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Marketing News



Published June 2, 2010
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Crystal Deodorant Goes Back To School

Call it Deodorant 101. Burlingame, CA-based Crystal, creators of Crystal Body deodorant and Crystal Essence, went back to school—specifically the Massachusetts Institute of Technology (MIT)—for

Crystal’s “Crystalians” gave away free all-natural deodorant to MIT students.
the “No Body Odor in the Classroom” project. At the Cambridge, MA campus, the company’s “Crystalians” gave away free, all-natural deodorant to students who have been complaining about body odor in the classroom. “We heard that MIT was offering students a care package including soap and mouthwash, which was great. But the deodorant in the care package wasn’t a natural product,” said Jerry Rosenblatt, founder and chief executive officer of parent company Crystal. “We’ve been in the natural deodorant business for 26 years and thought the students might want a natural alternative.”


Sexy Hair is running America’s Sexiest Stylist contest and will present the winner with her choice of an all-expense-paid trip to Los Angeles with a complimentary training course at Sexy Hair’s Michael O’Rourke Institute of Courage, or the opportunity to assist Sexy Hair’s Artistic creative director, Rafe Hardy, on a national photo shoot.

“To us, sexy isn’t about how you look, it’s an attitude toward life,” said Karl-Heinz Pitsch, Sexy Hair president and chief executive officer. “For Sexy Hair’s America’s Sexiest Stylist contest, we’re looking for nominees who go out of their way to improve the physical and emotional lives of their clients while remaining active in their communities and participating in ongoing training to improve their skills.” For each submission Sexy Hair receives, the company will donate $1 to Look Good…Feel Better.


Sun Products Corp.’s All Free Clear has teamed up with Kerry Colburn, author of “How to Have Your Second Child First.” To create a forum on Facebook for first-time moms to share tips and seek out advice from other moms who have been there before. “Second- and third-time moms tend to agree that the baby period gets easier—and more fun—each time,” said Colburn. “Calm and confidence are powerful ingredients to help moms determine what’s important and what’s not.”

“With All Free Clear, mom never needs to separate baby’s laundry from the rest of the family’s and can still feel good about doing the best for her newborn,” said Kevin Keating, marketing director, Sun Products Corporation. “With All Free Clear, mom gets the whole family’s wash clean, while still caring for newborn’s sensitive skin.”


Avon Products, Inc. has been named the exclusive fragrance and cosmetics sponsor of BlackBerry presents The Black Eyed Peas “The E.N.D. World Tour 2010.” The sponsorship comes on the heels of the company’s announcement that it partnered with The Black Eyed Peas front-woman Fergie to collaborate on a fragrance, called Outspoken, which was scheduled to launch in Western Europe in May, followed by launches in North America, Latin America and other global markets in the coming months.

At select stops along the tour, Avon will host an exclusive Outspoken booth, where concert attendees can sample Fergie’s fragrance and learn more about Outspoken and Avon through videos and website. In addition, The Black Eyed Peas leader will.i.am collaborated with Fergie on an exclusive music track for the upcoming Outspoken commercial, producing, composing and recording it specifically for the Avon Outspoken fragrance campaign. Fans will also get a chance to hear the song playing in the Outspoken booth at select tour stops.


Lea Michele, Golden Globe-nominated actress of the hit series “Glee,” has partnered with Dove

“Glee” star Lea Michele has teamed with Dove Hair Care.
Hair Care to inspire women everywhere to keep doing their favorite things to their hair—because, as the firm puts it, Dove shampoos and conditioners take care of the damage. In the deal, Lea will perform an exclusive rendition of the iconic song “My Favorite Things” that will be shown on TV and be available at www.dove-gleeforall.com.

Celebrity “spokestylist” Gretta Monahan joins Lea in the video. Monahan’s pre-performance tips allow Lea to concentrate on singing as she belts the iconic Rodgers & Hammerstein song “My Favorite Things” from “The Sound of Music.” A teaser commercial featuring Michele and Monahan debuted on May 25 during a commercial break in the season finale of “American Idol.” The extended version, including Michele’s solo of “My Favorite Things,” is on dovegleeforall.com.

