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PG Taps Thandie Newton for Olay Total Effects in North America

November 10, 2011

P&G Taps Thandie Newton for Olay Total Effects in North America

P&G Taps Thandie Newton for Olay Total Effects in North America

Thandie Newton is the new face of Olay Total Effects.
Olay has named Thandie Newton as the new face of Total Effects in North America. The actress, best known for her role in films such as “Crash” and “Mission: Impossible II,” as well as the upcoming London-based play “Death and the Maiden,” doesn’t just have acting on her plate. She is also a mother to two kids, which is why she is now encouraging women to demand more from their daily anti-aging moisturizers with a multi-purpose cream that will help achieve glowing, youthful looking skin in just one easy-to-use step.
“As an actress and busy mother of two, it’s important for Thandie to keep her skin bright, beautiful, and healthy-looking on and off the big screen without a complicated regimen, which is why she is a perfect fit for Olay, “ said Joe Arcuri, VP, North America female beauty, Procter & Gamble.

TCCD International—manufacturer and distributor of Naturally Fresh Deodorant Crystal—
named Dr. Melanie Bone of South Florida as its official spokesperson. The gynecologic surgeon has more than 20 years experience in her field and is also a breast cancer survivor. As an official spokesperson, she will answer consumers’ questions, provide insightful videos and be available for interviews, according to the company.
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In recognition of mothers and their role in their children’s academic success,
Clorox bleach, in partnership with the Hispanic Scholarship Fund (HSF), has launched the Gracias Mama scholarship. From Oct. 8, 2011 through Jan. 17, 2012, high school seniors planning to attend an accredited US university during the 2012-2013 school year can apply for one of five $12,000 scholarships.
Five winning students will each receive one $12,000 scholarship, as well as a $500 spa day certificate for their mother or mother figure.

To kick off the program, Clorox held special “Take a Load Off” events with Spanish singer Shaila Durcal, which were held in October at local laundrymats in Miami and Los Angeles. Families were invited to take the day off from their laundry routines and enjoy music, entertainment and food. Durcal, daughter of world-famous Spanish singer Rocio Durcal, performed while the Clorox team washed and dried people’s clothes for free.

According to Colleen Schweichler, marketing manager, Clorox laundry division, it is “important for Clorox to honor the legacy that moms create with their children and celebrate that behind every child’s achievement, be it academic or otherwise, there is a mother who encouraged them along the way.”

BioLab, Inc., the maker of Greased Lightning brand cleaning products, has tapped
selected FKM as its full-service agency of record. FKM was awarded advertising, media and public relations responsibilities and has begun marketing and communication planning for 2012. Atlanta-area based BioLab produces and markets the Greased Lightning family of multi-purpose products nationwide, which includes super-strength cleaners and degreasers. The scope of work will focus heavily on the development of retailer programs and digital media, including website redevelopment, mobile site development, emerging technologies and social media.

Arm & Hammer takes on sinus issues.

Church & Dwight’s Arm & Hammer is tackling sinus congestion and allergies
with the new Arm & Hammer Simply Saline Neti Pot Kit, which provides nasal irrigation that expels mucus and moisturizes irritated nasal passages. The kit boasts a variety of user-friendly features to make the process simpler and gentler, according to the company, which acquired the Simple Saline brand in 2010.

For example, the formula is pH balanced with Arm & Hammer baking soda to help prevent stinging or discomfort commonly associated with saline irrigation and has a patent-pending, leak-proof design to help users avoid messy spills. Each kit contains 50 saline packets and refill packets are also available.
For a limited time, Church & Dwight is offering consumers the kit for free through a promotion at key retailers and online at

On Oct. 21, Lancôme invited customers to experience the “beauty of giving”
by celebrating Genes Day, a one-day national event that the beauty brand began 2010 to support St. Jude Children’s Research Hospital. Lancôme planned to donate $7 from the sale of every bottle of Genifique Youth Activating Concentrate made at a Lancôme counter in the US or online at
In addition, those new to Genifique were able to stop by the counter during the month of October for a deluxe seven-day sample of the product.

Neutrogena has successfully concluded its second annual Wave for Change
Campaign, a charitable program that makes it easy for teens everywhere to give back, both in the US and other parts of the world. This year’s program generated a total of $258,000 that will be put to good use helping give kids an education, helping protect the environment and rebuilding lives. Neutrogena donated $1 to Global Giving for every Neutrogena Acne, Cleansing or Cosmetics product sold and registered during July and August at

This year, the three winning charities were: Arts for All: Art programs for 3,000 in-need New York children (Education), SALVEASERRA: Protect the Rainforest in Brazil (Environment) and the Greater New Orleans Foundation: Victims of the Tornadoes Fund (Disaster Relief).

