BEAUTY CARE

GMDC to expand its ‘365 Days of Value’ program

BY Michael Johnsen

COLORADO SPRINGS, Colo. — The Global Market Development Center on Tuesday announced that it is expanding its “365 Days of Value” program through its advisory boards to support members throughout the year.

This program is an assembly of strategic partners who provide business services to both retailer/wholesaler and supplier members of GMDC. The portfolio of services includes product category and sales recap reports; an online membership directory; natural and specialty product sales data; product recall processing; logistics and sourcing solutions; online training; and a variety of other solutions that serve the needs of GMDC members. 

This program is set to expand in a dramatic way in 2012, GMDC stated, noting the association has formed a separate committee to solicit and evaluate new solutions partners. This committee is made up of retailer, wholesaler and supplier members who have established protocols for identifying and appraising service and solution providers that best fit GMDC and its membership. A number of new partners have been identified and are scheduled to attend the June 1 to 5, 2012, General Merchandise conference being held in Orlando, Fla. as well as the Sept. 21 to 24, 2012, Health Beauty Wellness conference in San Antonio.

“The value of being a member of GMDC has always extended far beyond the conferences,” stated Bill Anderson, group VP drug store, beauty, GM, floral and services. “The ‘365 Days of Value’ initiative is a great example of how GMDC demonstrates its worth throughout the year. We’ve tasked the staff and advisory boards to continue to look for additional service and solution providers who can bring incremental value to both sides of our membership.”


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BEAUTY CARE

P&G supports Olympic Games, youth sports via ‘Thank You Mom’ campaign

BY Allison Cerra

INNSBRUCK, Austria — Procter & Gamble has launched a worldwide campaign for the London 2012 Olympic games.

The campaign, called "Thank You Mom," seeks to raise $5 million to help establish and sustain youth sports programs around the world, with a portion of sales and donations coming from such P&G brands as Pampers, Tide, Gillette and Pantene. What’s more, P&G and its brands also will sponsor more than 150 athletes, who will be featured in advertising and retail campaigns to generate sales and donations that will help support youth sports. Athletes supported by P&G brands include U.S. swimmer Michael Phelps (Head and Shoulders) and Swiss tennis player Roger Federer (Gillette), among others.

"We believe that behind every athlete is an even more amazing mom," said Marc Pritchard, P&G global marketing and brand building officer. "P&G is in the business of helping moms. Through our ‘Thank You Mom’ program we will support not just the moms of Olympic athletes — but every mom who does whatever it takes to make her child’s life the best it can be."

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BareMinerals to launch first-ever global marketing campaign

BY Antoinette Alexander

WASHINGTON and LONDON — BareMinerals has announced that it will launch in February its first-ever global marketing campaign, dubbed “Be a Force of Beauty.”

Rooted in the company’s 35-year history, “Be a Force of Beauty” amplifies the core belief that beauty can change the world, both by inspiring positivity and activating women to put beauty into action.

“Celebrating women isn’t new for us; it’s who we are and what we do. It’s always been more than a philosophy, it’s really our DNA,” stated Leslie Blodgett, creator of BareMinerals. “We have a responsibility to not just tell a singular story of beauty, but rather share in the collective spirit of women around the globe.”

The first iteration of “Be a Force of Beauty” will roll out to the United Kingdom in spring 2012. Supported by integrated marketing efforts, the campaign creative will feature five women, each personifying a “Force of Beauty” as identified during a blind casting held in late summer. Recognizing that beauty is not solely defined by a physical manifestation, the methodology behind the blind casting is meant to highlight the symbolic relationship between confidence and beauty, demonstrating that it’s the effect of confidence on the world that is the hallmark of true beauty.

The global campaign will be supported by print, digital and social marketing efforts throughout Europe. The campaign creative is designed to elicit a social discussion around beauty and motivate women into action.

With a large scope for interpretation, BareMinerals partnered with the photographer Rankin, to inject soul into the print campaign.

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