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PGs Tide is Drafted by NFL



Published June 4, 2012
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Sundar Raman, marketing director for North American fabric care, and New York Giants equipment manager Ed Wagner, Jr., introduce Tide as one of the newest NFL sponsors.
• Procter & Gamble’s Tide and the National Football League (NFL) have forged a multi-year sponsorship beginning with the 2012 NFL season. Tide is also now a sponsor of the league and all 32 NFL teams, affirming the brand as the “Official Laundry Detergent of the NFL.”

Tide’s NFL sponsorship is part of Procter & Gamble’s national sponsorship of the league. Products across Tide’s portfolio will be sporting specialty NFL packaging prior to the start of the NFL season as part of a fully-integrated program with support across all marketing channels.

Additionally, the individual team sponsorships allow Tide the opportunity to utilize team marks and execute team-specific marketing programs.

“Tide’s NFL sponsorship allows us to tap into the huge passion America has for the NFL and the emotion that more than 180 million fans have for their favorite teams,” said Sundar Raman, North America fabric care marketing director at P&G. “The NFL is the ultimate test for a laundry detergent and we’re proud that our brand is one the equipment managers trust to keep uniforms clean.”

”We are pleased to welcome Tide to the NFL family and to expand our relationship with Procter & Gamble,” said Keith Turner, NFL senior vice president of media sales and sponsorship. “Tide has been in NFL locker rooms for years and we look forward to having them as the newest ‘Official Locker Room Product of the NFL,’ to connect with the fans of all of our teams in new and innovative ways.”

P&G signed a corporate sponsorship agreement with the NFL in 2009 that provided several of its brands the rights to participate in the sponsorship.

Tide is the latest P&G brand to announce an NFL sponsorship and the first to sign individual deals with all 32 NFL teams.

“Having Tide join our family of brands working with the NFL further extends our reach and interaction with the fans,” said David Palmer, head of global sports marketing at P&G. “Our corporate sponsorship with the NFL was designed to allow us to grow our brand participation as strategies evolved.”


• Beiersdorf’s Aquaphor brand is the new title sponsor of the New York City Triathlon. This partnership, with race organizer Korff Enterprises, is a three-year agreement that includes naming rights, as well as a variety of marketing and promotional components for the Olympic-distance race.

More than 3,000 athletes from 44 states and 10 countries will compete in the 2012 Aquaphor New York City Triathlon on July 8. The race includes a 1.5 kilometer swim in the Hudson River, 40 kilometer bike on the Henry Hudson Parkway and 10 kilometer run in Central Park.

As title sponsor, Aquaphor will help participants prepare and/or heal their skin during the tough swim-bike-run, allowing them to achieve top performance at this year’s event. The company will sponsor some of the race’s most popular elements—including the “Diaper Derby,” athlete expo and finishers’ area—and provide its Aquaphor Healing Ointment and Lip Repair products to participants and fans.

“Today’s announcement underscores Aquaphor’s commitment to athletes, one of our core target audiences. We are very excited to partner with the New York City Triathlon team in order to spread the message of the benefits of Aquaphor to triathletes both to those who will be in New York for the race and around the country,” said Magnus Jonsson, vice president, marketing, Beiersdorf Inc.


DermStore.com has unveiled a sister site called blush.com, which will sell makeup brands and will feature the Blush Beauty Curator Panel, said to be comprised of the industry’s premier makeup artists and cosmetics professionals.

The panelists will use their beauty knowledge to “scour through thousands of products and hand select the best and most cutting-edge makeup on the market to be offered on blush.com,” according to the company.

“The launch of blush.com will streamline the process for our customers seeking both serious skin care and fun cosmetics. They are now able to shop two different sites, one with thousands of skin care items and one with thousands of carefully selected cosmetics, and experience one simple checkout process,” stated Dan Obegi, CEO of DermStore.com and blush.com. “Additionally, blush.com provides us an opportunity to reach a younger demographic that is more interested in eyeshadows and lipsticks than anti-aging serums.”

