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Intelligent Nutrients To Open its First Retail Spot



Published November 6, 2012
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Intelligent Nutrients To Open its First Retail Spot

Intelligent Nutrients To Open its First Retail Spot


A rendering of the first Intelligent Nutrients shop that opens this month in Minneapolis.
• Horst Rechelbacher knows that when it comes to beauty, it’s what’s on the inside and the outside that counts. That’s why the Aveda founder is opening his first retail location with a 1,000-square-foot spot in Minneapolis’ Mall of America. The site is set to open on Black Friday.

The store will include the latest gadgets to help consumers keep up with what’s available from the comfort of their iPads as well as include a private back room for hair services, including blowouts and scalp massages and treatments. Complimentary energy reading services will also be offered, which calculate client’s energy levels with a biofeedback machine before and after sampling Intelligent Nutrients products.

Intelligent Nutrients execs say another site is being discussed, and may open in New York next year.
In other news, Intelligent Nutrients was named Green Product Company of the Year at The Green Spa Network’s (GSN) First Annual Sustainability Awards.

GSN is a community of like-minded spas and resource partners comprised of nearly 100 influential spa locations with an estimated purchasing power of $30+ million per year.The association provides its members with a Green Toolkit to guide them in evaluating their sustainability commitment, and educating them on how to implement greening measures.

More info: www.greenspanetwork.org

• According to a study by the Pew Hispanic Center, differences in language show a correlation to difference on points of views among US Hispanics; moreover, language is a key factor in the process of assimilation of Latinos in the US, with recently immigrated Hispanics being more proficient in Spanish and in contrast English use becoming dominant by the third generation. Looking to target all levels of acculturation in a US Hispanic household, Tide has created its first bilingual commercials for national English and Spanish TV stations.

“While we want to communicate with Hispanic consumers in their language of preference, we also understand that Hispanic identity is much deeper than language: it involves a more ingrained set of values that has an impact in all aspects of their lives,” said Sundar Raman, marketing director, P&G Fabric Care. “The launch of Tide’s first bilingual ad is a benchmark for our brand as we continue to develop products and campaigns that respond to the needs of this growing demographic.”

The bilingual spots feature Tide VIVID White + Bright and Boost and are part of a broader bilingual campaign that includes other advertising vehicles such as iMedia, broadband and social media. In the :30 and :15 second ads, a Spanish-speaking traditional Hispanic grandmother brags about her use of modern-day products. The commercials also feature her acculturated granddaughter who comments about her grandmother’s fabric whitening not-so-modern regimen that, up until a week ago included traditional home remedies such as chlorine bleach, salt, milk and lemon.

While the TV spots for English and Spanish stations are different, the strategy and overall message is consistent, according to P&G. The differences deliver on contextual relevancy, for example, in the spot for English stations the Grandmother asks the granddaughter to please translate what she is saying to the audience.

“We work every day to develop products and campaigns that allow us to connect in a meaningful way with our consumers,” said Raman. “Being able to talk to the Hispanic consumer in the way that better suits them allows us to be closer to them and learn more about their likes and preferences.”

• Woolite’s WooliteWashed campaign recently hosted a Girl’s Night Out, a collaborative effort with Simon Property Group. Taking place at 64 participating Simon Malls on Oct. 11, consumers had the opportunity to engage in shopping, exclusive spa treatments, and food tastings unique to their locations.

“At our core, Woolite believes that a single article of clothing can be the difference-maker between a good and a great night,” said Tara Murphy, marketing director, Reckitt Benckiser. “Whether it is that perfect pair of jeans or your favorite LBD, you can have an emotional, transformative connection with your clothes. We want to help make that true love last by sharing our WooliteWashed experience with consumers across the US, and Girl’s Night Out is the perfect venue.”

• Mineral Fusion has tapped actress Emmanuelle Chriqui as its spokesperson for North America.Chriqui will collaborate with the brand for various marketing and public relations activities including retailer promotions and personal appearances, digital and social media campaigns, as well as philanthropic initiatives to support the brand’s commitment to raising awareness about domestic violence on both a national and global level.

Chriqui is best known for her leading role as Sloan in the HBO comedy series “Entourage,” and most recently appeared in “The Mentalist” where she will be continuing her role this fall. Additionally, she has appeared in numerous film projects including “You Don’t Mess with the Zohan.”

