BEAUTY CARE

Vogue hosts CoverGirl makeovers at local Walgreens

BY Antoinette Alexander

WINTER PARK, Fla. Vogue magazine recently sponsored CoverGirl makeovers at 14 Florida Walgreens stores, with professional makeup artists demonstrating the new LashBlast mascara.

During the event, Vogue also promoted the magazine’s latest sweepstakes — a chance to win an Andrew Marc Salina handbag — by distributing trend sheets to attendees.

The event offered customers a CoverGirl gift-with-purchase cosmetic bag, which helped sell more than 152 pieces during the event — a 62% closure rate, according to Cosmetic promotions, a promotional and marketing company that executed the event.

A survey conducted during the event showed that 81% of customers surveyed had used CoverGirl before and 99% of them wanted more makeover events at Walgreens. More than 59% of the customers were within the target age group (ages 25 to 50 years) of the brand and the magazine.

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GSK addresses wealth of oral health with new Web site

BY Antoinette Alexander

PITTSBURGH In light of a new survey that shows families may not be properly addressing their oral healthcare needs, GlaxoSmithKline Consumer Healthcare is launching a first-of-its-kind online resource for people seeking oral health education and personalized oral care plans for each family member.

 

By visiting WealthOfOralHealth.com and completing a brief survey, consumers can immediately receive a customized plan for each family member, addressing important conditions ranging from bad breath, cavities, acid erosion and sensitive teeth.

 

 

To further its mission, GSK is donating $1 to Oral Health America for every person who completes a customized oral healthcare plan on the site. The donation will consist of both financial and product contribution of up to $100,000 to help the OHA in their efforts to provide oral health resources and products, such as toothbrushes and toothpastes, to under-served communities in the United States.

 

 

In March, an online national survey of 1,023 U.S. mothers (ages 25 years and older) was conducted on behalf of GSK by Richard Day Research. The survey found that 69% of moms surveyed believe meeting the specific oral healthcare needs of each family member is very important; however, nearly half of moms (48%) report using a "one size fits all" approach when it comes to oral health products in their home.

 

 

"The new study confirms that families look to mom to know which oral healthcare products are best for them. Knowing how much moms have on their plate, we wanted to create an easy-to-use tool, which will arm them with information needed to make informed decisions for their family’s oral healthcare regimens," stated Colin Mackenzie, VP oral care marketing for GSK Consumer Healthcare. "This new tool is a comprehensive resource for information about products that are specifically designed to best address the oral healthcare needs of each member of the family."

 

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La Roche-Posay launches sun safety campaign

BY Antoinette Alexander

NEW YORK La Roche-Posay, the skin care company that brought the Anthelios sunscreen franchise to the United States, has launched a new public health awareness and educational campaign dubbed SOS — Save Our Skin.

The campaign is designed to not only inform Americans about the dangers of UV and the importance of sun safety, but to also incite true behavioral change, such as including sun protection in their daily routines and visiting their dermatologists for regular skin checks.

The campaign will use all major media components to reach as many people as possible via in-store events, offline initiatives with dermatologists, pharmacists, journalists and a mini site (located at www.sossaveourskin.com) to raise awareness regarding the dangers of UV exposure and the importance of UV protection.

The mini site will serve as the hub of the entire public awareness campaign where users can access informative content that will allow them to learn from each other and experts to discover more about UV protection (including the importance of regular skin checks and how to perform self checks) and help influence others in establishing their own sun safe behavior.

In addition, La Roche-Posay will make a donation every time someone joins the SOS cause as well as when anyone purchases an orange SOS ribbon in support of the cause. The proceeds with go to organizations with synergistic missions, like the Women’s Dermatologic Society and The Skin Cancer Foundation.

As part of the initiative and to mark the start of Melanoma Month in May, La Roche-Posay, which is a L’Oreal brand, is hosting a three-day corporate launch event at L’Oreal USA headquarters in New York City. During this time, L’Oreal USA employees are encouraged to attend educational forums and participate in free skin cancer screenings with more than 50 dermatologists that will be on hand.

La Roche-Posay products can be purchased at select physicians’ offices, CVS/pharmacy and Duane Reade locations.

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