The younger demographic targeted by blush.com is reflected in the various partnerships and promotions offered to the customers, including the collaboration with YouTube sensations Blair and Elle Fowler. The Fowler sisters gained international fame and millions of fans by sharing their beauty musings, advice, tips and tricks through their YouTube channel.They will now serve as members of the Blush Beauty Curator Panel and offer their expert advice on the newest trends in cosmetics.

In addition, blush.com is the exclusive partner for Elle and Blair’s upcoming cosmetic line, Skylark, set to launch in September 2012.

The site is also partnering with handbag designer Lauren Merkin, who has designed a limited-edition version of her most popular purse, the Eve clutch, valued at $200. Every day for blush’s first month, blush.com orders will be selected at random to receive the coveted bag.

Additionally, blush.com will be working closely with BellaSugar, the beauty destination of PopSugar, a leading lifestyle brand for women 18-40. The experience will provide the viewer with an in-depth look at the newest products found in the beauty world and some of BellaSugar’s favorite finds, as well as amazing offers, beauty deals and tutorials found only on blush.com, the company said.



Some of the original Little Miss Coppertone promotional material.
• Merck is on a nationwide search for a little girl who embodies the persona of the brand’s beloved icon, Little Miss Coppertone.

Some of the original Little Miss Coppertone promotional material.

Alison Sweeney, host of NBC’s “The Biggest Loser” and mother of two, will help select finalists for the Facebook photo contest. America will then vote on the final winner, who will win a seven-day, six-night family vacation and will be featured in a Coppertone print ad in 2013.

America was introduced to Little Miss Coppertone and her dog in 1953.

“Our iconic Little Miss Coppertone represents the vibrancy of childhood, a love for the outdoors and the confidence that comes with using Coppertone products,” said James Mackey, senior vice president and US region head for Merck Consumer Care. “She has transformed throughout the years and our contest will honor her evolution by celebrating girls from all walks of life across America.”


• Tide Dry Cleaners has been selected as a Gold Winner in the 2012 Edison Awards competition, receiving the top honor in the “New Retail Frontiers” category. The Edison Awards celebrates 25 years of honoring the best in innovation and excellence in the development of new products and services.

According to P&G, Tide Dry Cleaners is an innovative expansion to the iconic Tide brand, leveraging the brand’s 65-year heritage in cleaning to delight consumers with a greater level of service and performance in dry cleaning. Tide Dry Cleaners currently operates in eight retail locations in Kansas, Ohio, Nevada, and Arizona, with many additional outlets currently under development across the US through a network of individual franchisees and entrepreneurs. It is being led by Agile Pursuits Franchising Inc. (APFI), a wholly-owned subsidiary of P&G.

“We are both honored and humbled to be awarded a 2012 Gold Edison Award,” said Jeffrey Wampler, CEO, Agile Pursuits Franchising, Inc. (APFI). “We feel very strongly about this business and the impact we can deliver for our customers, and are thrilled to see such positive recognition from The Edison Awards staff, its highly-distinguished and experienced panel of judges, and the broader innovation community.”


• Seventh Generation is celebrating the one-year anniversary of the USDA Certified Biobased label and certification of 13 of the company’s offerings—and to commemorate the event, the Burlington, VT-based company said all of its eligible formulated products will be 100% USDA Biobased certified by 2020.

The biobased product certification and labeling initiative, which was launched last year as a new part of USDA’s BioPreferred program, initially certified 13 Seventh Generation products from the company’s bathtub cleaner and dish soap to liquid laundry detergent.

“We think biobased certification has the huge potential to break through what’s become a clutter of green seals and certifications that just end up confusing consumers,” said Chris Miller, the company’s director of corporate consciousness. “The label cuts to heart of the matter with a single glance that tells shoppers this is a product made from renewable materials that can be produced sustainably. It simplifies the often bewildering marketplace for so-called eco-friendly consumer products in the same way the USDA Organic seal has brought clarity to our food purchases.”

“We are very pleased to celebrate the USDA Certified Biobased Product Label anniversary with Seventh Generation,” said Kate Lewis, USDA BioPreferred Program deputy manager. “Biobased products help meet consumer demand to supplement or replace a wide variety of petroleum-based products. The companies we work with, who apply for the USDA Certified Biobased Product Label, understand the value of the BioPreferred program in promoting their biobased products as well as helping create jobs in rural communities by adding value to agricultural commodities.”


