BEAUTY CARE

‘Gossip Girl’ star Jessica Szohr partners with Dove to promote a new video series

BY Allison Cerra

ENGLEWOOD CLIFFS, N.J. Spotted: Four real girls taking you behind-the-scenes of their gossip-worthy New York lifestyles in a new video series “Gossip Girl: Real NYC Stories Revealed,” produced in partnership by Dove go fresh and “Gossip Girl.”

The video series will give “Gossip Girl” fans a glimpse into the real lives of four young women who lived in the same Manhattan hotbed as the “Gossip Girl” characters, while revealing real-life stories about juggling careers, love, finances, family and friends. These four real girls are sharing their stories in hopes of encouraging all 20-something girls to live life with a fresh perspective and inspire others to pursue their dreams.

Each new story in a 90-second broadcast TV spot will air nationwide during the last four “Gossip Girl” episodes of the season. Fans then will be able to catch the video finale of each girl’s story by visiting www.cwtv.com/dovegofresh from their PCs or mobile devices. Additional content also will be available online at both www.cwtv.com/dovegofresh and www.dovegofresh.com, including behind-the-scenes footage of the making-of-the-video series, exclusive interviews with “Gossip Girl” star Jessica Szohr and the real girls of “Gossip Girl: Real NYC Stories Revealed,” along with Dove go fresh product information.

“Gossip Girl” star Jessica Szohr is partnering with Dove to promote this new program to celebrate the launch of the new Dove Go Fresh Burst Body Wash. “Many girls of my generation have lots to juggle when dealing with the pressures and stress of everyday life,” Szohr said. “Stories from these four real girls are amazing and inspiring. They have all taken risks and found success while following their passions. I hope their stories will encourage other girls today to look at their twenties in a fresh perspective and inspire them to pursue their own dreams.”

The video series will air during the last commercial break of “Gossip Girl” on The CW, beginning April 27 (Mondays at 8:00 p.m. EST /7 p.m. CT).

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Beautology Brands adds Salon Selectives to its portfolio

BY Antoinette Alexander

CHICAGO Beautology Brands Co., a hair care marketer and distributor of the Charles Worthington London, Chemistry Salon Labs and Daisy Fuentes Style Pro brand, has added the Salon Selectives hair care brand to its portfolio.

“This is a very exciting time as we now have the incredible opportunity to effectively re-commercialize one of the most well known brands in the history of hair care,” stated Stuart Straus, president and CEO of Beautology Brands. “Our research shows that Salon Selectives still has over 80% awareness among consumers.”

Popularized in the 1980s and 1990s by Helene Curtis Industries, Salon Selectives featured pink packaging and a much-loved green apple fragrance.

It was the fist salon-inspired and salon quality brand sold in the mass market. At its peak, the brand had a 6.5% market share and annual sales of $275 million.

According to Straus, the company will reintroduce the brand in the salon value segment of food, drug and mass. It will leverage the Salon Selectives’ brand equities of salon heritage, customized care, mix and match badge system, packaging color palette and fragrance. It will also revisit the brand’s “Just stepped out of the salon” jingle.

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Veet launches new campaign to celebrate new product

BY Antoinette Alexander

PARSIPPANY, N.Y. Reckitt Benckiser’s Veet brand of depilatory products has launched a new campaign to celebrate its new Spray On Hair Removal Cream and to familiarize women with its entire line of hair removal products.

The “Spray on Your Summer Smooth” campaign invites women to submit photos of their legs and explain why they are their best assets. The grand prize winner will be selected by Veet from the top five highest scoring finalists from round two. The winner will receive a trip for two to the Caribbean paradise of Barbados and a year’s supply of Veet products.

Powered by social media marketing solution Brickfish, the campaign enables consumers to create personalized brand-focused user-generated content and virally share their entries with their social networks via widgets, blogs, IM, e-mail and more. Campaign participants have the ability to interact with the Veet brand campaign by creating, reviewing, sharing and voting upon brand-relevant content.

Round one of the campaign ends June 10. Round two will begin on or around July 1 and will end or about July 29. For more information, visit www.veet.us/legs.

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