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Seventh Generation Teams Up with Dr. Seuss Flick The Lorax



Published March 2, 2012
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Seventh Generation’s packaging features the Lorax.
• In a move that marks its first major studio film promotion, Seventh Generation is partnering with Universal Partnerships & Licensing (UP&L) to support the release of Dr. Seuss’ “The Lorax,” which opened early this month.

By bringing Dr. Seuss’ messages from “The Lorax” to consumers, UP&L and its partners hope to empower consumers, young and old, to make more informed choices for their families and the environment, as well as support smarter, environmentally-conscious choices in everyday life.

Through Earth Month this year, Seventh Generation will encourage its consumers to consider products that are “Lorax Approved.” As the cornerstone of its promotion, Seventh Generation will unveil a new liquid laundry detergent bottle made from 100% recycled cardboard and newspaper. The container, which prominently features Lorax images, uses 66% less plastic than typical 100oz 2X detergent bottles, allowing consumers to conserve effortlessly.

More than 13 million units of custom Lorax packaging across cleaning, dish, laundry, paper and baby products will move through Seventh Generation’s retail channels. Additionally, the company’s print and digital campaigns in national publications, websites and retail promotions will educate consumers about sustainability, and introduce a new generation to healthy solutions for the air, surfaces, fabrics, pets and people within the home—and for the community and environment outside of it, the firm said.

•Lady Speed Stick antiperspirant/deodorant is sponsoring the 2012 Women’s Half Marathon Series, America’s largest women’s half marathon series. The series, which also includes a companion 5K, includes stops at Bloomington-Minneapolis, MN (Aug. 26); Nashville, TN (Sept. 22); Scottsdale-Tempe, AZ (Nov. 4) and St. Petersburg, FL (Nov. 18). More than 25,000 runners and walkers are expected this year.

More info: www.ladyspeedstick.com

•Design Essentials recently became a partner ofThe Heart Truthcampaign, an initiative sponsored by the National Heart, Lung and Blood Institute (NHLBI). At the center of The Heart Truth campaignis the Red Dress, which was introduced as the national symbol for women and heart disease awareness. Design Essentials will roll out initiatives and activities designed to increase awareness among the millions of women Design Essentials reaches through its global distributorship, salon and web presence.


“Mean” Joe Green appeared in Downy’s first Super Bowl ad.
•Procter & Gamble’s Downy Unstopables brand aired its Super Bowl advertisement during the pre-game show on Sunday, Feb. 5. The ad put a new spin on a classic Super Bowl spot, as it freshens up Coca Cola’s 1980 advertisement featuring “Mean” Joe Greene of the Pittsburgh Steelers. This time around, Amy Sedaris hands Greene a bottle of Downy Unstopables with a childlike innocence, similar to the boy originally paired with the football star 33 years ago. Her offer is meant to be a fresh solution after a long game, when Downy Unstopables can come in handy, according to P&G.

Downy also ran a special “Touch Downy” giveaway, giving away surprises on the brand’s Twitter account every time either team scored a touchdown.

•Neutrogena has signed Mexican actress and recording artist Sandra Echeverria as its newest US brand ambassador. One of today’s leading Latin stars, she joins fellow beauty icons Miranda Cosgrove, Jennifer Garner, Vanessa Hudgens, Diane Lane, Hayden Panettiere, Emma Roberts and Gabrielle Union as the latest member of the Neutrogena family.

“We’re excited to have an international talent like Sandra join our family to help further bring to life our 2012 multicultural initiatives,” said Susan Sweet, general manager, Neutrogena.

• Singer Morrissey has signed on to support the BUAV’s No Cruel Cosmetics campaign, which was created to end animal testing for new cosmetics sold in the European Union. Morrissey joins a number of high profile celebrities to sign the petition, including Sir Paul McCartney, Sienna Miller, Jodie Kidd, Jenny Seagrove and Kimberly Wyatt.

More info: www.NoCruelCosmetics.org


Teresa Palmer is the new face of Artistry.
•Australian screen actress Teresa Palmer has been tapped as the new global face for Artistry skin care and color cosmetics.She was chosen by the Amway brand for “her genuine charisma and exemplary achievements as an actress with strength and grace – attributes the brand shares with its global network of distributors,” the company said.

