BEAUTY CARE

L’Oreal initiates third annual Women of Worth program

BY Antoinette Alexander

NEW YORK L’Oreal Paris is once again celebrating and supporting women who serve others in their communities with its third annual Women of Worth grassroots awards program.

The initiative honors and awards women nationwide for their inspiring volunteer work and community enrichment initiatives and was created to bring the L’Oreal Paris brand philosophy, “Because I’m Worth It” to life.

By visiting www.womenofworth.com, visitors can nominate a woman whose volunteerism is making a difference, as well as find helpful tips on how to get involved in volunteering and read and share inspiring stories of worth. Nominations are open from April 1 to June 16.

This year, 10 Women of Worth honorees will receive $5,000 to be donated to the cause of their choice and a $5,000 donation will be made on their behalf benefiting ovarian cancer research and awareness initiatives, the philanthropy of record for L’Oreal Paris. In addition, one national honoree will be chosen via a public vote in the fall on www.womenofworth.com and will receive a $25,000 monetary donation to cherished nonprofit organization.

To date, the L’Oreal Paris Women of Worth initiative has recognized 20 women nationwide for their commitment to their causes—ranging from improving literacy, to protecting the environment to raising awareness of female health issues.

“L’Oreal Paris is committed to celebrating women’s inner beauty and empowering women everywhere to change the world,” stated Carol Hamilton, president of L’Oreal Paris. “Through the Women of Worth initiative, we are able to recognize and applaud the members of our communities who strive to make a difference and provide inspiration for us all.”

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C&D purchases Del Pharmaceuticals from Coty for $380 million

BY Michael Johnsen

PRINCETON, N.J. The stewardship behind Del Pharmaceuticals will be changing for the second time in three months as Church & Dwight announced its acquisition of the OTC business from Coty, which in turn had acquired Del in December, Tuesday morning in a cash deal valued at $380 million.

The transaction, which is subject to regulatory approval and other customary conditions, is expected to close in July 2008.

Del Pharmaceuticals’ net sales in the fiscal year ended Dec. 31 were approximately $100 million, C&D stated. More than 75 percent of those sales were derived from the Orajel brand, the leading brand in the oral analgesic category.

“Orajel is a great addition to our existing portfolio and provides access to a fast-growing segment of the attractive premium oral care category,” stated James Craigie, C&D chairman and chief executive officer. “Orajel also brings to our company a powerful franchise that has developed great consumer loyalty. This transaction is consistent with our growth strategy of strengthening our businesses by adding No. 1 or No. 2 brands in areas of high growth potential with gross margins that are accretive to the overall company.”

The Orajel products are expected to be integrated into existing Church & Dwight manufacturing facilities by the end of 2009.

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Salon Selectives launches TV ad campaign

BY Antoinette Alexander

CHICAGO Salon Selectives, the recently relaunched hair care brand, has kicked off a national television campaign.

Each spot portrays confident, empowered women who are able to narrowly escape sticky situations by using their intelligence and strength, along with the powers of Salon Selectives.

“The new campaign leverages the brand’s original core messages of transformation and customization while modernizing the theme. We have developed a new ad approach for the hair care category, moving away from product demonstrations and impossibly beautiful hair close ups, to connect with women through fantastical action-adventure stories,” stated Anne West, chief marketing officer for SBB, LLC, Salon Selectives’ marketer and distributor.

Chicago-based Laughlin/Constable developed the spots that will be running on national cable channels, including Lifetime, Oxygen, the Style Network and VH1.

One of the most popular hair care brands of the 1990s, Salon Selectives was recently brought back to the market by a small group of executives who acquired the brand from Unilever.

Although it has been off the market since 2004, the brand, according to the company, still has more than 80 percent awareness, as women don’t just remember the brand name but also such attributes as the apple fragrance and pink bottle color.

The product line includes three shampoos, five conditioners and 10 styling products. The retail price is between $3.29 and $4.29.

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