In addition, Dove has signed on as the official hair care sponsor of the upcoming Glee Live! Concert Tour. Women attending the tour will have the chance to pose in a Glee-themed photo booth and get product samples.


In May, La Roche-Posay launched its SOS–Save Our Skin campaign, a new public health awareness and educational campaign to inform Americans about the dangers of UV and the importance of sun safety and incite true behavioral change, such as including sun protection in their daily routines and visiting their dermatologists for regular skin checks. This campaign is using all major media components to reach as many people as possible via in-store events, offline initiatives with dermatologists, pharmacists, journalists, and an online “mini-site” (sossaveourskin.com) to raise awareness regarding the dangers of UV exposure and the importance of UV protection.

La Roche-Posay will make a donation every time someone joins the SOS cause as well as when anyone purchases an orange SOS ribbon in support of the cause. Proceeds will go to organizations such as the Women’s Dermatologic Society (WDS) and The Skin Cancer Foundation.


Lancôme has signed Penélope Cruz as the brand’s third spokesmodel, along with Julia Roberts and Kate Winslet. Cruz will become the face of Lancôme’s top-ranked Trésor fragrance with a new ad campaign in the fall, according to a brand spokesman. Winslet, who had been the face of Trésor, will concentrate on Renergie, L’Absolu Rouge lipstick and other projects. Cruz previously had appeared in ads for the company’s L’Oréal Paris brand.


Seventh Generation’s Search for Mother Nature contest is looking for real life women inspirations—someone who is an inspiration when it comes to caring for their families and the natural world. The contest will award a grand prize of a $5000 green home makeover. Both the nominated Mother Nature and the winner will also receive a year’s supply of Seventh Generation products and a $2,500 donation to an organization working to make the world a safer place. Six finalists will also receive a year’s worth of Seventh Generation products to help them protect planet home.



He’s baaack! The alligator is back in Lubriderm ads.
The gator is back at Lubriderm. The brand’s
familiar alligator has made his television comeback wearing shades as a nod to the brand’s new Lubriderm Advanced Therapy Moisturizing Lotion with SPF 30. The alligator first appeared in 1990 and for 16 years the brand’s commercials ended with the tagline, “see you later alligator.”

“Even though the alligator hasn’t been on-air for four years, we were surprised to find that through talking to people about what comes to mind when they think of the Lubriderm brand, over and over they would reference the alligator commercial. So many still make the connection between the iconic alligator and how dry their skin can sometimes feel,” said Sherry Thompson, senior brand manager of Lubriderm Skincare.

In celebration of the new campaign, the J&J brand has pledged its support to protecting their long-time “ambassador” by making a donation to a non-profit organization dedicated to wildlife conservation.


Degree Women Natureffects is sponsoring Lilith 2010, the outdoor music festival. In addition, the AP/deo brand is offering one woman the chance to go on tour with Lilith where she’ll report live, sharing interviews with talented female artists.


Method has launched Laundry Smarts, the second phase of a campaign aimed to end “America’s addiction” to laundry jugs—and to raise awareness for its new laundry detergent with “smartclean” technology, which hit shelves earlier this year. Laundry Smarts combines on-the-street and interactive experiences with a viral video, microsite and mobile clothing donation truck that toured New York City May 13-15.

Method has teamed up with Goodwill Industries to offer New Yorkers an easy way to spring clean their closets for a good cause with Method’s “Wash smart. Give smart” clothing donation truck. Everyone who donated clothing received a free 25-load bottle of Method’s new laundry detergent.

A stylish mobile laundry room housed in a glass truck appeared at specific locations, allowing people to drop off new and gently worn clothing. Method worked with the Clean n’ Green Laundromat in Brooklyn to wash all donated items before delivering them to several Goodwill locations in New York.

At the microsite, visitors can take a quiz, read and share tips, as well as enter a sweepstakes to win a Whirlpool Brand washer and dryer and a year’s supply of Method Laundry Detergent.


