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New Clorox Cleaning Line Targets hispanics



Published August 1, 2012
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New Clorox Cleaning Line Targets hispanics

New Clorox Cleaning Line Targets hispanics


Fraganzia is a new scented cleaning line from Clorox that is designed for Hispanic consumers.
• Clorox is rolling out Clorox Fraganzia, a new line of aromatizing products designed to appeal to Hispanic scent preferences and to specifically meet their needs based on the unique way they approach cleaning. Available at major national retailers, the new line consists of three products—a multi-purpose dilutable cleaner, toilet bowl rim hanger and aerosol air freshener.

“We identified this valuable opportunity based on the unique needs and lifestyle of our Hispanic customers. By introducing the Clorox Fraganzia line, Clorox now offers its Hispanic customers a turn-key portfolio of cleaning, disinfecting and aromatizing products that are attractively priced and were created specifically to appeal to the way they clean,” said David Cardona, Clorox multi cultural team leader. “We also addressed an important need by ensuring scent continuity in our Clorox Fraganzia aromatizing products, so that across floors, bathrooms and rooms our customers can enjoy the same beautiful, welcoming scent throughout their homes.”

Clorox determined Hispanics often approach cleaning in a three-stage process: cleaning, disinfecting and aromatizing. With the Clorox Fraganzia launch, Clorox says it is effectively addressing the aromatizing stage in the process, complementing its portfolio of cleaning and disinfection solutions.

The scents in the line include Lavender with Eucalyptus and Mint, Spring, and Forest Dew for the multi-purpose dilutable cleaner and air freshener; and, Lavender with Eucalyptus and Mint as well as Pine Woods and Fresh Squeezed Lemon for the aromatic toilet bowl rim hanger.

The launch is being supported by an extensive, multi-media advertising effort that includes US Hispanic network and cable television advertising spots, US Hispanic radio spots, online digital banners and a Facebook presence on www.Facebook.com/CloroxLatino. In addition, the launch will receive aggressive point-of-sale support that will include dedicated displays and instant redeemable coupons, according to Clorox.

More info: www.TheCloroxCompany.com



• Last month, Revlon rolled out the Expression Experiment, billed as digital engagement platform designed to spark a social movement of makeup experimentation. Housed on an interactive Facebook hub (accessible via www.facebook.com/revlon), the new platform will provide women with monthly challenges, beginning with a “Red Lipstick Challenge.”

Each time a challenge is completed, participants will be able to share their experience on both the Revlon Expression Experiment hub as well as their personal Facebook page and invite friends to join them in the next challenge. Revlon global artistic director and celebrity makeup artist Gucci Westman will be a frequent contributor of content to the Expression Experiment hub and Revlon global brand ambassador Halle Berry is featured in the platform’s introductory video.

To support participants during those challenges, Revlon will post inspirational videos, including some created by female college filmmakers, as well as how-to video tutorials with Westman, weekly makeup application tips, colorful photos and product recommendations.

Digital display advertising and Revlon Twitter, Facebook and YouTube promotions will support the launch.

Beauty influencers who received advance invitations to join the Expression Experiment will also post sponsored content on their blogs about the makeup challenges throughout the first four months of its rollout.

The Revlon Expression Experiment was created in partnership with VML, Revlon’s global digital agency.

Over the next year, Revlon will expand its Expression Experiment across the world, including Canada, Mexico, Australia and India, the company said.



• Mary Kay has taken its popular online makeover tool mobile. According to Patricia Wanderley, Mary Kay Inc.’s vice president of global digital marketing, Mary Kay’s recently launched Virtual Makeover app—which is based on the firm’s online virtual makeover tool—has garnered a strong following and awards too.

According to Wanderley, since launching this spring, the app has been downloaded nearly 500,000 times.

The Mary Kay Virtual Makeover app won the Direct Selling Association’s 2012 Ethos Award in mobile technology. The Mobile Virtual Makeover App also won the overall winner for the Digital Innovation Award category.

