BEAUTY CARE

Wet n wild Beauty Benefits Web site launches

BY Antoinette Alexander

CITY OF INDUSTRY, Calif. Markwins North America has announced the launch of the wet n wild Beauty Benefits Web site.

The online community, located at www.wnwbeautybenefits.com, features beauty tips and tricks to create different looks, product information, news and events. Looking to bridge the gap between inner and outer beauty, the site also has a Lifestyle tab that offers tips from lifestyle experts. Topics, which will change monthly, include achieving career fulfillment and advice on how to properly manage stress.

A monthly contest—dubbed “Are You a Healthy Beauty?”—seeks submissions from women who are doing positive things in their lives to achieve beauty both inside and out. One winner will receive a professional travel case packed with an assortment of Beauty Benefits cosmetics in the winner’s best shades. The winner, along with four runners up, will be featured in the Healthy Beauty section of the Lifestyle tab.

Beauty Benefits is a new line of Lotus Marine Mineral makeup and brushes from wet n wild. The products are available at Wal-Mart, Meijer, Pathmark and HEB.

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Dove re-launches Web site as Dove Digital Channel

BY Antoinette Alexander

ENGLEWOOD CLIFFS, N.J. Unilever’s Dove has launched the Dove Digital Channel, signaling a new approach to online marketing.

The consumer site, which brings The Campaign for Real Beauty and the Dove product portfolio to life, launched Thursday in the United States, and will be rolled out globally in the upcoming launches in the U.K. and Canada over the next three months.

The Dove Digital Channel is the re-launch of Dove.com and is designed to be a source for information, education and inspiration. It has formed marketing alliances with OgilvyInteractive and Microsoft’s MSN as part of the initiative. MSN provides Dove with access to its global audience of 465 million unique users per month in 42 markets and 21 languages.

The site will feature an editorial board of experts, inspirational guest editors and “ambassadors.” Women will have the opportunity to join the conversation of real beauty through blogs and message forums at both Dove.com and Dove.MSN.com. In addition, women will have the opportunity to learn about Dove products through video shorts, op-ed pieces and editorial online.

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Jane & Co. launches first TV ad campaign

BY Antoinette Alexander

BALTIMORE, Md. Beauty company Jane & Co. is launching its first television campaign to better reach millions of women and further tap into the popular mineral makeup market.

As reported earlier this year in Drug Store News’ ECRM Cosmetics, Fragrance & Bath post show report, the new television campaign is in addition to the Jane Be Pure spring print campaign aimed at reaching nearly 20 million women. The print campaign can be seen in such magazines as Glamour, Allure and Lucky.

Playing off the name Jane—as in Tarzan and Jane—the new television spot shows a model applying the company’s Be Pure mineral makeup as she gets a text message from Tarzan. The text reads: “Jane, r u coming?” She is then seen swinging from a tree vine to meet the shirtless Tarzan. The tag line is “Jane Be Pure mineral makeup. It’s my Jane-eration.”

The mineral makeup collection is talc-free, oil-free, wax-free and fragrance-free. Products in the line include Mineral Powder, Mineral Foundation, Pillowed and Crushed Blushes and Eye Shadows.

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