Unilever to market Axe shower gel with new ad campaign and packaging
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.
Dove, entertainment industry to educate girls on reality vs. Hollywood
GREENWICH, Conn. The Dove Campaign for Real Beauty has announced that it is partnering with the entertainment industry to help educate girls on “what images are real versus Hollywood magic.”
“Girls are increasingly looking to celebrities as their role models because they are widely celebrated in media and society,” stated Ann Kearney-Cooke, a licensed psychologist and distinguished scholar for the Partnership for Women’s Health at Columbia University. “Girls take away the message that these images represent a societal norm, and as a result punish themselves for not living up to impossible beauty ideals. The cycle continues to intensify as these perceived flawless images further inundate their world in overwhelming quantities.”
To help girls build self-esteem, the Dove Self-Esteem Fund is partnering with Step Up Women’s Network, a national non-profit membership organization dedicated to strengthening community resources for women and girls. Together, they will conduct self-esteem building workshops for girls.
During these events, celebrities, who are volunteering their time, and self-esteem experts will reveal secrets about the armies of stylists, makeup artists, photographers and staging and computer technicians behind-the-scenes who produce the big screen and cover shots.
The goal is to reach five million girls globally by 2010 with self-esteem building programming. There are several online resources that educate girls about Hollywood and media imagery as well as foster the development of self-esteem. Those who are interested can visit www.campaignforrealbeauty.com to use new self-esteem building tools, view behind-the-scenes footage from the Dove Self-Esteem Fund/Step Up workshops, talk to experts and watch “Onslaught.” Visits will also soon have the ability to get an inside look at how real girls deal with self-esteem issues in their real lives.
“Onslaught” is a viral film that dramatizes the barrage of images and messages girls face.
C’watre begins bold marketing campaign
ASHBURN, Va. C’watre International, a maker of ocean water-based skin care products, has kicked off an exclusive marketing campaign to promote its products.
“We have embarked on a bold marketing campaign to greatly improve the visibility of our products in the market. Beginning with the Natural Products Expo East trade show, we will have our products featured in both the mainstream media as well as print over the coming months,” stated Robert Lyles III, president and chief executive officer of C’watre International.
Natural Products Expo East was held in Baltimore in late September.
Lyles also stated that the company has completed all requirements to get its stock trading in the marketplace and actually began trading on June. 26. Over the coming weeks and months, the company is expected to make several announcements regarding its progress.
As previously reported by Drug Store News, the company recently unveiled its new Kanreki line of skin care products, which are made with odoroki, or modified seawater.
Odoroki, a core of 78 essential nanonutrients, minerals and salts, provides individual cells with a “first aid kit” of all the nutrients necessary for healthy existence, according to the company. Odoroki is said to create an environment that enables cells to expel their impurities and toxins, allowing the cell to take in the nutrients it needs for optimal health.
The Kanreki line includes a face wash, a tonic rich in antioxidants, a cream to even skin tone and minimize imperfections and a serum to speed the delivery of revitalizing levels of amino-acids, antioxidants and phospholipids.
The products join the company’s Haeru Activating Ageless Serum, which launched in summer 2006.
Next year, the company is expected to launch a sun protection product.