BEAUTY CARE

P&G taps Alison Sweeney for ‘Life Opens Up Project’

BY Antoinette Alexander

CINCINNATI — Procter & Gamble announced on Wednesday that Alison Sweeney — "The Biggest Loser" host, author of "The Mommy Diet" and "Days of our Lives" star — has partnered with Crest and Oral-B brands to help launch the "Life Opens Up Project," a program that encourages individuals to share their personal stories showcasing how their healthy mouths have played a role in shaping who they are today.

"I’m so thrilled to be teaming up with Crest and Oral-B on such an empowering program," Sweeney said. "In my personal life, the health of my mouth plays an essential role not only in my on-screen profession, but also in how I interact with individuals as a wife, mother and friend. Your mouth is usually the first thing people notice about you, and when you have a healthy mouth that you can be proud of, that confidence shines through to the world."

Now through Sept. 15, participants can submit their healthy-mouth-empowered videos (up to two minutes in length) via LifeOpensUpProject.com. Sample videos, including one in which Sweeney shares her "Life Opens Up" moment, will be featured on the site, as well as Crest and Oral-B’s Facebook pages. Submissions will be available for viewing and real-time public voting at LifeOpensUpProject.com, Facebook.com/Crest, Facebook.com/OralB and Facebook.com/CrestWhitestrips.

Two winners will each win a trip for two to New York to appear on the "Rachael Ray Show" and up to $25,000 to help fulfill their healthy-mouth-empowered goal or dream.

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Nicole by OPI to debut Kardashian Kolors

BY Antoinette Alexander

NEW YORK — Nicole by OPI is launching for the holiday season Kardashian Kolors, a line of nail lacquer shades inspired by the Kardashians.

"We are so excited to work with everyone’s favorite TV family, ­ the Kardashians, ­ to share a diverse collection of fashion-forward shades," stated Suzi Weiss-Fischmann, Nicole by OPI EVP and artistic director. "With lacquers ranging from high-shine and sparkly hues to neutral taupe and pinkish coral, Kardashian Kolors offers the perfect accessory for every woman, from teens to moms and everyone in between."

The collection is comprised of 14 shades:

  • It’s All About the Glam: Shimmering-white glitz for the glamorous gal;

  • Kim-pletely in Love: Finally! The pink of her dreams has arrived;

  • All Kendall-ed Up: Powder your nose and get some pink on those toes;

  • Wear Something Spar-Kylie: Glitter-ly the prettiest pink ever;

  • Sealed with a Kris: Handle with care: This "klassy" red is top-of-the-line;

  • Rainbow in the S-Kylie: Girls just wanna have glitter in every color;

  • Disco Dolls: Glittery gold glam gone wild;

  • Kendall on the Katwalk: A head-turning blue-green with a "sparkling" personality;

  • Listen to your Momager! If you don’t, you’ll never see this fabulous blue again;

  • Follow Me on Glitter: A glittery deep gray that always has something to say;

  • My Empire…My Rules: This take-charge taupe is always on-trend;

  • Khloé Had a Little Lam-Lam: A deep dark emerald worth falling for;

  • Hard Kourt Fashionista: This delicious deep brown is the chicest hue in town; and

  • Kourt is Red-y for a Pedi: This captivating coral looks "fab" on everyone.

Kardashian Kolors will be available for $7.99 each ($11 Canadian).

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Summer’s Eve kicks off TV campaign

BY Antoinette Alexander

LYNCHBURG, Va. — Feminine hygiene product manufacturer Summer’s Eve is promoting its line of external cleansing and freshening products with a new multimedia campaign that aims to turn the feminine hygiene market on its head and change the way women may think of the brand, and remove long-standing stigmas.

The centerpiece of the campaign, developed in partnership with Dallas independent agency The Richards Group, is a television spot called "The V," starring Cleopatra and other strong female archetypes exalted for their combination of power and femininity.

"The whole category has been talking to women the same way since feminine hygiene products have been in the marketplace, and ironically, many media outlets won’t even allow the use of the word ‘vagina’ in advertising. We are way past due for a change," said Angela Bryant, director of U.S. marketing for feminine care at Summer’s Eve. "Hearing from women on our listening tour last year cemented that now is the time. This campaign is about empowerment, changing the way women may think of the brand and removing long-standing stigmas: Summer’s Eve is not a means to confidence; rather, it’s a celebration of confidence, of being a woman and taking care of their bodies."

In connection with the new campaign, Summer’s Eve recently launched a new logo and product packaging, a new website at Summerseve.com, an edgy online video known as "That’s Vaginal" and a body awareness and education campaign called "ID the V."

Summer’s Eve also will take its "The V" campaign to the big screen for the brand’s cinematic debut, with a 60-second spot running in National CineMedia’s FirstLook pre-feature show in select movie theaters nationwide through the end of July.

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