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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Colgate-Palmolive, ADA continue educational collaboration

BY Allison Cerra

NEW YORK As part of its commitment to serving the Hispanic community, Colgate-Palmolive is promoting diabetes awareness and the importance of proper oral care during November’s American Diabetes Month.

With approximately 2.5 million Hispanic Americans suffering from diabetes or insulin resistance syndrome (pre-diabetes), proper oral care and oral health education have become increasingly important among this at-risk community, the company said. As part of their multiyear educational collaboration, Colgate-Palmolive will continue to partner with the American Diabetes Association to help educate medical professionals and diabetes patients about the association between oral health and diabetes.

As part of this year’s outreach, Colgate-Palmolive will be targeting Hispanic Americans via in-store activities, educational materials and participation in the American Diabetes Association’s 3rd Annual “Feria de Salud Por Tu Familia” (“Health Fair For Your Family”). This national, outdoor festival provides health screenings, cooking demonstrations and diabetes education.

“As the global oral care leader in the Hispanic market, Colgate-Palmolive is dedicated to providing oral health education to Hispanics managing diabetes and health professionals,” said David Cardona, marketing director, U.S. multicultural marketing at Colgate-Palmolive. “Living with high blood sugar can take a toll on your entire body, including your teeth and gums. During American Diabetes Month, Colgate-Palmolive will continue to promote the association between oral health and diabetes, as well as the practical steps to help improve oral and possibly overall health.”

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Walmart’s remodeling to ‘Impact’ beauty

BY DSN STAFF

BENTONVILLE, Ark. —Beauty will be a prime beneficiary of Walmart’s new Project Impact initiative, stated SunTrust Robinson Humphrey analyst William Chappell in a recent research note.

Project Impact is a five-year plan that will result in the remodeling of more than 2,600 supercenters, of which nearly 33% were completed by mid-November.

As part of the remodel, the beauty section still is at the front of the store, near registers, but now occupies a larger space next to the more tangential personal care and grocery categories. Previously, beauty was located right off action alley, between seasonal products and the clothing department. Furthermore, diagonal aisles now accentuate the beauty department.

“In our opinion, fragrance players, including Elizabeth Arden, should benefit disproportionately from the new design, as fragrance now has about 30% more shelf space, is located directly in front of the checkout lanes and is under an ‘open sell’ format,” Chappell stated. “While it is unlikely that all Walmart stores will go to open sell for fragrance, we note that the last time Walmart removed the locked case displays, Elizabeth Arden sales jumped 10% to 20% within six months.”

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