BEAUTY CARE

Dr. Fresh acquires Reach brand manual toothbrushes

BY Antoinette Alexander

BUENA PARK, Calif. — Dr. Fresh, a designer and marketer of oral care products, has acquired the Reach brand of manual toothbrushes from the Johnson & Johnson Healthcare Products Division of McNeil-PPC. 

The sale includes rights in the United States, its territories, the Caribbean and Canada. The acquisition does not include Reach-brand floss or other interdental products. Financial terms of the deal were not disclosed.

The Reach brand debuted in 1972 as the brainchild of two engineers and a dentist who together sought to design a toothbrush that could better clean hard-to-reach places. 

"Reach is an iconic family brand that is a strong complement to our existing portfolio. At Dr. Fresh, we are capable of moving quickly with brand innovation, resulting in leading-edge, high-performance products at very affordable prices," stated Doug Corbett, president and CEO of Dr. Fresh.

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Axe joins roster of 2013 Super Bowl advertisers

BY Antoinette Alexander

ENGLEWOOD CLIFFS, N.J. — For the first time since its U.S. launch in 2002, Unilever’s Axe brand will air a television commercial during Super Bowl XLVII.

The spot is entitled “Lifeguard,” and includes a twist at the end that aligns with a larger creative campaign scheduled for a January 2013 launch, the company stated.

“As a lifestyle brand synonymous with innovative products and marketing, we are always pushing boundaries into uncharted territories,” stated Gaston Vaneri, brand director for Axe. “We have some extraordinary news to announce in 2013, taking our interaction with our fans to new heights, so the Super Bowl became the obvious platform to share it with the world.”


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Remington celebrates 75-year shaving heritage

BY Antoinette Alexander

MADISON, Wis. — Remington, a division of Spectrum Brands, launched on Monday a celebration of its 75th anniversary and is inviting consumers to join the celebration of its shaving heritage with a week-long offering of product discounts and a special day of product giveaways on Dec. 19 on its Facebook page.

Men’s shaving has come a long way since 1937 when Remington launched its first electric shaver, the Model E. With a turn-wheel, start-induction motor, and shortly after came the introduction of Remington’s first multi-head shaver, the Dual, in 1940 and the first cordless shaver, the Lektronic, in 1960.

Remington’s latest shaving ranges are the R and F series, a collection of rotary and foil shavers featuring pivot and flex technology, engineered for precision and an ultra-comfortable shaving experience.
 


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