BEAUTY CARE

Head & Shoulders, Polamalu tackle Operation Once in a Lifetime

BY Antoinette Alexander

CINCINNATI Procter & Gamble’s Head & Shoulders brand has launched a Web site, in partnership with brand spokesman Pittsburgh Steelers safety Troy Polamalu, where consumers can donate $1 on behalf of Head & Shoulders to help fulfill the dreams of seven soldiers.

Head & Shoulders and Polamalu have been working with Operation Once in a Lifetime, a nonprofit organization dedicated to making the dreams of soldiers come true, whether it is through providing a basic need or a wish.

In tandem with the partnership, Head & Shoulders has launched www.TroyTacklesMore.com as a hub for fans to engage with Polamalu. Visitors have the opportunity to click to donate $1 on behalf of the brand and for Polamalu to fulfill the dreams of seven soldiers.

Head & Shoulders over the next six months also is pledging thousands of bottles of shampoo to put into U.S. barracks, which are currently lacking in toiletries, through the Return Respect Program, an initiative created by Head & Shoulders and Operation Once in a Lifetime.

Polamalu, alongside Head & Shoulders, has been working to fulfill the wishes of the seven service men and women via Operation Once in a Lifetime. According to the brand, such wishes include providing the financial means for the Buglehall family to fly between Texas and Minnesota as well as providing accommodations during their travels for an entire year as their daughter receives treatment for Fanconi Anemia, a rare blood disorder.

Another granted wish gave Sgt. Simmons the opportunity to pursue her lifelong dream of being a singer-songwriter by recording her demo tape.

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What’s Hot: Creating a natural buzz

BY DSN STAFF

DURHAM, N.C. —Burt’s Bees has introduced its new Natural Acne Solutions products, positioned as the first and only truly natural line proven to help reduce and prevent acne.

The products, certified by the Natural Products Association, are made with salicylic acid sourced naturally from willow bark. In addition, the products are not tested on animals, are non-irritating and are gentle enough to use every day.

The four-step system includes a purifying gel cleanser (99.4% natural), pore refining scrub (100% natural), daily moisturizing lotion (100% natural) and targeted spot treatment (100% natural). The daily moisturizing lotion is priced at $17.99 each, while the remaining products are priced at $9.99 each.

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Personal care giants set their sites on male audience

BY Antoinette Alexander

As consumers increasingly embrace social media to stay in touch with each other and on top of the latest news and fashion trends, it comes as little surprise that such personal care giants as Procter & Gamble, Unilever and Beiersdorf are getting creative when it comes to reaching their male audience on the Web.

According to an April 2009 “Pew Internet & American Life Project” survey, 81% of adult men said they are online—77% of adult women said they use the Internet. Meanwhile, 92% of respondents ages 18 to 29 years are online, followed by 87% of those ages 30 to 49 years. These stats bode well for personal care companies trying to reach men online.

Among the more recent sites to launch is Gillette’s Career Advantage at www.Gillette.com/CareerAdvantage. Launched in September, the site promotes the brand’s range of male grooming products—such as Gillette Fusion, Gillette Styling and Gillette Hydrating body washes—and provides guys with tools, information and advice on how to rise above the competition in today’s challenging job market. For example, job seekers and professionals can get advice from career expert Mark Jeffries and GQ style correspondent Brett Fahlgren, take a Gillette career quiz and view the hire guide to see what HR professionals really think.

P&G also turned to the Web to promote its Braun bodycruZer, an all-in-one body groomer featuring Gillette Fusion shaving technology. With the help of Emmanuelle Chriqui of “Entourage,” Braun is spearheading a women’s movement for well-groomed men at www.bodycruZade.com. Chriqui is featured in an online video, and the site features a customizable video that allows women to send a message to a guy praising his body grooming habits.

Nivea For Men announced in August its new online resource for men dubbed The Groom Room, located at www.NiveaForMenUSA.com/TheGroomRoom. The Groom Room features exclusive blog posts, grooming tips and trends, as well as articles on a range of topics, including sports, fashion and grooming, dating and relationships, technology and entertainment.

Meanwhile, Unilever’s Axe launched earlier this year www.TheFixers.com, which features online episodes that take guys through different scenarios that often prevent them from performing at their best and a digital pranking system that offers guys a variety of customizable pranks. For example, visitors can put their buddy in a filthy, dirty panorama of the Kentucky Derby by placing a clear picture of a friend’s face into a staged scene.

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