BEAUTY CARE

Rite Aid targets Hispanic beauty shoppers

BY Antoinette Alexander

HARRISBURG, Pa. Rite Aid has teamed up with Cosmetic Promotions Inc., a national marketing company that specializes in beauty, to promote its beauty and health department to Hispanic females by attending a series of 10 community events in four key Hispanic markets.

This partnership is in addition to Rite Aid’s African American (Beauty the RITE Way) and teen (Glam Camp) beauty target sampling programs.

The program target Hispanic females is in its fourth year of sending Hispanic bilingual models to various conferences and festivals to distribute 20,000 beauty and health sample bags to female attendees.  Attendees of these events receive sample bags that include products geared to Hispanics from Rite Aid beauty/health vendors including Smooth n’ Shine, Colgate, Tropez, Kiss, Jane Cosmetics, Clearasil, JNJ, L’Oreal, LA Looks, Palmers, Therma Flu, Dove and DeveloPlus.  In addition, some of the bags contain a prize of a $100 Rite Aid gift card.

An upcoming event is the 33rd Annual National Hispanic Women’s Conference being held this year May 22 in Pasadena, Calif., at the Convention Center. More than 3,000 Latinas are expected to attend this one-day conference that focuses on professional development and networking. The day includes workshops on career planning, educational achievement, financial planning and life empowerment as well as a runway fashion show. The conference’s signature event, the Women of the Year Awards Luncheon, honors three exemplary Latinas who have influenced their chosen industry and have made a mark on society as a whole.

Bags will also be distributed to the first 2,000 females who attend the Hispanic Cultural Street Festival in downtown Los Angeles on May 24. More than 30,000 people are expected to attend this annual weekend celebration of Hispanic music, food, dance, art and culture. A free Health & Wellness Village will offer screenings, blood pressure, preventative programs and bilingual materials for festival-goers.

On May 30, the first 2,000 females attending the 10th Annual Cuban Parade and Festival in North Bergen, N.J., will receive a Rite Aid Hispanic Sampling Bag. This festival is all about honoring the contributions of Cuban-Americans in the United States and is expected to attract more than 50,000 people. The festival will feature food kiosks with traditional food and plenty of entertainment and music by various artist and groups.

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Energizer Holdings acquires S.C. Johnson shave business

BY Antoinette Alexander

ST. LOUIS Energizer Holdings is expanding its shave business by acquiring from S.C. Johnson & Son the Edge and Skintimate brands for $275 million.

“We are very exciting about combining the Edge and Skintimate brands with our Schick-Wilkinson Sword shaving business, strengthening both in the process,” stated Ward Klein, CEO. “As leading brands in the U.S. men’s and women’s shave preparation category, Edge and Skintimate are a logical and attractive adjacency for our shaving business.”

Under certain circumstances, Energizer may elect to issue to S.C. Johnson, in lieu of cash payment of the purchase price, shares on non-voting redeemable preferred stock, with a liquidation preference of $310 million, and semi-annual dividends.

The acquisition is subject to customary conditions and regulatory approval.

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Celebrity hairstylist Billy Lowe launches luxury hair care line

BY Antoinette Alexander

LOS ANGELES Celebrity hairstylist and beauty expert Billy Lowe, who has worked with numerous Hollywood A-Listers and appeared on such hit reality shows as TLC’s “10 Years Younger,” MTV’s “Made” and “Extreme Make-over,” has launched his own luxury hair care line.

The just-launched hair care line contains two shampoos, two conditioners and seven styling products. It is also ideal for color treated hair. The lineincludes:

  • Nourishing Volume Shampoo & Conditioner for volume, weightless style and silky smooth hair.
  • Daily Hydrating Shampoo & Conditioner for hair that needs a moisture boost.
  • Silky Style Cream a styling cream for smoothing hair, fighting frizz and giving brilliant shine.
  • Thermal Style & Finish Spray, which pre-treats and protects from thermal styling.
  • Protecting Shine Spray, whch protects from UV damage.
  • Nourishing Volume Foam, which is a light weight mousse that doesn’t weight hair down.
  • Smoothing Gel, which is a great shaper for shorter hairstyles and can be cocktailed with any other product.
  • Ultimate Finish Spray, a humidity-resistant hairspray that lets you shape, style, and reshape if needed.

Key product benefits include Asian sugar, which repairs and nourishes hair from within, and soy proteins to help strengthen hair and restore lost amino acids.

“The solutions that I was presented with were anything but complicated. Many other manufacturers offered hundreds of products and the whole process was overwhelming. What I wanted for my clients was a clean and simple line that offered outstanding professional results. Now, people can have red carpet hair just like my celebrity clients ­ no matter where they live,” stated Lowe.

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