BEAUTY CARE

Dove’s new film aims to inspire women to choose ‘beautiful’

BY Antoinette Alexander

 

 

ENGLEWOOD CLIFFS, N.J. — Unilever’s Dove has unveiled a candid, eye-opening film shot in five countries around the globe as part of its new “Choose Beautiful” campaign to encourage women worldwide to reconsider the choices they make about their beauty and how those choices make them feel.

The film captures real women in San Francisco, Shanghai, Delhi, London, and Sao Paulo considering their own beauty. The women made a choice about the way they see themselves: “average” versus the frequently avoided “beautiful.” The film reveals that women often struggle with recognizing their own beauty, but that when women feel beautiful, they radiate with happiness and confidence.

To inspire women worldwide to choose beautiful, Dove will embark upon a global partnership in 2015 with Women in the World to celebrate feeling beautiful as a personal, universal choice for women. Women in the World is an internationally celebrated summit that brings together women leaders and advocates to lead discussions about emerging women’s issues. At the Women in the World New York Summit (April 22 to 24), Dove will host a conversation, “The Beautiful Brain,” on beauty and choice with top female influencers across a wide variety of disciplines.

“Dove Choose Beautiful urges women to embrace this personal choice, because when we do, it unlocks happiness and confidence that impacts women’s self-esteem,” stated Jennifer Bremner, director of marketing, Dove. “Women in the World is an influential forum where we hope women will join us in inspiring one another to reconsider the choices we make about our beauty and self-esteem so that we may all reach our full potential in life.”
 

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Brush Buddies looks to transform the toothbrush aisle

BY Antoinette Alexander

LOS ANGELES — Brush Buddies, a provider of entertaining and educational oral care products, is looking to revolutionize the toothbrush aisle with the launch of its 90 Day Brush, a manual toothbrush that alerts brushers that it's time to replace old, worn out toothbrushes.

According to the American Dental Association, the average user changes their toothbrush every eight to nine months, instead of the dentist recommended three months. By replacing a toothbrush every 90 days, this helps reduce the spread of germs and bacteria that causes bad breath, tooth decay and even gum disease. 

"Most people do not know that they should be changing their toothbrush every 90 days nor do they recall how long they've been using their current toothbrush," stated Anish Patel, CEO of Brush Buddies.  "In order to scrub away plaque properly, a new toothbrush is imperative as the bristles become frayed on an old brush and therefore loose its effectiveness. That is why we developed the 90 Day Brush, to remind brushers that it's time to invest in a new brush."

The Brush Buddies 90 Day Brush has a built in LCD screen on the handle that shows users daily dental tips for the first 90 days.  After the 90 days are up, the brush will display fun daily messages such as "Ewww this brush is gross" and "Change your brush already" to continually remind you it's time to get rid of that old brush.
 

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Schick and Skintimate brands want you to ‘Rock Your Legs’

BY Antoinette Alexander

SHELTON, Conn. — Schick and Skintimate brands are partnering with Universal Pictures’ "Pitch Perfect 2," in theaters May 15, to launch the "Rock Your Legs" campaign.

The campaign is an integrated program that incorporates an original  “Ready, Shave, Shine” music video, limited edition product in store, an Aca-battle sweepstakes, movie trivia game and in-film product placement as the new Schick Hydro Silk TrimStyle makes its movie debut.

Schick and Skintimate are also partnering with "Pitch Perfect 2" star Brittany Snow to help introduce a three-step leg care routine that helps women think about leg care as more than just hair removal, but as a beauty ritual.  

“Leg care is not just about hair removal, it’s about caring for your legs and bikini area as part of an overall beauty routine,” stated Camilla Medeiros, senior brand manager, women’s shave, Energizer Personal Care. “Legs are such a vital part of your body and they deserve to be treated with the same care as a woman’s face and hair. The core of the Rock Your Legs campaign is about introducing women to a personalized three-step leg care ritual. So, no matter what she stands for, Schick and Skintimate can help her stand confidently on great legs.”

To celebrate the campaign, Schick and Skintimate enlisted director/choreographer, Adam Shankman (best known for "Rock of Ages" and "Hairspray") and his production company, Independent Media, along with Academy Award-winning (for "Avatar") cinematographer Mauro Fiore, to create a "Pitch Perfect 2"-inspired original Rock Your Legs music video.

Beginning in this month, limited edition Pitch Perfect 2 packaging will be available in stores nationwide for Schick Hydro Silk Razors, Skintimate Shave Gel, Schick Intuition, Schick Quattro For Women and Schick Xtreme3.

Schick and Skintimate are also offering three new women’s shave products:
•    Skintimate Silky Skin Shave Gel: With Moroccan Oil and a blend of vitamin E, olive butter and sunflower oil to help replenish skin’s natural moisture to provide unbeatable razor protection.
•    Schick Hydro Silk TrimStyle:  Featuring the brand’s most advanced hydrating shave technology on one end and a waterproof and adjustable bikini trimmer on the other.
•    Schick Intuition Revitalizing Moisture: This razor features a skin conditioning solid that lathers and moisturizes during shaving in one easy step, and now features refreshing citrus and tropical extracts infused within the skin conditioning solid to provide an invigorating shaving experience.

For a limited time in major grocery stores, drug stores, Walmart and Target, consumers can receive a free* movie ticket from Fandango to see Pitch Perfect 2 (*up to $10 total value) when they buy $10 worth of participating Schick and Skintimate women’s shave products.

 

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