BEAUTY CARE

P&G Femcare brands team with charitable organizations to benefit women and girls

BY Antoinette Alexander

CINCINNATI Procter & Gamble Femcare brands Tampax and Always have expanded the Protecting Futures program with new partners Save the Children and Care.

“We are thrilled to partner with two leading charitable organizations to help generate further change for an important cause championed by Tampax and Always,” Michelle Vaeth, Protecting Futures program director for P&G said. “Together with Save the Children and Care, the Protecting Futures program will continue to expand its reach, making a positive impact in the lives of young girls in sub-Saharan Africa by helping them reach their full potential in school.”

Save the Children is an independent organization that works to ensure the wellbeing and protection of children in more than 100 countries. Care is a humanitarian organization fighting global poverty.

Protecting Futures is dedicated to helping vulnerable girls stay in school and realize their full potential through continued education. This program also works to raise awareness of the lack of access to sanitary protection and sanitary facilities for girls in sub-Saharan Africa. Over the next four years, the program aims to reach one million girls through puberty education and the installation of 500 sanitary facilities with an overall commitment of up to $15 million from P&G brands Tampax and Always and their partners.

According to research, 1-in-10 school-age African girls do not attend school during menstruation or drop out at puberty because of the lack of clean and private sanitation facilities in schools.

Since launching last November, the program has provided and improved access to education by building and outfitting classrooms, dormitories, kitchens and toilets at multiple school sites in sub-Saharan Africa. The program was originally born out of a pilot program Always launched in Kenya three years ago through a partnership with the Girl Child Network and is a part of P&G corporate cause, Live, Learn and Thrive, which has already helped more than 50 million children in need.

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Key Brands pairs with iMedia to launch massive retail promotional campaign

BY Antoinette Alexander

SANTA MONICA, Calif. Key Brands International, whose beauty brands include Freeze It hair styling products, Vital Care hair and skin care and New You antioxidant intensive anti-aging shampoos and conditioners, has teamed up with iMedia, a publisher of digital entertainment content, for a nationwide retail promotion.

“This is our first nationally sponsored retail promotion, and we are very excited to have a partner like Key Brands International that has many top-selling products in the largest retail properties, including Wal-Mart and major food and drug chains,” Henry Williamson, chief executive officer of iMedia, said.

As part of the promotion, iMedia will produce a special edition Hollywood Previews CD-ROM that will be packaged with select Key Brands products and made available at retailers nationwide. Key Brands and iMedia are also sponsoring an on-disc promotion that will award one winner with a free trip to Hollywood for a hair and makeup makeover, photo shoot and an opportunity to interview celebrities for Hollywood Previews at a red carpet event.

The Hollywood Previews CD-ROM will provide exclusive entertainment videos, behind-the-scenes features, stories about the latest movies, music, DVDs and video games releases, red carpet celebrity interviews and music downloads.

Hollywood Previews is currently syndicated online by dozens of newspapers nationwide.

IMedia will also develop in-store promotional materials for Key Brands? retail partners and redesign Key Brands’ corporate Web site to enhance the company?s current products and special offers. The Hollywood Previews promotion is launching in as many as 3,000 store locations nationwide.

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Avidas acquires rights to Crown dermatology products

BY Alaric DeArment

DOYLESTOWN, Pa. A drug company that focuses on dermatology, women’s health and endocrinology announced Tuesday that it had acquired North American rights to several prescription and OTC skin medicines from Crown Laboratories.

Avidas Pharmaceuticals said the acquisition expanded its dermatology franchise and added products for chronic skin diseases such as scalp psoriasis and seborrheic dermatitis, disorders that affect more than 15 million people in the United States.

“We are very please to have concluded this transaction with Avidas and look forward to an enduring partnership,” Crown chief executive officer Jeff Beddard said in a statement. “We are committed to continuing to build on our tradition of high-quality product development focused on specialty needs.”

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