BEAUTY CARE

P&G’s Orgullosa launches Nueva Latina campaign

BY Antoinette Alexander

NEW YORK — On Wednesday, Procter & Gamble’s Orgullosa program — a platform created in 2011 to celebrate, empower and fuel Latinas’ accomplishments and dreams — unveiled its Nueva Latina campaign. The campaign is a first-of-its-kind initiative designed to empower women to define what it means to be a bicultural, modern Latina — the Nueva Latina.

As part of the launch, Orgullosa debuted its production of the Nueva Latina Monologues in New York City, which personifies the Latina experience in the United States. Orgullosa teamed up with Latina director and writer, Linda Nieves-Powell, to bring to life some of the real-life stories, topics and cultural themes that surround today’s Latina in an effort to spark national dialogue and participation via its online community.

Actresses La La Anthony, left, and Roselyn Sanchez attend the debut of the P&G Orgullosa production of "Nueva Latina Monologues" at the Helen Mills Theater on Wednesday in New York.

The campaign kicked off at the Helen Mills Theater where it celebrated with more than 100 VIP guests in attendance. Guests were treated to an exclusive "Chicas Night Out" experience filled with entertainment, access to a beauty bar where stylists touched up hair, and special beauty care sampling of Olay, Venus, Clairol and Pantene products, among other gifts. Special guests, Roselyn Sánchez and La La Anthony, were present as honorary guests and shared their personal anecdotes as bicultural Latinas.

Through its Nueva Latina campaign, Orgullosa aims to showcase the diversity of the Hispanic experience by soliciting real-life testimonials from its online community.

To support its Nueva Latina campaign, Orgullosa activities will include:

  • Providing exclusive online access to the Nueva Latina Monologues via its Orgullosa Facebook page that will be supported by key activations to mobilize participation starting the week of March 17th;
  • A special showing of the Nueva Latina Monologues at Hispanicize — the largest annual event for Latino trendsetters and newsmakers in social media, journalism, advertising, PR, film, music and innovation;
  • Debut of Orgullosa’s blogger ambassadors to support Nueva Latina initiatives: Queen of Swag (Los Angeles), Traveling Latina (Chicago) and Mama Contemporánea (New York); and
  • Integrated print and online media partnerships that celebrate everyday inspirational women that embody the Nueva Latina spirit.

 

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BEAUTY CARE

Kathy Ireland’s brand kiWW forms alliance to develop skin care devices

BY Antoinette Alexander

DENVER — LED Technologies announced has formed an alliance with Kathy Ireland Worldwide to develop reVive Light Therapy skin care devices for anti-aging; uneven skin tone and hyperpigmantation; acne; and skin healing.

The FDA-approved reVive Light Therapy features a collection that offers full face as well as hand-held light devices, across a full range LED Light Modalities.

"ReVive Light Therapy is exquisite. This all-natural anti-aging and skin care therapy is something I truly believe in. Looking your best, from a healthy perspective is powerful. I believe reVive Light Therapy is a unique product that is able to make powerful and personal changes in our lives. These treatments from my experience, are exceptional for wrinkles, aging spots, fine lines, sun damage and more,” stated said Kathy Ireland, CEO and chief designer of Kathy Ireland Worldwide. “At Kathy Ireland Worldwide, we are very excited to work with Lloyd Nelson and the great team at reVive Light Therapy. These terrific people are passionate about light therapy and its incredible potential. ReVive Light Therapy, in my opinion, is one of the most extraordinary new technologies in skincare and personal care.”

Kathy Ireland and Lloyd Nelson will meet with the media on March 5, at the Independent Cosmetics Manufacturers And Distributors, Young Designers event in Santa Monica, California.  Ms. Ireland will serve as keynote speaker and present awards to young designers in tandem with ICMAD.

 

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Oral-B and Crest 3D donate $500K to Shakira’s Pies Descalzos Foundation

BY Antoinette Alexander

CARTAGENA, Colombia — This week, Procter & Gamble’s Oral-B and Crest 3D White brands announced a donation of $500,000 to benefit the Pies Descalzos Foundation, which was founded by recording artist and 3D White Global Ambassador Shakira.

From left to right: Isabella Grueso, communications associate director P&G Colombia; Shakira; Juan Carlos Trujillo, GM P&G Colombia; Juan Carlos Restrepo, Oral-B brand manager Colombia (Photo: Business Wire)

Shakira, who is a native of Barranquilla, Colombia, founded the foundation to help ensure that every child can exercise their right to receive a quality education. The Pies Descalzos Foundation schools demonstrate a sustainable, replicable education model, which provides quality education to the most vulnerable people and communities.

The donation will go toward various Foundation projects, one of which is a new school built in Lomas de Peyé in Cartagena, Colombia, the sixth school developed by the Pies Descalzos Foundation. The 3D White donation will help with costs accrued towards the overall structure of the school as well as helping to finalize key details necessary towards its completion. The more than 14,000 square meters Lomas de Peyé school will boast 55 classrooms offering early childhood, primary and secondary education as well as technical training skills in specialized classrooms for older students. It will include a library, auditorium, administrative offices, cafeteria and sports facilities. Colombian architect Giancarlo Mazzanti has developed the designs. He based his proposal on the concepts of sustainability and bioclimatic design to ensure the welfare of all the generations that go to the Lomas de Peyé school.

“We are honored and humbled to be able to provide support for such a worthy cause,” stated Wayne Randall, global VP of oral care for P&G. “Knowing that this school will help many children in need gives new meaning to the smiles they are sure to share as they learn to read, write and experience the benefits of education throughout their lives.”

Lomas de Peyé is a community comprised of 11 neighborhoods and more than 58,000 inhabitants. It is an area that faces significant poverty, rootlessness, lack of access to public services and low connection to the sewer system. Currently, there are only 4 schools serving the area. The new Pies Descalzos Foundation school will impact more than 1,700 children and their families by providing a quality education, nutrition, income-generating projects and counseling. The school itself will be located in an intersection between the Swamp of the Virgin and the Mountain of La Popa, on land donated by the municipality. The project is also a proposal for ecological improvement. The School will be an environmental barrier that seeks to stop the urban sprawl. Like all of The Foundation schools, the expectation is that the architectural design becomes a landmark of urban planning and social impact, generating positive impact to the entire city.

“To have the support of a global brand like Oral-B and Crest 3D White is so important and gratifying,” stated Shakira. “To know that I’m partnered with such great people, with such a strong social conscience makes it all worth it. Brands like Oral-B and Crest 3D White send an important message that supporting communities in need is vital, and I’m thrilled to be their Ambassador. I can’t thank 3D White enough for their generous donation.”

 

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