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Coty Prestige and Madonna Play Truth or Dare



Published November 30, 2011
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Coty Prestige and Madonna Play Truth or Dare


Truth or Dare by Madonna rolls out in April 2012.
300 million records sold–and soon a fragrance too. Coty Prestige has signed an agreement with MG Icon LLC, a joint venture between Madonna, Guy Oseary and Iconix Brand Group, Inc., to launch the star’s first fragrance. The scent, Truth or Dare by Madonna, will debut exclusively at Macy’s in April 2012 in the US, with global distribution beginning the following month.

“Madonna is the marquis addition to Coty’s unrivaled brand portfolio and further establishes us as cutting edge leaders in the global beauty industry,” Bernd Beetz, CEO, Coty Inc. said. “We are thrilled to embark on this new venture with Madonna, a global icon with unprecedented star power and cultural relevance.”

Madonna will be featured in a global print, television, and online marketing campaign produced in collaboration with Fabien Baron of Baron & Baron who she has worked with on many projects including “Sex,” her renowned 1992 pictorial essay on sexuality.

Truth or Dare by Madonna will be a signature floral fragrance. Its unique blend of narcotic florals, balanced with addictive woods and vanilla, is said to create a scent that is timeless, yet contemporary, simultaneously dark and light. The bottle is billed as a classic and sophisticated shape, with modern and edgy detailing.




Emmy Award-winning celebrity hairstylist Kiyah Wright has been tapped as the new face of Clairol Professional. Wright was discovered by Sean “Diddy” Combs as a teenager and has since gone on to coif A-listers such as Mary J. Blige, Jennifer Hudson, Faith Evans and Kerry Washington. She can also be found styling on-set for shows such as “The Tyra Show,” “America’s Next Top Model” and “America’s Got Talent,” and working behind the chair at the Warren-Tricomi Salon in Los Angeles.

Wright will be featured in Clairol Professional’s Reveal the Fabulous in You Facebook contest where fans are invited to reveal what makes them fabulous. Three winners will receive a VIP trip to New York City for a makeover from Wright. Clairol is also hosting a Reveal the Fabulous in You sweepstakes where winners will be selected on a weekly basis and awarded prizes.




P&G’s Ivory has tapped Emmy award-winner Melissa McCarthy to serve as the brand spokesperson and host of its new online social community, the “Soap Dish.” Online, McCarthy will engage with women and dish about life’s simple truths. The partnership and the new social community are part of the “holistic reinvention” of the brand which kicked-off last month with the debut of modernized packaging and a new advertising campaign.

Ivory has a new social community on Facebook.

McCarthy won an Emmy for her portrayal of Molly in the CBS sitcom “Mike & Molly.” She has also appeared in “Bridesmaids,” making her a sought-after talent in Hollywood, according to P&G.

The online community was born from the insights of a national “mom” survey commissioned by Ivory.
This “light-hearted” social community will offer women an outlet to share in the everyday humor and honesty of their lives in an unapologetic manner. The community lives on the Ivory Facebook page.

“We couldn’t think of a better spokesperson for Ivory,” said Jay Sethi, Ivory brand manager.
“Melissa’s humor, simple charm and down-to-earth attitude fit with every bit of Ivory’s persona. More than refreshingly honest and sincere, she is every woman and a modern mom, and we think our fans will absolutely love her.”




Evolution Robotics is debuting its Mint II Automatic Floor Cleaner at Kohl’s department stores. This exclusive model is sold at nearly 600 of the retailers’ locations nationwide and online at Kohl’s website.

According to Paolo Pirjanian, CEO of Evolution Robotics, by diversifying the existing product line and making it more accessible, the company is “hoping to find a new following of loyal Mint supporters who can appreciate a product that was designed to give them more time to spend doing the things they love.”

The exclusive model is available in a charcoal and white color combination that integrates the recently released Pro-Clean System, allowing the system to mop better and further, according to the company.




The ALS Therapy Development Institute (ALS TDI) and Avon Products have kicked off a fundraising campaign to fund research into effective treatments for ALS, also known as Lou Gehrig’s disease. The campaign includes the production of a new item called the “Sophia Smith Yellow Rose Necklace” being added to its catalog and with all proceeds going to support research at ALS TDI.

Sophia Smith of Victoria, TX started part-time with Avon in 1986 and quickly excelled as a sales representative, becoming a senior executive and member of the Avon sales leadership team in 1992. She is a mother of three and an avid motorcyclist. In November 2010, Sophia was diagnosed with ALS, for which there are no effective treatments or cure.

