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Estée Lauder’s Mad Men Collection Captures Look and Feel of Iconic Era

April 2, 2012

Estée Lauder’s Mad Men Collection Captures Look and Feel of Iconic Era

•It’s a mad, mad, “Mad Men” world—and several CPG companies, including Estée Lauder, are onboard with the hit AMC drama’s return to the small screen.

A perfect shade for Betty? Estée Lauder’s Mad Men Collection Creme Rouge.
The global beauty brand rolled out the Estée Lauder Mad Men Collection, which hit counters in time for the premiere of season five last month, and the firm has a second collection in the wings that will launch in time for season six in 2013.

The first collection features two classic makeup items (lipstick and rouge) inspired by the look of the women featured in the show’s New York City setting—bold, red lips and creamy and rouged cheeks. The outer carton for the collection is a custom design inspired by the Estée Lauder packaging from the 1960s.

The Estée Lauder Mad Men Collection advertising was shot by Craig McDean and features spokesmodel Constance Jablonski.

“Mad Men” follows the lives of the men and women of Madison Avenue advertising firm Sterling Cooper Draper Pryce. The show started its fifth season on March 25.

•Bona US has been drafted by the National Basketball Association (NBA) as its official Hardwood Floor Care Partner. Several NBA teams are already playing on floors finished with Bona including the New Orleans Hornets, San Antonio Spurs, Toronto Raptors and Denver Nuggets.

“Bona products have been used in NBA and top collegiate gyms for years,” said John Rauvola, managing director, Bona US. “We are very excited to now be formally recognized as an Official Hardwood Floor Care Partner of the NBA.”

•The Hemp Industries Association (HIA) and Vote Hemp have announced plans for the 3rd Annual Hemp History Week, which is June 4-10. A national grassroots education campaign, it is designed to renew strong support for hemp farming in the US. The theme of the 2012 campaign is “Hemp for a Healthy Future: Healthy Lifestyles, Healthy Economy, Healthy Planet.”

Hemp History Week is endorsed by a long list of celebrities and wellness experts, including Dr. Andrew Weil, as well as a number of natural products companies including Dr. Bronner’s Magic Soaps.

•More than two-thirds of Americans are not regularly implementing a healthy oral care routine each day, which includes brushing and rinsing twice daily, and flossing at least once a day. To get Americans back on track, Listerine and Reach are helping to improve oral health habits and supporting the American Heart Association’s heart healthy living initiative, My Heart. My Life, in which Olympic snowboarder Gretchen Bleiler will spread the word about brushing, flossing and rinsing each day as an important part of a good oral health lifestyle.

Through this support, the makers of Listerine and Reach will help the American Heart Association educate Americans on the importance of establishing healthy habits through local American Heart Association Heart Walk sponsorships in select markets.

“We share a common goal with the American Heart Association in our commitment to instilling strong health and wellness values among Americans,” said Lori Deo, director, oral care, Johnson & Johnson Healthcare Products Division of McNeil-PPC, Inc. “Taking minutes a day to build good habits can make a lasting impact. To lead a healthier life, taking care of your mouth should be as routine as hand washing, exercising and eating right.”

•The GreenGuard Environmental Institute, a division of UL Environment, has named Sherrill Moffett of Pocahontas, AR, the grand prize winner of this year’s Big Bundle of Joy $10,000 Nursery Giveaway. Moffett’s name was drawn randomly from a pool of more than 29,700 parents from across the US, each of whom entered the sweepstakes hoping to win their choice of low-emitting nursery products from manufacturers, including Bona, which also provided third places winners with a Bona Hardwood Floor Cleaning System.

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•John Paul DeJoria’s new line has some bite. The animal advocate and chairman of the board and co-founder of Paul Mitchell is rolling out Awapoochi, a new line of care products for pets.