• Jafra USA is partnering with Beauty Bus Foundation. Its partnership includes financial support to bring Beauty Bus services to even more people in need; special offers for a variety of Jafra products with a portion of proceeds benefiting Beauty Bus; and hands on volunteer opportunities for Independent Jafra consultants.

“We’ve been in the business of transforming lives for more than 55 years,” said Leah Cadavona, director of marketing, Jafra USA.“That mission has taken on an even deeper resonance with Jafra’s alliance with the Beauty Bus Foundation.”


• Heidi Klum is known for her cutting-edge style and trademark tresses. Now, Unilever is tapping the fashion icon to help launch its new Clear Scalp & Hair Beauty Therapy, a line of nourishing shampoos and conditioners that “feed” the scalp not just the ends of hair, and gives women stronger, more beautiful hair in just seven days, according to the company.

The products are infused with a breakthrough technology called Nutrium 10, which is a blend of vitamins and nutrients that nourishes the scalp to work where it matters most, creating the right foundation for strong, beautiful hair from root to tip.

The brand is also promoting the product on Facebook.


• Infusium 23, the hair care problem experts since 1924 and official sponsor of the US Synchronized Swimming Team, will randomly select an honorary team captain and their guest to attend the duet synchronized swimming events in London this summer. The sweepstakes is running on Infusium 23’s Facebook page.

While the sweepstakes is free to enter, participants must “Like” Infusium 23’s page. The Honorary Team Captain and their guest will receive roundtrip tickets from New York’s JFK to Heathrow Airport, as well as a five night stay at a London hotel from Aug. 4-9. In addition to attending the duet synchronized swimming events, the pair will enjoy a VIP prize pack and participate in a meet-and-greet with the Team.

“We’re thrilled to offer this potentially once-in-a-lifetime opportunity to Infusium 23’s supporters and fans of the U.S. Synchro Team,” said Rick Cutler, marketing director at Idelle Management Company.

“This is a wonderful chance to experience the athletes in action and witness firsthand how they embody the values of passion, drive, and spirit that are so essential to Infusium 23’s brand and customers,” he added.



SpyGal is a comic book hero inspired by a hero SKU at Benefit Cosmetics.
• Marvel Custom Solutions, the custom publishing division of Marvel Entertainment, and Benefit Cosmetics, have co-created SpyGal, the first ever beauty-inspired comic book hero. The comic is available this month at Benefit counters.

SpyGal’s “wise-cracking, pore-zapping persona” was modeled after POREfessional pore minimizing primer—which has tallied more than one million units sold worldwide for the San Francisco-based beauty brand.

The SKU’s packaging evokes a vintage female action figure complete with a pore-zapping ray gun and touch-up pro case.

“The superpowers of our bestselling pore minimizer, the POREfessional, created such an international sensation, we knew it was destined for greatness,” explained Julie Bell, EVP global marketing at Benefit Cosmetics. “Marvel, the world’s top storytellers, helped us bring our action hero SpyGal to life in the first ever beauty-inspired comic book.”

Marvel and Benefit tapped writer James Asmus and artist Phil Noto to bring SpyGal to life in her collectors’ item debut comic book. The team blended the trademark humor of Benefit with the iconic action and drama of Marvel storytelling to create a witty, globe-trotting espionage adventure, according to Marvel.

According to Marvel Custom Solutions editor Bill Rosemann, SpyGal “dispenses justice, beauty tips and witty life advice with an effortless grace, while also grappling with work and dating worries


• The Miss Universe Organization has named the sponsors of the 2012 Miss USA Competition, which airs live on NBC on Sunday, June 3 from the Planet Hollywood Resort & Casino in Las Vegas at the Theatre for Performing Arts. Among the official sponsors are Farouk Systems Inc./CHI (hair care), Australian Gold (sun care) and Rain Cosmetics (cosmetics).


• Francesca’s Collections, a growing women’s fashion retailer, has rolled out its first collection of fragrances—Francesca’s Collections Signature and Francesca’s Collections Indigo Waters.