On the app, women can upload their photo and create customized looks to suit their current style or try a new style on their smartphones or tablets. Products from every makeup category are available to create new looks. Plus, hairstyles and accessories are available to add the finishing touches. For those who would rather try out the new look on a model, the app offers 19 images of models of various skin tones, hair color, eye shape and ages so users can find the model that most closely represents them.

“Every woman I know has a makeup drawer full of bad choices,” said Sheryl Adkins-Green, Mary Kay Inc.’s chief marketing officer. “All of those shades that looked great in the package but did not deliver the expected look once you tried it on. This is why our virtual makeover tool is so useful. You can try on the product virtually, play with makeup and create every look imaginable. From the everyday natural beauty to the glamorous smoky eye, you can see how it looks on you. You can decide what looks great before you purchase from your Mary Kay Independent Beauty Consultant.”



Philosophy is flying high with United Airlines.
• Coty’s skin care and beauty brand Philosophy is taking flight with United Airlines in a new amenities deal.

United Global First customers will receive Philosophy’s Hope In A Jar oil-free moisturizer for normal to oily skin, Hope In A Stick lip balm, Hands Of Hope hand and cuticle cream, Hope Springs Eternal deep sea ultra-fine hydrating mist and Purity Made Simple one-step facial cleansing cloth.

United BusinessFirst customers will receive the same product mix without the moisturizer. Philosophy amenity kits are currently available on United Airlines flights in United Global First and United BusinessFirst cabins.

United Airlines and United Express operate an average of 5,605 flights a day to 375 airports on six continents from hubs in Chicago, Cleveland, Denver, Guam, Houston, Los Angeles, New York/Newark, San Francisco, Tokyo and Washington, DC. In 2011, United carried more traffic than any other airline in the world, and operated more than two million flights carrying 142 million passengers.


• There’s a new Elizabeth Arden Red Door Spa in New York City—at The Chatwal, an exclusive 5-star, Luxury Collection Hotel in the heart of the Theatre District. Red Door Spa at The Chatwal, which joins the flagship spa at 663 Fifth Avenue, boasts three treatment rooms, three private changing suites with steam showers, and a manicure and pedicure studio. Red Door Spa’s menu of renowned signature services, enhanced specialty treatments and wellness recommendations, offers skin care, massage and body treatments, as well as nail care and Arden’s renowned wax services.

“We are extremely pleased to open our newest New York City location in The Chatwal,” said Todd Walter, CEO of Red Door Spa Holdings. “Red Door Spa’s legendary service and dedication to bringing the very best modern luxury spa treatments to our clients is aligned with The Chatwal’s exceptional commitment to their guests. We are looking forward to a long and successful partnership.”

More info: www.reddoorspas.com

Brit stylist Lee Stafford has come across the pond.

• Sally Beauty Holdings has raised more than $1.3 million for Susan G. Komen for the Cure during the first year of its partnership with the breast cancer charity.

From April 2011 through March 2012, Sally Beauty Holdings and its operating units, Sally Beauty Supply and CosmoProf, raised funds for Komen through a 5% donation of the sales price of designated products, as well as by collecting donations at the register in its stores. All Sally Beauty Holdings’ US-based operating units and many of its suppliers and manufacturers participated in the fundraising program.

Customers were involved in this effort by purchasing designated products in Sally Beauty Supply stores in the US this past October. Five percent of the sales price was donated to Susan G. Komen. Additionally, consumers were invited to join the cause year-round by placing donations in canisters at the registers in US Sally Beauty Supply stores.

Since September 2011, the purchase of any of the designated products in CosmoProf and Armstrong McCall stores triggered a donation to Komen of 5% of the sales price. Additionally, donations were accepted at the register in over 1,100 CosmoProf and Armstrong McCall stores.

The second year of Sally Beauty Holdings fundraising program for Susan G. Komen will run through March 31, 2013.


