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GSK Consumer introduces first augmented reality migraine simulator

BY Michael Johnsen

 
 
WARREN, N.J. – GSK Consumer Healthcare on Wednessday unveiled The Migraine Experience, the world's first augmented reality migraine simulator, to unlock a new level of understanding around migraines and the impact they have on the daily lives of the 36 million sufferers in the U.S.
 
"Migraines are more than bad headaches – the pulsing pain can be debilitating, and the associated symptoms like nausea and extreme sensitivity to light and sound, really impact people's lives," stated Elizabeth Seng, a New York based psychologist. "Migraines interfere with work, with people's social lives, emotional health and relationships. Unfortunately, migraines are largely misunderstood, often leaving sufferers feeling isolated and stigmatized."
 
The Migraine Experience is the first simulator designed to give non-sufferers the chance to safely experience symptoms of a migraine including disorientation, aura, sensitivity to light and blurred vision. By using augmented reality, a non-sufferer experiences his or her everyday scenario while the migraine symptoms alter what they're actually seeing or trying to do.
 
"We created The Migraine Experience to foster a new level of understanding between migraineurs and non-sufferers," said Scott Yacovino, senior brand manager, U.S. Pain Category. "We're simulating the symptoms of a migraine – everything but the pain – because experiencing is believing. Using technology to drive human emotion to help migraineurs feel better understood – allowing non-sufferers, for the first time, to see what it's like to have a migraine."
 
As one of the first brands to leverage augmented reality technology to conceptualize a health condition, Excedrin is driving the category toward fostering a more understanding, empathetic environment for sufferers.
 
Excedrin is partnering with Andy Cohen, NY Times Best-Selling Author, TV personality, producer and expert in navigating relationships from housewives to reality stars, to help spread awareness and discuss the impact migraines can have on relationships with friends, spouses and co-workers.
 
"Growing up with migraines, I experienced firsthand how debilitating an episode can be and how much it can affect relationships with loved ones," Cohen said. "In my experience, both personal and professional, I've seen how migraines can become a third party in relationships – creating tension in, sometimes, already murky waters."
 
Through a national, multi-channel campaign, in-store activations and The Migraine Experience app, where users are able to experience the simulation via Google Cardboard, Excedrin is doing all it can to help dispel misconceptions of this pervasive, and at times imperceptible, condition.
 
 
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Amazon adds Prime same-day delivery to 11 more markets

BY Mike Troy

Amazon continues to elevate customer expectations throughout the retail industry with its latest move involving the availability of free same day delivery service in 11 new markets.

The move is the biggest expansion to date of the service which is now available in 27 markets nationwide and allows Prime members who place an order in the morning of eligible products greater than $35 to receive free same day delivery before 9 p.m. More than one million items are eligible for the Prime same day delivery in the newly added markets of Charlotte, Cincinnati, Fresno, Louisville, Milwaukee, Nashville, Raleigh, Richmond, Sacramento, Stockton, Ca., and Tucson. In addition to the new markets, the same day delivery service was extended to zip codes in existing markets of central New Jersey, Dallas-Fort Worth, Los Angeles, and San Diego.

“Prime was developed to make shopping on Amazon fast and convenient, and millions of members have used Prime free same-day delivery to make their lives even easier,” said Greg Greeley, vice president of Prime. “We keep making Prime better, and as our operational capabilities grow, we will continue to invent and expand delivery options that customers love.”

Expansion of the same day delivery service highlights how Amazon continues to elevate the value proposition of its Prime membership. Initially, the key benefit of Prime membership, for which most people pay a $99 annual fee, was seen as free two day shipping. However, Amazon’s increasingly robust offering of content available to Prime members, same day delivery of an ever expanding assortment of eligible items and even one hour delivery called Prime Now means Amazon continues to raise the bar on customer expectations.

Other markets where the same day service is available include Alanta, Baltimore, Boston, Chicago, Cincinnati, Dallas-Fort Worth, Indianapolis, the greater Los Angeles area, greater New York City including North and Central New Jersey, Orlando, Philadelphia, Phoenix, Raleigh, San Diego, the San Francisco Bay area including Oakland and San Jose, Seattle-Tacoma, the Tampa Bay area, Tucson and Washington, D.C.

Amazon’s announcement of the Prime same day expansion follows media reports the prior day that the retailer planned to broaden the reach of its Prime Now service which offers product delivery in as little as one or two hours. Prime Now is currently available only as a mobile app but the retailer is said to be making the order fulfillment option available to desktop users in May.

Amazon launched Prime Now in New York City in December 2014 and has since expanded it major U.S. cities where it also offers free same day delivery.

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Shay Mitchell is Biore Skincare’s newest brand ambassador

BY Gina Acosta

NEW YORK — Bioré Skincare has chosen a popular ABC Family actress to be the new face of the brand for 2016 and star in advertising campaigns for the company’s new baking soda cleansers, which hit shelves earlier this year.

As the new face of Bioré Skincare, Shay Mitchell will help the brand introduce two new Baking Soda cleansers. Mitchell stars in ABC Family's "Pretty Little Liars," and is also a blogger and model. She is also the co-author of a novel about a trio of young Hollywood hopefuls, and the co-founder of a popular lifestyle website.
 
The new Bioré Baking Soda Pore Cleanser is a dual-action liquid cleanser that deep cleans and exfoliates. The Bioré Baking Soda Cleansing Scrub is a concentrated powder cleanser that foams up on contact with water.
 
Both products may be purchased in select food, drug, and mass merchant stores. 

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