of 10 free hard copy keepsake books of their personalized scrapbooks.


Scentful Hand Sanitizers from Grand Brands



From scents to sanitizers. Grand Brands, LLC, Grand Rapids, MI, has added four new fragrances to the Lander Essentials Adult Bubble Bath collection—Cinnamon Swirl, Berry Kiss, Lemon Citrus and Lilies
Car Buddie sanitizer fits in a car’s cup holder.
and Lilacs. The company has also added the Car Buddie, a new 12oz. hand sanitizer package designed to fit in the cup holder of most car models.

“As a family-oriented business, we understand what it’s like for parents and children as the hectic holiday season approaches. The season includes copious amounts of travel and constant in-and-out of cold weather, which leads to heightened susceptibility to illness,” said Grand Brands’ president Sue Hunt. “The Car Buddie is our way of providing families with a convenient and affordable way to keep their hands virtually germ-free, and to lessen the chances of getting sick.”

More info: www.grandbrandsllc.com

Body Bling Gets a Second Chance



Celebrity makeup artist Scott Barnes, whose Body Bling brand gave Jennifer Lopez her golden tan, has signed up with Earthbound to launch makeup, health and beauty aids and lifestyle items under his name. According to sources, products will reach store shelves in a year to 18 months. But before Earthbound finds a retail partner, Barnes is relaunching his signature bronzer Body Bling under his company Cosmolux Inc. Barnes said Kitson and Space NK would soon start carrying Body Bling, which has been repackaged in metallic tubes and priced at $38 for 4oz. Barnes said he received funding from a private investor he declined to name to jump-start Body Bling, but added he is still seeking an additional $500,000 or so to support the product. He anticipates sales in the first year after Body Bling’s relaunch to amount to $1 million. Body Bling was discontinued several months ago along with the rest of Barnes’ line that at one time had around 140 stockkeeping units after a relationship with previous investors soured. 


Barnes is also developing a heavily pigmented professional color line he described as allowing users to “mix and match.”

OPI Ties in to Alice in Wonderland



This January, OPI ties in with the release of Disney’s “Alice in Wonderland”—one of the most anticipated movies of the year—for an exciting winter event that brings together the merchandising power of OPI and Disney, combined with a million-dollar advertising blitz in leading consumer magazines.

With an all-star cast including Johnny Depp (as the Mad Hatter), the live-action, 3D movie opens on March 5, 2010, and features director Tim Burton’s signature creativity and colorful imagination.

To celebrate, OPI will debut four spectacular limited-edition nail lacquer shades inspired by “Alice in Wonderland “merchandised in a specially designed “straight-from-the movie” display.


China Glaze Heads Off to Oz



Just in time for the holidays, nail polish marketer China Glaze is re-releasing the ever-so popular Wizard of Ohh Ahz collection from 2001. Colors include Ruby Pumps, a red glitter favorite; Cowardly Lyin,’ a gold frost with specks of gold micro glitter; The Ten Man, a silver frost with specks of micro silver glitter; Dorothy Who?, a blue polish with massive amounts of silver and blue glitter; C-C-Courage, a purple frost with specks of purple micro glitter; and Good Witch, a pink frost with specks of pink micro glitter.

A New Scent That's on the Cutting Edge



Swiss Army is cutting into the scent market with Victorinox Swiss Unlimited, a fragrance for men. Award-winning perfumer and Swiss-native Christine Nagel, along with perfumer Jean-Christophe Herault, composed a unique blend of ingredients from the mountainous regions of Switzerland. The packaging includes a streamlined glass bottle enclosed in a red rubber sheath, stamped with the famous cross and shield emblem. The larger bottle is refillable.

True to its heritage, Victorinox Swiss Army created an innovative “U-Fill Tool,” a refillable mini-bottle for traveling. Both bottles are supplied with a carabineer.


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