“Francesca’s provides a unique shopping experience; each boutique is distinctive, a treasure chest overflowing with gifts, apparel, home accessories and jewelry that reflect the most fashionable styles and desired items from all over the world. These fragrances were carefully designed to deepen a connection with the store, allowing each patron to take a piece of Francesca’s with her when she leaves,” said Sei Jin Alt, chief merchandising officer for Francesca’s Collections. “We are always striving to give our customers something special and one-of-a-kind, that extra edge to finish off her outfit and make her feel beautiful.”

Since opening its first store in 1999, Francesca’s Collections has become one of the fastest-growing women’s fashion retailers in the US. This publicly held company operates 236 boutiques in 38 states.


• Hope Solo is considered the best female goalkeeper in the world and with that title comes a hectic life and a busy schedule—and now a marketing relationship with Simple. The Unilever skin care brand is running a special contest with the athlete. One person will have the chance to meet the Olympic Gold Medalist, experience her health and fitness routine and hear about her time in London competing with the US Women’s National Soccer Team.A grand-prize winner will receive an all-inclusive trip for two to Los Angeles to meet the goalie and experience her balanced routine.

The contest is running at www.EscapeWithHope.com, where visitors can see Solo’s sensitive skin story and can take Simple’s Skin Health Consultation to evaluate their own skin sensitivities.


• From preserving Iraq’s water resources to seeking federal protection for the Los Angeles River, waterway advocates are being recognized today by River Network and Tom’s of Maine as part of the 2012 River Heroes Awards. Now in its 12th year, the awards celebrate those who protect the Earth’s rivers and watersheds.

This year’s five exceptional River Heroes honorees are: Dr. Azzam Alwash, Nature Iraq (Sulaimani, Iraq), Terry Backer, Long Island Soundkeeper (Norwalk, CT), Susan Heathcote, Iowa Environmental Council (Des Moines, IA), John Wathen, Friends of Hurricane Creek (Tuscaloosa, AL) and George Wolfe, L.A. River Expeditions (Venice, CA.)

In addition, every year River Network celebrates one individual’s accomplishments with the James R. Compton Lifetime Achievement Award. This year’s honoree is Sally Bethea, Upper Chattahoochee Riverkeeper (Atlanta, GA).

The River Network is leading a national watershed protection movement that includes more than 2,000 local, state and regional and local grassroots organizations whose primary mission is to protect rivers and watersheds.


• Social media video sharing company Tout teamed up with The Honest Company and Self magazine to celebrate Mother’s Day via a special online campaign and contest. The promotion featured a Tout video (15 second video status update shared through Facebook and Twitter) by Jessica Alba with a special Mother’s Day question, “What’s the best advice you received from your mom?”


• Odin New York hosted its first ever pop-up shop in New York solely dedicated to its fragrances and home fragrances in collaboration with Snarkitecture, a Brooklyn, NY-based architecture firm. The pop-up shop, which is located in the East Village, showcases the well-considered design of these products by inverting the darkness of the packaging resulting in a bright, clean space, according to the company.

Odin New York’s pop-up shop stocked all six of the brand’s unisex fragrances ($125) as well as its four home fragrances ($65).


• The Skin Cancer Foundation’s Road to Healthy Skin Tour, presented by Aveeno and Rite Aid, is again touring the country to raise skin cancer awareness. Since its start in 2008, the Road to Healthy Skin Tour, staffed with local volunteer dermatologists, has made approximately 330 stops, screening more than 13,000 people and detecting 239 suspected cases of melanoma. This year, Aveeno is hitting the road in the Tour’s customized RV to make an estimated 85 stops in 27 states from March through September 2012.

The Skin Cancer Foundation’s Road to Healthy Skin Tour is a great example of the work that the Aveeno team is looking to highlight through the Be An Active Natural Fund, established in April of 2012 to inspire people and organizations to embrace the spirit behind Active Natural. Throughout the year, the makers of Aveeno will award more than $300,000 in grants to The Skin Cancer Foundation and individuals whose inspirational efforts nurture beautiful change in themselves, their communities and the world around them.



Mary Kay volunteers gave a ‘’Day of Beauty’’ to 50 domestic violence survivors from the Dallas area.
• Thousands of “Mary Kay family members” in more than 35 countries helped their fellow neighbors by volunteering more than 197,010 hours of community service—or more than 22 years of service valued at more than $4 million—around the world in one month to celebrate International Women’s Day.

