Calgon taps actress Sarah Hyland as the face of its new Heart Calgon collection
BALTIMORE, Md. — Bath and beauty brand Calgon has developed a new collection of bath and body care products geared toward younger women that will feature “Modern Family” actress Sarah Hyland as the face of the new collection.
Heart Calgon is currently available at select Walgreens locations and will launch nationally at food, drug and mass locations this spring. It features four fragrances, each with its own body mist, shimmer mist, body lotion and exfoliating body wash. The four fragrances, which were developed with the target demographic in mind, include Fresh Start, Sweet Crush, Rock Steady and Hot Date.
A multimedia campaign will kick off this spring, highlighting Hyland in a series of online videos as she encompasses the personalities of individual fragrances from the dream spirit of Fresh Start to the Sweet Crush girl-next-door. These vignettes will live on the brand’s Web site at the hub of the campaign, as well as on the brand’s social media sites. A print campaign also will debut later in the spring.
Maybelline New York launches fashion, makeup blog
NEW YORK — Maybelline New York has introduced the brand’s first monthly fashion and makeup blog, dubbed City.
Beginning in March, City will bring monthly issues to readers throughout the year. The theme for March is “March to Your Own Beat,” and it provides tips and features on creating beauty and fashion looks. In addition, viewers can peek behind-the-scenes at the Mercedes Benz Fashion Week New York and learn about top trends from the season. Visitors also will have access to instructional beauty videos from this season of NBC’s “Fashion Star.”
The core City team members include Maybelline New York spokesmodel, designer and stylist Erin Wasson. makeup artist Gabriel Almodovar and NBC “Fashion Star” host Louise Roe. They will lead the conversation by sharing personal insights on style and makeup.
“Maybelline New York is not only continuously on the cutting edge of beauty’s emerging technologies and top trends, but it also retains a deep understanding of how the amplification of current and relevant topics fuel social media conversation,” stated Carolyn Holba, SVP of Maybelline. “With the launch of City, we can now broaden the scope of that conversation to include input from experts who share the brand’s spirit and energy while we deliver content in an approachable yet aspirational way. This is the essence of Maybelline New York.”
Unilever’s Degree launches new unisex campaign
ENGLEWOOD CLIFFS, N.J. — Unilever’s Degree deodorant has teamed up with basketball stars Carmelo Anthony and Kevin Durant, track and field world champion Lolo Jones and gold-medal-winning soccer player Alex Morgan for a new integrated unisex campaign that focuses on challenging yourself, following your passions, trying something new and living life to the fullest.
Starting in March, Anthony, Durant, Jones and Morgan will appear individually in a series of Degree television advertisements that showcase how they always DO:MORE.
"The Degree DO:MORE campaign hopes to inspire and empower people to push themselves further and to be the best at what they do," stated Gaston Vaneri, senior marketing director for Unilever North America. "We were thrilled to partner with elite athletes that are doing just that, challenging themselves to do more of what they love and provide a product like Degree with Motionsense, that keeps them protected and won’t let them down as they push boundaries.