Neutrogena Wave for Change also announced that an additional donation will be made to Global Giving and split equally among the six runner-up causes as a token of appreciation for their participation and in honor of the inspiring work they undertake every day. These organizations are Junior Achievement of Southern California and School on Wheels (Education), Friends of the Columbia Gorge and TanzSolar (Environment) and Save the Children in Haiti and Living Dreams’ Tohoku Kids Project in Japan (Disaster Relief).


Windex has been declared as an “American ideal” in Fortune magazine’s 2011 “100 Greatest Things about America.”

To celebrate the window cleaner’s 75th birthday, the firm is selling specially marked bottles of Windex marking the anniversary. In addition, Windex will commemorate the special moments in the lives of American families online, enlisting three moms to spark conversations and inspire new ideas through the brand’s Facebook page, Twitter and their own personal blogs.

How well do you know Windex? Here’s a quick quiz. (SC Johnson readers, we expect 100% from you!)

1.Windex was introduced during the Great Depression as a:
a. Kitchen spray cleaner
b. Laundry aide
c. Automotive windshield cleaner

2. True or false: Windex was originally sold as a clear solution.

3. When did Windex Lemon make its debut?
a. 1976
b. 1985
c. 2001

4. Windex played a supporting role in what popular 2002 movie?
a. Minority Report
b. Men in Black II
c. My Big Fat Greek Wedding

Answers: 1 c; 2 False--it was blue, as it is today; 3 b; 4 c--a character presents Windex as a solution to any problem, even a wedding day acne flare-up.)

Lush has selected the Demandware Commerce platform to power three
new ecommerce storefronts in North America, including its U.S. English, Canadian English and Canadian French sites. The company is also working Demandware LINK partners, Gigya and PowerReviews to create a great community site experience, and will leverage the pre-built integration available through the Demandware LINK Marketplace., which opened in 1999, has added its 600th brand,
making it the largest authorized seller of skin care and beauty products online. The website has recently added Butter London, Essie, Jurlique, Weleda, Japonesque, Farmhouse Fresh, Andis, Serge Normant, Dr. Jart, Zodiac Baby and Ahava. Some of its most popular lines include Dermalogica, SkinCeuticals, Egyptian Magic, Obagi, Jane Iredale, Sonya Dakar, Phytomer, Glytone and Kinerase.

“Reaching 600 brands is a milestone for DermStore—we now have the largest selection of any authorized beauty e-tailer, and can provide shoppers with virtually any item they’re searching for,” said Dan Obegi, DermStore’s CEO. “For many years we have been known for our impressive array of skin care brands and for specializing in serious skin care. In recent years, though, we’ve placed a heightened focus on expanding our site to offer our customers an even wider selection of products, ranging from physician-strength formulas and fun color cosmetics, to hair care products and hard-to-find niche favorites.”

Old Spice’s new “Smell Better Than Yourself” campaign.
Old Spice has rolled out “Smell Better Than Yourself,” an advertising campaign centered around the Old Spice Red Zone product lineup of deodorant, body spray, and body wash. The campaign takes a humorous look at how the scents of Old Spice can turn average guys into the manliest of men. The campaign features two 30-second and two 15-second television commercials, along with a print campaign. It also features two new Old Spice personas, adding to the brand’s cast of characters who have appeared in Old Spice’s advertising throughout the years.

Rockin’ Green Laundry Detergent has rolled out Melody odor neutralizer
and air freshener room spray and Groupies eco-friendly dryer balls. Designed to get the stink out of any item or room, Melody comes in all six Rockin’ Green scents, including Smashing Watermelons, Earth Wind & Orchids and Lavender Mint Revival. Rockin’ Green’s dryer balls, are made using natural materials, such as reclaimed potato starch, and are designed to cut drying time in half and eliminate the repeated waste that comes with using dryer sheets.

”Rockin’ Green is committed to creating products that help make the laundry process easier and more eco-friendly. Our newest editions, Melody and Groupies, are no different in that they make the cleaning process more enjoyable, greener and more fun, at least I think so,” said Kimberly Webb, CEO/founder of Rockin’ Green.
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Does Makeup Alter Perception?

A new study from P&G Beauty & Grooming and lead investigator Nancy Etcoff, PhD., assistant clinical professor at Harvard University and associate researcher at Massachusetts General Hospital Department of Psychiatry, confirms for the first time that using color cosmetics does in fact significantly alter how women are perceived by others, even at very first glance. Results of the study, published on Oct. 3 in PLoS ONE, show that makeup application specifically impacts judgments of attractiveness and character when viewed rapidly or for unlimited amounts of time.

Researchers conducted two studies in which 100 photos of 25 women’s faces were judged without makeup and with three different applied makeup looks that included varying levels of luminous contrast (different levels of light to dark makeup shades). The looks were informally classified as “natural,” “professional” and “glamorous.”

