BEAUTY CARE

Joe Mauer named latest Head & Shoulders brand ambassador

BY Antoinette Alexander

CINCINNATI — Procter & Gamble’s Head & Shoulders brand has welcomed Minnesota Twins All-Star catcher Joe Mauer as its newest brand ambassador.

The brand ambassador team also includes Associated Press Defensive Player of the Year, Troy Polamalu.

Mauer will be featured in an integrated marketing campaign that will include traditional advertising, public relations, a dedicated Head & Shoulders for Men Facebook fan page, in-store displays at major retailers and a consumer engagement movement set to launch in July.

"Sports are common ground for the people who use our shampoo, and having genuine and likeable star athletes like Joe and Troy can help guys become more aware of the importance of hair care and grooming," stated April Anslinger, North America brand manager of Head & Shoulders.

Head & Shoulders is the official shampoo of Major League Baseball.

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CVS/pharmacy’s Just the Basics line makes debut

BY Antoinette Alexander

WOONSOCKET, R.I. — As expected, CVS/pharmacy officially has introduced a new line of store-brand products called Just the Basics, which is comprised of household essentials. As previously reported by Drug Store News, the retailer unveiled plans to launch the new line during its 2010 analyst day in October.

The new product line, exclusively available at CVS/pharmacy, is comprised of nearly 100 items, and there are plans to expand the line going forward.

"We know our customers want an option to save where they can so they can spend where they want," stated Grant Pill, VP merchandising for CVS/pharmacy. "Just the Basics offers smart simplicity with a full line of basic products that customers need to get them through the day with even lower prices and the added convenience of shopping at CVS/pharmacy."

Just the Basics offers shoppers a large selection of practical items from a variety of categories throughout the store, including household, beauty, baby and personal care. The products start at 67 cents and can be found at store locations nationwide and online at CVS.com.

During the analyst day meeting in October, CVS executives told attendees that its private-label penetration is expected to grow to more than 20% in the next two to three years. To drive that growth and take a leadership role in private label, CVS hit the drawing board to develop the Just the Basics line.

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Road to Healthy Skin Tour kicks off once again

BY Antoinette Alexander

NEW YORK — The Skin Cancer Foundation’s Road to Healthy Skin Tour, presented by Aveeno and Rite Aid, hits the road once again in March, providing free full-body skin cancer screenings and informing the public on the latest skin cancer information.

For the fourth year in a row, the tour will travel across the country, making an estimated 85 stops in 25 states. At each stop, people can visit the 38-ft., customized RV to receive a full-body skin cancer screening by local dermatologists who have donated their services to the foundation. In the past three years, the Road to Healthy Skin Tour has traveled nearly 60,000 miles, making 250 stops across the country. Volunteer dermatologists have screened more than 10,000 people.

Educational materials that explain how to perform monthly skin checks at home and the proper ways to protect skin from the sun on a daily basis are provided to tour participants. In addition, Aveeno sunscreen samples, coupons and complimentary copies of Fitness magazine will be distributed.

"We are delighted to provide such an important public service," stated Perry Robbins, president of the Skin Cancer Foundation. "Skin cancer is the most common of all cancers, afflicting more than 2 million Americans each year, and the number is rising rapidly."

A 2010 study in the Journal of the American Academy of Dermatology found that patients who delayed seeing a physician for any reason after spotting a suspicious growth had significant increases in the sizes of their tumors. More than 3,700 potential skin cancers and precancers have been discovered through the Road to Healthy Skin Tour, including 199 suspected cases of melanoma, the deadliest form of skin cancer.

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