BEAUTY CARE

Key Brands pairs with iMedia to launch massive retail promotional campaign

BY Antoinette Alexander

SANTA MONICA, Calif. Key Brands International, whose beauty brands include Freeze It hair styling products, Vital Care hair and skin care and New You antioxidant intensive anti-aging shampoos and conditioners, has teamed up with iMedia, a publisher of digital entertainment content, for a nationwide retail promotion.

“This is our first nationally sponsored retail promotion, and we are very excited to have a partner like Key Brands International that has many top-selling products in the largest retail properties, including Wal-Mart and major food and drug chains,” Henry Williamson, chief executive officer of iMedia, said.

As part of the promotion, iMedia will produce a special edition Hollywood Previews CD-ROM that will be packaged with select Key Brands products and made available at retailers nationwide. Key Brands and iMedia are also sponsoring an on-disc promotion that will award one winner with a free trip to Hollywood for a hair and makeup makeover, photo shoot and an opportunity to interview celebrities for Hollywood Previews at a red carpet event.

The Hollywood Previews CD-ROM will provide exclusive entertainment videos, behind-the-scenes features, stories about the latest movies, music, DVDs and video games releases, red carpet celebrity interviews and music downloads.

Hollywood Previews is currently syndicated online by dozens of newspapers nationwide.

IMedia will also develop in-store promotional materials for Key Brands? retail partners and redesign Key Brands’ corporate Web site to enhance the company?s current products and special offers. The Hollywood Previews promotion is launching in as many as 3,000 store locations nationwide.

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BEAUTY CARE

Naterra buys Baby Magic business from Ascendia

BY Jenna Duncan

MINNEAPOLIS Naterra International has announced its purchase of Baby Magic, the maker of assorted baby care products, published reports have said.

Naterra, maker and distributor of personal care products, bought Baby Magic from Ascendia Brands on Oct. 8. Naterra will take over marketing and distribution of Baby Magic’s entire line, the companies said. Popular baby care items include Baby Magic gentle baby wash, Baby Magic baby lotion and Baby Magic creamy baby oil. 

The acquisition of Baby Magic is “an opportunity to build upon Naterra’s 85 year-old tradition and dedication in developing results driven personal care products which has built incredible consumer loyalty,” vice president of sales and marketing for Naterra International, Todd First, told online consumer reporting blog Happi.com. 

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Sante Active releases three-piece foot care set

BY Antoinette Alexander

CASTRES, France Sante Active, which is owned by pharmaceutical and dermacosmetic company Laboratories Pierre Fabre, has packaged three key foot care products into one three-piece set.

The Pedi-Relax three-piece set includes the intense hydrating cream for dry and damaged feet, exfoliating cream for dry feet with calluses, and a protective barrier cream that provides a protective barrier between feet and shoes. The kit is priced at $19.99.

Additional products in the Pedi-Relax line include moisturizing massage cream, moisturizing repair cream and refreshing deodorant spray for feet.

The set is now available at the http://www.santeactiveusa.com Web site.

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