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Marketing News



Published April 29, 2010
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Pantene plans to unveil its new ‘star’ in a live ad scheduled to air May 25.

Pantene Reality Hair Star Ad
Goes Live May 25




As part of the Pantene relaunch, Procter & Gamble embarked on a search for the world’s first reality hair star, and will showcase the star in the “world’s first reality hair ad,” which will air May 25. The spot is said to be slated to run on multiple channels including a major national network, as part of one of the hottest shows of the season, according to P&G.



“Pantene is known for being at the forefront of hair care innovation and we’ll be breaking new ground on May 25 when we air the world’s first reality hair advertisement,” said Craig Bahner, vice president, North America hair care, Procter & Gamble. “Shooting a reality TV ad is the ultimate hair test, and we are confident that our products will pass the test in this one-of-a-kind project.” 



One woman will be selected from the online cast to appear on live TV as the first reality national advertising spot alongside Pantene’s current spokesperson, Stacy London. She will also win the “Be the Rock Star You Are” experience from Bret Michaels, which will include tickets to one of his concerts this summer, first class airfare, a ride in Michaels’ tour bus and backstage passes. 


From April 2-18 women were able to upload videos to www.pantene.com/realitystar. Consumers were asked to vote on their favorite videos to help select the winner.

The Pimple Clinic —a non-prescription line of acne products developed by the dermatologist who founded Skinstore.com—is being provided to low-income teens that otherwise cannot afford acne treatments. Untreated acne can lead to permanent scarring, severe depression and has been associated with teenage suicide, said dermatologist Steven Hacker, creator of The Pimple Clinic, which is based in Delray Beach, FL.

The Pimple Clinic products are being offered to low-income and Medicaid families with teenagers.
More info: www.ThePimpleClinic.com

Estée Lauder
has French model Constance Jablonski and Chinese model Liu Wen as the new global faces of the Estée Lauder brand. New ads with the two models will break in June.
The move marks the first time Estée Lauder has signed French and Chinese models. Over the years, models in Estée Lauder’s global campaigns have hailed from the U.S. (Karen Graham, Willow Bay, Carolyn Murphy, Gwyneth Paltrow, Hilary Rhoda), the UK (Elizabeth Hurley), Czech Republic (Paulina Porizkova), Poland (Anja Rubik) and Ethiopia (Liya Kebede). According to Jane Hertzmark Hudis, global brand president, Estée Lauder, “both models have the style and confidence that reflects Estée Lauder’s modern vision of global beauty.”

Dapple continues to make strides. This maker of baby-safe, baby-specific household cleaning products has signed a deal that places its Dapple Dish Liquid and Dapple Toy Cleaner products in Duane Reade, New York’s largest drug store chain.

Brand management firm Paid, Inc., and CBS daytime drama “The Bold and The Beautiful” have tapped Stone America LLC to develop and license The Bold and The Beautiful and Forrester Creations merchandise, including beauty products. The Emmy Award winning CBS drama series has 35 million viewers a day in more than 100 countries, making it the most watched series in its genre worldwide

Stone America’s current client list includes companies such as Laura Ashley, Bed Head TIGI, Con Surfboards, US Speedskating, American Bass Anglers and others.


The Henkel Helps Get Kids Fit campaign will reward one deserving school with $25,000 to be used toward providing enhanced health and fitness relating to education, equipment, technology, resources and services for the well being of students.

“Childhood obesity has become a critical epidemic in the U.S. – emphasized by First Lady Michelle Obama’s recently announced Let’s Move campaign—and this crisis is compounded by the budget struggles so many schools are having to maintain their physical fitness and health programs,” said Natalie Violi, director-corporate communications–Henkel of America, Inc. “In the last three years, Henkel Helps has worked to make people’s lives easier, better and more beautiful. Our 2010 campaign, Henkel Helps Get Kids Fit, hopes to inspire communities around their schools’ fitness programs and make a meaningful difference in the lives of kids, families and communities nationwide.”

