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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BEAUTY CARE

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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Survey finds women won’t cut corners when it comes to beauty

BY Antoinette Alexander

NEW YORK Despite the challenging economy, beauty mavens aren’t about to give up their favorite beauty products, according to an international usage survey recently commissioned by L’Oreal.

The Beauty Barometer survey asked 4,000 women in the United States and four European countries about their cosmetic products and usage.

Based on the findings, 9-out-of-10 women in the United States and Europe reported no change in makeup usage. When it comes to saving money on their hair, most U.S. women surveyed (63%) stated that they have not cut their hair to make it less expensive to maintain.

The study also revealed that women have changed the shades they purchase to be more “natural.”

  • Nearly half of U.S. women surveyed believe wearing makeup gives them an advantage at work and makes them feel more in control.
  • Four-out-of-10 U.S. women are wearing more neutral shades and a more natural makeup style than before the recession.
  • The majority of women surveyed believe wearing makeup makes them feel more self confident, and even more believe that wearing makeup improves their self image (82% and 86%, respectively).

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