BEAUTY CARE

DeGeneres to promote CoverGirl anti-aging makeup

BY Antoinette Alexander

HUNTS VALLEY, Md. Procter & Gamble’s CoverGirl has announced that its newest celebrity spokesperson, comedienne and talk show host Ellen DeGeneres, will be promoting the new CoverGirl and Olay Simply Ageless Foundation.

As previously reported by Drug Store News, the brand confirmed in September that DeGeneres had been selected as the newest spokesperson, marking her first beauty campaign. CoverGirl’s family of spokespeople also includes Queen Latifah, Rihanna and Drew Barrymore.

The brand’s new print and television advertisements featuring DeGeneres will debut in January.

“I’m thrilled to be a CoverGirl,” stated DeGeneres. “I’ve been practicing in the my bathroom mirror for years … now finally, you’ll all be able to see it.”

Positioned as a new generation of anti-aging makeup, Simply Ageless is designed to stay suspended over fine lines and wrinkles, making them look less noticeable. As it is applied, the formula works with the skin’s temperature to transform the foundation from a cream to a liquid on contact. It then forms an “invisible suspension system” that floats over the surface without gathering in lines. It is formulated with Olay’s Regenerist serum and, according to P&G, has been clinically shown to positively impact the healthy look of the skin for improved skin appearance over time.

The new Simply Ageless is currently available at select mass-market retailers and will be available nationwide beginning in January. The average retail price is $16.99.

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CoverGirl kicks off launch of Outlast Lipstain with celebrity unveiling

BY Antoinette Alexander

HUNT VALLEY, Md. Young Hollywood celebs Jessica Lowndes, Willa Holland, Leven Rambin and Emily Van Camp celebrated the launch of the CoverGirl Outlast Lipstain when Rihanna’s personal makeup artist, Mylah Morales, unveiled the beauty essential of 2009 at bebe Rodeo Drive.

The party kicked off the beauty partnership between CoverGirl and bebe and an exclusive preview of CoverGirl Outlast Lipstain free with a $100 purchase between Dec. 12 and 14 before the product hits retail shelves at mass.

Beginning in January, CoverGirl Outlast Lipstain will be available at mass in 10 shades. It will have a suggested retail price of $7.29.

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Vaseline launches campaign for prescription-strength therapeutic lotion

BY Antoinette Alexander

ENGLEWOOD CLIFFS, N.J. Unilever’s Vaseline brand has launched an integrated campaign for its new Clinical Therapy Prescription-Strength Lotion. Kicking off the campaign were residents of Kodiak, Ala.

As previously reported by Drug Store News, the new Vaseline Clinical Therapy, currently available over-the-counter at retail with a suggested retail price of $5.49, promises to provide instant relief, long lasting protection and sustained recovery to dry skin.

To help prove the efficacy of Clinic Therapy Lotion, Vaseline turned to Petal Ruch, mother of four, vocal instructor and resident of Kodiak, a town with a population of 6,000 people. As part of the “Prescribe the Nation” campaign, if she liked the lotion, she could then “prescribe” it to anyone else she thought needed the product. Nearly 1,000 members of the community were prescribed in the first two weeks. Many of these people’s stories will be featured in the ad campaign created by Bartle Bogle Hegarty, running on morning, primetime and cable TV and in magazines such as Prevention, Shape and Self.

To drive consumer engagement, Vaseline partnered with OgilvyOne to create the prescribethenation.com Web site. Visitors to the site can track the spread of the lotion nationwide, download coupons and watch videos of Kodiak residents sharing their skin stories.

On the site consumers can also enter the “Prescribe the Nation” sweepstakes for a chance to win a trip for four to Alaska by creating digital postcards that prescribe a caring message and Clinical Therapy to those they care about. No purchase is necessary. The sweepstakes ends Feb. 26, 2009.

Vaseline has also partnered with the Everyday Health Network, an online health destination. Vaseline will have editorial and sponsored skin care content. There is also a Q&A section with Everyday Health skin care expert Dr. Jessica Wu and online polls. In addition, Wu will participate in public relations efforts to announce the Vaseline Clinical Therapy driest skin cities list and provide winter skin tips.

The campaign is also being supported through in-store marketing initiatives including live in-store education and demonstrations, at-shelf sampling, in-store signage and displays, online retail samples and instant redeemable coupons. The initiatives began in October and will expand into 2009.

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