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Oral-B, celebrity Sherri Shepherd partner for ‘Powerful Moment of Truth’ campaign

BY Antoinette Alexander

CINCINNATI — Procter & Gamble’s Oral-B brand and celebrity comedienne and Daytime Emmy Award-winner Sherri Shepherd are calling on power toothbrush users across the country to share their “powerful moment of truth” — that instant when they switched from a manual to a power toothbrush — as part of the “Powerful Moments of Truth” campaign.

Sheperd, who is co-host of the daytime talk show “The View," is revealing her “power moment” in a video testimonial available at OralB.com to help inspire others to take charge of their oral health.

With oscillating and rotating technology, Oral-B power toothbrushes (rechargeable electric toothbrushes) are designed to reach between teeth and along the gum line for a thorough clean, removing plaque and helping prevent gingivitis.

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Arrid Extra Dry, New York Yankees pitcher Mariano Rivera partner for ad campaign

BY Antoinette Alexander

PRINCETON, N.J. — Church & Dwight, the maker of Arrid Extra Dry antiperspirant deodorant, has partnered with New York Yankees closing pitcher Mariano Rivera to launch the brand’s new advertising campaign.

The TV spot, which began airing Sept. 21, showcases the five-time World Champion relief pitcher on the field, illustrating his grace under pressure demeanor.

Airing a total of more than 650 times throughout September, October and November, the commercial premiered on YES Network during the Yankees’ 1:05 p.m. game.  During its run, the ad can be seen nationally on such networks as ESPN, TBS, Bravo, TNT, Cartoon Network’s "Adult Swim," Spike, FX, Nick at Nite, USA and TLC.  It will air locally in New York City and Philadelphia during TBS coverage of Major League Baseball playoff games.

"The partnership between Arrid Extra Dry antiperspirant deodorant and Mariano Rivera is a natural one," stated Stacey Feldman, VP marketing, personal care, at Church & Dwight.  "Mariano Rivera is the epitome of remaining cool and calm when entering a pressure-packed ninth inning, with the expectation of preserving a victory. Sold at a value price, Arrid Extra Dry antiperspirant deodorant provides our consumers with confidence at staying fresh and cool when facing the daily stress in their lives."

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Ouidad unveils new Climate Control defrizzing shampoo, conditioner

BY Antoinette Alexander

NEW YORK — Hair care brand Ouidad continues on its promise to deliver frizz-free curls with its new Ouidad Climate Control defrizzing shampoo and conditioner.

The new Climate Control defrizzing shampoo and conditioner contains Ouidad’s exclusive humidity shield complex, which, by combining a blend of moisturizers that encapsulate the hair shaft, acts as a protective barrier against heat, humidity and other environmental factors.

Ouidad’s Climate Control defrizzing shampoo ($18 for 8.5 oz. and $8 for 2.5 oz.) has gentle cleansing agents, naturally derived from coconut and glucose, which thoroughly cleanses the scalp of sebum, allowing the hair follicles to breathe. This sulfate-free shampoo was developed specifically for customers seeking an alternative to sulfates.

Climate Control defrizzing conditioner ($20 for 8.5 oz. and $8 for 2.5 oz) is blended with amino acids that penetrate the hair shaft and infuse strands with hydration, leaving curls smooth and manageable with frizz control and color protection.

Ouidad’s products are available at Sephora and Ouidad-certified salons nationwide.

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