BEAUTY CARE

Bethesda Skincare introduces sunscreen soap

BY Antoinette Alexander

NEW YORK Bethesda Skincare, a maker of all-natural skin care products, has launched its all-natural Bethesda Sunscreen Soap that contains a minimum SPF 10.

How it works: Washing with the soap provides an invisible layer of sunscreen protection.

The formula has more than 50 vitamins and minerals, according to the company. All soaps contain four basic ingredients: Whole leaf aloe vera gel, healing balm of Gilead, glycerin and chlorophyll. Their properties are anti-inflammatory, hygroscopic, immune boosting and moisturizing.

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J&J partners with Glam Media on Melt Away Stress site

BY Antoinette Alexander

SKILLMAN, N.J. Johnson & Johnson Consumer Products Co. is promoting its Melt Away Stress line of skin care products through a new online campaign and microsite.

The site, located at www.JohnsonsForYou.com/Escape, features a user-generated content contest, Jamaica getaway sweepstakes, expert and celebrity videos, and an embeddable quiz widget. Consumers will also have access to an exclusive free trial coupon for the Melt Away Stress products.

Johnson’s has partnered with Glam Media’s media network to distribute the site’s content and promote it to consumers through a custom integrated program. In addition, the company has tapped New York-based interactive marketing agency Deep Focus to develop the creative content and applications for the campaign.

Johnson’s also is supporting the line with traditional advertising in such publications as Allure, Glamour and InStyle.

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TAG partners with Island Def Jam on new hip-hop label

BY Antoinette Alexander

NEW YORK Procter & Gamble’s TAG brand has partnered with Island Def Jam Music Group to form a new hip-hop record label, TAG Records as part of TAG brand’s initiative to cultivate relationships with the urban community.

Hip-hop mogul Jermaine Dupri will lead the new label, acting as president of the New York-based venture. Dupri will set the creative vision for the label and will play an integral part in identifying and developing musical talent.

The first artist will be officially announced in May. In addition to an album release, the TAG brand will showcase TAG Record’s artist and Dupri across various TAG brand advertising and marketing initiatives throughout 2008.

“We’re very excited about our partnership with IDJ and the broad platform it provides for creating artistic opportunities within the urban community,” stated Alex Keith, general manager of P&G Deodorants. “We’re confident the partnership will make a positive impact and bring opportunities to undiscovered urban creativity and vision.”

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