BEAUTY CARE

SoftSheen-Carson makes donations to Women’s Academy for Excellence

BY Antoinette Alexander

NEW YORK — Ethnic hair care brand SoftSheen-Carson donated computers, printers, hair products and educational tools to the Women’s Academy for Excellence.

The Women’s Academy for Excellence is a New York-based organization that cultivates dynamic, participatory learning, which enables student to experience success on various levels, particularly in the fields of math, science and technology.

The donation comes as part of the SoftSheen-Carson "Beauty IsS" campaign, which encourages consumers and employees to be inspired by giving, sharing and learning by giving back to their communities and inspiring beauty in others. Now in its second year, the SoftSheen-Carson "Beauty IsS" campaign kicked off the season of giving by donating computers and printers for the school’s business center, and SoftSheen-Carson hair products and mannequins for their cosmetology class. In addition, Shannon King, SoftSheen-Carson educational director and a SoftSheen-Carson Style Squad member, will host a seminar for the cosmetology class.

"One of SoftSheen-Carson’s core principles as the leading expert in hair care for people of color is to provide products and tools that help the community define and express beauty on their own terms. We are honored to support The Women’s Academy For Excellence," stated Angela Guy, SVP/general manager for SoftSheen-Carson. "We hope to inspire students at the academy to live their lives with beauty."

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Max Factor gets new spokeswoman

BY DSN STAFF

LONDON — British singer Marina Diamondis of Marina and the Diamonds has been selected as the new face of Max Factor, according to published reports.

Diamondis will represent the beauty brand’s Max Colour Effect Range in the new Big Night Out campaign, according to reports.

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J.R. Watkins Naturals expands its reach

BY Antoinette Alexander

WINONA, Minn. — J.R. Watkins Naturals is expanding its presence in the Asian market by selling its personal care and home care products through retail chains in Hong Kong, Japan and Taiwan.

"There is a growing demand for heritage brands and natural products in Asia, particularly in Hong Kong, South Korea, Japan and Taiwan," stated J.R. Rigley, J.R. Watkins Naturals’ sales and marketing VP. "We are proud to bring more than 140 years of natural tradition to consumers in these countries."

J.R. Watkins Naturals has sold home care products in South Korean department stores and specialty shops since March 2009. Its success there and the identification of a distributor with the experience to help further develop the brand facilitated its expansion in Asia, the company stated. Support will include product placement, pricing and marketing initiatives.

"After studying the market for several years and carefully considering this expansion, J.R. Watkins Naturals is confident we have selected the right partner to ensure continued success for the brand abroad," Rigley added.

J.R. Watkins Naturals also is considering expansion to China, and possibly Australia.

In the United States, J.R. Watkins Naturals products are available through multiple distribution channels, including Target, Walgreens, Whole Foods, Walmart and QVC.

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