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Natural Instincts Cooks Up Deal with Celebrity Chef



Published June 29, 2012
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Natural Instincts Cooks Up Deal with Celebrity Chef

Natural Instincts Cooks Up Deal with Celebrity Chef


Giada De Laurentiis is a new ambassador for Clairol Natural Instincts.
• Celebrity chef Giada De Laurentiis is partnering with Clairol Natural Instincts as its new celebrity ambassador.In her first beauty partnership, the Food Network chef, cookbook author and lifestyle expert will show off her healthy looking, radiant hair color in the brand’s newest campaign supporting the full line of at-home hair color products beginning this month.

“When Natural Instincts approached me about this partnership, I was so excited. While food is certainly my first love, I am a beauty girl at heart,” said De Laurentiis.“This is the first time I’ve used an at-home product and I was so impressed with how easy it was to use and how beautiful the color looked—perfect for a busy mom like me.”

“Giada is a great fit for Natural Instincts,” said Brad Wadler, marketing director for hair color at Procter & Gamble. “She has a similar philosophy to our brand—a commitment to finding the perfect balance between indulgence on one hand, and less guilt on the other. Natural Instincts stands for these things; it gives women indulgent and radiant looking hair color and it includes antioxidants, aloe and vitamins.”

In her new role, De Laurentiis will be featured in all elements of the brand’s marketing campaign including TV and print advertising, in-store displays, public relations, as well as on digital properties.

•Pine-Sol Multi-Surface Cleaners is teaming up with recognized recording artist, actress and former Miss Universe Denise Quinones on a contest in which fans of the brand will have a chance to get their personal story turned into an original song. People can share their stories of change, hope and perseverance for an opportunity to win and share their stories with audiences worldwide.

Contestants can upload their stories on www.uncantoalcambio.com for a chance to have a song composed about a distinctive life moment. The stories will be limited to 280 written words or 90 seconds of video and each entry must fit into one of three Pine-Sol scent-identified categories—Original for Familiar, Lavender Clean for Personal and Lemon Fresh for Professional.

Three finalists will be selected and their stories will be turned into videos and posted online. From Aug. 1 to 23, consumers can support their favorite story by liking and sharing the videos.

The winner will be announced in September and have her story converted into an original song written and performed by Quinones during Fiestas Patrias in Los Angeles on Sept. 16. The winner will also receive an all-expenses paid trip to Los Angeles to attend the live performance as well a $10,000 cash prize.

“I feel extremely honored to have been given the opportunity to be part of the Pine-Sol ‘Un Canto Al Cambio’ program because it recognizes important people and events in the lives of Latinos, and showcases their personal stories of change,” said Quinones. “I’m also looking forward to working closely with the winner and composing a song about a special moment in her life that can help inspire not only the Latino community, but also friends and loved ones around the world.”

•Thanks to Banana Boat’s sponsorship with Chip Ganassi Racing Teams for the 2012 IZOD IndyCar Series racing season, Indianapolis500 fans will stay cool and protected from the extreme sun and heat.

“We are thrilled to be a part of the Indianapolis500 through our partnership with Chip Ganassi Racing Teams.It is such an iconic race,” said Minna Raffin, Sun Care Group marketing director, Energizer Personal Care.“Through our collaboration, we tie together the skill and coolness of Chip Ganassi Racing Teams and its roster of drivers with the protection and reliability of our Banana Boat products; and we are bringing that to racing fans in a unique way.”

The partnership features a Banana Boat brand themed car that two-time Indianapolis 500 winner Dario Franchitti drove in the season-opening Grand Prix of St. Petersburg race in March.The renowned driver also adorns the brand’s logo on his fire suit for the entire 2012 season.

Banana Boat is hosting a fan experience trackside that will provide fans with a break from the sun, offering quick relief and sun protection in the Banana Boat CoolZone Sunscreen Pit Stop. Fans will have the opportunity to receive a “cool-over” with the new sunscreen, play games and receive giveaways.

In addition, fans not onsite can visit the Banana Boat CoolZone brand Facebook tab for exclusive videos from Dario as well asNASCAR driver Jamie McMurray and their respective pit crews

More info: www.facebook.com/bananaboatbrand

•Boldface Licensing + Branding has forged a licensing deal for Khroma Beauty by Kourtney, Kim and Khloe Kardashian. The license covers all color cosmetics, according to Boldface Licensing + Branding.

