BEAUTY CARE

Axe launches its first fragrance for her

BY Antoinette Alexander

ENGLEWOOD CLIFFS, N.J. — A decade ago, Unilever revolutionized the men’s grooming segment with the launch of Axe, which has since become a leading men’s grooming brand. Now the brand is looking to make history again with the launch of its first-ever, limited-edition fragrance for her.

The new Anarchy fragrance for him has a matching, limited-edition fragrance for her. Anarchy For Him and For Her mark the first-ever pair of body sprays to launch at the same time in mass market retail stores.

“The launch of Anarchy For Him and For Her represents a new evolution of the Axe brand,” stated Barret Roberts, Axe senior brand manager at Unilever. “We know guys love the smell of Axe and the confidence it gives them, and our success is, in part, due to the way girls have also embraced the brand.”

Axe will bring the Anarchy experience to Axe fans on YouTube and Facebook, where they can check out Anarchy: The Graphic Novel beginning Jan. 10. This comic series, designed by comic company Aspen Comics, will be updated every few days based on real-time user-submitted ideas and poll votes. Fans also will have a chance to be drawn directly into the story by Aspen’s artists. The story of Anarchy: The Graphic Novel will take readers across the nation, providing a sophisticated blend of action, adventure, and real life events, which reflect the passions of our Axe fans.

Axe Anarchy For Him and For Her are available as body sprays, and Anarchy For Him is also available in a deodorant stick, antiperspirant invisible solid, shower gel and 2-in-1 shampoo and conditioner at most food, drug, club, value and mass retail outlets.

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GMDC to ‘flip-flop’ annual marketing conferences in 2013

BY Michael Johnsen

NEW YORK — The Global Market Development Center earlier this week announced the association will be "flip-flopping" its two annual marketing conferences with the Health Beauty Wellness event moving to a spring time frame and General Merchandise event moving to a fall time frame, beginning in 2013.

“This change is member-driven,” stated Dave McConnell, GMDC president and CEO. "The belief is that this calendar shift more effectively supports the seasonal nature of both sides of our business. We anticipate that this shift will create even more engagement with both events.”

McConnell noted that GMDC continues to focus its initiatives around enhancing connectivity. “The core strategy for 2012 will continue to be focused around enhancing the experience and value of our GM and HBW Marketing conferences, along with expanding how GMDC delivers value to our members throughout the year,” McConnell said. In 2012, the association will be introducing new ways for its members to connect before, during and after its conferences by leveraging existing and emerging communications technology.

“Our conferences continue to grow and are regularly referred to in the industry as the most productive workdays of the year," McConnell noted. "Over the past couple of years, we have evolved the conferences with the addition of Senior Executive Conferences, which are 40-minute meeting formats held in private suites. These longer meetings facilitate more strategic dialogue and compliment the 10- and 20-minute Controlled Casual Conference format.”

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Goody develops new DoubleWear collection

BY Antoinette Alexander

ATLANTA — Hair accessory brand Goody has announced the launch of its DoubleWear collection of jewelry-inspired elastics and headwraps.

A recent Goody poll reported that most women wear an elastic on their wrist as a convenient way to keep it handy, but 68% of respondents said they were frustrated with how this look compromised their style. Enter DoubleWear.

With the introduction of DoubleWear, a basic black ponytail elastic has been upgraded with either a gold or silver overlay in multiple shapes/textures, resembling a bangle-type bracelet or necklace. It allows for a seamless, chic transition from hair accessory to jewelry.

The Goody DoubleWear collection is now on shelves at Walmart, Target, CVS and Walgreens. Goody DoubleWear 2-in-1 Elastics + Bracelets and Goody DoubleWear 2-in-1 Headwraps + Necklaces have a suggested retail price of $5.99 each.

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