BEAUTY CARE

Axe expands marketing efforts for new product with Jagtag partnership

BY Antoinette Alexander

NEW YORK As part of the launch of Axe’s new Axe Twist, the men’s grooming brand has partnered with Jagtag to kick off a new mobile marketing campaign, marking the largest multichannel ad program in the U.S. market using a mobile 2-D barcode.

Jagtag mobile barcodes appear in Axe Twist marketing efforts promoting exclusive content from the Axe Twist Humor Tour, presented by Funny or Die and at college campuses. To reach the Axe target demographic — guys ages 18 to 24 years old — Jagtag mobile barcodes will be featured across multiple media channels, including print inserts within nine national men’s magazines — including GQ, Maxim and Men’s Fitness — in sample packs distributed at college campuses and hand-outs, as well as signage within movie theaters and at Six Flags theme parks nationwide.

With Jagtag barcodes featured alongside Axe Twist product samples and promotional materials, consumers can snap a photo of Jagtags and instantly receive exclusive videos featuring comedians from the Axe Twisted Humor Tour. Users also can click through to the FunnyOrDie.com/Axe site for additional content and tour information.

Jagtag works with all wireless carriers and camera phones in the United States and enables Axe to share video content instantly with 90% of mobile users, without requiring them to download an application. Standard messaging and data rates apply.

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BEAUTY CARE

Finesse launches line for aging hair

BY Antoinette Alexander

STAMFORD, Conn. Lornamead’s Finesse hair care brand is tackling the symptoms of aging hair with its new Finesse ReVitality line.

Finesse ReVitality, which is enhanced with a complex of collagen, CoQ10 and antioxidants, is designed specially for women concerned about aging. The formula promises to improve strength and softness of hair after just one use.

According to the company, three-quarters of women surveyed by the brand agreed that their hair has changed over time. In addition to changes in their natural hair color, women cited increased coarseness, dryness, brittleness and thinning as new challenges for their hair. As a result, fewer than 2-out-of-10 women described their own hair as “healthy.”

“Finesse ReVitality fills a gap in the marketplace by meeting beauty needs that have been overlooked until now,” stated Randy Sloan, CEO of Lornamead. “Our formula takes the best of what’s been learned in skin care and now applies it to hair care to satisfy a beauty need of older women.”

The ReVitality line is designed to:

  • Plump: A complex that includes collagen helps to increase elasticity and aids hair in retaining moisture and plumpness;
  • Repair: CoQ10, proteins and amino acids defend against damage; and
  • Protect: Antioxidants promote healthy scalp, laying the foundation for healthy hair.

The collection includes hydrate and recover shampoo and conditioner, volumize and correct shampoo and conditioner, fortify and protect leave-in treatment, and stimulate and refine pre-shampoo treatment.

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Whole Foods: ‘Organic’ cosmetics, personal care items must have official seal by 2011

BY Antoinette Alexander

AUSTIN, Texas Whole Foods Market has announced that it is requiring all personal care products and cosmetics making an “organic” claim sold in its U.S. stores be third-party certified by June 1, 2011.

Under the new guidelines, all products making an “organic” product claim (e.g., “organic shampoo”) must be certified to the USDA’s National Organic Program standard. Products making a “made with organic ingredients” claim also must be certified to the NOP standard, and products making a “contains organic ingredients” claim must be certified to the NSF 305 ANSI Standard for Organic Personal Care products, a consensus-based industry standard accepted by the American National Standards Institute and managed by NSF International.

“At Whole Foods Market, our shoppers do not expect the definition of organic to change substantially between the food and non-food aisles of our stores,” stated Joe Dickson, quality standards coordinator for Whole Foods. “We believe that the ‘organic’ claim used on personal care products should have just as strong a meaning to the ‘organic’ claim used on food products.”

The USDA has stated that personal care products can be certified to the NOP standard, but such certification is not mandatory for non-food products. To honor the authenticity of the organic label, Whole Foods is requiring organic certification to ensure that claims on product labels are accurate.

Whole Foods currently is working with suppliers to transition their label claims to the meet these standards: 1. Products making an “Organic” product claim: Must be certified to the USDA’s National Organic Program standard for organic (>95%) products. 2. Products making a “Made with Organic ______” claim: Must be certified to the USDA’s National Organic Program standard for Made with Organic (>70%) products. 3. Products making a “Contains Organic ______” claim: Must be certified to the NSF/ANSI 305 Organic Personal Care Standard. 4. Products listing an organic ingredient in the “Ingredients:” listing: Organic ingredient must be certified to the USDA NOP standard.

Suppliers who are making an “organic” claim have until Aug. 1, 2010 to submit their plans for compliance and until June 1, 2011 to be in full compliance, the company stated.

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