BEAUTY CARE

American Greetings, CoverGirl team up to promote Mother’s Day cards by Taylor Swift

BY Allison Cerra

CLEVELAND — American Greetings is promoting Taylor Swift’s Mother’s Day card collection by teaming up with CoverGirl to ask fans to share "the best day" spent with their moms on the greeting card brand’s Facebook page.

The company, which is offering Taylor Swift’s CD single "The Best Day" inside one of its exclusive Mother’s Day cards, said its promotion with CoverGirl — a company for which Swift is a spokeswoman — will give fans the chance to win hundreds of dollars in prizes. One grand prize winner will receive an autographed Taylor Swift "Speak Now" CD and an American Greetings/CoverGirl gift pack. Twelve random winners will win prize packages, including Taylor Swift memorabilia and American Greetings and CoverGirl products.

"Taylor’s relationship with her own mom not only inspired this song, but also her Mother’s Day card collection, and we are so proud of it because it gives people a way to tell their moms just how awesome they think they are in a way that’s honest and real," said Lindsay Kalback, a member of "Team Taylor" at American Greetings. "It’s been great to work with Taylor and CoverGirl to put together this Facebook contest so that fans can tell their stories about their moms in their own words and share their best day with others."

All 18 Taylor Swift Mother’s Day greeting cards can be found at select American Greetings retail partner locations nationwide.

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BEAUTY CARE

La Roche-Posay kicks off second annual SOS – Save Our Skin campaign

BY Allison Cerra

NEW YORK — La Roche-Posay once again is looking to inform Americans about the dangers of UV rays and the importance of sun safety with its second annual awareness campaign.

The company’s SOS – Save Our Skin campaign will focus on education and the importance of routine skin checks through viral and grassroots components. To promote education, more than 8,000 kits that contain all the tools to educate patients regarding a proper skin check will be distributed to dermatologists, the company said.

La Roche-Posay also will launch the new "My UV Check" iPhone application as part of its viral campaign component, which will provide an index for the day’s UVA and UVB exposure in the user’s location, as well as educate and alert users of the dangers of UVA and UVB exposure and more.

Additionally, as part of the campaign’s grassroots component, La Roche-Posay will make a grant of $750,000 to the Women’s Dermatologic Society over a three-year period to support the WDS Play Safe in the Sun campaign.

La Roche-Posay also noted that while the campaign again will live on the SOS – Save Our Skin website, SOSsaveourskin.com, there also will be a new Facebook page, which will communicate the mission and details of the ongoing public awareness campaign.

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Softlips debuts new look, kicks off campaign

BY Allison Cerra

ORCHARD PARK, N.Y. — The Mentholatum Co. has updated the packaging of its lip care line.

Softlips’ package update includes a new logo and graphics, although the company retained Softlips’ signature slender sticks and the light flavors/formulas. In line with the package update, the company has kicked off a new marketing campaign called "Softlips. So You."

The "Softlips. So You." television campaign launched May 2 in select markets nationwide and nationally on the brand’s Facebook, Twitter and YouTube channels. The new broadcast and print ads, The Mentholatum Co. said, capture the fresh new essence of the Softlips brand and will be supported with a completely updated website, as well as special social media efforts, including video content with top beauty experts and a national sweepstakes.

Softlips products currently are available in the lip care section of the cough-cold aisles of food, retail and drug stores nationwide, as well as Ulta stores nationwide.

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