DeJoria is an advocate of animal rights, having led the beauty industry revolution of “cruelty-free” testing for hair and beauty care products more than 30 years ago. His John Paul Mitchell Systems brand was the first line of hair care products to stand against animal testing, according to the company.
Awapoochi Shampoo and Awapoochi Conditioning Rinse are paraben- and EDTA-free products, guaranteeing that even the most discriminate pet has an enjoyable grooming experience, according to the company.

•Dove Men+Care gave sports fans a look inside the lives of basketball legends Shaquille O’Neal, Steve Nash and coach Tom Izzo during the 2012 NCAA Division I Men’s Basketball Championship.
Shaq joined eight-time All-Star and two-time MVP Nash and Michigan State University head coach Izzo (also known as “Mr. March” by fans) in the new Dove Men+Care Journey to Comfort campaign, which shares personal experiences that have helped these hoop notables become comfortable in their own skin.

Shaquille O’Neal
Their “Journey to Comfort” stories, which show how they understand the importance of caring for themselves and others, were shown throughout NCAA March Madness, as part of Unilever’s multi-year NCAA Corporate Partnership with CBS Sports and Turner Sports.

“This campaign takes even the most successful sports figures and transforms them from herculean to human,” said Rob Candelino, VP-brand building, Unilever Skincare. “Most men admire these three legends for leading their teams to victory, but when Shaq, Nash and Izzo talk about the most important ‘team’ to them, it’s their children that take center court. This perspective resonates with fans who are also fathers, and not only enhances their NCAA tournament experience, but also their relationship with our brand.”

Fans who needed an excuse to enjoy the 2012 NCAA tournament uninterrupted by work or other weekday obligations were told to visit Dove Men+Care Facebook page for an alibi from the “Big Diesel” himself. “Shaq’s Big Excuse” Facebook app would send one of several customizable phone messages to a boss, co-worker or friend, as a hall pass to enjoy the weekday games from the comfort of your own home.

Consumers could also enter “Journey to the Final Four” sweepstakes at for a chance to win basketball prizes, autographed gear and a VIP trip to the 2013 NCAA Men’s Final Four in Atlanta.

BabySpa netted a Mom’s Choice Award Gold Seal.
•Miami, FL-based BabySpa, a natural bath and body care collection for babies and toddlers, has earned the Gold Seal from the Mom’s Choice Awards (MCA). Recognized with the highest level of distinction in its category were the collection’s following products: Stage 1: soapless body wash, moisturizing body lotion, calming massage oil, shea butter diaper cream; Stage 2: 3 in 1 tearless shampoo, body wash and moisturizer, bubble bath milk, soothing face cream, moisturizing body lotion and Born to Nurture gift set.

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•On March 14, families joined Tom’s of Maine Silly Strawberry Story Hour on Facebook for a reading of the new children’s book “It’s A Big World, Little Pig” by author and Olympic gold medalist Kristi Yamaguchi. Free Anticavity Silly Strawberry samples were provided during the hour.

“After a lively day, bedtime rituals can be comforting and meaningful for kids,” said Susan Dewhirst, public relations manager at Tom’s of Maine. “We hope the story hour adds some natural fun, and we encourage families to swap sparkles for the taste of real strawberries when they brush. It can be rewarding to try new things as children grow and develop healthy habits.”

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•Sir Elton John, founder of the Elton John AIDS Foundation (EJAF), has teamed with Nest Fragrances to create a new scented candle to benefit the life-saving work of the Foundation. This is the second candle partnership between the rocker-activist and the home fragrance company.

Similar to the Sir Elton John’s Holiday candle released last fall, the source of inspiration for the striking design on the Sir Elton John’s Woodside Garden candle packaging and glass is based on an etching of a coat of arms crest belonging to a noble family that lived in Luxembourg during the 1800s. The candle features a sophisticated and unique arrangement of notes inspired by Elton’s favorite flowers from his floral gardens at Woodside in Old Windsor, England, including hyacinth, freesia, rose, and jasmine.