Khroma Beauty is said to offer luxury products at affordable pricing with how-to insider and behind-the-scenes tips provided by the Kardashians and their makeup artists via Twitter and YouTube. The focus is giving customers the tools to attain flawless looks at home with high quality formulas at affordable prices.

Boldface, founded by industry veterans Nicole Ostoya and Robin Coe-Hutshing, says retailer commitments have been quite robust for the brand, which offers the unique opportunity for the iconic beauties to connect with their enormous audience of followers.

Ostoya and Coe-Hutshing co-founded the design and development firm Gold Grenade in 2010, which focuses on product development and design that has launched two new brands, The New Black and Kissing Elixirs, which are sold in Sephora, Nordstrom, Whole Foods, Henri Bendel, Beauty.com, Mecca Cosmetica AU, Beautyhabit, Shoppers Drug, Murale, and other stores worldwide.

Ostoya spent 18 years with Nordstrom, and during her tenure there, she rose through the ranks to become West Coast merchandise manager for the fragrance category, operating it as a profitable business for Nordstrom. She was then recruited by LVMH to open new channels of distribution for Benefit Cosmetics. There she oversaw the company’s significant Sephora business, launched on QVC as well as strategized operational structure to the Benefit Beauty Boutiques and opened them in other cities.

Coe-Hutshing, founder and former owner of trendsetting Studio at Fred Segal, has consulted with and advised hundreds of nascent brands, including Victoria’s Secret, Stila, Origins, Bath and Body Works, Estée Lauder and others. Robin has developed a number of successful brands including Memoire Liquide, Burn Candles, Nudite Intense, Soft Corp and others. Her work in the beauty industry is recognized and respected having been awarded the prestigious CEW Achiever Award for excellence in her field and the Beauty Inc. award for fragrance development and launch.

• Biotropic Corporation and Mattel will partner to bring boys Hot Wheels branded personal care products inspired by Hot Wheels vehicles. The new line of personal care products features car shaped bottles, tire shaped hair gel and more—and will be on the market in time for Holiday 2012.

More info: www.mattel.com

• Tria Beauty, Inc. announced its partnership with actress Emmanuelle Chriqui to support promotion of its home laser hair removal product in Canada.Chriqui will be collaborating with Tria for various public relations and marketing activities in her native country.

“With my busy schedule, the Tria Hair Removal Laser appealed to me as an easy and convenient way to maintain my hair-free lifestyle at home or on the road,” she said.

Chriqui is best known for her work on the hit HBO series, Entourage and has appeared in numerous television and film projects, including The Mentalist, The Borgias and You Don’t Mess with the Zohan.

“When Tria was looking to expand its marketing activities in Canada, we became incredibly excited about the possibility of working with Ms. Chriqui,” stated Tim Bunch, senior director, North American marketing, Tria Beauty, Inc.“In addition to being a beautiful and talented actress, she can relate to the challenges busy women face with certain beauty routines, including hair removal.”

More info: www.TriaBeauty.com

•Nexxus Salon Hair Care has inked a multi-year partnership with the Tony Awards as its official and exclusive beauty partner, making Nexxus the first beauty and hair care brand to partner with the Tony Awards.

“The Tony Awards is a great opportunity to capture the essence of what Nexxus stands for—remarkable performance and captivating results—in a way that consumers can experience,” said David Rubin, Unilever marketing director, hair, US. “It allows us to bring the beauty and fashion of the Tony Awards to women in a way that’s never been done before.”

In its new role with the award program, Nexxus gave fans unprecedented red carpet and behind-the-scenes beauty and fashion access throughout the Awards.

During the 66th Annual Tony Awards this year, the Unilever brand shared exclusive behind-the-scenes content via the brand’s Facebook and Twitter accounts. In addition, Nexxus sponsored the live simulcast of the Tony Awards in New York City’s Times Square during the Awards ceremony, which was held June 10.

