BEAUTY CARE

Actress Kelly Rutherford to be face of Peter Thomas Roth

BY Antoinette Alexander

NEW YORK — Skin care brand Peter Thomas Roth has tapped actress Kelly Rutherford to be a global spokesmodel for the brand.

Rutherford’s appointment as spokesmodel marks the first celebrity endorsement for the brand. In her role,  Rutherford will appear in a year-long print ad campaign, kicking off the back cover in the February issue of Good Housekeeping.

"Kelly is a perfect fit because she’s like so many Peter Thomas Roth customers: an active, creative professional and mother of two with great style and an eye for perfection," stated Peter Thomas Roth, the namesake and founder of the skin care and clinical cosmetics brand. "Our customers have come to know me as the face of our brand, but since most of our national ads have a female model in them, bringing Kelly on in the ads is a beautiful and glamorous way to spice things up and allows us to be even more aspirational."

Rutherford is best-known to television audiences as Lily van der Woodsen on the show "Gossip Girl." She is also known for her former roles in television shows "Melrose Place," "Homefront" and "E-Ring."

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IMAN Cosmetics lands first-ever major motion picture partnership

BY Antoinette Alexander

NEW YORK — Multicultural beauty brand IMAN Cosmetics is the official cosmetics partner for “About Last Night” and will launch a new custom-created collection inspired by the film’s theme and characters.

The Luxury Moisturizing Lipstick Collection features five new shades — Hot, Scandalous, Taboo, Flirtatious, and Kinky Pink — that are available at Walgreens and Wal-Mart.

In addition, IMAN Cosmetics is availing exclusive, consumer-targeted, advance film screenings in New York City (in partnership with HelloBeautiful.com on Feb. 3) and Chicago (in partnership with Walgreens on Feb. 12), running print and digital ads in national media outlets, and executing a sweepstakes that includes a chance to win an all-expense paid trip to the film’s red carpet premiere in Los Angeles. Omerge Alliances is leading the marketing campaign.

The U.S. theatrical release of romantic comedy “About Last Night” is Valentine’s Day. The film stars Kevin Hart, Michael Ealy, Regina Hall, Joy Bryant, Christopher McDonald and Paula Patton.

"Utilizing entertainment properties like ‘About Last Night’ is a part of our marketing strategy to engage our consumers organically by offering relevant value beyond our products. This film was a great foray into this space because it celebrates what our fans appreciate: life, dating, and being beautiful. Omerge Alliances presented us with this opportunity to engage our fans with a relevant promotional campaign and we look forward to more entertainment integration opportunities in television, film and music appealing to women with skin of color globally," stated IMAN Cosmetics general manager Desiree Reid.
 

 

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L’Oréal USA’s professional brand Matrix collaborates with Google Glass

BY Antoinette Alexander

NEW YORK — Matrix, a professional hair care and hair color company that is a subsidiary of L’Oréal USA, is aiming to transform the professional hair styling experience with a new program that features Google Glass.

The "Matrix Class for Glass" initiative is an ongoing program throughout 2014 that features a three-phase rollout, including an exclusive blogger video series, The Matrix Eye for Style Google Glass Salon Chair and a salon professional education platform. Also coming in late spring, the first Professional Google Glass App will house an exclusive library of content that can be downloaded by consumers and professionals.

"This new initiative will completely transform the hair styling experience," said VP, Matrix general manager Paul Schiraldi. "Wearable technology is the next frontier — poised to revolutionize the way we live and work, in the same way that smartphones and tablets have done. We’re extremely excited to be leading the way in professional and consumer hair education with this initiative.”

Blogger Video Series 

Using Google Glass technology and expertise from Matrix celebrity stylist, George Papanikolas and Matrix artistic director, Ammon Carver, tutorials will capture styling sessions directly from the eye of the stylist. These videos will offer a new view from behind the chair and power the styling experience. The "Matrix Class for Glass" video series will showcase a cast of bloggers as they explore the latest trends and share their experience. Videos will live on matrix.com, youtube.com and blogger social media channels.

The Matrix Eye for Style Google Glass Salon Chair 

Launching later in the year, Papanikolas will introduce the Matrix Eye for Style Chair at The Andy LeCompte Salon in Los Angeles. Consumers can take advantage of exclusive appointments with Papanikolas, who will capture each person’s style and finish service via Google Glass and will subsequently email the video to the client to serve as a personalized at-home tutorial.

"Salon clients and women around the world have long lamented the fact that they’re unable to have their talented hairstylists at their side to recreate their favorite salon hairstyles at home," Papanikolas said. "Now, thanks to the technology of Google Glass and Matrix, the salon experience is forever changed."

Salon Professional Education Platform 

Furthermore, "Matrix Glass for Class" will strive to raise the bar in salon professional educational tools. Beginning in April, Matrix will showcase this artist perspective through a series of classes across the country lead by Matrix artistic directors, Nicolas French, Chrystofer Benson and Carver. The experience will be captured online as artists lead tutorials focusing on key salon techniques and styles in cutting, coloring, styling and finishing.

 

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