BEAUTY CARE

Bic teams up with House Party to promote women’s disposable razors line

BY Antoinette Alexander

NEW YORK — Bic has teamed up with House Party, a marketing company that specializes in delivering products into the homes of consumers via "party packs," to promote its Bic Soleil women’s disposable razors for summer. Under the partnership, Bic is hosting 1,000 parties across the country in the homes of target consumers on June 4.

House Party owns a proprietary database of nearly 1 million party hosts who come from all corners of the country and all demographics. Through this database, Bic can target the specific consumers it wants to reach. The party hosts then invite 10 to 15 members of their family and friends to their event.

Hosts and guest shares stories and recommendations with their online and offline social networks, so the idea is that a party in 1,000 homes can inspire millions of brand conversations. According to House Party, an in-home engagement with brands leads to significant returns. On average, brands get a 35% lift in favorability, a 34% lift in their intent to recommend and a 31% lift in their intent to purchase, according to House Party. By the end of 2011, House Party expects to exceed 1 million social media photos and 10,000 hours of social media video.

Other companies that have partnered with House Party include Little Debbie, Weight Watchers, Fisher Price, Canon, Smucker’s, Sargento, Oscar Mayer, Febreze and Kraft.

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BEAUTY CARE

Summer’s Eve to debut new campaign

BY Antoinette Alexander

LYNCHBURG, Va. — Summer’s Eve, a maker of feminine hygiene products, has teamed up with women’s health and empowerment expert Carla Stokes and advocacy organization I Am That Girl, led by women’s movement advocate and "Survivor" finalist Alexis Jones, for an upcoming campaign to engage, educate and empower women to better understand and nurture their bodies.

"We’re thrilled to be working with these incredible women and their organizations, and cannot wait to align our efforts to come out with one strong, powerful message," said Angela Bryant, director of U.S. marketing of feminine care for Summer’s Eve. "Together with Dr. Stokes and I Am That Girl, we are ready to change the conversation women are having, or not having, about their bodies and start breaking down the barriers related to feminine health and education."

Founded on the learnings from Summer’s Eve’s nationwide listening tour and a recent proprietary study about women’s knowledge of their own genitalia and the emotional impact of anatomical terms, the brand will debut its new campaign and education movement this summer. The campaign will include integrated television, print and digital creative, as well as a bold body awareness campaign.

"To have the opportunity to reach so many women — particularly young women — with real talk about their bodies and self-esteem in a society that is historically hush-hush about these topics is exciting," Stokes said. "I applaud what Summer’s Eve is doing to encourage open communication and self-empowerment among women."

Stokes is an educator, researcher, social entrepreneur and speaker, as well as the chief empowerment officer of Dr. Carla LLC, a health promotion, coaching, personal development and self-empowerment company for women, youth, parents and girl advocates. She founded Helping Our Teen Girls In Real Life Situations (HOTGIRLS), a nonprofit organization dedicated to improving the health and lives of underserved young women and girls through leadership development, peer health education, youth activism and media education.

I Am That Girl strives to build community and utilize the media as a home to bring girls and women together to collaborate instead of compete. I Am That Girl encourages women to define their own worth, be confident in their own skin, believe in themselves, support one another and reinvent themselves into whomever they choose to be.

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Travalo holds fragrances for on-the-go consumers

BY Allison Cerra

BETHESDA, Md. — The latest refillable perfume and cologne atomizer made for on-the-go consumers has hit the market.

Travalo said its latest model, Travalo Excel, which will retail for $19.99, holds 30% more fragrance (65 sprays) than its original size, the company said. Travalo products, including its Pure and Classic products, retail from $9.99 to $19.99.

Travalo is a finger-sized container that features a patent-pending, spill-free Genie-S pump system and a clear window that helps gauge the level of perfume it can hold. What’s more, Travalo products are 98% recyclable — made of environmentally friendly, lightweight material — and also are approved by the Transportation Security Administration.

Travalo is available for purchase at select retailers in the United States and Canada and online at US.travalo.com.

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