BEAUTY CARE

Tummy flattening gel to debut at Sephora

BY Antoinette Alexander

SALT LAKE CITY Expected to soon debut at Sephora is the Tummy Flattening Gel from Sovage Dermatologic Laboratories.

“We knew there was a tremendous demand for an effective topical slimming gel,” stated Gina Gay, spokesperson for Sovage. “But the customer base for Tummy Flattening Gel has been high-end spas and exclusive ’beauty’ retreats and not traditional cosmetic counters. So we did wonder if Nordstrom’s consumers would connect with TFG and its $119 price tag. We were pleasantly surprised when initial sales figures showed that Tummy Flattening Gel was a huge hit.”

Following its success at Nordstrom, the company announced that Tummy Flattening will soon debut at Sephora and other prestige retailers nationwide.

Although it’s called Tummy Flattening Gel, it promises to help reduce the appearance of bulging pockets of unsightly fat wherever they appear.

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Unilever to market Axe shower gel with new ad campaign and packaging

BY Antoinette Alexander

NEW YORK With revamped packaging and a new campaign, featuring actor David Spade, Unilever is hoping to get more guys to use its line of Axe shower gel.

Axe shower gels now come in redesigned bottles that boast a curvy handle and a joystick shape like that of a video game joystick.

To promote the product, Unilever has teamed up with Spade to create “The World’s Dirtiest Film.” It is a short-length film presented by Spade featuring user-generated scenes of guys and girls getting dirty and then clean using Axe shower gel.

To kick off the campaign, Axe created a 5,000-square-foot mobile playground for guys and girls to get dirty. They can then get clean with the ultimate Axe shower: a rainfall of water, a foam machine, disco lights, music and Axe shower products.

The results will be compiled into “The World’s Dirtiest Film,” which will air on “Jimmy Kimmel Live” on ABC on Nov. 14.

Axe shower products have a suggested retail price of $3.99.

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Boy Scouts of America to honor Del’s Alstodt

BY Drew Buono

NEW YORK The Greater New York Councils, Boy Scouts of America is honoring Harvey Alstodt at their 2007 Good Scout Consumer Products Honoree Award Luncheon next week.

Alstodt is president of Del Cosmetics, a part of Del Laboratories, which produces cosmetics and over-the-counter pharmaceuticals. Other retail leaders expected to be present at the luncheon are: Mike Bloom, senior vice president of merchandising at CVS Caremark Health Care Service; James Mastrian, chief executive officer of the Rite Aid Corporation; Bryan Shirtliff, senior vice president, category management, the Rite Aid Corporation; and Chris Bodine, president, CVS Caremark Health Care Services, who received the award in 2005.

The luncheon will be held at the Hilton New York on Oct. 18th at 11:45 a.m. For more information, please contact: Roger Gulley, 212-651-2810, RGulley@bsa-gnyc.org.

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