Palmer graced the cover of WHO Magazine’s coveted “Sexiest People” issue in November. She has been featured in “I Am Number Four” with Alex Pettyfer and has appeared in the “Sorcerer’s Apprentice” alongside Nicolas Cage,“Bedtime Stories” with Adam Sandler and“Take Me Home Tonight” with Topher Grace.Her most recent film, “Wish You Were Here,” premiered at the Sundance Film Festival, and she is starring in two films this year, “AWOL” with Liam Hemsworth and “Warm Bodies” with Nicholas Hoult, which is slated for release in August.

The new celebrity face is part of Artistry’s push to become a global competitor in the prestige beauty space. The brand has also unveiled a revamped aesthetic, signature packaging and new product collections emphasizing innovation and performance, designed to meet the unique skin care needs of different ethnicities around the world.

Palmer will make her global debut in Japan, Korea, Southeast Asia, Europe, Australia, New Zealand and South Africa as the face of the brand’s fall 2012 color collection, Escape to Paradise.

• The Clorox Company has rolled out its news Ingredients Inside smartphone application and mobile website, giving smartphone users immediate access to information about Clorox ingredients for their household and commercial disinfecting, cleaning and laundry products in the US and Canada.

The first consumer packaged goods company to launch a smartphone application for ingredient disclosure, Clorox is offering the app initially to iPhone users, enabling them to scan a product UPC code and be taken instantly to that product’s ingredient listing.

In addition, a new mobile website (http://i.clx.com), which is available for all mobile platforms, gives easier, on-the-go access to the company’s Ingredients Inside program by offering content and functionality optimized for mobile device use.

“Mobile computing is triggering a shift in how consumers access information to make purchasing decisions,” said Clorox chairman and CEO Don Knauss. “Our new product ingredient tools will help consumers make informed choices about our products anytime, anywhere.”

According to a recent Nielsen Mobile Media report, 44% of all Americans own a smartphone, and 49% of mobile consumers say they frequently use their smartphones while shopping.

The free application can be found in the iPhone App Store by typing in “Clorox ingredients.” The app will be available for other mobile devices soon, according to the company.

•La Fresh Group, the personal care wipes maker, has named actress Virginia Williams as its spokesperson and the “face” of all La Fresh brands, including the Eco-Beauty line.

“Virginia’s inner radiance, natural beauty and eco-sensibility are the embodiment of La Fresh,” shared Eve Yen, founder of La Fresh Group and Diamond Wipes International. “Her vibrant personality and commitment to the environment make her the perfect fit for the brand, and we are delighted to have her representing La Fresh.”

Williams is best known for her current role as Lauren Reed on USA Network’s “Fairly Legal,” currently filming its second season. In addition, she starred in Lifetime’s original series “Monarch Cove.” She has appeared in more than 28 television series including a recurring role for four seasons on the hit TV show, “How I Met Your Mother,” as well as roles on “Better off Ted,” “Two and a Half Men,” “Veronica Mars,” and “Cold Case.”

As brand spokesperson for La Fresh, Williams will star in the brand’s 2012 commercial and video promotional campaign as well as participate in social media and public relations activities.

•Shiseido Co., Ltd. has signed Academy Award-winning actress Jennifer Connelly, who previously represented the company in Asia, as the global spokesperson and face of its premium skin care line Future Solution LX.

Connelly’s first advertising campaign as global spokesperson will debut this fall.

While this marks the first time the brand will be working with a global spokesperson, this will not be the first time Shiseido has worked with the classic beauty. More than two decades ago, Connelly appeared in an advertising campaign for a Shiseido makeup brand that was distributed in Japan.


Special Cos Bar will be sold in Target.
•Target Corporation is introducing The Shops at Target, a program in which it will partner directly with shop owners of specialty stores and boutiques to co-create limited-edition collections.

The debut collections include products from Cos Bar, an Aspen, CO-based shop that sells prestige makeup, skin care, fragrance and men’s grooming brands. Opened in 1976 the resort mountain shop has since expanded to 12 stores in eight states. The Cos Bar exclusive collection will feature body care products, bath accessories, beauty tools and cosmetic bags in eye-catching prints. The first collection debuts in May.

