BEAUTY CARE

Old Spice gets ‘fresh’

BY Antoinette Alexander

CINCINNATI Procter & Gamble’s Old Spice brand has launched the new Fresh Collection, a line of antiperspirant/deodorants that is inspired by four well-known, fresh places on Earth.

The formulas feature scent notes familiar to:

  • Fiji: Smells like palm trees, sunshine and freedom
  • Matterhorn: Smells like ice, wind and freedom
  • Cyprus: Smells like limes, an ocean breeze and freedom
  • Denali: Smells like wilderness, open air and freedom

“The Fresh Collection will change the way a lot of people think about Old Spice,” stated James Moorehead, Old Spice deodorant brand manager. “The scents are clean and fresh and are specifically designed for guys who want to avoid scents that are too strong or too musky.”

To celebrate the Fresh Collection launch, which is now available for a suggested retail price of $4.29 each, the brand is looking for two candidates to participate in its Old Spice Fresh Adventure internship.

As part of their job requirement, the interns will be reporting on their scent-inspired adventures in Fiji and Matterhorn via social media channels and a special blog on www.OldSpice.com.

Prior to traveling, each intern will be outfitted with $5,000 and an itinerary of “jobs” to complete and document.

To help prepare the interns for their adventure, Old Spice is teaming up with two athletes: professional snowboarder Gretchen Bleiler and professional surfer Anastasia Ashley, who are coming onboard as internship mentors.

For more information and to enter to win, visit www.OldSpiceAdventure.com. Winners will be announced in May and the internships will take place in June.

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Physicians Formula looks to top-line growth in 2010

BY Antoinette Alexander

AZUSA, Calif. Physicians Formula, whose beauty products are sold in 23,700 stores operated by Walmart, Target, CVS and Rite Aid, narrowed its fourth quarter net loss and is optimistic about 2010 as it has rationalized 28% of its SKUs and has a “strong product mix” in the pipeline.

“Although our overall market share decreased as expected versus last year, mainly impacted by the loss of a major customer, we saw an increase in dollar sales for our strategic platforms, including our bronzers, Mineral Wear face powders, and natural and organic products,” stated Ingrid Jackel, chairwoman and CEO. “Having rationalized 28% of our SKUs and with the promising start of our 2010 new products, we believe that we have a strong product mix as we begin 2010 that will enable us to increase both the efficiency of our product set and our market share in our core categories. In fact, after seeing our early 2010 new product sales, we believe we are in a good position to grow our top-line in 2010.”

Net sales for the quarter ended Dec. 31 totaled $22.3 million compared with $28.2 million in the year-ago period. The decrease is primarily due to the previously announced loss of a major customer and lackluster retail POS trends for the masstige cosmetics market in both the United States and Canada.

Net loss for the quarter totaled $2.5 million, or a loss of 18 cents per share, versus a loss of $24.5 million, or $1.80 per share, in the year-ago period.

The current quarter’s net loss includes a $4 million charge from the company’s implementation of a SKU rationalization initiative designed to discontinue slower-selling products. The initiative, which concluded in late December after 2010 plan-o-grams were finalized with its retail partners, resulted in the discontinuation of about 28% of the beauty company’s products as of Dec. 31.

“We believe we adapted well to the challenges we experienced in 2009. Although our top line was negatively impacted during the year, we made significant progress on our business model redefinition by improving our manufacturing efficiencies and diligently managing our general and administrative costs,” stated Jackel. “As a result, we generated $9.4 million of net cash from operating activities for the full year and $3.6 million for the back half.”

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Maybelline New York encourages customers to ‘Be Sensational and Win’

BY Antoinette Alexander

NEW YORK Maybelline New York has partnered with CVS/pharmacy for the “Chicago” “Be Sensational and Win” contest.

Between March 15 and April 15 consumers can log onto the micro-site www.besensationalandwin.com for a chance to win a walk-on role in the Broadway production of “Chicago.” Contestants must perform their favorite song from Broadway musical “Chicago” and download the audition video for a chance to win. Live auditions will take place on March 22 at the Ambassador Theatre in New York, home to “Chicago.” There at the 42nd Street CVS/pharmacy, Maybelline New York makeup artists will be on hand to help contestants and consumers get Broadway-ready with mini-makeovers. They also can receive CVS/pharmacy coupons for discounts on Maybelline New York products.

The walk-on role will include lines depending on the winner’s ability, singing and dancing. The winner also receives a trip for two to New York City, a makeup kit from Maybelline New York a CVS/pharmacy gift card valued at $100 and more. Public online voting takes place from April 19 to May 7. Voters can also win prizes.

During the month of April, Maybelline New York will support the contest through in-store displays in more than 7,000 CVS/pharmacy locations featuring Lash Stiletto mascara and new Color Sensational lip color.

“CVS/pharmacy is thrilled to be the retail partner for the Maybelline ‘Be Sensational and Win’ program,” stated Cheryl Mahoney, VP beauty at CVS/pharmacy. “We applaud Maybelline for giving beauty consumers a fresh and fun way to experience the Maybelline New York brand.”

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