BEAUTY CARE

Colgate launches Advanced Health mouthwash, year 2 of Simplemente Saludable

BY David Salazar
NEW YORK — Colgate is celebrating the launch of a new product at the same time it kicks off the second year of its Simplemente Saludable (Simply Healthy) program. This year, the company will partner with Chef Lala and yoga instructor Yudy Arias, as well as TV host Karla Martinez and dentist Karent Sierra, to educate Latinas to invest in healthy lifestyles, starting with oral health. 
 
The campaign’s second year comes as the company launches Colgate Total Advanced Health mouthwash, which the company says combines germ killing ingredients with breath-freshening power. Consumers shake the bottle to activate the formula, gargle and rinse to remove bacteria. As part of the launch, Simplemente Saludable will emphasize simple ways to shake up a health-and-wellness routine for better total health. 
 
Colgate’s bilingual Twitter account, @SonrisaColgate, will feature the experts discussing such topics as women’s empowerment and self-help, the best oral health routines, nutritious twists on Latin cuisine and at-home exercise routines. 
 
"We're incredibly excited to introduce the new Colgate Total Advanced Health Mouthwash alongside the relaunch of our Simplemente Saludable initiative," Colgate-Palmolive GM multicultural marketing Carla Kelly said. "By leveraging our panel of successful Latina influencers, we will be able to shake up the health and wellness routines of Latinas nationwide in an effort to engage, educate and reinvigorate their commitment to proper oral health as well as physical and mental wellness."
 
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IRI, Experian establish better marketing ROI through partnership

BY Michael Johnsen

CHICAGO — IRI on Monday partnered with Experian on a initiative designed to drive a better return on advertising spend for marketers and improve shopping experiences.

The joint effort enables marketers to leverage IRI ProScores, an audience targeting solution built from household purchase data. As part of the agreement, Experian’s clients will have direct access to IRI ProScores.

“Today’s announcement … expands our partner ecosystem and demonstrates the continued adoption of IRI ProScores by leading marketing and technology companies," stated Srishti Gupta, president of the IRI Media Center of Excellence. "CPG purchase propensity scores have long been used by IRI clients to drive marketing personalization and effectiveness, and this expanded relationship opens up our valuable data assets to Experian’s clients and partners, enabling them to drive unique and personalized experiences for customers.” 

“In an age when consumers are constantly on the go and are bombarded with marketing messages, there’s an expectation for brands to deliver only highly personalized and extremely relevant communications to them," added Kevin Dean, president Experian Targeting. "Through our collaboration with IRI, we’re able to help marketers adapt to this environment and identify the target audiences for each marketing campaign, helping them to improve customer loyalty and see greater return on investment.”
 
IRI ProScores leverages demographic and other consumer data from Experian’s ConsumerView database and integrates it with IRI’s consumer purchase data to identify the most valuable purchasers. Marketers can utilize the information to determine consumers who have the propensity to purchase products within a specific category, subcategory or brand and deliver targeted communications with significantly enhanced relevancy to individual shoppers.

Many IRI clients have experienced more than a 200% lift in product sales for ad campaigns using IRI ProScores as a targeting element, IRI stated.

 

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GSK Consumer Healthcare launches parodontax for gum health

BY David Salazar
WARREN, N.J. — GSK Consumer Healthcare’s latest addition is putting its focus on helping users control gum bleeding. Parodontax combats plaque buildup to bring about smoother pink gums while strengthening teeth and improving the seal between gums and teeth to fight gum disease, the company said.
 
“Whether you see a drop of blood occasionally or daily in the sink when you brush your teeth, you should never ignore your bleeding gums," GSK Consumer Healthcare medical expert and dentist Dr. Jim DiMarino said. "Bleeding gums are a warning sign that your gums need treatment.”
 
The parodontax brand comes to the United States from Germany, where it was launched in 1937. The toothpaste uses stannous fluoride as its active ingredient. It comes in three flavors, Clean Mint, Whitening and Extra Fresh, with a price of $5.99.
 
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