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.

keyboard_arrow_downCOMMENTS

Leave a Reply

No comments found

TRENDING STORIES

POLLS

Which area of the industry do you think Amazon’s entry would shake up the most?
BEAUTY CARE

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).

keyboard_arrow_downCOMMENTS

Leave a Reply

No comments found

TRENDING STORIES

POLLS

Which area of the industry do you think Amazon’s entry would shake up the most?
BEAUTY CARE

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.

keyboard_arrow_downCOMMENTS

Leave a Reply

No comments found

TRENDING STORIES

POLLS

Which area of the industry do you think Amazon’s entry would shake up the most?