“The Tony Awards embody the spirit of the Nexxus brand by recognizing actors, directors, productions, scores, and scenic and costume designers who deliver remarkable performances, every night on the Broadway stage. Similarly, Nexxus delivers captivating results with remarkable performance for women and their hair care. With Nexxus as our first-ever Official Beauty Partner, we are able to put a spotlight on the celebrity glamour and style of the Tony Awards,” said Heather Hitchens, executive director of the American Theatre Wing and Charlotte St. Martin, executive director of The Broadway League.

More info: www.facebook.com/Nexxus

•Tone Body Wash is partnering with Kellie Pickler to promote its latest innovation, Fruit Peels Body Wash. The Tone Turn It Up! series provides exclusive access to the country singer/songwriter while on tour for her current album and also invites consumers to keep up with her via Facebook through personal blog posts and a live chat. Fans will also have the chance to participate in giveaways, including a grand prize of a trip to Nashville.

“The Tone Turn It Up! series connects our body wash with consumers beyond the shower by giving them a behind-the-scenes look at how a highly celebrated female artist, like Kellie Pickler, turns up her day. Kellie’s enthusiastic approach to her music and positive spirit combined with her amazing skin makes her a perfect fit for Tone body wash,” said Traci Mason, senior brand manager of Tone brand at Henkel.

Tone Fruit Peel Body Wash combines a blend of citrus, kiwi and apple essences to gently wash away dull skin and bring out a natural glow, according to the company.

More info: www.ToneSkinCare.com

• Axe has rolled out its new mobile game, Axeman, and social hub called Planet Axe.

Axeman is a personalized new gaming experience that lets users play to their own music while earning points to redeem more than $1 million in real rewards on Planet Axe (theaxeeffect.com/planetaxe). Axe Points earned through gameplay can be redeemed on Planet Axe for gear from partners like MTV, GameFly, Xbox, SteelSeries, Live Nation, Philips, WildTangent and Klondike. Fans can also trade in points to compete in tournaments against other players. Axeman is available now for iPhone, iPod, and Android smartphones.

At Planet Axe, friends can compete for Axe Points by playing the same song in their libraries. Challenges, tournaments and leader boards are also controlled from the hub, creating a unique overarching experience that transcends traditional platform play.

• MD-7 Cosmeceuticals is making its products available directly to consumers. The company’s entire product line, including its Brightening Exfoliant Powder, can now be purchased directly from the manufacturer; MD-7 skin care products has been available exclusively through skin care professionals.

Made in Japan, MD-7 Cosmeceuticals has undergone exhaustive clinical trials and are FDA-approved for the treatment of common skin conditions, according to the company.

“Visible damage on a person’s skin actually starts many years before it is noticeable,” said Tony Lam, president of MD-7 USA. “Sunscreen and a healthy skin care regimen that starts in the early years are the first line of defense against the signs of aging, but for those who already have skin damage, MD-7 is proven to provide a more youthful appearance.”

More info: www.md-7.com

• Tru Fragrance is embarking on Tru Blooms Chicago, a community project in which a city will come together to fulfill a mission of sustainability, urban beautification and job creation through the planting of flowers and gardens specifically for the development of a fragrance. The initiative will transform the city’s public and neighborhood green spaces into growing spaces for flowers, which will be captured in a limited edition perfume.

Tru Fragrance held a groundbreaking of a half-acre garden in Grant Park. Roses, lavender and violets, the Illinois state flower, are being planted in gardens and flowers beds throughout the city, including Chicago Botanic Garden’s Windy City Harvest, Green Youth Farm and Cook County Boot Camp urban agriculture programs; Growing Home’s Englewood garden; Water Tower Place and neighborhood gardens managed by NeighborSpace.

Farmers employed through a combination of local nonprofits will cultivate the flowers throughout the growing season, culminating in the creation of a custom women’s fragrance infused with the flowers’ unique aromas.

Developed and underwritten by Tru Fragrance, Tru Blooms Chicago will be a joint effort between the fragrance company, the city and community organizations including the Chicago Park District, the Chicago Botanic Garden, Growing Power, Growing Home and NeighborSpace.

“The City of Chicago is focused on fostering the strong and growing economic opportunities and job creation associated with sustainability,” said Karen Weigert, chief sustainability officer for the City of Chicago. “This program is an innovative partnership that will create jobs and build economic growth in Chicago, while highlighting the value of sustainable business in the city.”