“The projects we do with Laura Slatkin and Nest Fragrances are very special to me because they bring together two different aspects of my life—my love of scented candles as a key ingredient in home decor and my deep personal commitment to ending the HIV/AIDS epidemic,” said Sir John. “I am particularly excited about the debut of the Woodside Garden candle because I feel that its delicate floral scents and vibrant colors symbolize hope, inspiration and renewal, qualities we can all appreciate and that are much-needed in the lives of people affected by the HIV/AIDS epidemic. I just know that Woodside Garden will be a big hit this spring!”

Available in an 8.1 oz. candle for $38, the candle can be purchased at, Bergdorf Goodman, Neiman Marcus and specialty stores nationwide.

•SC Johnson’s Glade brand is currently on the Glade Expressions Happiair Tour. The hands-on and virtual fragrance experience tour is making stops in 30 cities across US. The tour has been designed to educate fans about the innovative Glade Expressions Collection, and showcase how contemporary decor can be inspired by fragrance.

The tour will travel coast-to-coast through April, making stops at locations such as parks, festivals, conferences and city centers. At each tour stop, fans will have the opportunity to interact with a fragrance consultant to find their signature scent, and discover a personalized home design style profile through the new Glade Home Style Studio featured on the Glade Facebook page.

The Glade Home Style Studio online application will enable fans to discover home decor tools and tips from experts including long-standing Glade partner, entertainment journalist and style guru Giuliana Rancic. Each personalized “styleboard” created on the application includes a Glade Expressions Collection fragrance, home furnishing suggestions, color and fabric swatches and music playlists, all of which can be shared with friends and family on Facebook.

By completing a styleboard, fans will be entered to win weekly prizes of $200 and a grand prize of a real-life room makeover and a fragrance-inspired trip.

• Murad Inc. has been named the official skin care partner of the Los Angeles Dodgers for the 2012 baseball season. The company will provide skin care tips and sun protection advice along with product for the baseball team’s players and fans with special giveaways and promotions during all daytime home games throughout the 2012 regular season.

“As an avid Dodger fan, it is a privilege to partner with this legendary baseball team to provide education on ways to protect against sun damage, and the importance of health and wellness, both internally and externally,” said Dr. Murad. “Many people view skin care as simply cosmetic. My hope is that through this partnership, we will be able to further change the way people view skin care, helping fans to realize that your skin really is an overall reflection of the state of your health and that sun protection is an essential component of maintaining a healthy lifestyle.”

Murad has also been named the presenting sponsor of the Mother’s Day home game on May 13.
During the game, Murad and the Dodgers will give away tote bags with a special Murad offer to the first 20,000 fans.

For the third year in a row, Murad is partnering with the Dodgers to provide skin care and sun protection products to the franchise and its fans.

•Essie is joining forces again with Toms on April 10 to support One Day Without Shoes, the shoemaker’s global campaign to raise awareness of the millions of children at risk for disease and infection as they grow up without shoes. This year, a special limited edition nail color, Essie Barefoot in Blue, has been designed to encourage people to go barefoot with can’t-miss toes.

“We are thrilled to partner with Toms again to support One Day Without Shoes,” said Essie Weingarten, founder and creative director of Essie Cosmetics. “We wanted to come up with something that would really spark conversation and bring attention to the campaign—a new rally cry for an important cause.”

Founded by American traveler Blake Mycoskie, Toms was created in 2006 when Blake Mycoskie befriended children in Argentina who lacked proper footwear. Wanting to help protect their feet, he founded the company, which for every pair of shoes purchased gives a pair of new shoes to a child in need. In 2008, One Day Without Shoes was founded to spread the word, and in 2011, more than a quarter of a million people went without shoes to show their support, with more than 1,000 barefoot events taking place globally.