Henkel is encouraging parents, educators, students and community members to nominate their local school by answering a fundamental question with inspirational answers: “What Would Your School Do with $25,000 to Improve Youth Fitness?”

In addition to the $25,000 school contest, Henkel Helps Get Kids Fit will also launch a sweepstakes to win $5,000 in fitness cash.The individual who nominates the winning school will receive a one-year supply of product from Henkel.

The program will be supported by a comprehensive integrated marketing campaign, including in-store signage and displays at key retailers nationwide, a national FSI drop timed to the campaign launch in August, an extensive online presence at HenkelHelps.com, through online advertising and via public relations and social media initiatives.

Keri Hilson is now an Avon spokesperson.
Avon Products, Inc.
has signed award-winning singer/songwriter Keri Hilson—the talent behind the chart-topping album “In A Perfect World”—as the face of Imari, Imari Seduction and Avon’s flagship color brand. Hilson will appear in the pages of Avon’s brochure for Imari beginning in August 2010 and for color throughout the remainder of the year.

“Keri embodies everything the Avon woman aspires to be—beauty, grace, confidence and success,” added Bob Briddon, group vice president, Marketing, Avon North America. “We are thrilled to have her on board as the face of Imari and our Color collection.”


NARS Cosmetics’
“Runway, Real Way, NARS Way” is a series of three videos that illustrates how women can achieve the brand’s look, straight off the runway of Fall/Winter 2010 New York Fashion Week. In the series, NARS makeup artists Jenny Smith, Uzo and Jane Richardson outline the three key steps for recreating the makeup looks from top designers’ fashion shows for which NARS created the look: 3.1 phillip lim, Marc Jacobs and Thakoon, respectively. The videos are accessible through NARS’YouTube Channel and Facebook Page.

More info:
www.narscosmetics.com

Gain
has kicked off its “Better Together” campaign with celebrity best friends, Melissa Joan Hart and Soleil Moon Frye. In the campaign, the duo will remind women that like true friends, Gain’s matching detergent and fabric softener are even better when paired together. On IloveGain.com, Gain fans can upload their personal stories, play interactive friendship games and hear more about Melissa and Soleil’s most favorite shared memories. Until June 30, consumers can visit IloveGain.com to enter for a chance to win a trip for two to Los Angeles, CA to create their own memories together.

Under a multi-year agreement, Amway Global will sponsor FC Gold Pride of official provider of Nutrilite nutritional products and Artistry skin care and cosmetics. Under terms of the agreement, the Amway Global name receivesconsiderable visibility, including on the front of the team’s home and away jerseys, on-field signage, team website, community appearances and initiatives.

In addition, Amway Global will sponsor a specially branded seating section, called “Marta’s Maniacs,” named after the team’s marquee player, Marta, who is the four-time FIFA World Player of the Year and an Amway Global health and beauty brand spokesperson.

Revlon Brand Ambassadors Halle Berry, Jessica Alba and Jessica Biel along with Mehmet Oz and Jesse L. Martin were set to host the 2010 EIF Revlon Run/Walk for Women in New York on Saturday, May 1—one of the nation’s largest single-day fundraisers to support women’s cancer research, counseling and outreach programs in New York City and Los Angeles. The 13th annual New York race starts in Times Square and finishes in Central Park, attracting nearly 25,000 participants. The 17th annual Los Angeles race takes place at the Los Angeles Memorial Coliseum at Exposition Park and attracts close to 45,000 participants each year.

The EIF Revlon Run/Walk for Women was launched in 1993 through the efforts of Lilly Tartikoff, Ronald O. Perelman, chairman of Revlon, Inc. and EIF. Since its inception, nearly $58 million in grants have been made, with proceeds from past events funding cutting-edge research and organizations that provide education, advocacy and outreach services.

More info: www.revlonrunwalk.com

Padma Lakshmi, model, award winning cookbook author and Emmy nominated host of the popular Bravo TV series “Top Chef,” is joining forces with Henkel Consumer Goods to help women look and feel their best. Their partnership, which marks the launch of Dial NutriSkin body washes, will encourage women to develop inner beauty by giving back to charity. Dial is donating funds to the nonprofit organization Lakshmi helped to found —The Endometriosis Foundation of America, which aims to fund medical research for endometriosis and ed­­ucate women suffering from the condition, which Lakshmi herself has struggled with for years.

