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Arrid Extra Dry, New York Yankees pitcher Mariano Rivera partner for ad campaign

BY Antoinette Alexander

PRINCETON, N.J. — Church & Dwight, the maker of Arrid Extra Dry antiperspirant deodorant, has partnered with New York Yankees closing pitcher Mariano Rivera to launch the brand’s new advertising campaign.

The TV spot, which began airing Sept. 21, showcases the five-time World Champion relief pitcher on the field, illustrating his grace under pressure demeanor.

Airing a total of more than 650 times throughout September, October and November, the commercial premiered on YES Network during the Yankees’ 1:05 p.m. game.  During its run, the ad can be seen nationally on such networks as ESPN, TBS, Bravo, TNT, Cartoon Network’s "Adult Swim," Spike, FX, Nick at Nite, USA and TLC.  It will air locally in New York City and Philadelphia during TBS coverage of Major League Baseball playoff games.

"The partnership between Arrid Extra Dry antiperspirant deodorant and Mariano Rivera is a natural one," stated Stacey Feldman, VP marketing, personal care, at Church & Dwight.  "Mariano Rivera is the epitome of remaining cool and calm when entering a pressure-packed ninth inning, with the expectation of preserving a victory. Sold at a value price, Arrid Extra Dry antiperspirant deodorant provides our consumers with confidence at staying fresh and cool when facing the daily stress in their lives."

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Ouidad unveils new Climate Control defrizzing shampoo, conditioner

BY Antoinette Alexander

NEW YORK — Hair care brand Ouidad continues on its promise to deliver frizz-free curls with its new Ouidad Climate Control defrizzing shampoo and conditioner.

The new Climate Control defrizzing shampoo and conditioner contains Ouidad’s exclusive humidity shield complex, which, by combining a blend of moisturizers that encapsulate the hair shaft, acts as a protective barrier against heat, humidity and other environmental factors.

Ouidad’s Climate Control defrizzing shampoo ($18 for 8.5 oz. and $8 for 2.5 oz.) has gentle cleansing agents, naturally derived from coconut and glucose, which thoroughly cleanses the scalp of sebum, allowing the hair follicles to breathe. This sulfate-free shampoo was developed specifically for customers seeking an alternative to sulfates.

Climate Control defrizzing conditioner ($20 for 8.5 oz. and $8 for 2.5 oz) is blended with amino acids that penetrate the hair shaft and infuse strands with hydration, leaving curls smooth and manageable with frizz control and color protection.

Ouidad’s products are available at Sephora and Ouidad-certified salons nationwide.

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Actress Jennie Garth to be the new face of Porcelana skin care

BY Antoinette Alexander

PLYMOUTH MEETING, Pa. — Ultimark Products has tapped actress Jennie Garth to be the new face of its Porcelana line of skin care products, which is sold in such retailers as Walgreens, Rite Aid, Walmart and Kmart.

Garth, who is perhaps best known from her role in the television hit series “Beverly Hills 90210,” will promote both new and existing Porcelana products and will appear in print advertisements, social media and online marketing.

“Great skin is important to all women and Porcelana now offers an affordable line for all skin types,” Ultimark Products CEO Chris Dominello said.  “We are very excited to have Ms. Garth as the spokesperson for Porcelana to help us grow the brand.”

Porcelana has nearly 40 years of heritage in balancing women’s skin tone. The Porcelana skin care line consists of a day and night cream designed to lighten skin discolorations and even skin tone. In addition, Porcelana has launched three additional products to help women improve their skin’s appearance: Porcelana dark circle treatment, Porcelana stretch mark treatment and Porcelana daily skin tone brightener.

Ultimark Products purchased the Porcelana product line last April from Nicene Brands. Other brands in the Ultimark personal care product portfolio include Prell, Denorex and Zincon.

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