Revlon’s Almay brand has signed actress Kate Hudson as its newest global brand ambassador. In her role for Almay, Hudson will be the face of new and existing Almay products and will appear in global multi-media campaigns that include television, print, in-store and internet placements. Her first TV and print campaign for the brand is set to debut later this year. In addition to being featured in upcoming global advertising campaigns, Hudson will be involved in various company-sponsored philanthropic and fundraising events.


RedLever is behind the new Tone VideoBox; an interactive music platform sponsored by Henkel’s Tone body wash, allowing consumers to watch music videos and behind the scenes content from some of their favorite music recording artists. The Tone VideoBox, a national campaign on some of the nation’s most popular destination websites, provides consumers with instant access to music content from top artists and rising stars. The VideoBox also allows consumers to learn more about Tone’s new Daily Detox body wash.


Listeners will have the opportunity to enter for a chance to win a spa trip for two. The Tone VideoBox is part of an overall campaign created by Henkel and advertising agency OMD that reaches younger consumers with developed passion points such as music. In addition to the Tone VideoBox, the campaign includes a partnership with MTV and brand integration around the network’s hit show “The Hills.”


The Clorox Company is teaming up with product development company Edison Nation on a two-month campaign to find new ideas for products that help consumers reduce the spread of bacteria, fungi and viruses that can cause illness. If a product concept is chosen through this campaign, the inventor will receive a $2,500 advance and other compensation based on sales.

“We have a long history of bringing to market innovative products that promote a cleaner world and healthier homes,” said chairman and chief executive officer Don Knauss. “Cleaning, disinfecting and helping prevent the spread of infection are part of our company’s heritage and remain important growth platforms for us. This campaign is one more way we hope to discover new ideas that build on our success in these areas, while continuing to provide consumers with convenient, affordable product solutions.”

To participate in the campaign and obtain campaign terms, consumers can log onto www.edisonnation.com/clorox.


VEVO, a web-based premium music video and entertainment service, has launched the “Charging Up The Music” video featurettes, a new music program in partnership with Colgate-Palmolive Company. This co-branded online video series gives an intimate and exclusive introduction to five of music’s hottest rising stars. The partnership with Colgate-Palmolive features Colgate MaxWhite toothpaste and spotlights artists every week who are “recharging” the music scene by experimenting with a different sound or throwback style to forge their own path. Successfully kicking off this initiative, the video featuring Colgate MaxWhite can either be accessed via vevo.com or by directly visiting the site’s Colgate MaxWhite branded channel.

As part of its partnership, Colgate has also premiered 18-second, branded promotional spots that are running across the VEVO Network as pre-roll video commercials. “Colgate is excited to be the first partner for VEVO’s new music platform since it enables us to reach our target audience through fresh, new music artists,” said Spencer Pingel, general manager, U.S. oral care, Colgate-Palmolive. “VEVO’s close ties with the music community allows Colgate MaxWhite to begin ‘charging up the music’ by providing exclusive content with emerging artists that appeal to our core consumers.”


Lavender Moon soap—made with a base of olive oil and soy—lasts much longer than traditional shower soaps, according to its maker, SallyeAnder Soaps. Lavender Moon is free of artificial dyes or colors. What it does contain is oatmeal for the skin and lavender, which relieves skin problems like acne, fungal problems, burns, dandruff, dermatitis, eczema and inflammation. Lavender Moon helps improve circulation and calms the nervous system and tension.
More info: www.sallyeander.com


Advanced Performance Naturals LLC, North Dartmouth, MA, has rolled out SLM, a patent-pending, all-natural anti-aging skin care platform that provides deep moisturizing, skin protection and supports healthy cell function. Its soy-based lipid matrix matches the combination, or “signature,” of skin cell membranes, which allows “efficient trans-dermal penetration and exceptional bioavailability,” the company said. SLM can be used “as is” or as a platform for building other high-performance formulations.


Austin, TX-based hairstylist Ron King has been named a national spokesperson and L’Oréal Professionnel stylist by L’Oréal Professionnel USA. King’s appointment marks the first time a stylist in the southwest region of U.S. has won the prestigious, national title. In his role, he will speak to the press and make appearances at industry events on behalf of L’Oréal Professionnel.


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