BEAUTY CARE

Temptu brings consumer line to Sephora

BY Antoinette Alexander

NEW YORK Temptu, a provider of professional airbrush makeup for film and television, is bringing an exclusive consumer line to Sephora that includes an airbrush makeup system for at-home use.

Through the exclusive partnership, Temptu will make available in September its new makeup line that includes the patent-pending Temptu AIRbrush Makeup System and makeup AIR pod, an at-home airbrush makeup system that utilizes a disposable pod system. Makeup is encapsulated in pre-arranged pods that contain foundation, blush and highlighter. Each pod contains one to two months of makeup and is self-sealing.

To help beauty mavens master the application technique, Temptu and Sephora will offer a Temptu-branded educational and experiential lab in the newly launched Sephora Beauty Studio. Sephora beauty experts will offer AIRbrush product training and “express services” to consumers to encourage experimentation and learning with the new Temptu AIRbrush technology.

Temptu AIRbrush Makeup System and AIR pod makeup. The retail prices ranges from $35 to $225.

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P&G tackles marketing, sponsorship deal with NFL

BY Antoinette Alexander

CINCINNATI Procter & Gamble has inked a multi-year marketing and sponsorship deal with the National Football League that will commence during the 2009 NFL season.

“Our sponsorship with the NFL underscores the toughness and dependability of our products. The NFL is the ultimate battleground and P&G products deliver, not just in NFL locker rooms, but in homes all across the United States,” stated Jason Dial, director of global sports marketing for P&G. “This alliance will also benefit our retail customers, by engaging an extremely loyal and fervent fan base with compelling programs that will drive our collective businesses.”

As part of the sponsorship, several of the P&G brands will carry the NFL’s “Official Locker Room Products of the NFL” designation in addition to exclusively in their respective product categories under the NFL Shield.

Brands that will be joining together in the inaugural season’s integrated NFL marketing efforts include Gillette, Head & Shoulders, Old Spice and Febreze. Prilosec OTC will also continue its long-standing sponsorship with the NFL for the 2009 season.

During the season a variety of other P&G brands, including Oral B, Crest, Cascade, Charmin, Dawn, Gain and Tide, will have the right to activate NFL marks within key retail accounts. These brands may use the NFL logo in national and local in-store merchandising campaigns and retail circulars.

In addition to the exclusive retail marketing rights, P&G will also maintain the right to market its brands through NFL.com, NFL Network and at its jewel events — the Pro Bowl and Super Bowl.

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Ready, set, ‘Runway’: L’Oreal Paris, Garnier to sponsor two shows

BY Antoinette Alexander

NEW YORK L’Oreal Paris and Garnier are partnering with Lifetime Television and The Weinstein Co. to sponsor the sixth season of “Project Runway” and its new companion series, “Models of the Runway,” which premieres Aug. 20.

“Aspiration and innovation are at the heart of L’Oreal Paris, so it’s a natural fit for the brand to be backstage at the hottest ticket in fashion,” stated Anne Talley, SVP marketing for L’Oreal Paris. “This is our sixth year in a successful partnership with The Weinstein Co. and ‘Project Runway’ and we are thrilled to begin working with Lifetime Television, a company who shares in our commitment to celebrate and support women. We are pleased to award cash prizes to the winning model and Runway designer so they may express their creative visions, and ultimately, realize their dreams.”

As part of the alliance, the L’Oreal Paris cosmetics line and the hair care brand Garnier will serve as the official category partners for the sixth season of “Project Runway” and the inaugural season of “Models of the Runway.” The partnership, which also includes the next season of both series and marks Garnier’s debut as a sponsor of the franchise, will include in-show product integration; co-branded on-air promotion, advertising and print media; extensive digital media content, including a major online sweepstakes; and $100,000 contestant prizing for “Project Runway’ provided by L’Oreal Paris, and $25,000 prizing for “Models of the Runway” from the L’Oreal Paris Skin Genesis collection.

“‘Project Runway’ provides a unique opportunity for Garnier to showcase its high performance, naturally-inspired hair care, styling and hair color portfolio to a powerful and passionate Lifetime audience,” added Carolyn Holba, SVP marketing for Maybelline New York Garnier. “Hair is the ultimate style accessory. The looks created in-show will inspire viewers each week — and drive them online, where celebrity hairstylist Philip Carreon will show them how to create those styles with Garnier products.”

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