•Over in London, stop smoking website QuitFullStop is intent on delivering its message that good things happen when you give up cigarettes—including good things for your skin. The website is partnering with The Sanctuary Spa Covent Garden to give away an exclusive luxury treatment package to one winner in a contest that will be featured on social networking site Facebook for both fans of the stop smoking website and localized online community groups.

The Sanctuary Spa is part of PZ Cussons.


Nicole Scherzinger is going herbal...Herbal Essences, that is.
•Nicole Scherzinger, tenth season winner of ABC’s “Dancing With The Stars,” is partnering with P&G hair care brand Herbal Essences as its new global brand ambassador. In her new role as the global Herbal Essences brand ambassador, Scherzinger will be featured in TV and print advertising, as well as on digital properties, HerbalEssences.com and Facebook.com/HerbalEssences.

The new advertising starring Scherzinger will debut in July.

•Beauty Bar is collaborating with Allure magazine on Sample Society, a members-only subscription service that delivers samples of hair care, makeup, skin care and fragrance products plus expert information each month.

“Given the thousands of beauty products that are introduced each year, sampling just makes sense,” said Linda Wells, editor in chief of Allure. “Who can really buy all those products? Who has the time to try them all? With Sample Society, the products are edited, and the sizes are ideal for multiple uses—so you can really figure out if the product is right for you. And what I also love about it is that the box feels like a present. It offers the pleasure of discovery.”

According to a national poll cited in a release from Beauty Bar and Allure, 49% of women say sampling is the top purchase motivator when it comes to new beauty products.

A membership introduces consumers to the latest trends and innovations in beauty through sampling.
As members, customers receive the following every month five deluxe-size samples intended for more than one use, original content written by the magazine’s editors with each month’s samples and a $15 gift code that can be used toward the $50 purchase of any product from the featured brands received that month.

•Yard Net Granular Lawn & Yard Insect Repellent from The Liquid Fence Company has won a DGA Green Thumb Award for 2012. Yard Net Granular significantly controls biting insects such as mosquitoes, fleas, ticks, black flies and gnats, but unlike many “backyard” insect repellents, it contains no pyrethrins, no pyrethroids and no d-limonene. This industry-first, time-release formula encapsulates and preserves the effectiveness of the natural essential oil ingredients. As the granules biodegrade, they slowly release the oils, creating long-lasting, eco-safe repellency for up to a full week, according to the company.

The DGA Green Thumb Awards recognize outstanding new garden products available by mail or online. The awards are sponsored by the Direct Gardening Association, the world’s largest nonprofit association of companies that sell garden products directly to consumers.

• Darci by Di Caprio’s Brush Cleaner, a makeup brush cleaning spray, was included in the 2012 “Everybody Wins at the Oscars Gift Bag.” The gift bag was presented to the losers in the five major categories of best director, best actor, best actress, best supporting actor, best supporting actress.
Founders Lisa Di Caprio and Darci Henry co-hosted their own Oscar Night Gala on Sunday, Feb. 26, 2012 at Restaurant Alba in Malvern. A percentage of proceeds was earmarked to benefit Dress for Success South Central PA.


Romance is the fragrance of choice for “The Vow.”
•Romance by Ralph Lauren has been named the exclusive fragrance partner for “The Vow,” a romantic drama starring Rachel McAdams and Channing Tatum. As part of the collaboration, Ralph Lauren Romance was the exclusive sponsor of the movie’s red carpet world premiere and after-party on Feb. 6 in Los Angeles.

•New Secret Outlast antiperspirant and deodorant is partnering with Jenni Pulos of Bravo’s “Flipping Out.” Pulos will be featured in Secret Outlast’s upcoming marketing campaign, including print and television advertising.

•Skineez Skincarewear are billed as comfortable, “effective garments” that deliver healthy and natural cosmetic ingredients to the skin as they are worn. The garments feature a patented technology that weaves the garments with microcapsules that moisturize and smooth the skin. The microcapsules protect the ingredients, which include a combination of anti-cellulite ingredients (retinol, caffeine, red algae extract) with natural-based moisturizing ingredients (shea butter, apricot kernel oil, rose hip oil, vitamin E), according to the brand, which is an investment holding of Heartland Bridge Capital, Inc.