Each necklace is $9.99 and can be purchased through an Avon representative or online by clicking “fundraising” at the company’s website, www.avon.com.





Dr. Howard Murad held his founda-tion’s second annual charity art auction.
On Oct. 27, Dr. Howard Murad founder of Murad, Inc., in conjunction with the Murad Family Foundation, hosted the Second Annual Art of Giving charity art auction, which raised more than $26,000 for local and national charities. At the event, art aficionados, interior decorators, Murad fans and the local community previewed and purchased 19 original works of art created and donated by Murad himself, with proceeds benefiting charities of the buyer’s choice.

More than 42 local and national charities registered for the event, held at the Redondo Beach Performing Arts Center, with winning bids going to City of Hope, Murad Family Foundation, Crohn’s and Colitis Foundation of America, The Alzheimer’s Association, and The Tree Musketeers, among others.

In addition to raising money for numerous local and national charities, the funds raised from the show’s hero piece “Hope,” and all print versions of the piece sold that night, were to be donated to City of Hope, which is a leading research, treatment and education center for cancer, diabetes and other life-threatening diseases.
More info: www.muradartofgiving.com




Pravana Naturceuticals has created a new application for the iPhone. According to the company, the Pravana Chromasilk Formulator allows users to input the client’s natural hair color, including any percentage of gray to take into account, as well as the target color. Chromasilk color swatches are available for insight on pre-lightening steps, the correct colors for hair, plus the proper developer volume and amount. The app is free.
More info: www.Pravana.com




The second annual Dove Self-Esteem Weekend, held in late October, brought together Girl Scouts of the USA, Girls Inc. and Boys & Girls Clubs of America to encourage women to spend an hour on a self-esteem building activity with a girl in their lives. Why? A recent global study commissioned by Dove entitled “The Real Truth About Beauty: Revisited” reveals that only 11% of girls would describe themselves as beautiful. This lack of self-esteem only gets worse as girls get older. According to the study, 80% of women agree that every woman has something about her that is beautiful but do not see their own beauty.

Dove, which has already reached more than 8 million girls with self-esteem education, has set a goal to reach 15 million girls by 2015.

For those who answer the question “Who Inspired You?” on Dove’s online channels—Facebook, Twitter and Dove.com, to honor the positive impact someone had on their life—the company will make a $1 donation to support self-esteem education in the U.S.
More info: www.Dove.com




For the past 30 years, Andrea Friedlander, a Hungarian esthetician, has worked in Los Angeles for prominent dermatologists and luxury skin care salons. Now she has launched a new website, SkincareSolutionsByAndrea, which is intended to address common skin care problems and offer solutions to those problems.

“Because I don’t promote a personal skin care line and because I only use products manufactured by some of the most reputable pharmaceutical companies in the world, I owe no allegiance to any one manufacturer,” she said. “I don’t get paid commissions by any manufacturer and I often recommend competing products from different manufacturers to address the same condition. The result is that my clients trust my opinions.”




Put a toilet-training toddler plus a warm bathtub together and what do you get? If you guessed the potential for a big mess you aren’t too far off. At The Clorox Company, that is known as a bleachable moment—and to celebrate those moments, the firm has launched the Bleach It Away program. The new online community invites visitors to share their own bleachable moments and commiserate with other moment survivors, while receiving real-time advice and solutions from Clorox’s panel of cleaning and laundry experts. Everyone who shares a story has a chance to win $25,000.
More info: www.bleachitaway.com




Reckitt Benckiser—parent of Clearasil, Durex, Lysol, Woolite and other familiar brands—has rolled out a collection of mobile and online minigames called crazieRBrands. Available on www.RB.com, the games offer players the opportunity to win an exciting and unforgettable trip for two, worth nearly $13,000 to one of eight amazing destinations worldwide—including New York, Cape Town, Bangkok, Geneva, Barcelona, Iceland, Brazil or India.

The selection of eight minigames in the crazieRBrands suite includes fast action and memory games presented by some of RB’s most famous Powerbrands. For example, the Veet game lends an air of humor to the leg-waxing task; and cleaning a toilet bowl is rendered fun when playing the Lysol game.

RB says the online and mobile crazieRBrands games are designed to raise awareness of its corporate brand among the college, MBA and early careerist demographic—by improving recall of the RB brand and tying it back to its iconic, innovative Powerbrands such as Lysol, Durex and Clearasil.

