BEAUTY CARE

P&G’s Old Spice body sprays now feature Re-fresh Technology

BY Antoinette Alexander

CINCINNATI — Procter & Gamble’s Old Spice has revamped its lineup of men’s body sprays with new, first-in-category Re-fresh Technology, which promises to eliminate the need for guys to overspray or reapply throughout the day.

Arriving in stores this month, new Old Spice Re-fresh Body Sprays feature a patented cyclic molecule with an empty core that absorbs some fragrance as the body spray dries on the skin. As a guy sweats, fragrance is pushed out of the core releasing bursts of scent when a guy needs it the most.

To celebrate the launch of Old Spice Re-fresh Body Sprays with Re-fresh Technology, Old Spice is introducing two new scents to its Wild Collection lineup – Bearglove and Lionpride.

“There’s no denying that guys overspray, but there’s also no denying that guys still need odor protection,” John Sebastian, Old Spice marketing director at P&G, said. “We’re not here to tell young guys not to use body spray – we’re here to equip them with the right tools and help teach them how to scent responsibly. We think this combination will be a game-changer for the Body Spray category.”

To complement the launch of its new lineup of Re-fresh Body Sprays, the brand will roll out its new “Smellcome to Manhood” integrated marketing campaign, including a series of television spots that humorously depict how tough it is for moms to come to grips with the fact that Old Spice is “spraying a man on to their sons.”

Developed with advertising agency Wieden+Kennedy, the new campaign features a choir of moms singing about the difficult time they are having accepting that their sons are growing up. In an over-the-top humorous way, the moms blame Old Spice for the manly things that result when their sons use Old Spice Re-fresh Body Sprays. “Momsong” made its television debut during NFL Wildcard Weekend on Jan. 5. The subsequent spots are currently available on the brand’s social media channels on Facebook

The new Old Spice Re-fresh Body Sprays launch also will be supported by digital banner and rich media ads appearing across a number of sports, entertainment, humor and men’s interest outlets.

To showcase the benefits of new Old Spice Re-fresh Technology, the brand has also developed the Old Spice “Scent Responsibly” video, which will be featured on the brand’s social channels and www.OldSpice.com.

 
 

 

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L’Oréal Professionnel names actress Kirsten Dunst spokeswoman

BY Antoinette Alexander

MONTREAL — L’Oréal Professionnel, a salon-exclusive brand, has tapped actress Kirsten Dunst — lead actress of Hossein Amini’s thriller “The Two Faces of January,” to be released in 2014 — to be its very first L’Oréal Professionnel spokeswoman. Dunst will embody the upcoming launches of Beach Waves and Absolut Repair Lipidium. 

"Kirsten Dunst has a timeless beauty and is a modern woman, closely connected to fashion. She has a strong personality and makes her own choices. Her great professionalism and commitment to excellence make Kirsten one of the talented actresses I have ever met. She has the perfect attributes to embody the new values of L’Oréal Professionnel," stated Anne-Laure Lecerf, international managing director of L’Oréal Professionnel.

Dunst’s filmography includes more than 50 films. She started her career at a very young age following her breakthrough Golden Globe-nominated role in “Interview with the Vampire.” Her performances in Spider-Man trilogy as Mary Jane Watson are some of the most successful milestones of her career.

As Sofia Coppola’s muse, Dunst portrayed Marie Antoinette in 2000, a theatrical drama and stylish performance that took her career further. But Dunst was singled out for great praise playing a depressed woman at the end of the world in Lars von Trier’s “Melancholia.” The film was positively received by critics and Dunst was awarded Best Actress at the 2011 Cannes Film Festival.

Year 2014 will mark the release of Amini’s latest thriller, “The Two Faces of January,” also starring Viggo Mortensen and Oscar Isaac. In January, Dunst will start filming Jeff Nichols’ next science fiction movie, “Midnight Special,” in which she will play a lead role next to Joel Edgerton and Michael Shannon.

 

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Revlon to exit China, cut jobs

BY Antoinette Alexander

NEW YORK — Beauty company Revlon is exiting its operations in China, which represents about 2% of the company’s net sales, and is eliminating about 1,100 jobs.

In the Dec. 30 filing with the Securities and Exchange Commission, Revlon stated that the job cuts, which will take place primarily in China, will include the elimination of about 940 beauty advisers retained indirectly through a third-party agency.
 
As a result of the restructuring, the company expects to incur approximately $22 million of pre-tax restructuring and related charges, which are comprised of approximately $10 million in employee-related costs, including severance and other contractual termination benefits, and other costs of approximately $12 million consisting primarily of sales markdowns and inventory write-offs. As a result of these actions, the company recorded a charge of $20.9 million in December 2013, with the remaining charges expected to be recorded during 2014. Of the total expected charges of approximately $22 million, $18 million will be cash that is expected to be paid out during 2014.
 
These restructuring actions are expected to generate annualized cost reductions of approximately $11 million, with roughly $8 million expected to benefit 2014 results, the company stated.

 

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