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Olay launches campaign featuring global brand ambassador Katie Holmes

BY Antoinette Alexander

 

NEW YORK — Olay unveiled on Wednesday its newest global advertising campaign, the first of a series starring Olay global brand ambassador, actress Katie Holmes.

The “Your Best Beautiful” campaign starring Holmes will roll out across multiple channels — including social and digital media, print, television and in-store displays — beginning in mid-October in North America and Europe and January in Asia.

In a recent survey, Olay found that a majority of women in the United States feel it is never okay to settle. Created in partnership with Saatchi & Saatchi New York, Holmes encourages women around the world to be their best beautiful — in their lives and their skin care while featuring Regenerist and other Olay products.

“We’re thrilled to have Katie Holmes help us inspire women to realize their best beautiful in the new creative,” said Leigh Radford, VP global skin care and Olay franchise leader. “Katie — a confident, modern woman — represents Olay and the voice of women worldwide who never settle in skin care.”

Directed by American film director Bennett Miller ("Moneyball," "Capote" and the highly anticipated "Foxcatcher"), the advertising features Holmes’ personal reflections, calling upon women to embrace what makes them uniquely beautiful and live up to the woman they see in the mirror.

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AbbVie board reviewing merger with Shire

BY Michael Johnsen

CHICAGO — AbbVie on Tuesday announced it has notified Shire of its board of directors' intention to reconsider the recommendation made on July 18 that AbbVie stockholders adopt the merger agreement needed to complete the proposed combination of AbbVie and Shire.
 
AbbVie's board will consider, among other things, the impact of the U.S. Department of Treasury's proposed unilateral changes to the tax regulations announced on Sept. 22, including the impact to the fundamental financial benefits of the transaction.
 
Accordingly, AbbVie has notified Shire under the co-operation agreement that AbbVie's board of directors intends to meet to consider whether to withdraw or modify its recommendation. Under the Agreement, AbbVie must provide three business days' notice of any intention to consider a change in recommendation. Accordingly, AbbVie's board plans to meet on Oct. 20, unless Shire agrees to waive the notice.
 
At this time, AbbVie's board of directors has not withdrawn or modified its recommendation to AbbVie stockholders. Under the conditions of AbbVie's offer and the terms of the co-operation agreement, if AbbVie's board of directors was to withdraw or modify its recommendation, the withdrawal or modification alone would not cause a lapse of AbbVie's offer or terminate the co-operation agreement. Unless Shire and the U.K. Takeover Panel agree otherwise, AbbVie must convene an AbbVie stockholder meeting to consider the adoption of the U.S. merger agreement. 
 
AbbVie's offer will lapse if the company's stockholders do not adopt the agreement.
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Reuters: U.S. Supreme Court to hear arguments for patent case of $4 billion multiple sclerosis drug Copaxone

BY Michael Johnsen

WASHINGTON — The U.S. Supreme Court on Wednesday heard arguments from Teva Pharmaceutical Industries in defense of the patent protecting its $4 billion multiple sclerosis drug Copaxone, according to a Reuters report
 
According to the report, there are two companies developing generic forms of Copaxone, including Sandoz and Mylan. 
 
At issue is a key patent due to expire in September 2015. That patent had been ruled invalid in July 2013 by the U.S. Court of Appeals for the Federal Circuit.
 
According to the report, Mylan plans to launch once the Food and Drug Administration approves its abbreviated new drug application. 
 
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