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SoftSheen-Carson Debuts Magic Shave Campaign

June 23, 2014

New products launch along with summer movie.

SoftSheen-Carson Laboratories Magic Shave celebrated its new Bump Rescue Skincare Line through its Magic Shave Approved campaign and partnership with Sony Pictures' "Think Like a Man Too" in theaters today.

As part of the campaign, an advanced pre-screening of Think Like a Man Too was sponsored by Magic Shave, the movie's official US men's grooming promotional partner, at Show Place Icon 15 in Chicago with cast appearances by Kevin Hart, Regina Hall and Terrence J. At the event, Magic Shave offered product sampling to eager moviegoers and invited them to enter their Think Like A Man Too sweepstakes for the chance to win a trip for two to Las Vegas.

Through the campaign, the brand also hit Chicago's hottest neighborhood barbershops where they picked up the tab for customer appointments, sampled Magic Shave products and provided movie ticket giveaways. Consumers were also encouraged to share their smooth look using hashtag #MagicShaveApproved.

Designed to address the specific needs of African American men's skin, the new  Magic Shave Bump Rescue Skincare Line visibly reduces the appearance of bumps, fights blackheads, helps prevent new acne blemishes and diminishes the look of ingrown hairs, said the company. This comprehensive system is built around cutting-edge technologies and contains key ingredients such as salicylic acid, charcoal, zinc and allantoin, to deliver smoother skin.

"Magic Shave has been the pioneer in men's depilatories for over 100 years," says Mezei Jefferson, senior manager of education, SoftSheen-Carson. "To stay at the forefront of men's grooming needs, we are thrilled to define a category of skincare products that are tough on bumps, gentle on skin and so efficient, it's magic!"

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