Dove unveils invisible aerosol deodorant
ENGLEWOOD CLIFFS, N.J. — Dove’s latest aerosol offering is tackling the perennial problem of deodorant — white marks. Citing its study finding that 9-in-10 women have experienced white marks and want a deodorant that doesn’t leave marks, Dove introduced its new Invisible Dry Spray Antiperspirant, which the brand said leaves no white marks on 100 colors of clothing.
“Dove Invisible Dry Spray Antiperspirant was created to solve one of the biggest needs in the deodorant category,” Unilever senior director of U.S. deodorants Dawn Hedgepeth said. “Women can enjoy the confidence that comes with effective odor and wetness protection plus the security of knowing their clothes are protected.”
Dove said that the spray’s anti-mark technology features a finely milled active ingredient with a masking oil that helps reduce the overall appearance of white marks. The company said it goes on dry and can offer 48-hour odor and wetness protection, and as well as provides moisture to care for skin.
“I’m thrilled to have found an antiperspirant I trust to go on invisible without leaving a trace,” Dove spokesperson and fashion stylist Zerina Akers said. “There are so many choices and steps in styling for the red carpet, a photoshoot or even everyday wear, the last thing I want to discover are those notorious white marks that add more time and pressure to getting ready.”
The spray is available in Clear Finish and Sheer Fresh fragrances at mass, grocery and drug stores nationwide with a suggested retail price of $5.49.
L’Oréal to launch beauty services through Facebook Messenger in Canada
CLICHY, France and MONTREAL, Canada — L’Oreal and artificial intelligence company Automat Technologies on Wednesday announced their development of several beauty services that will be offered through Facebook’s Messenger app in the coming months.
The first of these initiatives that will launch in Canada is a gifting service built on Messenger’s platform. The company said its Beauty Gifter is a bot for beauty discovery and transactions that help shoppers find the right beauty box for friends by asking questions about the friend’s beauty profile that helps find the right brand, products and price.
“We are excited to pioneer this new field of conversational commerce and artificial intelligence and continue to build services that support our products and enhance our overall consumer experience,” ", L’Oréal chief digital officer Lubomira Rochet said. We believe that those new Messenger based services are truly solving consumers' pain points by leveraging the power of AI and bringing it to build personalized relationships with them. Automat is literally defining this new category of Conversational Marketing and we're excited to partner with them to advance the state of the art in this new field.”
To build on its work with Automat, L’Oréal said it would be opening a new AI center for excellence in Montreal.
"We've been incredibly impressed with how fast moving and nimble L'Oréal is and their ability to work effectively with startups,” Automat CEO Andy Mauro said. “Additionally, as the world's largest beauty brand, the level of care and consideration they show towards their customers and the how dedicated they are to constant innovation both in their beauty products but also their digital products is an inspiration for us both as Conversational Marketers and technologists.”
Unilever, Suave’s fake brand launch shows quality doesn’t have to be pricey
ENGLEWOOD CLIFFS, N.J. — Unilever’s Suave brand on Wednesday unveiled its latest marketing effort to highlight the results that users of Suave Professional get at an affordable price point. The campaign video features beauty influencers who were sent the fake brand evaus — actually just Suave Professionals — to try for two weeks, and captures their reaction to realizing they had been using Suave the whole time.
“We’re asking women to look past the label and reconsider Suave,” Suave marketing director Jennifer Bremner said. “Give it a try. We’re confident women will love their hair, and they’ll love what they paid to get that hair.”
With 92% of millennial women saying they would buy a lower priced hair care product if it didn’t mean sacrificing quality, Suave’s campaign put that to the test. Now the brand is asking converts to visit evauseIsSuave.com to find out the product for them and receive coupons and share their story with the hashtag #SuaveBeliever.