BEAUTY CARE

Nivea to present Bikini Bash in Vegas

BY Antoinette Alexander

NEW YORK What happens in Vegas, stays in Vegas? Not this time. The third annual Bikini Bash, hosted by Cosmopolitan and presented by Nivea of Beiersdorf, will be held on May 24 at the Planet Hollywood Resort & Casino in Las Vegas.

Hundreds of women in bikinis will gather poolside to spell out the word “c-o-s-m-o” for North America’s largest swimsuit photo shoot. The aerial shot will ultimately run in the August 2010 issue of Cosmopolitan.

 

“Nivea is excited to continue its partnership with Cosmo to host the ultimate pool party with the excitement and sexiness of Las Vegas as our backdrop,” stated Nicolas Maurer, VP marketing for Beiersdorf. “Cosmopolitan covers the issues that are most important to young women and we join their mission to help women feel their most fearless and confident. The Cosmo Bikini Bash provides the perfect setting for Nivea to encourage women everywhere to adopt a healthy lifestyle including nutrition, fitness and skin care so they will feel their bikini best this summer.”

The event also will include:

  • Gift bags include new Nivea Good-bye Cellulite fast acting serum and advanced formula gel cream
  • Free limited edition designer bikinis from Nivea designed by Shay Todd (for the first 1,000 girls to arrive)
  • Cosmopolitan booth, sponsored by Gillette Venus, where girls can upload their cover photo on Facebook using Step Logic technology

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Elizabeth Arden to develop, market, distribute John Varvatos fragrances

BY Antoinette Alexander

NEW YORK Elizabeth Arden has inked an exclusive global licensing agreement with John Varvatos Apparel Group for the development, marketing and distribution of John Varvatos men’s and women’s fragrances.

The John Varvatos fragrance collection currently includes the original John Varvatos classic fragrance, which was launched in 2004, the John Varvatos Vintage fragrance and the recently launched John Varvatos Artisan fragrance. The fragrances are currently sold primarily in U.S. prestige department stores and to select markets internationally.

The previous licensee for John Varvatos fragrances and skin care was Shiseido Americas Corp. Shiseido will continue to sell the John Varvatos fragrances until June 30, 2010.

“John has established a premier men’s designer fragrance business in the United States and is one of the most dynamic men’s fashion designers. We are excited to take the fragrance business to another level and expand the franchise,” stated Ron Rolleston, EVP of global fragrance marketing. “This license provides us the opportunity to grow our market share of the men’s fragrance market with an already existing and successful men’s designer fragrance brand and leverage the growing awareness of the John Varvatos fashion line.”

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Say goodbye to stink with new Old Spice Odor Blocker body wash

BY Antoinette Alexander

CINCINNATI Procter & Gamble’s Old Spice brand has introduced new Odor Blocker body wash to detect, neutralize and protect guys from all kinds of body odors for 16 hours.

The Odor Blocker launch was kicked off with a series of new commercials, starring Terry Crews, which re-enforces the long-lasting power of the new body wash.

Odor Blocker combines a clean scent to keep guys smelling and feeling fresh throughout the day. The formula is designed with a proprietary, breakthrough technology to stop odor — before it starts — by targeting and neutralizing the source.

Old Spice Odor Blocker now is available with a suggested retail price of $3.99 for a 10-oz. bottle.

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