BEAUTY CARE

P&G to launch new Secret Outlast collection, partners with Bravo’s Jenni Pulos

BY Antoinette Alexander

CINCINNATI — Procter & Gamble’s new Secret Outlast antiperspirant and deodorant collection is partnering with Jenni Pulos of Bravo’s “Flipping Out” to help women confidently conquer their long days with the 48-hour odor protection of Secret Outlast.

“As the No. 1 female deodorant brand, it’s our job to stay on top of what’s important to women,” stated Kevin Hochman, marketing director for Secret Deodorant North America. “They are telling us that they are packing an unbelievable amount of activity into their day — work, family, errands, exercise — we’ve literally never seen women be so busy in our over 40 years in business. We knew we needed to create a deodorant that could keep up with them and so we did — one that lasts an unbelievable 48 hours, no matter how busy they are.”

Secret Outlast offers dual-action odor technology to provide a burst of freshness when you need it most and lasts for up to 48 hours. It is clinically tested to help stop odor before it starts, continually working to detect odor and wetness, ensuring coverage whether you are sitting still or on the move. The pH of Secret Outlast helps minimize odor-causing bacteria and provides long lasting 48-hour protection; plus, two times more odor-fighting ingredients versus the top-selling antiperspirant deodorant, P&G stated.

Pulos will be featured in Secret Outlast’s upcoming holistic marketing campaign, including print and television advertising, in which she’s portrayed tackling daily challenges and activities that she — and most women — face day in and day out.

The Secret Outlast collection will be available beginning Feb. 13 at food, drugs and mass retailers nationwide in invisible solid, clear gel and smooth solid for $4.24 to $5.49 (2.6-oz. and 2.7-oz. sizes).

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Burt’s Bees aims to pioneer the next generation of natural with new Güd line

BY Antoinette Alexander

NEW YORK — Burt’s Bees, a maker of natural personal care products, has developed a new collection, dubbed “Güd,” that is reimagined for the millennial generation.

After discovering that the current natural landscape alienates many potential consumers — too pricey, too “crunchy,” not sensorial — Burt’s Bees sought to create a fragrance-forward, fun and irreverent approach natural personal care. Enter Güd, a bright, happy, expertly fragranced personal care collection free of parabens, phthalates, petrochemicals and sodium lauryl sulfate, and never tested on animals.

The collection includes hair care, body care and hand care in three fragrance variants — Orange Petalooza, Floral Cherrynova and Vanilla Flame — as well as one Target exclusive, Pearanormal Activity. Distributed in the same channels as Burt’s Bees, the collection aims to offer a modern, playful take on natural.

The brand trades the standard “earthy” aesthetic associated with natural for a more contemporary, vibrant feel designed to speak to consumers who may be priced out of natural or haven’t found a point of entry into the category, the company stated. With 97% natural ingredients and accessible price points, the collection offers the benefits of truly natural ingredients with the sensory appeal and modern sensibility of a specialty collection.

The brand’s philosophy — that being happy makes women beautiful, not the other way around — is evident in the modern, joyful appeal of the collection, from the smile built into the brand name to the brand’s social media presence and use of QR codes.

The Güd collection became available on shelf at select national food, drug and mass retailers, including Target, CVS and Walgreens, and on Gudhappens.com in January 2012. The prices range from $4.99 to $11.99.

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Suave for Men partners with football star Clay Matthews in ‘Hair Like Clay’ promotion

BY Antoinette Alexander

ENGLEWOOD CLIFFS, N.J. — Suave for Men has teamed up with pro football star Clay Matthews to launch the Suave Hair Like Clay promotion, giving fans the chance to hang with the linebacker this offseason.

This year marks the second year of the Suave for Men partnership with Matthews.

Now through Feb. 15, fans have the opportunity to show off their best hair style mimicking Matthew’s — either with their real hair or sporting a Clay-like wig — by posting their photos to @SuaveMen on Twitter and including the hashtag #hairlikeclay. One fan who shows how they have Hair Like Clay will win a trip this offseason to hang out with him thanks to Suave for Men.

"All men can’t have football greatness like Clay, but they can have hair greatness with Suave for Men," stated David Rubin, Unilever marketing director of Hair, U.S. "Clay is a great fit for our Suave Men’s line, and with #hairlikeclay, we’re giving fans the opportunity to show off their hair greatness for the exciting opportunity to meet Clay in person."

The Hair Like Clay promotion comes on the heels of a one-year extension of Matthews’ agreement with Suave for Men where he will continue to encourage men to use a men’s shampoo in brand marketing activities throughout the year. In 2011, Suave for Men partnered Matthews with his younger brother, Casey Matthews, to showcase their brotherly rivalry in the "Matthews vs. Matthews" video series on YouTube.

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