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Gillette, Olympians celebrate ‘Get Started’ campaign with ceremonial shave

BY Antoinette Alexander

LONDON — Such Olympians as Ryan Lochte, Alain Bernard and Liam Tancock, among others, celebrated Gillette’s "Get Started" campaign on Sunday with a ceremonial shave that took place in the Gillette Lounge at the P&G Family Home.

This honorary shave served to not only celebrate the company’s global campaign, but also to honor these Olympians and their accomplishments during the London 2012 Olympic Games.

“These athletes exemplify Gillette’s conviction that in athletics and in life, a great start can go great lengths toward being successful in your endeavors,” said Patrice Louvet, president of Global Shave Care for P&G. “Gillette is linked to great starts for more than 800 million men around the world every day and through these athletes, our ‘Get Started’ campaign is aimed at educating and provided the next generation of men with a great start in their lives.”

As part of Gillette’s global “Get Started” campaign, Lochte also presented a check worth $25,000 to the USOC’s P&G|Team USA Youth Sports Fund, a fund aimed at providing broader access to youth sports development. Lochte is one of 25 Gillette brand ambassador athletes at this year’s Olympic Games who are inspiring and encouraging future generations of men and Olympians to achieve greatness through great starts in athletics and life. This Gillette campaign was the first program launched as part of P&G’s global partnership with the IOC and support of the Olympic Movement, which carries through the next five Olympics to the 2020 Games.

The Gillette Lounge within the P&G Family Home is a refuge providing men with many of the creature comforts they typically enjoy at home. Featuring a grooming lounge, pool tables, video games and a viewing area, the Male Grooming Space allows athletes and their families to unwind from the day and get prepared for a great start the following day.

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Vitamin Shoppe appoints e-commerce VP

BY Allison Cerra

NORTH BERGEN, N.J. — The Vitamin Shoppe announced that Stephen Bontempo has joined the company.

Bontempo, who previously served as SVP e-commerce and catalog for Fanatics Inc./GSI Commerce, has become VP e-commerce for the Vitamin Shoppe. He will report to chief marketing officer Lou Weiss.

"Having someone of Stephen’s caliber is another way we continue to strengthen the leadership team," Vitamin Shoppe CEO Tony Truesdale said. "We’re pleased to have him join The Vitamin Shoppe family."

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Tide taps Betty White for Vivid White + Bright relaunch

BY Allison Cerra

CINCINNATI — Tide is relaunching its Tide plus bleach alternative detergent with a new name.

Tide Vivid White + Bright is designed to communicate the product benefit of keeping white clothing vivid and bright, wash after wash, the brand said. Tide also is releasing Tide Vivid White + Bright Boost, which is designed to give laundry an extra boost for the peskiest of stains.

As part of the name change, Tide has tapped actress Betty White for its new campaign. White will answer questions from fans about "breaking the rules of white" on Tide’s Facebook page on Aug. 23. White also will appear in national television and online advertising for Tide Vivid White + Bright, as well as on in-store materials wherever the product is sold.

"We are thrilled to be working with Betty because she truly embodies the way we want people to feel when they trust their clothing to Tide Vivid White + Bright," said Raquel Rozas, Procter & Gamble brand manager for Tide. "People should be able to enjoy themselves and embrace wearing the color white without having to stick to self-imposed rules while wearing it. We’re so excited that Betty is breaking her own rule of staying away from Facebook and joining us on Tide’s page to help spread the word about Tide Vivid White + Bright and encourage people to feel confident while wearing white. Fans are going to be able to interact with her in a way they never have before."

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