BEAUTY CARE

Courteney Cox signs with Avon as spokeswoman for Spotlight fragrance

BY Antoinette Alexander

NEW YORK Courteney Cox has partnered with Avon Products to be the exclusive spokeswoman for the brand’s new women’s fragrance dubbed Spotlight.

Spotlight will launch in the United States in April with a global launch following in the summer. Spotlight will be priced at $22.50.

Cox will appear globally in support of the fragrance in Avon’s brochure, which is distributed through more than five million Avon representatives worldwide. She will also be featured in print and television advertising in select markets around the world.

Cox is the most recent partner to join Avon’s fragrance portfolio. Other partners include Patrick Dempsey, U by Ungaro, the James Bond Franchise for Bond Girl 007, Jennifer Hudson for Imari, Cynthia Rowley, Derek Jeter and Christian Lacroix Parfums.

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Stiefel expands skin treatment offerings with launch of Revaleskin line

BY Antoinette Alexander

CORAL GABLES, Fla. Skin care company Stiefel Laboratories, whose brands include an acne treatment line called PanOxyl and a dry skin line called Impruv, is expanding its Revaleskin collection with three new products.

The Revaleskin line, which is an aesthetic physician-dispensed line, is formulated with CoffeeBerry extract, a potent super-antioxidant derived from the whole coffee fruit. The products have been clinically proven to improve the skin’s appearance in as few as 11 days, according to Stiefel.

The new products include replenishing eye therapy, intense recovery treatment for dry/damaged or post-procedure skin and chest/decolletage rejuvenating treatment for the neck and chest areas.

The replenishing eye therapy, which launched in August, retails for $80. The chest/decolletage rejuvenating treatment ($120) and the intense recovery treatment ($130) will be available in 2009.

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P&G opens temporary ‘pop-up’ store in New York

BY Antoinette Alexander

NEW YORK Procter & Gamble has jumped aboard the “pop-up” store bandwagon with the recent opening of its temporary store in New York City.

The temporary location, dubbed BrandSaver Live, opened on Black Friday and will close shop on Dec. 11. It is located on 57th Street at 6th Ave.

Inside, visitors are encouraged to experience some of P&G’s brands and receive a booklet with $45 worth of coupons for P&G products.

According to published reports, the concept was tested at shopping malls in Rochester, N.Y., and Dallas over the summer, before heading to Manhattan.

This is not the first time that a manufacturer has turned to experiential marketing. In recent years, there has been a flurry of pop-up venues where companies temporarily lease a retail spot to create a buzz and showcase products. Some companies that have taken part include Maybelline New York, which opened a temporary Beauty Studio in Manhattan; Unilever, which established the temporary “Can You Tell?” studio to promote Suave in Manhattan before traveling on to Chicago and Minneapolis; and Gillette, which took a similar approach when it opened its Venus Vibrance Leg Room in Times Square to celebrate the launch of the Venus Vibrance razor.

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