• Lee Stafford, one of Britain’s most well known celebrity hairdressers, is out to woo US consumers with several summer products. The Brit reality TV star stylist offers Beach Babe Sea Salt Spray, Poker Straight Dehumidifier, Bleach Blonde Shampoo/ Conditioner and Hair Growth Treatment, a scalp refining, moisture balancing deep treatment which contains a hair growth stimulating protein, Angeline.

The Lee Stafford hair care products are available in New York City at Duane Reade stores and nationwide at ULTA and www.ULTA.com.

• Sun Products Corp is rolling out a new campaign called Snugs Across America, which is designed to “encourage people to surround themselves with softness and share a snug, a combination of a snuggle and a hug.” In exchange for snugs shared on Snuggle’s Facebook page, the brand will donate as many as 10,000 stuffed Snuggle Bears to children in need by partnering with like-minded organizations, such as Hugs Across America.

“At Snuggle, we believe in making the world a softer place and cherishing the snuggly moments we share together,” said Bibie Wu, marketing director for Snuggle. “We’re proud to be launching Snugs Across America and to partner with great organizations to help us bring a touch of snuggly softness and love to children in need.”

As part of Snuggle’s commitment to inspire consumers to create more snuggle-up moments, Snuggle has pledged to donate up to 10,000 15-inch Snuggle Bears to children in need, with a minimum donation of 5,000 bears, by Dec. 31, 2012 to Hugs Across America, Toys for Tots and My Stuff Bags.

For every 10 snug photos uploaded and shared on Facebook through Nov. 1, 2012, Snuggle will donate one Snuggle Bear to a child in need.

According to Susan Lucarelli, founder and executive director of Hugs Across America, “Our mission of bringing comfort to children in need through the hugs of teddy bears has made a significant difference for those facing life’s challenges. That’s why we are proud to partner with other organizations to further extend our work.”


• For the ninth consecutive year, Amway independent business owners (IBOs) have earned the company the top spot in online Health & Beauty (H&B) sales, according to Internet Retailer’s annual Top 500 Guide to the web. Internet Retailer ranked Amway North America first again in the Health and Beauty category, and 30th in overall web sales.

The ranking is based on estimates made by Internet Retailer. According to those estimates, Amway North America’s online sales were more than $980 million in 2011.

Axe has a role in “Ted,” the new movie out from Universal Pictures.

• Axe Hair has teamed up with Universal Pictures’ “Ted” to create a one-of-a-kind partnership that speaks to the irreverent nature and humor of both the film and the hair care brand. Complete with branded digital content and television commercials starring the film’s title character, Ted, and directed by Ted and Family Guy mastermind Seth MacFarlane, the partnership takes a comedic look at the interactions between guys and girls.

Much like Ted’s character in the film, the Axe Hair content shows that Ted is able to get away with anything due to his soft “Teddy Bear Hair” and unmatchable confidence. In the commercials, Ted boldly puts the moves on his dinner date and shares the secret to his confidence, Axe Hair styling product, with a nearby couple at the restaurant.

In the flick’s bathtub scene, Ted uses Axe Anti-Dandruff 2 in 1 Shampoo + Conditioner to achieve soft, touchable “Teddy Bear Hair” before a big night out.

New York Yankee Nick Swisher is now a pitchman for Head & Shoulders.

• Head & Shoulders, the official shampoo of Major League Baseball (MLB), debuted the “Mane Man Challenge,” a virtual competition amongst a line-up of MLB All Stars. Which stars are up for the challenge? Nick Swisher, Ivan “Pudge” Rodriguez and Dennis Eckersley are joining the brand’s current mane man, Minnesota Twins’ catcher Joe Mauer.

At the Head & Shoulders for Men Facebook page, fans can watch Swisher, Rodriguez and Eckersley compete in hilarious, hair-raising challenges—from their outrageous batting skills to their off-the-cuff verbal antics—and vote for their favorite competitor to win the Head & Shoulders Mane Man title. Fans can see how they match up against the All Stars by uploading videos for a chance to win a walk-on role in an online video with the Mane Man Challenge winner.