Mary Kay employees, independent sales force members—as well as their family, friends and the general public—joined together to make a beautiful difference worldwide during the Mary Kay Global Month of Service, which was March 8 to April 8.

“Mary Kay Ash always said, ‘Pretend that every single person you meet has a sign around his or her neck that says, Make me feel important.’ Through our Global Month of Service, we are touching lives and showing people in need that they are important—and that’s priceless.”

More info: www.marykay.com


• Ladibugs Hair Care is now available at more than 1,000 Great Clips locations across the country, specialty stores and online at www.ladibugshaircare.com.

Developed by a team of chemists and hair care professionals, Ladibugs Hair Care products include both lice elimination and prevention solutions ranging from $9 to $22.

The elimination products include Ladibugs Mousse made from a yeast based enzyme, a natural dissolver of nit glue; Ladibugs Mint Serum, a non-toxic pesticide-free serum blended with olive oil and peppermint that soothes the scalp while eliminating the louse; and the Ladibugs Metal Micro-Grooved Comb.

Ladibugs also carries a full line of prevention products.


• Arbonne International, LLC has created an official charitable foundation in the US. The Arbonne Charitable Foundation will be a 501(c)(3) registered charity and registrations are pending for foundations in the other three countries where Arbonne currently does business—Canada, Australia and the UK.

Together, the four entities will operate collectively as the Arbonne Charitable Foundation and will work to drive support for programs that build positive self-esteem for teens, the company said.

In addition to forming positive and strategic partnerships with established non-profit organizations, the
Arbonne Charitable Foundation will support a grant program and localized volunteer events to further its mission.

“We want to align ourselves with like-minded non-profits,” said Wendy Peloso, interim director, Arbonne Charitable Foundation. “As we work to get the Foundation established, these partnerships will be a key bridge to success.”

The Arbonne Charitable Foundation has established a national partnership with Big Brothers Big Sisters of America. The partnership will begin with an exciting initial rollout of pilot programs that feature the delivery of Arbonne products and the volunteer efforts of Arbonne Angels—the Foundation’s corps of donors and volunteers. Similar partnerships with other outstanding charities will be formed in Canada, Australia and the UK, the company said.


• Church & Dwight Co., Inc., the maker of Nair depilatories and waxes, has teamed up with Conde Nast for the “Nair Brazilian Beauty Challenge” to celebrate the smooth skin styles of the summer season and the launch of new Nair Brazilian Spa Clay hair removal products for the face and body. The sweepstakes invites women to highlight great summer style and new fashion trends to show off radiant, touchable skin that Nair provides for a chance to win a $2,000 shopping spree in New York City with a Conde Nast stylist, and the full line of Nair Brazilian Spa Clay products.



Consumer Reports has unveiled new test data on hard water performance of ADDs.
• Once again, Consumer Reports is dishing on dishwasher detergents—and it says few leave dishware sparkling.

In its latest tests, the non-profit group added hard-water performance to the ratings of models first reported on in October 2011.CR began this test last year in response to readers’ comments about a white film or cloudy buildup on dishware.The Laundress and Method Smarty Dish earned the lowest marks for film and discoloring.

Overall, Finish Powerball Tabs and Cascade Complete All In 1 ActionPacs earned the highest marks in CR’s Ratings of nonphosphate gels, liquids, packs, pods, powders and tablets.Finish Quantum, top-rated in the last round of tests, slipped to third place because of its performance in CR’s new hard-water tests.

In tests, CR said many dishwasher detergents left food stuck to plates or pots.Finish Powerball Tabs, the only CR Best Buy, and Cascade Complete All In 1 ActionPacs, a CR Recommended product, both cleaned dishes and pots well and dishware washed in these detergents didn’t have water spots, white film, or discolored aluminum.

Detergents from Great Value (Walmart), and Kirkland Signature (Costco) didn’t clean very well in either, according to Consumer Reports.

And, while no type of detergent was best overall, liquids and gels tended to fall toward the bottom of the ratings, said Consumer Reports.

More info: www.consumerreports.org


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