BEAUTY CARE

Clearasil joins forces with MTV for new campaign

BY DSN STAFF

PARSIPPANY, N.J. — A new public service campaign created by Clearasil in conjunction with MTV Networks, which promotes awareness and education about issues affecting young adults, made its debut this week.

The Make the Clear Choice campaign, which appeared on MTV, features the music channel’s news correspondent SuChin Pak. The announcement also encouraged viewers to visit Act.MTV.com, a new MTV platform that celebrates young people having an impact on issues they care about, such as drug and alcohol abuse, sexual health and self esteem, and makes it easy for anyone to take action and get involved.

In line with the campaign kickoff on MTV, Clearasil also is promoting Make the Clear Choice on the brand’s Facebook page to engage its core audience by donating up to $30,000 split among three nonprofit organizations — Partnership at DrugFree.org, StayTeen.org and The Jed Foundation’s Love is Louder campaign — whose mission is to help teens make clear choices.

"Teens and young adults are facing tough choices every day that don’t always have a clear choice," said Kevin Harshaw, Clearasil’s personal care marketing director. "We are very excited to be partnering with MTV to create a campaign that engages these young adults. As a highly recognized name in the acne market, we look for ways to take a responsible approach to teen issues."

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Orabrush completes investment round

BY Antoinette Alexander

SALT LAKE CITY — Tongue cleaner Orabrush has closed a $2.5 million investment round with True Ventures of Palo Alto, Calif., and returning investor 2x Consumer Products Growth Partners of Chicago. The funds will be used to help accelerate the company’s retail growth strategy, according to the manufacturer.

"This financing, made by savvy investment veterans with strong industry creditability, validates Orabrush’s platform as a rising consumer products player, as well as a transformative social media company," stated Jeff Davis, president and CEO of Orabrush. "This extremely smart money not only provides us the means to scale our online success with retailers globally; it also enables us to access and leverage the networks of both True Ventures and 2x Consumer Products Growth Partners to scale our capabilities far beyond that of a small startup company."

Last month, Orabrush became the second-most-subscribed sponsor video channel on YouTube, garnering more than 34 million channel views, the company stated. Created by Robert Wagstaff in 2000, Orabrush has parlayed its social and traditional media exposure into a retail brand, including most recently to retailers in the United States, Japan and United Kingdom. According to the Orabrush website, it is sold in nearly 1,400 stores. In addition, direct online sales have surpassed $1.4 million from consumers in 114 countries.

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NSF International, Natrue develop standard for natural personal care products

BY Antoinette Alexander

ANN ARBOR, Mich., and BRUSSELS — NSF International, a U.S. testing and certification organization, has partnered with Natrue, the international natural and organic cosmetic association based in Brussels, to develop a national standard for natural personal care products.

The new American national standard aims to define the use of the term "natural" and protect the integrity of verified natural personal care products. Natrue’s natural personal care criteria (Natrue standard level 1) will be used as a foundation for the development of an American version, which will help establish a globally recognized definition of "natural" in such personal care products as cosmetics, oral care and personal hygiene.

"In the absence of a standard definition, consumers often question the term ‘natural’ on personal care products as to what it actually means," stated NSF International standards director Jane Wilson. "By collaborating with Natrue, consumer groups, industry experts and regulators, the American national standard for natural personal care products will define, in line with Natrue’s label approach, the use of the term ‘natural’ helping to protect and promote authentic and quality natural personal care products worldwide."

NSF International stated that it will develop the new natural personal care standard using a consensus-based process that allows for balanced participation from key stakeholder groups, including regulators, personal care manufacturers, trade associations and retailers.

The first stakeholder meeting to discuss the development of the new standard will be held March 10 at the Natural Products Expo West trade show in Anaheim, Calif.

This initiative marks the second U.S. national standard that NSF International plans to develop for the personal care industry. "A year ago, the NSF/ANSI 305 standard was introduced for manufacturers seeking to have their personal care products certified as containing organic ingredients. Developing a standard for natural personal care products will help delineate the two sectors for consumers and bring meaning to the term ‘natural,’" Wilson stated.

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