• Is that Jessica Alba selling detergent? Alba has linked up with Christopher Gavigan, Brian Lee and Sean Kane to launch The Honest Company, billed as an eco-friendly line of family essentials offered through a monthly subscription service at Honest.com. The founders contend “they are committed to making safe, sustainable products more convenient, beautiful and affordable,” and will offer consumers products ranging from personal care to baby needs such as wipes to household cleaners made from totally natural, non-toxic ingredients and packaged using modern designs.

The products are “curated into personalized bundles” that are automatically shipped every month, and parents can try a free “Discovery Kit,” that includes a sample pack of diapers and wipes, or trial-sized versions of the bath, skin and cleaning products. Members can purchase a monthly supply of “non-toxic” stylish diapers and also choose a monthly supply of the body care and home cleaning essentials.

•Organic Soap and Spa has reformulated its always gentle Nature Baby Organic Shampoo to be in compliance as an organic product according to the Soil Association (UK).

“The Soil Association certification is important to us because the criteria for children’s and adult’s body products is much more stringent in the United Kingdom than it is in the United States. The UK allows only a few chemicals that have been tested thoroughly and proven safe, to be used in body products. It’s a much more stringent certification process than we have in the US,” said Organic Soap and Spa owner Joan Saez.

•Stop & Shop is relaunching its Guaranteed Value product line with a new look and “prices to help customers cut costs on a variety of products that every household needs.” On the list are household care items such as laundry detergent as well as health and beauty care products like toothbrushes and body wash.

The Stop & Shop Supermarket Company LLC operates more than 400 stores throughout Massachusetts, Connecticut, Rhode Island, New Hampshire, New York and New Jersey.

•Max Green Alchemy (MGA) says salon interest in its products has soared since being recognized as a “champion” of safe hair care products by the Campaign For Safe Cosmetics. To answer those needs, the company is offering a complete starter kit for salons, a 22-piece kit that contains multiples of all products from the Scalp Rescue range including shampoo, conditioner and styling gel (regular and travel sizes) and texture paste, matte paste, sculpting gel and pomade, for just $99.


Glade is continuing its partnership with Giuliana Rancic.
•Glade is celebrating the latest addition to its home fragrance—the new Glade Expressions Collection—by continuing its long-standing partnership with entertainment journalist Giuliana Rancic. Formally introduced by Glade and Rancic during an event on Jan. 19 in New York City, the collection is a new way to experience home fragrance, with true-to-life scents and unique designs, according to the brand, which is owned by SC Johnson. The Glade Expressions Collection includes four on-trend fragrances that combine classic scents with an exotic twist, including Cotton & Italian Mandarin, Pineapple & Mangosteen, Fuji Apple & Cardamom Spice and Lavender & Juniper Berry.

More info: www.glade.com

•Lasio Professional Hair Care had reason to sing on Feb. 12 as the brand took part in the 54th Annual Grammy Awards. The firm provided gifts for performers and presenters in addition to providing the exclusive gift for all attendees of the Grammy Celebration, the official after party. In addition, Lasio’s Lounge gifts, valued at $1,000, were given to lounge visitors.

•Suave for Men recently teamed up with football star Clay Matthews to launch the Suave Hair Like Clay promotion, giving fans the chance to hang with the star linebacker this offseason. Through Feb. 15, fans had an opportunity to show off their best hairstyle mimicking Clay’s by posting their photo on Twitter. One entrant will win a trip to hang out with Matthews.

The Hair Like Clay promotion comes on the heels of a one-year extension of Clay’s agreement with Suave for Men. In 2011, Suave for Men partnered Clay with his younger brother, Casey Matthews.

•Bounce fabric softener is partnering with off-Broadway play “Love, Loss, and What I Wore” as it heads off on a national tour. The P&G brand will host opening night events in New York, Charlotte, and Detroit. Attendees to all shows will receive samples of the Bounce Dryer Bar.

The show, written by sisters Nora Ephron and Delia Ephron, is comprised of a series of monologues paying tribute to clothing and the memories they trigger, and no clothing is more celebrated in the show than black clothing. Cast members wear all black on stage and spend an entire vignette of the show praising the color and lamenting the fact that they never have enough black clothing in their closets.

