BEAUTY CARE

Bump control gets ‘Smooth’

BY Antoinette Alexander

ATLANTA — Razor bump eliminator Bump Patrol has announced the debut of its "Smooth Crew" as part of an education campaign to help wipe out razor bumps, a common shaving problem, particularly among men of color.

Weighing in on the skin-deep side of the Smooth Crew duo is Dr. Paul Wallace, a Harvard-trained dermatologist and cosmetic surgeon based in Beverly Hills, Calif. Not only does Wallace serve as a medical adviser to major movie studies, but he also serves as chairman of the World Boxing Council’s Medical Advisory Board, where he is ringside physician for boxing and mixed martial arts. His connection to sports ties in well with Bump Patrol’s advertising campaign, according to the manufacturer. The campaign features Wallace donning a boxing glove as he and his barber counterpart strike a pose.

Master barber Will Williams is the shaving half of the Smooth Crew. Williams also serves as director of consumer education at M&M Products Co., the maker of Bump Patrol.

Advertising, social media, an online video series, representative interviews and public relations are part of the new Smooth Crew undertaking to promote the brand. Beginning in December, the Bump Patrol website will feature a section dedicated to the Smooth Crew’s shaving tips and topical issues. Consumers, barbers and dermatologists also will be able to pose questions on Bump Patrol’s Facebook, Twitter and YouTube accounts for Smooth Crew feedback.

Several national retailers sell the line, including Walmart, Target, CVS/pharmacy, Rite Aid, Walgreens and Sally Beauty.

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P&G taps NHL star as Gillette brand ambassador

BY Antoinette Alexander

WASHINGTON — Procter & Gamble has inked a multiyear partnership with National Hockey League star Alex Ovechkin to serve as a Gillette brand ambassador.

Ovechkin will appear in advertising and marketing in support of the men’s grooming brand in Russia and Eastern Europe, and will collaborate with Gillette to create charity programs that will contribute to youth hockey development in the region, as well as the Washington, D.C., area.

The first campaign includes two television commercials, print and online advertisements, and point-of-sale materials featuring Ovechkin’s name and likeness.

"We are excited about our partnership with Alex. He is one of today’s fiercest competitors and a dedicated professional who is committed to working with us to help develop younger hockey players," stated Svetlana Stishkova, Gillette marketing director for Russia. "We are looking forward to working with him in Russia and Eastern Europe to help us launch the latest addition to the Gillette Fusion family and the new series of Gillette products for sensitive skin."

Ovechkin, the Washington Capitals left wing, burst onto the scene in 2005 and won the Hart Memorial Trophy, which is awarded to the Most Valuable Player, in 2008 and 2009. He also won the Lester B. Pearson Award in 2008, 2009 and 2010. He is the first player in NHL history to be named a First Team All-Star in each of his first five NHL seasons, and he is only the fourth player in history to score more than 200 goals in the first four years of his career, joining hockey icons Wayne Gretzky, Mario Lemieux and Mike Bossy. In July 2009, Ovechkin was named "Official Ambassador" to the 2014 Winter Olympics in Sochi, Russia.

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Live demos a biting success for Colgate

BY DSN STAFF

WINTER PARK, Fla. — Recent live demonstrations at 51 select drug stores nationwide proved successful for Colgate-Palmolive’s Colgate Total brand, according to promotional and marketing company Cosmetic Promotions.


While Colgate Total already is a leading brand for the manufacturer, the demo event, coordinated by Cosmetic Promotions, revealed some interesting findings. Out of the 360 people surveyed, 24% had not tried the product yet, and 57% said they would purchase it at a later date after they 
tried the product. Consumers were given a large sample of Colgate Total to take home, and 177 store associates were trained on product features and benefits.


Colgate Total is positioned as the only toothpaste with an antibacterial ingredient that adheres to teeth for 12 hours and does not wash away with food or drink.

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