As part of its first foray into NASCAR, Suave Men has embarked on the Suave Men Head To Head Challenge, pitting the No. 88 Suave Men Chevrolet and driver Kelly Bires against the JR Motorsports No. 7 Chevrolet in a head-to-head competition during the Nationwide Series race in July at Chicagoland Speedway.

JR Motorsports owner Dale Earnhardt Jr. issued the challenge to the teams at Chicagoland. JR will calculate each team’s performance based on a series of performance challenges throughout the weekend. The winning team with the best combined times will have a donation made on their behalf to The Dale Jr. Foundation, which supports improving the confidence and education of underprivileged children. Suave Men, which served as the primary sponsor of the JR Motorsports No. 88 Chevrolet at Nashville Superspeedway on April 3, will do so at Chicagoland Speedway on July 9 with driver Kelly Bires.

More info: www.suave.com/men

Total Defense 5, the newest addition to the Right Guard line of antiperspirants and deodorants, has partnered with NBC’s The Celebrity Apprentice.
 The latest Right Guard product line, which replaces Right Guard Xtreme, includes Right Guard Total Defense 5 PowerStripe, Right Guard Total Defense 5 Power Gel, Right Guard Total Defense 5 PowerDeo and Right Guard Total Defense 5 Clear Stick, according to Henkel. 
In the April 11 episode, Right Guard brought in two former National Basketball Association All-Stars (Scottie Pippen and Clyde Drexler) as the talent assigned to each team being featured in the episode. The teams had to create a 30-second TV commercial and a 10-second internet spot highlighting Total Defense 5 and its benefits.

Old Spice
has news of its own in the deo category, following the launch of the Fresh Collection, a line inspired by four well-known lands from across the globe. The range includes Fiji, Matterhorn, Cyprus and Denali.

“The Fresh Collection will change the way a lot of people think about Old Spice,” said James Moorhead, brand manager. “The scents are clean and fresh and are specifically designed for guys who want to avoid scents that are too strong or too musky.”

J. Sabatelli Brazil Cosmetics
has been selected as a charitable partner of the Rainforest Foundation US, which is based in New York. “We are excited to partner with J. Sabatelli Brazil Cosmetics and we hope that their commitment to the sustainable use of rainforest natural resources will be an inspiration within the cosmetics industry and an example of how businesses can be done differently,” said Suzanne Pelletier, Rainforest Foundation U.S. executive director.

Cargo
natural Plant Love collection is now available in Beauty 360 stores nationwide at select CVS locations and on www.beauty360.com.

There’s no need to hover over the potty or fashion your own layer of toilet paper over the toilet seat when Canadian company Toletta is on the scene. The company behind this line of fashion-forward premium travel packs of public toilet seat covers has signed two new customers in the U.S. The covers, which are easily stowed in a purse, are now stocked at Ricky’s NYC and Avenue You Beauty Supply.

More info: www.toletta.com

Procter & Gamble continued its “Thank You Mom” pro-gram with the moms of the 2010 U.S. Paralympic Team. P&G, which initially offered to help defray the cost of travel and accommodations for the mom of every Team USA athlete so they could see their children compete at the 2010 Olympic Winter Games, extended the program with the 2010 U.S. Paralympic Team, offering a high level of financial support for all moms.In addition, P&G pledged to donate one dollar to Team USA— up to $100,000—for moms thanked at www.thankyoumom.com through the end of the Paralympic Winter Games.

For Mother’s Day, Three Custom Color Specialists is offering the Mom on the Go Lip & Cheek Stain, a two-in-one formula that imparts a healthy flush for the modern mom. Available in cool (for rosy skin tones) and warm (for golden skin tones), Mom on the Go Lip & Cheek Stain is enriched with a color sealer and a high level of stain, so lips and cheeks stay flushed all day long.

More info: www.threecustom.com


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