•Mineral cosmetics line Youngblood has given its website a makeover. The new site——rolled out on March 12. Created by Los Angeles-based agency Modern Visual Communication (MVC), the site embodies Youngblood’s sleek image while catering to the growing needs of its online customers, according to the brand. The site offers a number of upgrades including rich content and photography, streamlined searching and more intuitive navigation, and advanced store locator using technology such as Google mapping software.

In addition, a concierge feature allows visitors to create a profile that provides customized product and shade recommendations.

“Our updated site will greatly improve the experience of our customers,” says Pauline Youngblood, founder and president of Youngblood Mineral Cosmetics. “I am immensely proud of it.”

•Sun Products’ Wisk Deep Clean was awarded No. 1 product of the year in the laundry category in a TNS consumer survey of product innovation by over 50,000 consumers.

“This award helps further establish Wisk Deep Clean as the brand so many already recognize for powerful cleaning,” said Bridgette Miller, senior brand manager for Wisk. “The ring isn’t just around the collar any more—it’s throughout your clothes—and we’re thrilled consumers recognized Wisk Deep Clean as an innovative solution for truly clean laundry.”

Operating in 28 countries, Product of the Year is the world’s largest consumer-voted award for product innovation in consumer-packaged goods. This year marks the fourth year that Product of the Year was conducted in the US, with more than 50,000 American shoppers voting on products in a survey conducted by TNS, the world’s largest custom research agency.

The newly reformulated Wisk Deep Clean detergents, including Wisk Deep Clean Free & Pure, the newest addition to the Wisk Deep Clean line, are available at key retailers nationwide in a wide range of sizes.

•Style guru Carson Kressley has teamed up with Tide to introduce Pods in Canada.

“Defining personal style can be challenging for many Canadian women,” said Kressley, celebrity stylist and television personality. “Great style comes from making smart purchases that work for your body and lifestyle, investing in quality fabrics and caring for clothes to make them last. Tide Pods make caring for your fabrics simple, so you can be the one that stands out.”

•Perrigo Company has made its first shipments of minoxidil 5% foam to its retail and wholesale customers. Marketed under store or own label brands, minoxidil 5% foam is comparable to Rogaine 5% Foam Hair Regrowth Treatment, according to the Allegan, MI-based company.

Rogaine 5% Foam is a treatment for the regrowth of hair on the top of the scalp and its estimated annual sales are approximately $60 million.

Last February, Perrigo announced that it successfully settled its Hatch-Waxman litigation relating to minoxidil 5% foam brought by Stiefel Research Australia Pty. Ltd., a GSK Company. As Perrigo was the first party to challenge the brand patent, it is entitled to 180 days of generic marketing exclusivity.

Perrigo’s chairman and CEO Joseph C. Papa stated, “This is another example of Perrigo’s commitment to launching difficult-to-manufacture pharmaceuticals in topical, lotion and foam delivery systems. We are excited to be the first store brand manufacturer to bring this exclusive product to US consumers. We, and our wholesale and retail customers, are excited about the prospects for this important store brand launch. We continue to be focused upon our company mission of making quality healthcare more affordable to patients and consumers.”

•Shiseido Co. is celebrating its 140th anniversary this year, and has several initiatives in the works. One is called the Mirai Tsubaki Project, which is designed to deepen ties with society and customers through employee activities.

According to the company, beginning April 8, 45,800 Shiseido group employees worldwide will conduct social contribution activities according to their respective businesses and departments regarding women, cosmetics, culture and the environment based on the theme of “beauty creation” across the board.

In addition, exclusive products are being created to mark the anniversary. Although these items will embody a contemporary style, they will also showcase the spirit of products representing the corporate culture that were popular during the Meiji and Taisho eras (1868-1926) and Shiseido’s original manufacturing operations, according to the company.

•Nyx Cosmetics has increased its store placement to coincide with the launch of its Spring 2012 assortment. On the heels of a very successful year, which included significant growth in professional, domestic chain and international channels as well as social media expansion, this additional placement along with the newly launched branding campaign will further strengthen brand recognition and awareness, according to the company.

