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Tampax and HBFIT founder announce #GetInMotion campaign

BY Gisselle Gaitan

Procter & Gamble's Tampax has announced a partnership with HBFIT founder Hannah Bronfman on a campaign titled #GetInMotion. This newly unveiled collaboration is aimed towards inspiring women to find a personal fitness routine that will keep them active all year long, the company said.

“Tampax is on a mission to ensure that women feel protected so they can #GetInMotion and keep moving every day of the month,” Amanda Hill, Tampax brand director, said. “Women don’t have to wreck their resolutions this year and can stay active thanks to Tampax Pearl Active’s superior MotionFit Protection that moves with their bodies to help stop period leaks no matter the activity they choose.”

Tampons from the Cincinnati-based brand are designed with MotionFit Protection, which forms to a woman’s unique shape for 100% leak-free workouts. Products also are available in a variety of absorbencies, have a re-designed packaging and are available for purchase at all major retailers throughout the nation. 

“Did you know that 80% of New Year’s Resolutions fail by February 1st? If your resolution is fitness related in 2018, stay consistent, be active and keep moving,” Bronfman, said. “It takes 21 days to form a habit, and that means in just one month you can create an active routine you can stick to this year. This also means you will need to push through your period and keep moving throughout that week. It’s important to have period protection like Tampax Pearl Active that moves with your body for up to 100% Leak-Free workouts so you can walk, pulse, run and bend all month long.”

In addition, Tampax Pearl has announced plans to work with 24 Hour Fitness clubs nationwide to put tampons to the test during the month of January. Guests will be able to sample Tampax Pearl Active tampons with MotionFit Protection in the women’s locker rooms. 

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Green Giant expands Veggie Swap-Ins offerings with latest launch

BY Gisselle Gaitan

Green Giant has expanded its Veggie Swap-Ins line by launching a new addition — the Green Giant Veggie Spirals, which are frozen spiralized vegetables. The products began to hit shelves in select stores in the month of January, and are expected to achieve nationwide distribution in February.  

The spiralized vegetables offer fewer calories and fewer carbs per serving, the company said. The Green Giant Veggie Spirals are 100% vegetables with no sauces or seasonings and come in four varieties, zucchini, carrots, beets and butternut squash.

"Green Giant Veggie Spirals are the latest progression in our Veggie Swap-Ins line, and perhaps our most-anticipated innovation to date, as social media has been abuzz about this release for weeks," Jordan Greenberg, vice president and general manager of Green Giant, said. "Families are always looking for new ways to simplify their clean eating routines, especially in the New Year, and Green Giant Veggie Spirals is our answer to their call."

The products are frozen at the peak of freshness and packaged in convenient heat and eat containers, the Parsippany, N.J.-based company said. Green Giant Veggie Spirals can be purchased for the suggested retail price of $3.99.

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L’Oréal Paris aims to revive damaged tresses with new hair care line

BY Gisselle Gaitan

L'Oréal Paris has unveiled a new hair care line, designed to revive all forms of damaged hair. Titled the Elvive hair care line, this latest launch is rooted with the insight of having nearly eight in 10 women in the United States experiencing some kind of hair damage — whether it be from heat tools, color processing or dryness. The treatment-led hair care line is designed to provide preventative and rejuvenating solutions for damaged hair in just one use, the company said. 

"Elseve has been the #1 hair care brand in Europe and leader in treatments since 1971. We are thrilled to now bring the hair care line to the U.S. under the Elvive name with focused positioning that speaks to the 80% of U.S. women who are experiencing hair damage daily," Tim Coolican, president of L'Oréal Paris USA, said. "With this launch, we hope to empower people to fight hair damage so they can have beautiful, revived hair every day." 

Each product within the Elvive hair care line addresses women’s biggest hair concerns, which fall under the categories of damaged, dry and color-treated hair. The Total Repair 5 is designed for damaged hair, and the Extraordinary Oil treats dry and undernourished hair, while the Color Vibrancy is for those with color-treated hair.

Also joining the launch is the Protein Recharge Leave-In Conditioner, created to combat breakage with a formula containing almond and protein. The product offers 450-degree heat protection and helps prevent damage, while straightening hair, the brand said.

To launch the Elvive collection, the New York City-based company is debuting the “Comeback,” an integrated campaign that celebrates the fact that hair can make a comeback from being damaged. The campaign is set to star Winona Ryder, along with Aja Naomi King and Camila Cabello.

Elvive products are available in mass food, drug and retailers nationwide. Shampoos and conditioners have the suggested retail price of $4.99, while treatments can be purchased for $6.99. 

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