When viewed for 250 milliseconds, all three makeup looks increased ratings of attractiveness, competence, likability and trust compared to the ratings of the same faces without makeup. Further, participants in the second study who had unlimited time to inspect the faces gave both the natural and professional makeup looks increased ratings of attractiveness, competence, likability and trust. The glamorous look, which had the highest luminous contrast, was judged to be equally likeable, less trustworthy and significantly more attractive and competent than the faces without makeup. The reverse connotations associated with this look demonstrate that makeup impacts both automatic, instinctual responses and conscious, deliberative judgments, causing people to make impressions based on the visual alterations caused by cosmetics and their conscious ideas about makeup users and looks.

“Researchers have studied first impressions of innate facial characteristics, such as facial symmetry, but until now, no research has rigorously examined the role that applied beauty or features of the extended human phenotype, such as makeup and hair color, play in perception of beauty, personality and character at first glance and longer inspection,” said Nancy Etcoff, PhD. “For the first time, we have found that applying makeup has an effect beyond increasing attractiveness–it impacts first impressions and overall judgments of perceived likeability, trustworthiness, and competence. In today’s world of self-portraits appearing on networking and dating websites, ballots, resumes and applications, the results of the study have broad implications.”

Sarah Vickery, PhD, principal scientist, R&D Color Cosmetics, P&G Beauty & Grooming, said the data’s implications also suggest makeup can give women the power to determine which aspects of their personality they want communicated to others.

“This study examined the impact of relevant makeup looks that women in the western world commonly wear, showing that makeup is a real-life tool in their arsenal to effectively control the way they want to be—and are—perceived,” said Dr. Vickery. “Makers of color cosmetics and other beauty products can take these findings into consideration to further develop science-based solutions that empower women to display different aspects of their personalities and to really take charge of the way others see them.”

“Collaborating with global academic and industry experts has allowed P&G Beauty & Grooming scientists to transform cutting-edge color science into solutions for skin, cosmetic and hair color products,” said Shekhar Mitra, SVP, P&G Global Beauty & Grooming Research & Development. “This fundamental research helps us better understand the motivations and desired beauty outcomes of our consumers and how to translate that knowledge into innovations that have a proven impact on perception.”

After photos, videos and brief essays from hundreds of fans poured in,
Obagi has found the winners of its brand ambassador contest. The winners are: Marla Fyke (Newnan, GA), Deborah Pakzaban (Houston, TX), Donna Dickey (Fayetteville, TN), Jacqueline Horton (Natchitoches, LA), Elizabeth Rogers (Thomasville, NC) and Heather Lambert (Eden Prairie, MN). Each will receive $2,000 worth of Obagi products and $1,000 for the charity of their choice.

Tom’s of Maine has announced the six winning nonprofits that will share
$150,000 in funding as part of its third annual “50 States for Good” program. The winning grassroots projects, as voted on by the public, range from reforestation initiatives and an environmental dance program to free dental care and a friendship network. All demonstrate the impact smaller-sized nonprofit organizations can make in our communities, according to Tom’s. This year’s winning organizations are: $50,000 Grand Prize Winner—Galveston Island Tree Conservancy (Galveston, TX) and $20,000 Winners—Alamance County Meals on Wheels: Fresh Food to Seniors (Burlington, NC), SpectorDance (Marina, CA), Western Maryland Area Health Education Center (Cumberland, MD), Philly Friendship Circle: Friends for a Caring World (Philadelphia, PA) and The Lands Council: Reforest Spokane Day (Spokane, WA).

All qualifying 501(c)3 nonprofits were encouraged to apply for the program. Applicants were narrowed down to 20 finalists by a panel of judges based on the organization’s use of community volunteers, project achievability and positive impact on the community. Judges included Christie Garton, USA Today’s Kindness blogger, Beth Kanter, co-author of “Networked Nonprofit” and co-founder of Zoetica, and Sam Davidson, founder of Cool People Care. A six-week online vote began in August to determine the six winning organizations.

Febreze partnered with Macaroni Kid to participate in National Costume Swap
Day events. Throughout October, the P&G brand was on site at 25 participating Macaroni Kid events, freshening gently used costumes for kids across the country. Participants received a free Febreze product sample to take home with them.

Macaroni Kid is a free weekly newsletter and website that delivers news on kid- and family-friendly events going on in towns and cities across the country. Macaroni Kid currently serves 390 local communities nationwide.
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They all use it, but nobody likes to clean the bathroom, according to Jelmar.

Parents and children rarely agree, but they do seem to agree on which chores
they both want to avoid at all costs. Jelmar, maker of CLR cleaning products, recently conducted a national Chore Wars survey that identified the top five most-hated chores for parents and kids. Cleaning the bathroom and washing dishes are most loathed activities. Here’s a look at each group’s most hated chores:
For Parents:
Cleaning the bathroom
Washing the dishes
Doing laundry
Cleaning the kitchen
For Kids:
Cleaning the bathroom
Washing the dishes
Taking out the garbage
Doing laundry
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