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SoftSheen-Carson partners with ‘Think Like a Man Too’ to celebrate new Bump Rescue line

BY Antoinette Alexander

NEW YORK — SoftSheen-Carson’s Magic Shave grooming and shaving brand for African American men celebrated its new Bump Rescue Skincare Line through its Magic Shave Approved campaign and partnership with Sony Pictures’ “Think Like a Man Too.”

As part of the campaign, an advanced pre-screening of “Think Like a Man Too” was sponsored by Magic Shave, the movie’s official U.S. men’s grooming promotional partner, at Show Place Icon 15 in Chicago with cast appearances by Kevin Hart, Regina Hall and Terrence J. At the event, Magic Shave offered product sampling to moviegoers and invited them to enter the “Think Like A Man Too” sweepstakes for the chance to win a trip for two to Las Vegas.



Through the campaign, the brand also hit Chicago’s neighborhood barbershops where they picked up the tab for customer appointments, sampled Magic Shave products and provided movie ticket giveaways. Consumers were also encouraged to share their smooth look using hashtag #MagicShaveApproved.



Designed to address the specific needs of African American men’s skin, the new Magic Shave Bump Rescue Skincare Line is designed to visibly reduce the appearance of bumps, fight blackheads, help prevent new acne blemishes and diminish the look of ingrown hairs. The contains such ingredients as salicylic acid, charcoal, zinc and allantoin to deliver smoother skin.



“Magic Shave has been the pioneer in men’s depilatories for over 100 years,” stated Mezei Jefferson, senior manager of education, SoftSheen-Carson. “To stay at the forefront of men’s grooming needs, we are thrilled to define a category of skincare products that are tough on bumps, gentle on skin and so efficient, it’s magic!”

The Magic Shave Bump Rescue Skincare line includes —

  • Bump Rescue Spot Treatment (suggested retail price is $8.99)

  • Bump Rescue Exfoliating Cleanser (SRP $5.99)
  • 
Bump Rescue 2-in-1 Moisturizer  (SRP $5.99)

To learn more about the brand’s history and the new Bump Rescue Skincare line, click here to read a recent DSN Q&A with Jefferson.

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Mark Phillips to lead pharmaceutical merchandising at Walmart

BY Mike Troy

BENTONVILLE, Ark. — Mark Phillips was elevated to the role of VP of pharmaceutical merchandising at Walmart after previously serving as the retailer’s senior director of merchandising for small formats.

In his new role, Phillips will lead the pharmaceutical merchandising team and report to Labeed Diab, president of health and wellness at Walmart. Phillips began with Walmart in 1990 as an hourly employee in the company’s accounts payable department at Sam’s Club. He also worked in the Walmart’s U.S. store operations group as an assistant manager in Joplin, Mo., and Garden City, Kan., before becoming a buyer in the retailer’s supercenter food division.

“Mark has a successful history as a buyer for multiple departments within Walmart U.S. and Walmart International. He most recently served as the senior director of merchandising in small formats and helped to turn this area into a key growth vehicle for the company,” according to an internal Walmart memo. “We will take the opportunity to utilize Mark’s experience and talents to grow our pharmaceutical business and help our customers save money and live better.”

Phillip’s promotion follows a key personnel change in April that saw Diab elevated to the role of president of health and wellness to fill a position occupied by Dr. John Agwunobi who left the company. Diab had previously served as an SVP of operations for Walmart’s Midwest division.

 

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Mike’s Hard Lemonade celebrates social media milestone

BY Ryan Chavis

CHICAGO — Mikes Hard Lemonade Co., producer of the flavored malt beverage Mike’s Hard Lemonade, recognized its 1 millionth fan on Facebook by going all out. Literally.

In recognition of the social media milestone, Paul Siano of Orland Park, Ill., is the star of the company’s temporary rebranding from Mike’s Hard Lemonade to Paul’s Hard Lemonade. The company pulled out all the stops, creating a new logo and packaging, and updating its website and social media profiles to reflect the new name.

"As we celebrate this social media milestone, we wanted to honor our fans who have helped us get to where we are today," said Sanjiv Gajiwala, senior director, marketing activation, Mike’s Hard Lemonade Co. "Rebranding as ‘paul’s hard lemonade’ this week is our unique way of creating a personal connection with our fans and rewarding one passionate consumer with the flavors he loves."

The rebranding will last until Friday, June 20. Video of the company’s rebranding can be seen at MikesHard.com, Twitter.com/MHL and YouTube.com/MikesHardLemonade.

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