BEAUTY CARE

Actress Kate Hudson, hairstylist launch eco-friendly hair care line at Rite Aid

BY Michael Johnsen

LOS ANGELES Actress Kate Hudson and her hairstylist David Babaii on Wednesday announced their eco-friendly hair care line, David Babaii for WildAid, is now available in Rite Aid stores nationwide.

“We are extremely excited to have David Babaii for WildAid products available in Rite Aid stores nationwide,” Babaii stated. “Rite Aid customers can enjoy these products knowing they are not tested on animals and a portion of their purchase will go to WildAid, the Global Wildlife Conservation Organization. Every day can be Earth Day for Rite Aid customers with David Babaii for WildAid.”

David Babaii for WildAid is an innovative new line of hair care products made from an exclusive blend of exotic and wild, natural and renewable ingredients including Blue Algae, White Ginger, Cupuacu Butter and Volcanic Ash. David Babaii for WildAid products are sulfate-free, paraben-free, free from animal products and is not tested on animals. By supporting the beauty in nature through their donation to WildAid, Babaii and Hudson demonstrate their brand’s philosophy, “It’s beautiful to be good.”

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Vaseline Aloe Fresh, Lifetime Networks launch campaign to promote new miniseries

BY Antoinette Alexander

LOS ANGELES Unilever’s Vaseline Aloe Fresh has teamed up with Lifetime Networks to launch a multi-pronged promotional campaign in support of the new miniseries “Maneater.”

Under the exclusive agreement, Vaseline Aloe Fresh will be the presenting sponsor of the two-part program, starring Sarah Chalke (TV?s “Scrubs”). The program is set to air May 30 and 31 on Lifetime Television.

“We are very happy to have identified Lifetime’s ‘Maneater’ as an exciting property to launch new Vaseline Aloe Fresh,” stated Srini Sripada, marketing director for Unilever skin care. “Our goal is to communicate the light, refreshing sensory benefits of the line, and we believe that ‘Maneater’ is a great way to do that, as it represents Lifetime’s kick-off to the summer season and has a fun, fresh storyline. We are confident that Lifetime’s integrated platform will be a powerful way to launch the new product line.”

Scheduled to begin mid-April and extend through encore presentations, the brand partnership, brokered by Mindshare, will cross every division of Lifetime. Campaign elements include:

  • Multiple product integrations of Vaseline Aloe Fresh into the miniseries.
  • Custom, co-branded promotional spots running on-network, off-network and on the radio.
  • Original branded-content vignettes starring Chalke and featuring Vaseline Aloe Fresh.
  • Viral online promotions in the form of e-cards and massive email blasts.
  • Targeted advertising on entertainment, women?s and gossip sites.
  • Extensive out-of-home buys and mall signage in 15 markets, including New York and Los Angeles.
  • Broad print media, including major weekly celebrity and lifestyle magazines and daily publications.
  • Comprehensive public relations outreach.

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Jane & Co. files for Ch. 11

BY Antoinette Alexander

BALTIMORE, Md. Cosmetics company Jane & Co. has filed for Chapter 11, a move that will allow the company to operate its business as a debtor-in-possession while it looks for a buyer or an alternative strategy.

Jane & Co., which is based in Baltimore, Md., has annual revenues of about $25 million.

Drew McManigle has been named chief restructuring officer and is leading Jane?s business reorganization efforts.

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