BEAUTY CARE

Helen of Troy names new CEO

BY Antoinette Alexander

EL PASO, Texas — Helen of Troy, whose personal care portfolio includes Pert, Brut and Bed Head, has appointed Julien Mininberg, as CEO, effective March 1, the beginning of the company’s new fiscal year.

Mininberg, who currently serves as CEO and president of Helen of Troy’s Healthcare/Home Environment segment (Kaz and PUR), will succeed Gerald Rubin, who is stepping down as CEO and president and resigning from the board, effective immediately, to serve as CEO of River Oaks Properties Ltd., an El Paso commercial real estate firms.

Thomas Benson, SVP and CFO, will serve as interim CEO until Mininberg assumes his new role.

The board also announced that it has decided to separate the roles of chairman and CEO. Effective immediately, the board has appointed Timothy Meeker, an independent director, to succeed Rubin as chairman. The board intends to nominate Mininberg as a director to stand for election at the company’s 2014 annual meeting.

As a result of the CEO change, the company expects to record a charge of approximately $16.3 million (after giving effect to taxes), or 50 cents per fully diluted share, in the fourth quarter of fiscal year 2014 ending February 28, 2014, which reflects payments required under Rubin’s employment agreement. The company expects to realize net savings in CEO compensation in fiscal year 2015 of approximately $30 million (after giving effect to taxes), or 92 cents per fully diluted share, which is net of the new CEO’s target compensation expense.

Mininberg has been with Kaz since 2006, becoming president in 2007 and CEO in 2010. Before joining Kaz, Mininberg spent 15 years at Procter & Gamble, where he spent four years in general management and 11 years in marketing. His P&G career was split evenly between the United States and Latin America: in the United States, he focused on marketing as brand manager in P&G’s Healthcare division; in Latin America, he was marketing director for the company’s cleaning products division and later managed all of P&G’s business in Central America.

 

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Axe aims for world peace with Axe Peace, campaign

BY Antoinette Alexander

ENGLEWOOD CLIFFS, N.J. — Unilever’s Axe brand has unveiled Axe Peace, both a new line of products and a campaign designed to bring young people together to affect change with a single act: a kiss.

The campaign features a 60-second film and a 30-second commercial titled “Love,” which will premiere Feb. 2 during Super Bowl XLVIII. The spot, created by BBH London and directed by Rupert Sanders, is a collection of global vignettes that depict the campaign’s theme of “make love, not war” and includes a call to action: #KissForPeace.

As part of the campaign, Axe is looking to provide a simple way to help guys and girls spread awareness for peace worldwide by asking them to take a photo of a kiss, tag it with #KissForPeace, and share it online via their social networks. These demonstrations of love will be displayed daily via a Times Square Billboard from Jan. 27 to Feb. 9 and featured at AXEPeace.com starting on Feb. 10.

The Axe Peace fragrance combines notes of citrus, nutmeg and cedar wood. In a first for the brand, Axe is introducing the Axe Peace collection across all of the brand’s grooming product categories: body spray, deodorant and antiperspirant sticks, shower gel, shampoo and conditioner, hair styling, face wash and shave gel.

Axe is also teaming up with Peace One Day, an international non-profit that drives awareness of world peace, with campaigns in 50 countries set to advance Peace One Day’s goal of peace-building and awareness of Peace Day (Sept. 21), an annual day of non-violence and ceasefire officially recognized by the United Nations member states. In the United States, Axe will generate exposure and awareness on behalf of Peace One Day through its social network of fans, presence at lifestyle events and through online, print and TV advertising, including the TV spot that will air during the Super Bowl, the second consecutive year the brand is appearing in the telecast, expected to reach 164 million viewers.

 

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Clear Scalp & Hair names Miranda Kerr as newest spokeswoman

BY Antoinette Alexander

NEW YORK — Unilever’s Clear Scalp & Hair has tapped model Miranda Kerr to be the newest face — and hair — for Clear Scalp & Hair in the United States, giving her the title of the brand’s first global brand ambassador.
 
Debuting this month, Kerr will star in a national advertising campaign appearing on TV, in print and on digital properties.

"We are excited to have Miranda join the Clear Scalp & Hair brand in the U.S.," Jennifer Healy, senior marketing director for U.S. hair care, said. "Miranda is a global beauty and fashion icon and women nationwide want to know the secret behind her amazing hair. Now they know the secret is Clear Scalp & Hair."

 

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