• The Coalition for Consumer Information on Cosmetics’ (CCIC) Leaping Bunny Program has recertified Urban Decay as cruelty-free after the company made the decision to cancel plans to sell its products in China, a country that requires animal testing. CCIC removed Urban Decay from its list of cruelty-free companies in early June when the company informed them of its intent to enter the Chinese market. (For more on this story, see International News in this issue.)

“We are very happy with Urban Decay’s decision and appreciate that they came through with what we needed for recertification,” said CCIC chair Sue Leary.

More info: www.leapingbunny.org

Actress and singer Katharine McPhee helps unveil Tide’s special American flag at an event in New York City.

• Having asked Americans to share what the red, white and blue mean to them on Facebook and Twitter, Tide was able to print an “overwhelming” number of stories on swatches of fabric and sew them together to create a the larger-than-life artistic rendition of the American Flag. Each swatch was washed in Tide prior to being sewn together.

Tide enlisted the help of actress and singer Katharine McPhee to unveil the 117 feet by 52 feet flag—created to honor Team USA—in New York City’s Bryant Park.

• StriVectin has announced the 15 finalists of “The Power to Change” contest in which the brand called on the public to submit entries in response to the question “What would you change with $30,000?” Finalist video submissions were available for viewing and public voting on www.StriVectinPowerToChange.com through July 25. The final video submission that garners the most votes will become the $30,000 grand prize winner. The winning entry was expected to be announced in early August.

StriVectin said it introduced “The Power to Change” contest to help and inspire people to bring powerful, positive change to their skin and to their lives.


• Edge Shave Gel has announced “Team Edge 2012,” the second year of a commitment to identify rising stars in the Ultimate Fighting Championship (UFC) and provide the chance for one of them to become an official spokesman for Edge. With the mentorship and coaching of UFC champion Dominick Cruz, four UFC fighters on the rise will compete for the public’s support to propel them into the spotlight as the next face of “Team Edge.”

Last year, Edge helped Team Edge winner Chad Mendes go from underdog to top contender in the UFC. This year, Edge is again looking to give guys the tools they need to rule the Octagon.

Competing for a year-long Edge sponsorship, the following fighters will go head to head for the lead in the “Team Edge” contest: Rory MacDonald, Chris Weidman, John Dodson and Joseph Benavidez.

UFC fans can vote at www.edgeshave.com/UFC to determine who should be the next face of “Team Edge.” The fighter with the most votes will be sponsored by Edge.



Wanda Sykes is now the Gain Scent Matchmaker.
• Comedian and actress Wanda Sykes has become the official Gain Scent Matchmaker and is hosting an interactive YouTube experience that will help people celebrate what makes them unique and find their perfect scent match.

The Gain matchmaker program features an interactive YouTube video questionnaire in which Wanda will lead participants through a unique, digital experience to find their own scent match based on their personality.

Through a list of anything but ordinary characteristics, like taste in shoes and music or assessment of an inkblot, Sykes and Gain will match people up with the Gain scent that is as unique as them.


• After a six month search, skin care brand Dr. Adam, Paris has tapped model Kim Snowden as its new spokesperson.

More info: http://dr-adam-paris.com

• The winner of the NYX Cosmetics’ Fine Artistry of Cosmetic Elites (FACE) Awards, a YouTube competition, is Charis Amber Lincoln, who goes by CharismaStar on YouTube.

The live runway finale was emceed by Perez Hilton and judged by celebrity makeup artist Scott Barnes along with other industry influencers. Named Beauty Vlogger of the Year, Lincoln showcased a futuristic, glam rock winning-look inspired by David Bowie and Kat Von D. She created a dramatic eye and lip using an array of Nyx Cosmetics products.


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