BEAUTY CARE

2014 Cosmetics Industry Study – Part 2: Brand Insights, Consumer Value and Promotion

BY DSN STAFF

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Dove, Rocksbox team up to inspire trend sharing with friends

BY Antoinette Alexander

 

ENGLEWOOD CLIFFS, N.J. — Unilever’s Dove brand is highlighting its new Dove Dry Spray Antiperspirant by teaming up with Rocksbox, a jewelry subscription company that was created out of the practice of sharing the latest fashion finds with friends.

The partnership will kick-off with interactive experiences in New York City and Los Angeles where women will have the opportunity to share the latest innovative products and trends at the Dove Dry Spray Friendship Suite.

"New Dove Dry Spray provides a breakthrough experience, with benefits that elevate the antiperspirant category into the realm of beauty," stated Matthew McCarthy, senior director of deodorants/antiperspirants, Unilever. "Spray antiperspirant is the format used most globally and we think women across the U.S. will absolutely love it once they try it. In fact, those who have tried the product are already sharing their experience with friends and family, telling them what they think in their online reviews and in social media."

Women who attend the New York City and Los Angeles events will also receive a stylist consultation to identify new jewelry trends that fit their individual style, plus a necklace to take home and a one-month Rocksbox subscription to try unlimited designer jewelry offerings for themselves.

As part of the initiative, Dove is inviting women across the United States to #TryDry with Dove Dry Spray Antiperspirant for the chance to win more than $10,000 in prizes, including spa, dining and entertainment gift cards. Consumers can get involved by visiting Dove.com/TryDry, write their review on new Dove Dry Spray Antiperspirant and then share it on their Twitter or Facebook pages for a chance to win prizes.

According to the brand, Dove Dry Spray Antiperspirant goes on instantly dry for a cleaner feel while offering the brand's signature one-fourth moisturizing technology. The collection promises to provide 48-hour odor and wetness protection. The full line of products can be purchased at mass, food and drug retailers nationwide for a suggested retail price of $5.49.
 

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Competition within beauty heats up as Kohl’s broadens offerings with new skin care brand

BY Antoinette Alexander

 

MENOMONEE FALLS, Wis. — Kohl’s is looking to further establish itself as a go-to beauty destination by expanding its portfolio of beauty offerings with the launch of Bliss, a spa-oriented skin care brand.

Bliss will join Kohl’s current portfolio of beauty offerings that includes Lorac, Pür Minerals, Cargo Cosmetics and H2O Plus. The Bliss partnership will offer signature skin care and body products beginning in March at more than 500 Kohl’s stores and Kohls.com, rolling out to all stores this year.

“We are excited to add Bliss to our growing assortment of national brands," stated Kevin Mansell, Kohl's chairman, CEO and president. “Over the past two years, we have introduced more than 30 new beauty brands and will continue to support this momentum by bringing our customers another trusted, well-known name with Bliss. We have seen the positive results from our new updated beauty departments and are bringing enhanced beauty experiences to all stores.”

The modern spa brand will offer Kohl’s customers its core line of skin care and body products beginning in March. A curated selection of top Bliss products will first be available on Kohls.com starting March 2, with the brand’s official launch of nearly 50 products on March 15. At Kohl’s stores nationwide and Kohls.com, an exclusive Beachin’ Body Bliss kit will be available beginning May 15. The new collection of skin care and body products will expand over the next year as the partnership grows.

“Our partnership with Kohl’s allows us to build upon our philosophy to make consumers look and feel beautiful, healthy and happy every day by offering our latest and most effective skincare products to loyal Kohl’s shoppers across the country,” added Mike Indursky, blissworld president.
 

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