BEAUTY CARE

Veet taps dancing pro Cheryl Burke to help promote new facial wax product

BY Antoinette Alexander

PARSIPPANY, N.J. — Reckitt Benckiser’s depilatory brand Veet has inked a year-long partnership with celebrity ballroom dancing pro and TV personality Cheryl Burke.

The deal marks the highest-profile celebrity endorsement in the brand’s history and reflects the brand’s emphasis on revitalizing its beauty and lifestyle positioning through a strategic partnership. 

Burke is a six-year veteran and two-time champion of ABC’s "Dancing With The Stars," author of the book "Dancing Lessons: How I Found Passion and Potential on the Dance Floor and in Life" and the star of several fitness DVDs both for DWTS and Jazzercise. Veet will leverage the partnership among their target female demographic in 2012.

Last year, Veet expanded its depilatory cream and gel offerings with the launch of Veet Ready to Use Wax Strips for Face and Body. This year, Burke will help publicize those products, as well as assist in bringing to market the brand’s 2012 launch: the new Veet High Precision facial wax, which provides users with precise and efficient removal of facial hair. Housed in an easy-to-use tube, the product features a precision applicator for control over the flow of the wax.

Burke will be included in Veet public relation initiatives throughout the year, including Facebook content, online advertisements, media interface and event appearances. She will add content for the brand, particularly in the social media space, where fans can engage with Burke and access exclusive content and beauty tips from Burke.

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Maybelline New York announces lineup for New York Fashion Week

BY Antoinette Alexander

NEW YORK — Now in its sixth season as the official cosmetics sponsor of Mercedes-Benz Fashion Week in New York, Maybelline New York has announced its lineup of sponsorships and initiatives. This season includes collaborations with an increasingly diverse roster of fashion and beauty talent, a new installation of its advertising campaign and a continued digital presence.

With its biggest backstage roster yet, Maybelline New York will be lending its talent to a bevy of shows which, once again, displays a mix of fashion leaders and up-and-coming talent, including BCBG Max Azria, Pamela Love, Billy Reid, Wes Gordon, Rachel Zoe, L.A.M.B., DKNY, Custo Barcelona, Carlos Miele, Bibhu Mohapatra, Betsey Johnson and J. Mendel.

Maybelline New York Global Makeup Artist Charlotte Willer and Maybelline New York Makeup Artist for Spain, Gato, will continue to lead Maybelline New York’s backstage teams for several shows this season. In addition, Maybelline New York also is broadening its team of backstage talent for this season with the addition of independent makeup artist Charlotte Tilbury, who will head the J. Mendel and Rachel Zoe shows for Mercedes-Benz Fashion Week in New York Fall 2012.

The magic of Mercedes-Benz Fashion Week in New York will continue to be brought to life in Maybelline New York’s advertising campaign. The ads will have a presence all around New York City during the shows.

Maybelline New York, in partnership with YouTube and IMG, will once again deliver the excitement of Mercedes Benz Fashion Week in New York to fashion lovers everywhere. Starting Feb. 9 through Feb. 15, 30 designer shows will be live streamed to YouTube.com/LiveRunway. Maybelline New York fans also can get their behind-the-scenes beauty fix by following @Maybelline on Twitter and visiting Maybelline New York’s Facebook page and Tumblr blog for live updates and commentary from the week’s shows and events.

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P&G to launch new Secret Outlast collection, partners with Bravo’s Jenni Pulos

BY Antoinette Alexander

CINCINNATI — Procter & Gamble’s new Secret Outlast antiperspirant and deodorant collection is partnering with Jenni Pulos of Bravo’s “Flipping Out” to help women confidently conquer their long days with the 48-hour odor protection of Secret Outlast.

“As the No. 1 female deodorant brand, it’s our job to stay on top of what’s important to women,” stated Kevin Hochman, marketing director for Secret Deodorant North America. “They are telling us that they are packing an unbelievable amount of activity into their day — work, family, errands, exercise — we’ve literally never seen women be so busy in our over 40 years in business. We knew we needed to create a deodorant that could keep up with them and so we did — one that lasts an unbelievable 48 hours, no matter how busy they are.”

Secret Outlast offers dual-action odor technology to provide a burst of freshness when you need it most and lasts for up to 48 hours. It is clinically tested to help stop odor before it starts, continually working to detect odor and wetness, ensuring coverage whether you are sitting still or on the move. The pH of Secret Outlast helps minimize odor-causing bacteria and provides long lasting 48-hour protection; plus, two times more odor-fighting ingredients versus the top-selling antiperspirant deodorant, P&G stated.

Pulos will be featured in Secret Outlast’s upcoming holistic marketing campaign, including print and television advertising, in which she’s portrayed tackling daily challenges and activities that she — and most women — face day in and day out.

The Secret Outlast collection will be available beginning Feb. 13 at food, drugs and mass retailers nationwide in invisible solid, clear gel and smooth solid for $4.24 to $5.49 (2.6-oz. and 2.7-oz. sizes).

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