•20-year cancer survivor and former nurse Vincene Parrinello is the woman behind Wai Hope Organic Skincare. Instead of water being the first and main ingredient of her skin care formulations, Parrinello’s proprietary Wai Restructured Water contains patented BHW Complex along with rare ingredients exclusively used in Wai Hope products—such as the Red Fijian Seaweed, a bromophycollide, known to have anti-cancer, antibacterial and anti-viral properties along with 12 other seaweeds, fruits, vegetables, flowers, teas and herbs.

More info: www.waihope.com

•Biotherm Homme has signed tennis player Milos Raonic as its new ambassador for North America. As the new spokesperson, Raonic will participate in various activities for the brand, including online initiatives and campaigns. This partnership will help educate men about skin care and generate awareness especially among young men, according to the company.

Starting in this month, a dedicated Facebook tab will allow Biotherm Homme fans to get to know Milos better and follow him on his tournaments around the world through regular updates.

2011, Raonic was named newcomer of the Year at the ATP World Tour Awards for his breakout season with his first ATP World Tour title and 31 match wins.

More info: www.biotherm.com

•Veet has inked a partnership with celebrity ballroom dancing pro and TV personality Cheryl Burke. Burke is a six-year veteran and two-time champion of ABC’s “Dancing With The Stars.” Burke will help publicize the brand’s existing products as well as its new 2012 launch, Veet High Precision Facial Wax, which provides users with “precise and efficient, salon-quality removal of facial hair,” according to Reckitt Benckiser, which owns the brand. The wax is housed in an easy-to-use tube with a precision applicator.

• Lavanila fans can now travel with their favorite deodorant. The travel-sized Healthy mini deodorant is a tiny version of Lavanila’s best-selling deodorants which are made 100% natural and organic ingredients. Lavanila’s Healthy Mini Deodorant can be purchased at Lavanila.com and at Sephora.

• Grow Green Industries, Inc., maker of the Eat Cleaner brand of food sprays and wipes, has teamed up with ConsumerBell on Eat Cleaner Sound Off, a widget alerting consumers to food recalls. The partnership’s goal is to drive widespread awareness around food recalls, education and solutions to enhance food safety practices at home and in the commercial realm.The widget is also downloadable from www.eatcleaner.com and may be published on any website or blog.

According to the Center for Disease Control and Prevention, 76 million Americans are impacted by food-related issues each year and product recalls have more than doubled since 1999.

Specifically, Consumer Bell will present food safety webinars for consumers and companies presented by Mareya Ibrahim, founder and CEO of Grow Green Industries. In addition, recalls through the Eat Cleaner Sound Off Widget will be fed through to consumers through the Cleaner Plate Club blog and via Twitter and Facebook.


Pantene’s New Beauty Ambassadors Got Game

•Pantene has named 11 elite female athletes as its newest beauty ambassadors, and the group will be featured in Pantene’s first global marketing campaign to support the Olympic Games in London.

The sponsorship is part of P&G’s Worldwide Olympic Partner status with the London 2012 Olympic Games and marks the first time Pantene has featured athletes as beauty ambassadors. The group will join the likes of celebrities such as Liv Tyler and Eva Mendes, who are featured in Pantene’s iconic campaigns.

Among the athletes are six Olympic gold medalists, numerous world champions and top ranked women in swimming, tennis, gymnastics, cycling, diving and volleyball.

“We believe that healthy is the new beautiful and we’re thrilled to add this exceptional group to our select list of global beauty ambassadors. These women are a wonderful fit with our heritage of performance and shine,” said Hanneke Faber, VP and band franchise leader, global hair care at P&G.

Pantene’s athlete roster includes Jaqueline Carvalho (Brazil, Volleyball), Natalie Coughlin (US, swimming), Gisela Dulko (Argentina, tennis), Paola Espinosa (Mexico, diving), Evgeniya Kanaeva (Russia, rhythmic gymnastics), Wu Minxia (China, diving), Victoria Pendleton (Great Britain, cycling), Annamay Pierse (Canada, swimming), and Aya Terakawa (Japan, swimming).

More info: www.pantene.com


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