BEAUTY CARE

Vaseline seeks to enhance brand with new video advertising

BY Antoinette Alexander

BOSTON Vaseline, a Unilever brand, has tapped ScanScout, a provider of in-stream video advertising, to use a new video advertising format to promote its new Sheer Infusion with Stratys-3 lotion.

The new technology, known as Super Pre-Roll, takes the viewing experience from passive to active by allowing customers to more deeply connect with a brand. It enables the brand to get feedback in real time by inviting people to interact with the spot, while also communicating product benefits.

The campaign’s ad combines Vaseline Sheer Infusion’s pre-roll with an interactive poll that ask consumers what they like best in a body lotion. Once the viewer takes the poll, they are offered a link to a coupon and more information about the product.

“At Unilever, we are always looking for innovative ways to engage with our consumer and as online video advertising becomes increasingly pivotal for advertisers, it’s important that new methods are introduced to keep consumers captivated,” stated Rob Master, North America media director for Unilever. “We are excited to be the first to charter Super Pre-Roll and use this new technology to interact with our customers and solicit their feedback. The format allows a viewer to more deeply connect with the brand by engaging with us on their own terms and without disrupting their viewing experience.”

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L’Oreal commits to keeping eco-friendly in new report

BY Antoinette Alexander

NEW YORK L’Oreal has published its fifth annual sustainable development report, confirming its commitment to reducing energy and water consumption, waste and CO2 emissions. The report also highlights several company initiatives to operate “as a responsible and accountable global citizen.”

“Values such as integrity, responsibility and respect for people and the environment have been a key part of L’Oreal’s DNA from the early days,” stated Francis Quinn, director of sustainable development. “We believe, as a leader in our industry, we need to be an authentic model for sustainability and we intend to set the bar high and work hard to meet the challenge.”

According to the beauty company, its focus and annual sustainability audit centers around seven key areas: economic affairs, environment/health/safety, research and development, supply chain relations, employee relations, consumer relations and community engagement. In each area, the company has adopted best practices and set measurable goals for the organization to achieve.

Some notable achievements, according to L’Oreal, include:

  • Environment performance: Reduction in CO2 emissions -23%, energy consumption-17%, water consumption -25% and waste -26% per finished product since 2003.
  • Research: Receives international scientific validation for skin sensitivity testing using proprietary SkinEthic RHE as an alternative to animal models.
  • Eco-Minded Product Stewardship: Develops biodegradable, “cradle to cradle” certified products like Kiehl’s Since 1851 Aloe Vera Liquid Body Cleanser.
  • Serving the Wider Community: Distributes more than $25 million to causes and programs which make science more accessible to women (For Women in Science); make education more widely available (Hairdressers Against Aids); and restore dignity and confidence (Look Good-Feel Better).

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Avene launches new purifying lotion

BY Antoinette Alexander

NEW YORK Avene skin care brand recently launched its new Cleanance Anti-Shine purifying lotion, which promises to regulate sebum levels and absorb excess oil to clear skin while minimizing pores.

In keeping with the brand’s heritage, the product features Avene Thermal Spring Water to soothe and soften skin. Ingredients also include salicylic acid, zinc gluconate to decrease inflammation, cucurbita pepo extract to regulate sebum secretion and alcohol (10%).

The product launched in September and has a retail price of $18.

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