Nyx Cosmetics will target expansion within its core professional beauty trade outlets as well as existing partnerships such as Ulta and Nordstrom. Expanding on its strong retail presence at Ulta, the first national retailer to pick up the brand in 2008, Nyx will an additional two feet of retail space within the beauty superstore this year.

The brand recently launched in approximately Nordstrom 20 doors and based on early success, anticipates additional placements throughout the year.

“Within the last year, Nyx Cosmetics has experienced significant, multi-faceted company growth, and we are extremely excited by the continued expansion that strategic retail partnerships and a new branding campaign will afford us,” said Scott Friedman, CEO. “We are proud of the reputation Nyx has built as an attractively-priced, professional makeup line and we look forward to building and reaching a larger group of discerning consumers.”

Nyx Cosmetics will also focus on expansion within its international retail partners, growing its presence with German-based beauty superstore, Douglas, where it is available in approximately 100 doors throughout Germany and Austria, and will complete the rollout to the remainder of the Douglas stores in Germany and Austria during the next 12 months.

Additionally, the brand looks forward to new strategic partnerships with select retailers in Canada and Australia this year.

To capitalize on this growing retail expansion and projected sales growth, Nyx Cosmetics has also developed a new branding campaign to further raise brand profile.

“Our goal in creating this campaign was to appeal to our range of consumers through an empowering, yet feminine creative platform,” said Toni Ko, founder and chief creative director of Nyx Cosmetics.
“The Nyx woman is fun, fierce and sexy, so we wanted to create something that would spotlight these different sides of her personality.”

•Known for its award-winning nail polishes and treatments, Duri Cosmetics has expanded its stable with new Lush Lips Plumping Lip Shine. Formulated by chemist/founder Faina Ritz, Lush Lips works to create a lush, visibly fuller lip instantly while delivering lustrous shimmer and shine. The lip products come in six summer-ready shades such as Icicle (a clear with shimmer), First Kiss (a sheer pear with shimmer) and Iced Plum (bronzed shimmer).

All products are sold online at or at specialty stores nationwide.

•W magazine in partnership with P&G Prestige celebrated The Ever Changing Face of Beauty at The Armory in New York City.

A-listers in attendance used some of P&G Prestige’s renowned brands to create their looks for the evening, including Cate Blanchett, SK-II global ambassador; Evan Rachel Wood and Chris Evans, the faces of Gucci Guilty; Felicity Jones, the face of Dolce & Gabbana The Make Up; and Adam Senn, the face of Dolce & Gabbana The One Sport fragrance for Men.

•Ecolab Inc. and Shiseido have been recognized by Ethisphere Institute as two of the world’s most ethical companies. Ethisphere awards the annual designation to companies that maintain the highest ethical standards.

This is the sixth year Ethisphere Institute has published its World’s Most Ethical Companies rankings.
Ethisphere is a leading international think tank dedicated to the creation, advancement and sharing of best practices in business ethics, corporate social responsibility, anti-corruption and sustainability.

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•Reckitt Benckiser’s Air Wick brand has partnered with the National Park Foundation, the official charity of America’s national parks, and is rolling out four new fragrances.

The full range of products includes candles, Freshmatic Auto Sprays, Aerosols, Flip & Fresh refills and scented oils. A portion of the proceeds from sales of the new line will go to the National Park Foundation and further its mission to directly aid, support and enrich America’s nearly 400 national parks and their programs.

“Our national parks provide us with the purest scents of nature, and Air Wick searched America’s national treasures for inspiration for this new collection,” said Jerome Lemaire, marketing director, Reckitt Benckiser. “We are thrilled to be partnering with the National Park Foundation to help our customers bring the outdoors in, while giving back to America’s national parks.”

Each of the four new scents—Hawai’i, Virgin Islands, Yellowstone and Glacier Bay—focuses on a famous national park. Air Wick has plans to support its four new scents with a fully integrated marketing campaign that includes traditional and digital media.