Tru Blooms Chicago First Harvest eau de parfum will be available at select Chicago retailers and online beginning Oct. 15.

• Inspired by its bestselling CelluDestock skin-firming and anti-cellulite product, Vichy Laboratoires wants women everywhere to take a “Booty Break.” The brand’s new initiative (www.bootybreak.com) offers a provocative format for embracing one’s curves while appreciating the curves of their male counterparts along the way. It’s the ultimate tongue-in-cheek “booty call.”

Rolled out on June 7, “Booty Break” will launch across all digital platforms with a special site and complementary content on YouTube, mobile and social media. The website leads visitors to share, discover and download brawny bottoms of all shapes and sizes with a variety of ways to “shake your booty.” Viewers can scroll through an array of robust rear ends ranging from sporty and corporate to preppy and trendy with the option to have each gluteus maximus “slap,” “shake,” “dance” or “flex” to the tune of “Baby, Baby, Baby” by Make the Girl Dance.

After the initial “Booty Break,” the brand offers an app with exercise tips from a fitness trainer as well as a complete array of abdominal and gluteal exercises in 30-second vignettes. The campaign also provides an exclusive offer for women to try Vichy’s CelluDestock, the skin-firming cream shown to visibly reduce the appearance of cellulite by smoothing and toning the skin.

“Our goal for the “Booty Break” campaign is to provide a provocative and engaging way to get women talking about their bodies in a positive way,” said Marianna Trofimova, VP of marketing for Vichy Laboratoires.

More info: www.vichyusa.com

•Inside the MTV Movie Awards gift bag is Hevia MD Skin Science’s “bi-o-ac-tive” Luminous Day Treatment, developed by cosmetic dermatologist Oscar Hevia. The treatment contains the exclusive, patent-pending red mangrove extract and a powerful blend of age-fighting actives and antioxidants like vitamin C and trans-resveratrol, which help skin instantly feel soft and smooth and look brighter and more luminous.

More info: www.oscarheviamd.com

• Sally Hansen is challenging women everywhere to get bare this summer with two ways to win in its “Get Bare, Double Dare” program. Fans can enter an exclusive sweepstakes on the Sally Hansen Facebook page for a chance to win an iPad and $2000 shopping spree and, in addition, dares will be posted where contestants have the chance to win other great prizes!

The contest will help promote two new products—Zero Bumps Bikini Spray, a mist that soothes, smoothes and eliminates bumps and irritation to help prevent ingrown hairs, and Simply Smooth Hair Remover, features the company’s breakthrough Odor Less Technology.

•Malibu Wellness has unveiled a new home on the internet. Deb Porter, Malibu C co-founder, explained that MalibuC.com serves as a virtual retail center, where each professional’s clients can order any Malibu C product and have them shipped to that client on the professional’s behalf. In turn, the professional earns 50% sales credit that they can apply toward their own Malibu C purchases.”

•A former “Real Housewife” is taking aim at the depilatories market. Cindy Barshop, a former cast member of The Real Housewives of New York City, is launching Completely Bare, a line of products that includes three at-home wax kits—the Hypo-Allergenic Wax Strips for Face, Bikini, Body; the Salon Quality Face and Other Sensitive Areas Wax Kit, and the Salon Quality Bikini and Body Wax Kit. Each kit retails for under $17. All are available at CVS. Also launching online at cvs.com are Completely Bare pre-and post-wax essentials with names such as Not Feeling It Numbing and Cooling Spray, Don’t Grow There Tri-Complex Body Balm and Bikini Bump Blaster. Plans call for the line to roll out to additional retailers in the fall.

• Biotherm has named actress and model Amber Valletta as the new spokesperson for Blue Therapy anti-aging skin care collection. Valetta can currently be seen in the television show “Revenge,” but she is also known as one of the most famous supermodels of the 1990s.

More info: www.biotherm-usa.com

• After receiving worldwide international success with the launch of the online video “Go Beyond the Cover,” starring Rick Genest—also known as Zombie Boy—Dermablend Professional will continue its relationship with Genest, the brand’s first-ever male model, as its official spokesperson.


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