BEAUTY CARE

OPI Products teams up with Look Good…Feel Better

BY Antoinette Alexander

WASHINGTON Nail care company OPI Products has teamed up with Look Good…Feel Better, a national public service program that helps women cope with appearance-related changes from cancer treatment, to help raise money for the cause.

The partnership also honors both groups’ 20th anniversaries: OPI launched its nail lacquers 20 years ago, the same year Look Good…Feel Better conducted its first workshop. To mark this milestone, during July and August OPI will contribute a portion of the proceeds of every bottle of its Bubble Bath Nail Lacquer sold, with a minimum contribution of $25,000, to the Personal Care Products Council Foundation to benefit Look Good…Feel Better.

“We saw the celebration of these 20th anniversaries as an ideal opportunity to raise awareness and recognition for Look Good…Feel Better,” stated Louanne Roark, executive director of the Personal Care Products Council Foundation and the Look Good…Feel Better program. “We are thrilled to have the support of OPI in this endeavor. The funds raised will help us reach even more women coping with the side effects of cancer treatment.”

The OPI Bubble Bath Nail Lacquer benefiting Look Good…Feel Better will be available in at least 10,000 participating salons and retail locations nationwide beginning this July. Point-of-purchase displays provide more information about the Look Good…Feel Better program and where to find available workshops.

“We are very excited to support such a worthwhile initiative for Look Good…Feel Better and be a part of this wonderful tradition of caring,” added Suzi Weiss Fischmann, EVP and artistic director, OPI Products. “The partnership was a natural fit because OPI shares the common goal of helping women to look and feel beautiful.”

OPI is a member of the Personal Care Products Council and is also a supporter of the Personal Care Products Council Foundation.

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Cetaphil launches its ‘Comfortable in My Skin’ campaign

BY Antoinette Alexander

FORT WORTH, Tex. Galderma Laboratories’ Cetaphil brand has launched a new viral campaign powered by social media marketing solution Brickfish.

“Cetaphil’s complete line of cleansers and moisturizers help our consumers achieve beautiful and healthy skin,” stated Cindy Kee, senior product manager for Cetaphil. “The ‘Comfortable in My Skin’ campaign is a meaningful way to drive awareness of the utility of our products, while reaching and recognizing our consumers. We are proud to be working with Marriott & Renaissance Caribbean & Mexico Resorts and Kate Spade to offer our consumers a tropical getaway.”

Powered by Brickfish, the campaign enables consumers to create personalized brand-focused user-generated content and virally share their entries with their social networks via widgets, blogs, IM, email and more. Campaign participants have the ability to interact with the Cetaphil campaign by creating, reviewing, sharing and voting upon brand-relevant content.

By visiting http://www.comfortableinmyskin.com/, entrants explain where and what makes them feel most comfortable in their skin. Participants will pick Kate Spade getaway bags and fill them with their favorite Cetaphil products and other items that they would take on Marriott & Renaissance Caribbean & Mexico Resort vacations. Entrants are also asked to complete the sentence: “I feel comfortable in my skin when I am …” The grand prize winner, selected by a panel of judges from Cetaphil, will receive a seven day, four-person getaway to a Marriott & Renaissance Caribbean & Mexico Resort destination of his or her choice, a Kate Spade bag and a $500 American Express gift card to purchase his or her selected getaway items.

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Gillette expands group of Gillette Young Guns with Nascar driver

BY Antoinette Alexander

BOSTON Grooming brand Gillette has expanded its group of Gillette Young Guns drivers by adding Nascar race winner Joey Logano, driver of the No. 20 Home Depot Toyota.

“Joey is one of the hottest drivers in the sport and we are pleased to welcome him as the newest member of the Gillette Young Guns,” stated Michelle Potorski, associate marketing director of Gillette North America. “Our new commercial is about change — whether it’s reminding consumers to change their blades or adding a teenage rookie sensation to our Gillette Young Guns roster. We’re proud to have Joey join the team and look forward to watching his career take off in the Nascar Sprint Cup Series.”

Logano earned his rookie stripes from his fellow Gillette Young Guns during the filming of a new commercial to support the Gillette Optimal Shave indicator strip, which alerts consumers that it is time to change their blades when the strip color changes from blue to white. The commercial features all seven Gillette Young Guns and highlights Logano as the latest addition to the roster of Nascar Sprint Cup Series stars. The ads began airing during the July 11 broadcast of LifeLock.com 400 Chicagoland Speedway.

The Gillette Young Guns drivers also include Clint Bowyer, Kyle Busch, Carl Edwards, Denny Hamlin, Kasey Kahne and Ryan Newman.

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