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Vaseline Celebrates 140th Anniversary with New Look



Published November 4, 2010
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Vaseline Celebrates 140th Anniversary with New Look

Vaseline Celebrates 140th Anniversary with New Look


Vaseline has a new flip-top cap and a new cocoa butter SKU.
To celebrate the brand’s 140th anniversary, Unilever is giving
its iconic Vaseline Petroleum Jelly line a facelift and adding a new variant. The new Vaseline packaging features a convenient flip cap, making it easy to use with one hand; the SKU is Vaseline Petroleum Jelly Rich Conditioning Cocoa Butter.

To mark the occasion, Unilever has created an online campaign to engage consumers via Vaseline’s Facebook community and Twitter page. At the sites, loyalists can share their favorite uses for Vaseline. The best answers will be showcased in a video montage highlighting the wonder jelly’s versatility. Everyone who submits a tip will be entered for a chance to win a limited edition jar ofVaseline Petroleum Jelly adorned with Swarovski crystals.

Vaseline was featured during the Oct. 10 episode of AMC’s hit series“Mad Men.”The specially made commercial spot was part of season-long sponsorship agreement inked between the cable channel and Unilever. Other Unilever brands showcased in the “Mad Men”-inspired spots—in which agency men mull ad campaigns for the product—included Dove and Suave.



In a study of 300 women, the L’Oréal Institute for Ethnic Hair and Skin Research revealed that acne is the most common problem, as well as the biggest skin concern, cited among all four major ethnicities. To that end, Vichy offers Normaderm Anti-Imperfection Hydrating Care, which is billed as a one-stop solution for acne concerns.

According to L’Oréal, 69% of women across all four major ethnicities reported clearer skin with less acne imperfections after just four weeks of use, according to the company. In addition to visibly clearer skin, Caucasian, African-American, Hispanic and Asian women who used Vichy Normaderm Anti-Imperfection Hydrating Care showed substantial reduction on all acne-related parameters including tightened pores, an immediate matte effect, a more even complexion and a reduction in skin redness. After eight weeks of using Vichy Normaderm Hydrating Care twice daily, 90% of African-American women experienced tightened pores, 96% of Caucasian women noticed an immediate matte effect, 86% of Asian women had a more even complexion and 81% of Hispanic women noticed a reduction in skin redness.



Brickfish powered göt2b’s “rockin’ red carpet hairstyles” social media program. The program, which ran through October, invited entrants to upload photos of their favorite celebrity hairstyles and explain why they styled their hair based on a particular celebrity. A panel of judges from göt2b was to select one winner from the top 250 Most Viral entries to receive a trip for two to the 2010 American Music Awards and tickets to the exclusive post-party event.



Luster Premium White hosted a new viral campaign in search of a new star. During October, Luster hosted the contest on its Facebook page inviting fans to post their pearly whites for a chance to be Luster’s new spokesperson and appear in a full-page ad running in the Golden Globe edition of Star magazine in February. From the five finalists, a winner was selected and flown to New York City for a photo shoot to create Luster’s new ad.
More info: www.facebook.com/LusterPremiumWhite



Dr. Fresh, Inc., creator of the FireFly toothbrush and the company behind the revival of the Binaca brand, recently mounted a number of social media-based initiatives to support its FireFly franchise as well as other brands in its growing portfolio. As part of this effort, Dr. Fresh has teamed with social media video production entities to create cutting edge, entertaining, and ever-changing YouTube content for Binaca as well as for the company’s Infectiguard hand sanitizer brand.



Broadway star Jordin Sparks has launched her very first fragrance line, Because of You. Dots, which has more than 400 stores in 26 states, was the exclusive retailer of the fragrance through early November. The scent, manufactured by Apra International LLC, infuses clementine, white imperial currant and orange blossom top notes with orchid, coral and peony mid notes, along with underlying musk, vanilla, amber and woodsy base notes. Sparks’ fragrance is priced at $14.95 for a 2.5oz. eau de parfum.



DermStore.com has added its 500th brand, making the website an online leader in luxury skin care and cosmetics. Dan Obegi, DermStore’s chief executive officer, said “Reaching 500 brands is a milestone for our company—we’re now at the top of the beauty e-tail market and can provide shoppers with virtually any item they’re searching for.”

DermStore launched in 1999 with the vision of fulfilling the unmet need for a reputable dermatologist-backed online store. Some of its most popular lines include Dermalogica, SkinCeuticals, Egyptian Magic, Obagi, Jane Iredale, Sonya Dakar, Phytomer, Glytone and Kinerase.



Legendary NFL coach Jimmy Johnson will return as the Denorex spokesperson and re-launch the brand from Ultimark Products LLC. Johnson, a commentator for Fox NFL Sunday pre-game show, did commercials for Denorex in 1996 and has been using Denorex ever since. He was recently a contestant on CBS’s “Survivor,” which featured Denorex commercials and print ads.

“When we bought Denorex a year ago we knew we had to bring Jimmy Johnson back. We needed to let consumers know that Denorex is an effective dandruff shampoo that not only controls dandruff, but keeps hair looking thick and shiny; who better to demonstrate that than Jimmy Johnson,” said Chris Dominello, president and chief executive officer of Ultimark Products. “Consumers will see new advertising as well as a new Denorex line extension that will be the first for the brand in five years.”



