BEAUTY CARE

Tom’s of Maine supports smiles in need, encourages nonprofit clinics to apply for grants

BY Antoinette Alexander

KENNEBUNK, Maine — Tom’s of Maine, a maker of natural personal care products, is directing its Dental Health for All program to help families in states with the highest percentage of their population living under the poverty level and is inviting nonprofit clinics serving those four states and Washington, D.C., to apply for a portion of $100,000 in funding.

According to the U.S. Census Bureau statistics, the states with the highest percentage of their population living under the poverty level include Alabama, Kentucky, New Mexico, Mississippi and Washington, D.C. This year the program plans to award one clinic from each of the four states and Washington, D.C. with $20,000 in funding to grow and expand the reach of their services.

"Many clinics simply need additional resources to keep up with demand, especially during this struggling economy when people are faced with losing or forgoing health benefits," stated Susan Dewhirst, goodness programs manager at Tom’s of Maine. "We often hear that dental care is among the first benefits to go, yet it is vital to maintaining overall health. We encourage clinics in the designated states to apply for the funding, and we hope people will alert local clinics of this opportunity."

To date, Dental Health for All has helped make 200,000 additional patient visits possible with $1 million in funding to more than 30 school and community-based dental clinics nationwide.

Applications for this year’s program must be received by March 15. Recipients will be announced in early April.

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Social media strategist Robin Leedy takes on six new brands

BY Michael Johnsen

MOUNT KISCO, N.Y. — Social media strategist Robin Leedy & Associates, a public relations and social media marketing agency, on Wednesday announced the signing of six clients featuring several brands in the health and beauty space, including FeverAll acetaminophen suppositories by Actavis; Replens by Lil’ Drug Store; SpermCheck Fertility; The Natural Dentist by Revive Personal Products; Redex’s Udderly Smooth; and Boiron USA brands Oscillococcinum, Arnicare and Camilia.

“With our long-time expertise in the over-the-counter and HBA arena, we are typically targeting women at various stages of life and parenthood, so these new clients are natural additions to our roster,” stated Alyson O’Mahoney, EVP and partner at RL&A. “We’ve been successfully engaging women with health and beauty products for them and their families for the past two decades. We’re excited to help these new clients build credibility, engagement, frequency of messages within their niche and ultimately help influence purchase through traditional, social and digital mediums.”

According to Robin Leedy, as many as 70% of consumers are seeking online product recommendations prior to purchase.

 


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Bic Flex4 announces official sponsorship of 2012 Tough Mudder events

BY Rozanne Gelbinovich

BROOKLYN, N.Y. — Bic Flex4 razors now is the official sponsor for the Tough Mudder series, the nation’s fastest-growing and most-recognized endurance series, according to the company.

Founded in 2010, Tough Mudder events were constructed by British Special Forces to offer a 10- to 12-mile trail-running experience. Courses are designed to test participants’ fitness, strength, stamina, mental grit, teamwork and toughness in a one-day challenge, according to the company. Events are not timed and are won by all those capable of completing the course.

Beginning in 2012, Bic Flex4 will take over the current “Mullet and Mohawk” tents, touting the “Bic4Good” campaign. For every Tough Mudder participant who gets a shaved head, mullet or Mohawk, a $4 credit will be made toward the $100,000 donation Bic is making to the Wounded Warrior Project, a national nonpartisan organization whose mission is to honor and empower wounded warriors. To date, Tough Mudder has raised more than $2.5 million to support WWP programs.

Bic Flex4 razors also will create an interactive user experience for participants at the brand new “Real Guy Challenge Tent,” where participants will be able to warm up or cool down before and after challenges with push-ups, sit-ups and other contests.

“BIC is excited to be involved with the Tough Mudder series in 2012,” said Mary-Ellen Lacasse, director of marketing for Bic Consumer Products USA. “These events are a perfect venue to introduce the Bic Flex4 razors to the event’s participants, while simultaneously lending Bic’s support to the Wounded Warrior Project through the company’s Bic 4 Good program.”

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