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Benefit Cosmetics celebrates beauty and best friends with new ‘Wing Women’ campaign

BY Antoinette Alexander

SAN FRANCISCO — Benefit Cosmetics is taking a bold approach to beauty and friendship with its new “Wing Women” campaign.

National Wing Women Weekend, Sept. 26 to 28, is the first annual weekend dedicated to celebrating the one-of-a-kind bond between a gal and her besties. Just like your real-life wing women who always have your back, the Wing Women campaign celebrates Benefit's eye duo, They're Real Mascara and the newly launched They're Real Push-Up Liner.
 
National Wing Women Weekend will commence with a VIP event unveiling Benefit's spectacular, all-pink pop-up Tattoo Parlor hosted by actress, Vanessa Hudgens and celebrity tattoo artist, Romeo Lacoste. Throughout the weekend, the Benefit Tattoo Parlor will play host to social media maven, Jenna Marbles and a series of celebrity tattoo artists, including Dr. Woo. Here, consumer besties can opt for "fake" custom-designed, temporary tattoos in partnership with Flash Tattoos or, for the most fearless female duos, Benefit invites them to declare their lifelong friendship with "real" ink. For those who decide to declare their love for Benefit Cosmetics with a Benefit branded tattoo, Benefit will provide a year's worth of They're Real Mascara, They're Real Push-Up Liner, plus a beauty bag filled with one of every single Benefit product.

"Benefit has never been shy about pushing boundaries; taking a tongue-in-cheek and oftentimes avant-guard approach to beauty," stated Benefit GM Americas, Aurelian Lis. "This national weekend was designed with our millennial consumers in mind, engaging them through social media, with a modern and playful campaign that has laughter at the core."

Never one for the "traditional," the brand has launched #WingWomen social media badges, including "Gymfluencer" and "Selfie Star", allowing fans to tag in their besties for chances to win beauty swag.
 

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PCAST releases ‘Combating Antibiotic Resistance’ report to POTUS

BY Antoinette Alexander

WASHINGTON — As the evolution of antibiotic resistance in bacteria occurs at an alarming rate, the President’s Council of Advisors on Science and Technology announced that it released to the president last week a report, called "Combating Antibiotic Resistance."

The report was released simultaneously with a National Strategy on Combating Antibiotic Resistant Bacteria, as well as with a Presidential Executive Order emphasizing the importance of addressing this growing challenge

The evolution of antibiotic resistance in bacteria is outpacing the development of new countermeasures. According to the Centers for Disease Control and Prevention, the annual domestic impact of antibiotic-resistant infections to the U.S. economy has been estimated at $20 billion in excess direct healthcare costs, with additional costs to society for lost productivity as high as $35 billion per year and 8 million additional days in hospitals. The safety of many modern medical procedures — including cancer chemotherapy, complex surgery, dialysis for renal disease, and organ transplantation — relies on effective antibiotics. These interventions become significantly more dangerous as bacterial resistance rises. Indeed, the World Health Organization recently warned that we risk entering a “post-antibiotic” era unless we act now.

PCAST recommends measures to strengthen antibiotic stewardship, boost surveillance and facilitate the development of new drugs, diagnostics and vaccines to combat this growing crisis.

Responsible stewardship of antibiotics requires identifying the microbe responsible for disease (ideally with rapid and inexpensive diagnostics); administering the most effective antibiotic at the appropriate dose, route, and time; and discontinuing antibiotic therapy when it is no longer needed. Optimizing the use of our current antibiotics in human health care and animal agriculture will extend the longevity of these life-saving medicines and maximize their benefits, PCAST stated.
 
Increased surveillance for antibiotic-resistant bacteria will enable more effective responses to resistant strains, support earlier identification of outbreaks and limit the spread of resistant organisms. Improved surveillance will help address fundamental questions of where resistant infections originate, practices that contribute to emergence and how resistant microbes are being transmitted, according to PCAST.

Even with improved stewardship and surveillance, PCAST said that it is critical to develop new antibiotics, diagnostics, vaccines and other interventions at a rate that outpaces the emergence of resistant microbes. A robust antibiotic pipeline is essential for creating new antibiotics to replace those being steadily lost to antibiotic resistance. Establishing this pipeline and successfully addressing the rise in antibiotic resistant bacteria will require coordination across governmental, academic, health-related, agricultural and private sectors.

PCAST added that, in the fight against microbes, no permanent victory is possible: As new treatments are developed, organisms will evolve new ways to become resistant. This reality underscores how essential it is to embark on a course of action that will ensure an effective and enduring arsenal of antibiotics. Committing to combating antibiotic-resistant microbes will support patient care, economic growth, agriculture and economic and national security. By taking the recommended steps, the United States and global community will continue to reap the benefits of these medicines.

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Popchips announces first television campaign

BY Ryan Chavis

LOS ANGELES — Popchips, a popped snack company, announced that it has launched its first national television campaign called "The Popchips Way," in which the company will share with consumers the popped process that leads to the creation of the snack.
 
The brand partnered with agency Dandelion to produce the new ad spots. Dandelion leveraged its roster of noted television writers from successful sitcoms to write scripts that incorporate sharp dialogue. 
 
The Popchips brand has enjoyed steady growth thanks to celebrity seeding iniatives and grassroots marketing, the company said. The brand also boasts the highest social engagement in its category, Popchips said, citing Mintel research. It will upgrade its social media presence to expand on the new campaign content.
 
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