BEAUTY CARE

Bic Flex4 announces official sponsorship of 2012 Tough Mudder events

BY Rozanne Gelbinovich

BROOKLYN, N.Y. — Bic Flex4 razors now is the official sponsor for the Tough Mudder series, the nation’s fastest-growing and most-recognized endurance series, according to the company.

Founded in 2010, Tough Mudder events were constructed by British Special Forces to offer a 10- to 12-mile trail-running experience. Courses are designed to test participants’ fitness, strength, stamina, mental grit, teamwork and toughness in a one-day challenge, according to the company. Events are not timed and are won by all those capable of completing the course.

Beginning in 2012, Bic Flex4 will take over the current “Mullet and Mohawk” tents, touting the “Bic4Good” campaign. For every Tough Mudder participant who gets a shaved head, mullet or Mohawk, a $4 credit will be made toward the $100,000 donation Bic is making to the Wounded Warrior Project, a national nonpartisan organization whose mission is to honor and empower wounded warriors. To date, Tough Mudder has raised more than $2.5 million to support WWP programs.

Bic Flex4 razors also will create an interactive user experience for participants at the brand new “Real Guy Challenge Tent,” where participants will be able to warm up or cool down before and after challenges with push-ups, sit-ups and other contests.

“BIC is excited to be involved with the Tough Mudder series in 2012,” said Mary-Ellen Lacasse, director of marketing for Bic Consumer Products USA. “These events are a perfect venue to introduce the Bic Flex4 razors to the event’s participants, while simultaneously lending Bic’s support to the Wounded Warrior Project through the company’s Bic 4 Good program.”

keyboard_arrow_downCOMMENTS

Leave a Reply

No comments found

TRENDING STORIES

BEAUTY CARE

Gillette Venus, Olay partner to launch new razor

BY Antoinette Alexander

CINCINNATI — For the first time ever, Gillette Venus and Olay are coming together to deliver a new standard in shaving with the new Gillette Venus & Olay razor.

“The Venus & Olay razor is revolutionizing the shaving aisle. There might be other razors claiming skin benefits, but only Venus has the benefit of this unique partnership with Olay, and their rich heritage and expertise in skin care,” stated John Holding, marketing director, North America for Gillette & Venus. “When it comes to shaving, women want the best of both worlds: They want effective hair removal and to also keep their skin looking — and feeling — its best. Venus razors have always offered women Goddess Skin, because shaving is where it all begins. But Venus & Olay is the newest and an outstanding way to achieve it.”

Venus is putting the new Venus & Olay to the ultimate test as the official razor — and first-ever beauty partner — of Sports Illustrated Swimsuit 2012. Together, they will give women a behind-the-scenes look at what it takes to prepare for the most-viewed swimsuit shoot of all time. Starting Feb. 14, in conjunction with the 2012 launch week, SportsIllustrated.com will feature four custom webisodes created with Venus, highlighting a day-in-the-life and beauty secrets of Swimsuit model Chrissy Teigen, including how she achieves Goddess Skin with her Venus & Olay razor.

The five-blade razor features Olay Moisture Bars contain skin-enhancing elements found in Olay products: Petrolatum helps lock in skin’s moisture for less dryness, and glycerin helps offer that goddess glow. Just wet the razor to release a light lather — no separate shave cream required.

As with most Venus razors, the new Venus & Olay also features a rounded, pivoting head designed for women’s curves and a soft-grip ergonomic handle for confident control, even in wet and soapy environments.

Venus & Olay is available starting March 15 at food, drug, convenience and mass merchandise stores throughout the United States. A refillable Venus & Olay razor with one replacement cartridge is approximately $8.99 to $10.99. Packages of three replacement cartridges are about $14.99 to $19.49.

keyboard_arrow_downCOMMENTS

Leave a Reply

No comments found

TRENDING STORIES

BEAUTY CARE

NPD: Men’s facial skin care represents ‘huge opportunity’

BY Antoinette Alexander

PORT WASHINGTON, N.Y.  — While many men report using some sort of grooming product, there still is a significant opportunity in facial skin care for men, according to a new study by market research firm NPD Group.

According to the new "Men’s Grooming Consumer Report" conducted by NPD Group, more than 9-in-10 men (ages 18 years and older) are using some sort of grooming product today, which can include facial and body skin care, shaving, hair care and fragrance. However, only one-quarter of men are currently using facial skin care products, such as facial cleansers and moisturizers, lip and eye products, and anti-aging treatments.


The men’s facial skin care market has grown 11% in dollar sales in 2011, compared with 2010, according to NPD.



When looking at those men using facial skin care, more than one-third (37%) reported using facial cleansers (excluding bar soap) and facial lotions/moisturizers. Three-in-10 (30%) were cited using lip products, and more than one-fourth (26%) are using acne treatment products.

 Even within facial skin care, men purchase the more commonly used products that target basic cleaning and moisturizing, while those that offer more specialized benefits, such as treating acne and preventing or diminishing the signs of aging, are less likely used by men.

“There is a huge opportunity with men for facial skin care. The challenge is getting them involved and engaged,” stated Karen Grant, VP and senior global industry analyst for NPD Group. “Seventy-five percent of men ages 18 and up are not currently using facial skin care products. There is a feeling that facial skin care products are not needed unless you have a specific skin problem, such as acne. For men to use a product, they first must be aware that there is an underlying need that requires addressing."

“Once men know they have a need to fill, their problem-solution orientation will fuel their desire to find products to alleviate their grooming challenges. They also have to unlearn the idea that the body skin care product they use, such as bar soap and body lotion, works just as well for facial skin. And, while men of all ages present an opportunity, need-based opportunities seem to be most pronounced with black and Hispanic men, as well as younger men ages 18 to 34 years. To create life-long users, marketers will not only need to build awareness of the benefits that products offer but also show that these products can be seamlessly incorporated into his grooming routine,” Grant added.

keyboard_arrow_downCOMMENTS

Leave a Reply

No comments found

TRENDING STORIES