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.