BEAUTY CARE

Dove re-launches Web site as Dove Digital Channel

BY Antoinette Alexander

ENGLEWOOD CLIFFS, N.J. Unilever’s Dove has launched the Dove Digital Channel, signaling a new approach to online marketing.

The consumer site, which brings The Campaign for Real Beauty and the Dove product portfolio to life, launched Thursday in the United States, and will be rolled out globally in the upcoming launches in the U.K. and Canada over the next three months.

The Dove Digital Channel is the re-launch of Dove.com and is designed to be a source for information, education and inspiration. It has formed marketing alliances with OgilvyInteractive and Microsoft’s MSN as part of the initiative. MSN provides Dove with access to its global audience of 465 million unique users per month in 42 markets and 21 languages.

The site will feature an editorial board of experts, inspirational guest editors and “ambassadors.” Women will have the opportunity to join the conversation of real beauty through blogs and message forums at both Dove.com and Dove.MSN.com. In addition, women will have the opportunity to learn about Dove products through video shorts, op-ed pieces and editorial online.

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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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Revlon announces narrowed quarterly loss

BY Antoinette Alexander

NEW YORK Beauty company Revlon narrowed its first-quarter loss and announced plans for a reverse stock split.

According to preliminary first-quarter results, net loss totaled about $5 million compared with a net loss of $35.2 million in the year-ago period thanks in part to cost improvements, and the non-recurrence of brand support related to the launch of Revlon Colorist hair color in the first quarter of last year.

Operating income totaled about $30 million compared with $3 million in the year-ago period, as adjusted EBITDA totaled about $55 million compared with $32.3 million in the year-ago period.

Also benefiting operating income, net loss and adjusted EBITDA was about $6 million in proceeds related to the sale of a non-core trademark, and the non-recurrence of brand support related to the launch of Revlon Colorist hair color in the first quarter of last year.

Net sales totaled $320 million compared with $328.6 million in the year-ago period.

In addition, the company’s board of directors approved a reverse stock split of Revlon’s Class A and Class B common stock as a 1-for-10 split ratio.

“We believe that a reverse stock split is in the best interest of our stockholders because we expect it will allow our stock to be more attractive to a broader range of institutional and other investors, would reduce certain of our costs, such as listing fees, and would be intended to satisfy our compliance with the NYSE’s price criteria for continued listing,” stated Revlon president and chief executive officer David Kennedy.

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