More info: www.mineralfusion.com

Bobbi Brown has selected Katie Holmes for its first celebrity face.

• Bobbi Brown has tapped actress Katie Holmes as the brand’s first celebrity face.

The first iteration of the partnership will appear in spring 2013 print ads, light boxes, on-counter and with supporting editorial features.

Additionally, Brown will be the lead makeup artist at the Spring/Summer 2013 Holmes & Yang Fashion Show, the line founded by Holmes and celebrity stylist Jeanne Yang.

“Katie Holmes epitomizes the modern ‘Bobbi woman’… I think of her as the modern day Ali McGraw, who I have always admired,” said Brown.

• Towel and tissue paper maker Cascades Tissue Group is rolling out Cascades Antibacterial Paper Towel, which minimizes hand contamination by killing 99.99% of harmful bacteria almost instantly.

The green-colored Cascades antibacterial paper towel doesn’t require additional steps and compensates for people’s imperfect hygiene habits without changing the way they wash or dry their hands, according to Cascades Tissue Group, which North America’s fourth largest producer of towel and tissue paper.

When the towel comes in contact with hands, it releases benzalkonium chloride—the same active ingredient used in gel sanitizers, baby wipes and antiseptic skin solutions.

First cleared by Health Canada, Cascades’ innovative paper product now complies with the regulation and policies of the US FDA.

Suzanne Blanchet, CEO of Cascades Tissue Group said “while this is a groundbreaking innovation, the Antibacterial Paper Towel makes good common sense as it relates to human health. We believe the product will revolutionize the paper towel’s role in proper hygiene because of its efficacy and because it doesn’t require a change of habits.”

• Much more than a friend, actress Jennifer Aniston has become co-owner and hair care spokesperson for Living Proof, the hair care firm founded by Dr. Robert Langer, Institute Professor of MIT, and Jon Flint and Amir Nashat of venture capital firm Polaris Venture Partners.

Aniston will actively help build the Living Proof hair care business using her understanding of what drives our culture and hair trends today, the company said. Her role will involve hair care brand development and creative marketing direction for Living Proof’s hair products as well as collaboration with our leading stylists and scientists on new hair care product ideas.

Living Proof hair care products can be found nationwide at top salons, Sephora, Ulta, Nordstrom, QVC and at Livingproof.com. Internationally, products are stocked at Space NK in the United Kingdom.
• Gillette has rolled out the “My City is My Gym” campaign, encouraging men to take their exercise routines outdoors and put Gillette’s Odor Shield anti-perspirant/deodorant to the test. Harnessing this growing trend of outdoor physical activity, Gillette is partnering with three hometown professional athletes to create pop-up outdoor “My City is My Gym” fitness sites across the country.

In a series of on-site events, Gillette brought hockey star Patrick Sharp to Chicago and former pro football star Dhani Jones to New York City (and early this month football legend Jerry Rice in San Francisco) for special outdoor fitness stations that were designed by the nation’s top fitness experts and capitalize on common urban surroundings, like bus shelters, construction scaffolding, park benches and newsstands, to create an all-around workout.



• Murad Inc. has relaunched its website, Murad.com, with Guidance providing web development and integration services.

In addition to building a feature-rich homepage, category page and shopping cart, Guidance greatly improved Murad.com’s merchandising capability with the development of a feature rich-product detail page, which includes tabbed navigation customer reviews, product details and ingredients, as well as “how to use” information. Additionally, the page includes a “Customers Also Liked” cross-sell feature and integration with Facebook, Twitter, Pinterest and Google+ to encourage expansion of the company’s social networks.

The new site also features a multi-step, skin analyzer that recommends a personalized skincare regimen.

• ColorProof Evolved Color Care’s Envoy Program is making its mark as the next generation of education in the professional beauty industry, according to the company.

The ambassador program is designed to give stylists a complete understanding of the ColorProof brand allowing them to share their knowledge with other stylists and clients within the salon. Upon completion of the program, attendees will receive a personalized, numbered certificate giving them access to the Envoy Team benefits including: their name and number on the ColorProof website, sampling opportunities, access to new products, our quarterly newsletter and more.

