BEAUTY CARE

Crest Pro-Health, Oral-B team up to alert Hispanic community to gingivitis

BY Antoinette Alexander

MIAMI Procter & Gamble’s Crest Pro-Health and Oral-B brands have teamed up with Dr. Ivan Lugo, past president of the Hispanic Dental Association and Associate Dean of Temple University School of Dentistry, to raise awareness of gingivitis in the Hispanic community.

According to The Centers for Disease Control and Prevention’s Third National Health and Nutrition Examination Survey, gingivitis, a form of gum disease, affects 1-in-2 adults in America, including Hispanics. The Mexican-American population has one of the highest percentages of prevalence.

“As an active member of the Hispanic dental community I am proud to be the spokesperson for this initiative to raise awareness in our community on how to help prevent and treat oral health conditions, like gingivitis,” stated Lugo.

As part of the initiative, Crest Pro-Health and Oral-B are promoting a four-step, at-home dental routine:

  1. Brush twice a day with a toothbrush with bristles that are able to surround each tooth to clean the entire tooth surface. It is highlighting the Oral-B Vitality Precision Clean Power Brush, which moves at nearly 8,000 times a minute to reduce up to two times more plaque than a regular manual brush.
  2. Next, use a specialized toothpaste to fight gingivitis, such as Crest Pro-Health toothpaste.
  3. Floss at least once a day to remove plaque and food particles between teeth at the gum line. For example, Crest’s Glide Deep Clean Floss is made with Gore-Tex, a micro-textured material resistant to shredding.
  4. The final step is to rinse with an anti-gingivitis mouthwash, such as Crest Pro-Health Oral Rinse, to remove leftover particles and kill the germs that cause plaque, gingivitis and bad breath.

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Elizabeth Arden, Liz Claiborne sign long-term fragrance deal

BY Antoinette Alexander

NEW YORK Elizabeth Arden and Liz Claiborne have entered an exclusive long-term global licensing deal for Liz Claiborne fragrance brands. Terms of the deal were not disclosed.

The Liz Claiborne fragrance portfolio consists of such products as Juicy Couture, Usher, Curve by Liz Claiborne, Lucky Brand and the Liz, Realities, Bora Bora and Mambo fragrances.

According to E. Scott Beattie, chairman, president and chief executive officer of Elizabeth Arden, the deal will allow the company to benefit from improved market share and productivity in its North American fragrance business, gain efficiencies from a larger fragrance business, increase gross margins and bolster sales volume of its international business.

For Liz Claiborne, the transaction will enable it to maximize profitability going forward. “Through this partnership with Elizabeth Arden, we can continue to successfully develop and market brand enhancing fragrances in a more capital efficient manner, leveraging our strength in brand building with Arden’s expertise in developing and growing fragrance businesses,” stated William McComb, chief executive officer of Liz Claiborne.

Liz Claiborne expects the transaction to have a positive impact on its 2008 cash flows and to have no impact on 2008 projected adjusted EPS and operating margin. Looking forward to 2009 and beyond, the company expects the impact of the royalty income to be accretive to both EPS and operating margin.

Elizabeth Arden expects the deal to contribute to both net sales and earnings growth in fiscal 2009. It expects to incur advertising and marketing expenses paid by Liz Claiborne and other transaction related expenses during the fourth quarter of fiscal 2008 and the first half of fiscal 2009. Elizabeth Arden expects its gross margins to be impacted in the fourth quarter of fiscal 2008 and through the first half of fiscal 2009 by the sale of Liz Claiborne inventory that Elizabeth Arden acquired prior to the effective date as a distributor. After the full impact of these costs, Elizabeth Arden expects the deal to be accretive to earnings in the first half of fiscal 2009.

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Ryan Sheckler signed to Proactiv TV ads

BY Alaric DeArment

PALM DESERT, Calif. Direct-response TV advertiser Guthy-Renker is putting a new face on its acne treatment, Proactiv Solution, the company announced Wednesday.

A new series of TV commercials, airing in June, will feature television star and professional skateboarder Ryan Sheckler. The Web site for the treatment has testimonials from several celebrities, including Jennifer Love Hewitt, Vanessa Williams and Jessica Simpson.

Two Stanford University-trained dermatologists, Katie Rodan and Kathy Fields, developed Proactiv Solution, which entered the market in 1995. Guthy-Renker markets the treatment, selling it online and over the telephone.

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