RoC Skincare once again paid homage to distinguished female filmmakers, partnering with Hamptons International Film Festival to bestow Marilyn Agrelo with the Gold Standard Award for Feature Female Director and help subsidize her next project. Best known for directing one of the highest grossing documentaries of all time, “Mad Hot Ballroom,” Agrelo now brings author Aimee Bender’s popular novel “An Invisible Sign” to the big screen. Jessica Alba headlines the feature film adaptation centered on Mona Gray, a woman who, when faced with a family crisis, presented an unlikely solution: mathematics. The storyline follows her as she teaches young students the subject, and in turn learns from them.



Diane von Furstenberg is coming back to the beauty business. The famed designer behind the wrap dress has inked an exclusive partnership with ID Beauty. The range will include a fragrance, scheduled for release in 2011, and makeup.

The scent marks the first fragrance licensing deal for ID Beauty, a company that has made its name in skin care via the Rexaline brand.

Chantal Roos—an industry veteran with extensive knowledge in fragrances and cosmetics—is also involved in the project. Roos, a former YSL Beauté executive, has worked with talented designers such as Yves Saint Laurent, Jean-Paul Gaultier, Issey Miyake and Stella Mc Cartney on fragrance and skin care launches.



Nicole by OPI has joined forces with Justin Bieber, the 16- year-old multi-platinum selling singing sensation, to introduce The One Less Lonely Girl Collection.

Inspired by the superstar’s hit songs and larger-than-life persona, the collection will launch with six new Nicole by OPI Nail Lacquer shades available exclusively at Walmart for the 2010 holiday season. Subsequently, Nicole by OPI will unveil eight more nail lacquer shades for The One Less Lonely Girl Collection, available beginning in January 2011 at Walmart and in February 2011 at select Target, Sears, Ulta and other retail locations.

“We are thrilled to team up with such a widely beloved singer who has made major waves in pop culture,” says Suzi Weiss-Fischmann, Nicole by OPI’s vice president and artistic director. “The colors in the collection are modeled after the upbeat and emotive nature of Justin’s songs, as well as his own unrivaled energy.”
More info: www.nicolebyopi.com



L’Oréal Paris is rolling out Youth Code, a four-item anti-aging line that the beauty firm said is the first range in the mass market to use gene-boosting science. The collection includes a day-night cream, a serum, a day lotion with SPF 30 and an eye cream. L’Oréal claims that after four weeks of use, the collection “significantly diminishes the signs of aging.”

Youth Code will be available in Walmart on Nov. 15 and nationwide in January. The line has been available in the UK since the beginning of 2010.



The USO has named Procter & Gamble its newest worldwide strategic partner, enabling the consumer products giant to create new exclusive programs and services for troops and their families. These initiatives will launch in the coming months with a focus on providing a meaningful connection and value to these individuals.

As a worldwide strategic partner, P&G will play a key role in the USO’s ability to provide effective, cost-efficient programs to the men and women in uniform and their families.



Sante Naturkosmetic, a German brand of natural cosmetics, has made its way to the U.S. market. Sante America is offering the company’s collection of natural makeup, which is billed as a multi-ethnic range of certified natural cosmetics featuring vibrant, bold pigments made from gentle, skin-friendly ingredients such as organic botanical oils and plant extracts.

With a heritage that goes back to 1977, the Sante brand has received the distinction of being one of Europe’s greenest brands by the highly critical German consumer safety magazine Oekotest. The range includes facial cosmetics, eye color and mascara, lip products and nail polish.
More info: www.SanteAmerica.com



The Electronic Retailing Association (ERA) honored Murad, Inc. with two Moxie Awards at the 2010 ERA Moxie Awards Gala which was held on Sept. 23. For the second year in a row, Murad’s Acne Complex infomercial took the top honor for best beauty long form and for the first year in this category, won best beauty short form at the Moxie Awards, which pays tribute to the year’s best direct response campaigns.

“Our television productions are a compelling way for us to connect with a wide, global audience and help them to understand why the amazing performance of Murad’s consumer products makes them such a terrific value,” said Richard Murad, general manager for Murad. “We are proud to be recognized by the ERA for our efforts to share Dr. Murad’s Inclusive Health philosophy and Murad’s best in class formulas with consumers.”

The Moxie Awards were held in conjunction with the Electronic Retailing Association’s 2010 ERA D2C Convention, where technology innovators, manufacturers, buyers and marketers meet to learn about the trends in the direct-to-consumer marketplace. More than 3,200 attendees and more 100 exhibitors came to this year’s event.



As an alternative to Brazilian blowouts, Ouidad is touting the Ouidad Softening System. Available at its flagship salons, the treatment is customized and hand mixed. The formaldehyde-free formula lasts approximately 3-4 months.



From Oct. 10-12, more than 1,000 college students met in Los Angeles for the 2010 Students in Free Enterprise (SIFE) World Cup, in which they presented the results of their community outreach projects to panels of business leaders serving as judges. Henkel was a host sponsor of the competition, and Bill Tyree, senior vice president of sales, was a judge.

Henkel has worked with SIFE since 1988 and has been a World Cup sponsor since 2002.



Costco has added two more NeoCell products to its health and beauty aisle. NeoCell’s new Resveratrol Antioxidant and its Collagen+C Pomegranate Liquid are now available at the club retailer, as well as Sam’s Clubs, Whole Foods, GNC, Walgreens and most health food stores.


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