BEAUTY CARE

Stern gets fresh with Binaca

BY Antoinette Alexander

LOS ANGELES Breath freshener Binaca, which is distributed by oral care company Dr. Fresh Inc., has turned to the “shock jock” Howard Stern to help promote the brand.

Beginning in September, Binaca will launch a year-long ad campaign on “Howard Stern 100 Morning Replay.”  Live and pre-recorded spots will air Monday through Friday between noon and 10 p.m. EST on the show, which is syndicated by the Sirius Satellite Radio and estimated to reach nearly 3.8 million unduplicated listeners weekly.

 Stern, known for his no holds-barred approach to talk radio, was in 2006 named one of “100 most influential people in the world” by Time magazine.

 

“The Stern campaign is part of our efforts to introduce a cutting edge new version of a brand that has always defined the breath freshener category,” stated Daniel Enriquez, VP sales and marketing for Dr. Fresh, which acquired the Binaca brand in late 2008.  “Binaca is not afraid of irreverence and humor, and we can?t wait to see what Howard comes up with in his daily riffs.”  

Enriquez notes that Stern’s longstanding side kick, Baba Booey (the show’s producer Gary Dell’ Abate) is often maligned on the air for his purported bad breath.

The campaign will also feature several $500 cash giveaway promotions during the year.

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L’Oreal Paris taps Cheryl Cole as new spokeswoman

BY Antoinette Alexander

LONDON L’Oreal Paris has selected “X Factor” judge Cheryl Cole to be the new face of the beauty brand in Britain, according to published reports.

Cole will reportedly front a major TV ad campaign for L’Oreal, which starts in autumn. She will likely promote L’Oreal’s makeup and other beauty products once the hair care campaign kicks off.

Gayle Tait, L’Oreal Paris general manager, was quoted as saying, “Cheryl is a glamorous, stylish and talented young woman whose warmth and charm has captivated the nation and helped to establish her as an inspiration to women throughout the U.K.”

She follows in the footsteps of other celebrities including Beyonce, Linda Evangelista, Jane Fonda and Jennifer Aniston in promoting the brand.

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Sonicare for Kids ‘brushes up’ on competition with new power toothbrush

BY Antoinette Alexander

STAMFORD, Conn. Royal Philips Electronics is launching its new Sonicare for Kids power toothbrush in October at Target stores.

“Compliance is one of the toughest hurdles for pediatric patients so dental professionals are always looking for opportunities to help parents develop good oral habits in their children,” stated Linda Blackiston, RDH and professional educator for Philips Sonicare. “Sonicare for Kids is a great tool with kid-friendly features that is clinically proven to remove up to 75% more plaque in hard-to-reach areas than a children’s manual toothbrush in children aged 7 to 10.”

The new power toothbrush is designed to support children’s needs at every phase of oral development from 4 to 10 years of age. It has two power modes that are 60% and 40% less powerful than Sonicare FlexCare, ideal for younger teeth and gums, according to the company. To help children programs toward brushing independence, Sonicare for Kids has an ergonomic handle that includes two gripping locations for early training with an adult and solo brushing later on, and age-appropriate brush heads that come in two sizes.

Sonicare for Kids also features a KidTimer and KidPacer. The KidTimer helps children reach the recommended two-minute brushing time by progressively increasing time over 90 days. The KidPacer technology with musical tones indicates when it’s time to move to the next quadrant of the mouth. It also has interchangeable front design panels so children can change the look of their brush.

The suggested retail price is $69.99.

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