BEAUTY CARE

Estee Lauder celebrates Hurley’s 13 years with the company

BY Antoinette Alexander

NEW YORK Estee Lauder is celebrating the 13th anniversary of Elizabeth Hurley’s partnership with the company, one of the longest running cosmetics contracts to date.

In July, Hurley will be featured in new print and television advertising for Perfectionist Wrinkle Lifting Serum. This summer she will also be seen in the print advertising campaign for Estee Lauder’s new Sensuous fragrance, communicating sensuality at any age with her fellow Estee Lauder spokesmodels Gwyneth Paltrow, Carolyn Murphy and Hilary Rhoda.

Over the years, Hurley has appeared in advertising campaigns for some of the company’s most beloved product franchises. In addition to the launch the pleasures fragrance in her first year with the company, she has represented the Beautiful, DayWear, Double Wear, Idealist, Advanced Night Repair, Re-Nutriv and most recently Resilience Lift Extreme lines.

She is also a spokesperson for The Estee Lauder Companies’ Breast Cancer Awareness Campaign.

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J&J partners with Glam Media on Melt Away Stress site

BY Antoinette Alexander

SKILLMAN, N.J. Johnson & Johnson Consumer Products Co. is promoting its Melt Away Stress line of skin care products through a new online campaign and microsite.

The site, located at www.JohnsonsForYou.com/Escape, features a user-generated content contest, Jamaica getaway sweepstakes, expert and celebrity videos, and an embeddable quiz widget. Consumers will also have access to an exclusive free trial coupon for the Melt Away Stress products.

Johnson’s has partnered with Glam Media’s media network to distribute the site’s content and promote it to consumers through a custom integrated program. In addition, the company has tapped New York-based interactive marketing agency Deep Focus to develop the creative content and applications for the campaign.

Johnson’s also is supporting the line with traditional advertising in such publications as Allure, Glamour and InStyle.

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TAG partners with Island Def Jam on new hip-hop label

BY Antoinette Alexander

NEW YORK Procter & Gamble’s TAG brand has partnered with Island Def Jam Music Group to form a new hip-hop record label, TAG Records as part of TAG brand’s initiative to cultivate relationships with the urban community.

Hip-hop mogul Jermaine Dupri will lead the new label, acting as president of the New York-based venture. Dupri will set the creative vision for the label and will play an integral part in identifying and developing musical talent.

The first artist will be officially announced in May. In addition to an album release, the TAG brand will showcase TAG Record’s artist and Dupri across various TAG brand advertising and marketing initiatives throughout 2008.

“We’re very excited about our partnership with IDJ and the broad platform it provides for creating artistic opportunities within the urban community,” stated Alex Keith, general manager of P&G Deodorants. “We’re confident the partnership will make a positive impact and bring opportunities to undiscovered urban creativity and vision.”

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