“We believe education is a fundamental part of a brand’s success,” shares Brandon Ketz, national education manager for ColorProof Evolved Color Care. “The ColorProof Envoy Program is growing rapidly and we are proud to invite stylists be a part of this amazing journey.”

More info: brandonk@colorproof.com

• Goldfaden MD, a natural skin care line developed by south Florida dermatologist Gary Goldfaden, is on the market as of Nov. 1 at www.goldfadenmd.com and select beauty emporiums.

Motivated by the most-reported concerns in the derm’s practice, the brand enters the market with seven targeted treatment solutions, including Pure Start gentle detoxifying cleanser, Radical Difference advanced antioxidant serum, celebrity-favorite Doctor’s Scrub ruby crystal microderm exfoliator, Bright Eyes dark circle radiance concentrate, Vital Boost even skin tone daily moisturizer, line-fighting Needle-Less, and overnight regenerative treatment cream Wake Up Call.

“My ultimate goal is to let people have a relatively simple skin care regimen that is both preventative and restorative,” says Dr. Goldfaden.

The line began humbly in the family kitchen when he devised a specialty exfoliator, now known as the Doctor’s Scrub, which he shared with his children.

• Most travelers know the routine: check in, head to the room and if you haven’t packed your own supply, be ready to wash-up with whatever brand of shampoo and soap is stocked in the bathroom. Conrad Hotels, however, is shaking up the amenities market up a bit by offering guests a choice of three distinct bath amenities lines. Hotel guests at 20 Conrad properties will be offered Aromatherapy Associates, Shanghai Tang or Tara Smith Vegan Hair Care—tapping into three key trends in personal care marketing.

“The option to individually select your bath amenities from this diverse and indulgent lineup is another example of how Conrad Hotels and Resorts delivers luxury on your terms, like our pillow menu and bespoke martini offerings,” said John Vanderslice, global head of luxury and lifestyle brands at Hilton Worldwide. “It’s also a simple convenience that allows our guests to travel on their terms.”

• Christina Cosmeceuticals first U.S. e-commerce website is up and running. Online at https://shop.christina-usa.com, the site was created for licensed aesthetic professionals, allowing members to order products and supplies while acting as a resource for all the spa’s and aesthetician’s needs.

“As a business owner, I understand how hectic ones schedule can be.By offering an e-commerce site to our spa customers, it allows them to order when they have the time to order, whether at the spa, or at home.Additionally, the site is a great resource for the aesthetician, offering resource guides and videos of treatments, performed by founder Christina Zehavi herself,” said Joe Contorno, president and CEO of Christina-USA.

• Brillo has continued its partnership with The Breast Cancer Research Foundation (BCRF), vowing to donate five cents for each purchase of specially marked packages of Brillo Steel Wool Soap Pads and Brillo Estracell Sponges up to $50,000.

This is the third year of the partnership, which has already contributed $100,000 for breast cancer research.

• Runway star Freja Beha Erichsen has been signed to the Maybelline brand, joining a roster that includes Christy Turlington, Julia Stegner, Erin Wasson, Kemp Muhl, Shu-Pei Qin, Emily DiDonato, and Charlotte Free.

Often described as the “queen of cool,” she is known in the modeling industry for her edgy, urban looks and for her unparalleled sense of style. Freja will make her debut in advertising campaigns for Maybelline New York later this year.

• More than 650,000 students in the last 33 years have participated in SC Johnson’s Kaleidoscope Educational Series (KES), which offers a variety of programs designed to support school curricula covering a wide variety of subjects—from science and math to art, music and theater.

Launched in 1979, KES takes place at The Golden Rondelle Theater located on SC Johnson’s global headquarters in Racine, WI. In the first year, 13 programs were offered and 8,960 students and teachers attended.

Today, the program reaches more than 25,000 children annually in Racine and Kenosha, WI counties. SC Johnson donates the space at The Golden Rondelle Theater, programming, and transportation giving students a unique educational experience at no cost to the schools.

More info:
www.scjohnson.com

• Malie Organics has been selected for the amenities program at The Royal Hawaiian in Waikiki, Hawaii. Guests will be able to experience the brands signature Koke’e aroma, named in honor of Hawaii’s oldest rainforest.


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