BEAUTY CARE

Dove launches clinical protection for underarms

BY Antoinette Alexander

NEW YORK Unilever’s Dove brand has introduced its strongest form of underarm protection—new Dove clinical protection.

The new prescription-strength formula, available without a prescription, does not contain aluminum chloride, an acidic ingredient, or alcohols such as ethanol. In addition, it contains one-fourth moisturizers to care for and condition underarm skin.

The product, available in Cool Essentials and Original Clean fragrances, has a suggested retail price of $7.99 for 1.7 ounces.

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J&J partners with Glam Media on Melt Away Stress site

BY Antoinette Alexander

SKILLMAN, N.J. Johnson & Johnson Consumer Products Co. is promoting its Melt Away Stress line of skin care products through a new online campaign and microsite.

The site, located at www.JohnsonsForYou.com/Escape, features a user-generated content contest, Jamaica getaway sweepstakes, expert and celebrity videos, and an embeddable quiz widget. Consumers will also have access to an exclusive free trial coupon for the Melt Away Stress products.

Johnson’s has partnered with Glam Media’s media network to distribute the site’s content and promote it to consumers through a custom integrated program. In addition, the company has tapped New York-based interactive marketing agency Deep Focus to develop the creative content and applications for the campaign.

Johnson’s also is supporting the line with traditional advertising in such publications as Allure, Glamour and InStyle.

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TAG partners with Island Def Jam on new hip-hop label

BY Antoinette Alexander

NEW YORK Procter & Gamble’s TAG brand has partnered with Island Def Jam Music Group to form a new hip-hop record label, TAG Records as part of TAG brand’s initiative to cultivate relationships with the urban community.

Hip-hop mogul Jermaine Dupri will lead the new label, acting as president of the New York-based venture. Dupri will set the creative vision for the label and will play an integral part in identifying and developing musical talent.

The first artist will be officially announced in May. In addition to an album release, the TAG brand will showcase TAG Record’s artist and Dupri across various TAG brand advertising and marketing initiatives throughout 2008.

“We’re very excited about our partnership with IDJ and the broad platform it provides for creating artistic opportunities within the urban community,” stated Alex Keith, general manager of P&G Deodorants. “We’re confident the partnership will make a positive impact and bring opportunities to undiscovered urban creativity and vision.”

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