The crazieRBrands suite of games is available on iPhone and Android, putting RB squarely in the sweet spot of its target demographic.

“RB has a unique culture that’s most suitable for young professionals who enjoy quick decision making, coupled with a fast-paced and agile environment,” said Rob de Groot, EVP of North America and Australia at RB. “To continue our rapid growth we are always looking for innovative ways to make ourselves better known among the next generation of managers.”

The games and mobile app have been developed in partnership with The Workroom and social media agency TAMBA.




M.A.C Cosmetics is collaborating with China’s foremost fashion photographer, Chen Man. Inspired by Chen Man’s vision, the upcoming collaboration with M.A.C features an extraordinary campaign visual shot by Man. The M.A.C for Chen Man collection will feature limited edition mineralize eyeshadows with a yin/yang design and will be available globally at M.A.C outlets from March 2012.




Swiffer has teamed up with An-gelo Surmelis, host of “Rate My Space” on the Swiffer HD Clean Challenge, a nationwide search for rooms that meet a new standard of clean. Entrants will be eligible to win a year’s supply of select new and improved Swiffer HD products and an in-home visit from Surmelis captured in an on-air vignette.

Through Jan. 5, 2012 consumers are invited to post photos of their picture-perfect rooms and share their cleaning tips on the HD Clean Challenge tab on facebook.com/swiffer. Once the top 10 rooms have been selected, Swiffer fans will vote on the top rooms to help select a grand prize winner. This winner will receive a surprise home visit, a year’s supply of select Swiffer products and the chance to have their room featured on television.





Voluminous False Lashes Mascara from L’Oréal
In celebration of its recently-launched Voluminous False Fiber Lashes Mascara, L’Oréal Paris is kicking off a nationwide digital campaign that challenges women to stop faking it and to start getting real. Consumers can visit L’Oréal Paris’ Facebook page to take the pledge and enter daily for the chance to win a free, full-size Voluminous False Fiber Lashes Mascara.

While at the brand’s Facebook page, beauty aficionados can also learn about the product’s fiber technology, watch a featured tutorial video with L’Oréal Paris Consulting Markup Artist Collier Strong and read the latest consumer reviews from real women who are no longer faking it.




Tide Dry Cleaners has won top honors in The Hub Magazine’s inaugural Hub Prize competition for excellence in the retail experience. Developed by Procter & Gamble’s Fabric Care business and FutureWorks Division, Tide Dry Cleaners prevailed over more than 80 competitors, 36 of which were honored as Gold, Silver and Bronze medalists.

“Tide Dry Cleaners is a risky venture for Procter & Gamble, but it also stands to deepen consumer loyalties to unimaginable levels by turning a generally dismal retail experience—going to the dry cleaners—into something that actually makes a positive difference in people’s daily lives,” said Tim Manners, founder of The Hub Magazine.

“This surprising foray into the dry-cleaning business by a packaged-goods brand truly represents what is possible at retail for those willing to think differently and proceed boldly,” Manners added.

Hub Prize candidates were evaluated by a diverse panel of 25 judges, including leading academics, best-selling book authors and high-profile veterans of major brands and retailers. Competitors were graded based on criteria including innovation; the shopper insight and emotional connection; how much the initiative improved the retail experience; and results achieved. The top 12 Gold Medal winners were then featured in a public vote to finalize the Ultimate Hub Prize winner.

Two other candidates rounded out the top three in the public vote: Disney’s high-tech re-imagination of its stores and Kimberly-Clark’s “U by Kotex,” a shopper-marketing campaign in the feminine-care category.

Winners represented a broad array of categories, including shopper-marketing campaigns; retail concepts and reinventions; apps; in-store media; new products; packaging; database marketing; displays and vending machines.

The 36 Hub Prize winners are featured in a special, subscribers-only supplement to the November/December issue of The Hub Magazine.




Soap.com is adding a grocery category that will carry more than 10,000 non-perishable food items like coffee and tea, snacks, cereal, pasta, baking ingredients and canned items.

According to Quidsi CEO Marc Lore, customers have been asking about grocery since the firm launched Soap.com in 2010.

“It was a seamless transition to offer a large selection of beverages, snacks and meal prep items for the whole family on Soap.com. Our goal is to continue to expand our product selection, and ultimately, help eliminate errands so our shoppers can spend more time doing the things they enjoy,” he said.

Soap.com is a member of the Quidsi family, which is also the parent company of Diapers.com, BeautyBar.com, Wag.com and YoYo.com.


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