BEAUTY CARE

Old Spice’s new ‘Smell is Power’ campaign features Terry Crews, highlights new scent

BY Antoinette Alexander

CINCINNATI — Old Spice has launched a new advertising campaign for its Old Spice Red Zone body sprays to introduce the new Danger Zone scent.

The "Smell is Power" campaign also marks the return of Old Spice spokesman Terry Crews. Crews, who last appeared in the brand’s Odor Blocker campaign, demonstrates how the scents of Old Spice body spray can transform a regular smelling man into a man who smells like power.

Developed with Portland-based advertising agency Wieden+Kennedy, Old Spice’s "Smell is Power" campaign features a total of five commercials, including two 30-second and two 15-second television advertisements, and one 15-second spot that will run exclusively on Old Spice’s social media channels on Facebook and YouTube. The campaign will kick off with the debut of the 15-second spot "Blown Mind" during the NFL’s NFC Divisional Playoff Game on Jan. 14. The four other spots will begin airing the first week of February.

As part of the second phase of the "Smell is Power" campaign, Old Spice will unveil two co-branded television advertisements with Procter & Gamble brands Bounce and Charmin. First appearing as ordinary commercials to promote the Bounce Dryer Bar and Charmin Freshmates, each television spot is eventually taken over by Old Spice spokesman Terry Crews, who literally busts through each ad to illustrate how Old Spice body spray smells so much like power it sells itself in other brand’s commercials. The campaign also reunites Old Spice with comedy director duo Tim Heidecker and Eric Wareheim, well known for Adult Swim’s "Tim & Eric Awesome Show, Great Job," and who will premiere their new feature film "Tim & Eric’s Billion Dollar Movie" at the 2012 Sundance Film Festival later this month.

The Old Spice "Smell is Power" campaign will run on Adult Swim, BET, Comedy Central, ESPN and other channels. In addition, digital ads will appear across a number of sports, entertainment, humor and gaming outlets.

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PZ Cussons buys Sabre Group’s Fudge hair care brand

BY Antoinette Alexander

LONDON — PZ Cussons, a consumer products group in Europe, Asia and Africa, is expanding its beauty division with the acquisition of the Fudge hair care brand from Australia-based Sabre Group.

The brand and associated inventory are being acquired by PZ Cussons for 25.5 million pounds ($39.5 million). The transaction is expected to close by the end of January, following the satisfaction of certain regulatory obligations.

Fudge will join the portfolio of brands within PZ Cussons Beauty, the group’s recently formed beauty division, which currently comprises St. Tropez, Sanctuary and Charles Worthington.

Established in 1991, Fudge is a hair care brand sold predominantly through salon distribution in the U.K., Australia and New Zealand. It is best known for its styling range, including the “Hair Shaper” product.

“The acquisition of Fudge further strengthens our newly formed beauty division and broadens its category participation. The geographic and distribution footprint of Fudge is a perfect fit with the current brand portfolio, and we see further opportunity to develop the brand’s international potential,” stated Alex Kanellis, CEO of PZ Cussons. “Following this acquisition, our balance sheet remains strong, giving us flexibility for further investment opportunities as they arise.”

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Salon Grafix develops new Healthy Hair Nutrition line

BY Antoinette Alexander

AUBURN HILLS, Mich. — Hair care company Salon Grafix has announced the release of its new Healthy Hair Nutrition product line.

Ordinary shampoos can contain harsh detergents, chemicals and lathering agents that strip color and contribute to dryness and hair damage. Healthy Hair Nutrition is designed to maintain hair health and color while removing dirt and product buildup, leaving natural shine. Two new products from this line will be hitting shelves in February 2012.

The Healthy Hair Nutrition line consists of the conditioning cleanser and the intensive hair repair masque. The product line will be available for purchase online, as well as at various retail chains across the country. 

According to the company, what makes Healthy Hair Nutrition unique is that it primarily utilizes botanical ingredients, such as camellia sinensis (green tea) leaf extract, which tones and protects the scalp, and geranium maculatum (Geranium leaf extract), which helps to repair dry, damaged hair as well as restore balance to oily hair. The citrus crème fragrance, specially formulated for this new line, provides top notes of lemon, mandarin and crisp greens with heart notes of jasmine and rose — all based off of creamy woods, powder and musk scents to tantalize the senses. 


The new Salon Grafix Healthy Hair Nutrition conditioning cleanser and Healthy Hair Nutrition Intensive Hair Repair Masque retail for $6.99 each and will be available at CVS, Walgreens and Walmart, as well as other select retailers throughout the nation.


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