BEAUTY CARE

Dove encourages women to ‘go sleeveless’ with new deodorant

BY Antoinette Alexander

ENGLEWOOD CLIFFS, N.J. — A recent study found that nearly 100% of women think their underarms are unattractive, while more than half said that the condition on their underarms impacts their wardrobe choices. In response to this, Unilever is looking to help women "go sleeveless" with confidence with the launch of its new Dove Ultimate Go Sleeveless deodorant.

The new collection features a tri-moisturizing system that includes an occlusive layer, humectant and moisturizers, which together promise to prevent moisture loss. The moisturizers are infused with vitamins E and F from natural sunflower oil, known to care for and condition delicate underarm skin, the company stated. In addition to the tri-moisturizing system, the formula also contains Dove translucent moisturizers, which help to prevent the formation of white marks on clothing.

The new Dove Ultimate Go Sleeveless is designed to provide softer, smoother underarms in five days. It also provides 24-hour odor and wetness protection. The suggested retail price is $3.89 to $4.88.

The "Go Sleeveless: Uncovering Underarms" study was conducted online by Unilever, Omnibus and TNS Research International among 534 women ages 18 to 64 years.

To support the launch, the Dove brand has tapped "Gossip Girl" actress Jessica Szohr to host the online Dove Go Sleeveless fashion challenge, which kicks off April 4. Using a Facebook application, women can design their own sleeveless top for a chance to get their design made to wear or to win a grand prize of a $5,000 New York City shopping trip with Szohr.

Entries for the Dove Go Sleeveless fashion challenge will be accepted April 4 through May 27. For more information, visit DoveGoSleeveless.com.

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SheaMoisture coming to Walgreens

BY Antoinette Alexander

AMITYVILLE, N.Y. — Sundial has announced that Walgreens has become the exclusive national drug store retail partner for its SheaMoisture hair care line and will carry the products on shelf and online, beginning April 1.

"We are very excited to launch our newest collection at Walgreens," stated Richelieu Dennis, founder and CEO of Sundial Creations, maker of SheaMoisture. "They have been a key partner in the growth of our business and we are enthusiastic about bringing organic hair care products to such a broad consumer base."

The SheaMoisture hair care line consists of shampoos, conditioners and styling aids available in four varieties: Raw shea and argan oil, coconut and hibiscus, yucca and baobab, and African black soap. This launch also includes two new hair kits — the curl and shine kit and the repair and transition kit — that contain travel-sized versions of the coconut and hibiscus and the raw shea hair collection.

All SheaMoisture products are cruelty-free and never contain parabens, phthalates, paraffin, formaldehyde, mineral oil, animal ingredients or synthetic fragrance.

There are several programs in place to support the launch, including a beauty adviser-based program, a social networking strategy, store-level sampling and demo stations.

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Estée Lauder inks licensing deal with Ermenegildo Zegna Group

BY Antoinette Alexander

NEW YORK — The Estée Lauder Cos., whose brands include Estée Lauder, Aveda, Bumble and Bumble, American Beauty and Flirt!, has announced that its Aramis and Designer Fragrances division will assume the exclusive worldwide license for the fragrance and grooming business of Ermenegildo Zegna Group, a Milan-based men’s luxury clothing and accessory business.

The license, which is effective July 1, provides Estée Lauder Cos. exclusive global rights to market fragrances under the Ermenegildo Zegna Group’s brands and develop new product lines in the grooming segment.

“By applying our skills in execution, product development and marketing, we are confident that we can develop the Zegna fragrance business and add a successful men’s grooming business in the future,” stated Fabrizio Freda, president and CEO of the Estée Lauder Cos. “In addition to expanding our presence in priority luxury markets, particularly in Asia with a focus on high potential growth in China and travel retail, this agreement provides us another exciting and distinctive entry in the men’s business across fragrance and skin care.”

Ermenegildo Zegna clothing and accessories currently are available in select markets throughout the world, with China as its largest and fastest-growing market. Its products are available in upscale retailers and the travel retail channel, as well as in 300 stand-alone stores. The Ermenegildo Zegna fragrance collection currently includes five scents in addition to the brand’s centennial celebration fragrance and several special editions.

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