BEAUTY CARE

Got2b campaign promotes pheromone-infused hair products

BY Antoinette Alexander

NEW YORK In an effort to promote its new hairstyling line for men that hit shelves earlier this year, got2b has kicked off a multi-faceted marketing campaign.

The new line, called got2b magnetic, hit shelves in March and is touted as being the first hairstyling line for men with “babe-magnet” pheromones. The line includes styling gel and texturing pomade, with new products to be added in 2008.

Aiming to reach men aged 18 to 34, got2b has developed the magnetic 360 degree campaign that is being launched in five phases.

The first phase launched in September and features such guerilla marketing efforts as coasters distributed in bars, postcards in hot nightlife spots and posts in sports clubs.

Phase two targets guys online through a digital program launched in September on Playboy.com and PlayboyU.com. It features banner ads, eyeblasters and feature sponsorships, such as “Best Dressed Man on Campus.”

Phase three was a live interactive event at Playboy’s Annual College Fest in Boston that was held Sept. 22. There was an on-site stylist, a dedicated Playmate, faux-hawk contest, customized magnetic t-shirts and sample giveaways.

Phase four is comprised of outdoor ads on the Vegas Strip, Sunset in L.A. and New York’s Times Square.

The fifth phase, which takes place in November, is a national print campaign with ads running in such magazines as Sports Illustrated, Maxim, Details, Blender and Game Pro.

keyboard_arrow_downCOMMENTS

Leave a Reply

No comments found

TRENDING STORIES

Polls

Which area of the industry do you think Amazon’s entry would shake up the most?
BEAUTY CARE

Voting period wrapping up for L’Oreal’s women’s honoree program

BY Antoinette Alexander

NEW YORK L’Oreal Paris is wrapping up on Oct. 15 the voting period for The Women of Worth National Honoree program, which was inspired by the beauty company’s iconic brand philosophy, “Because You’re Worth It,” and recognizes the achievements of real women who embody the spirit of the L’Oreal brand.

Visitors can go to www.womenofworth.com to log on and vote for the honoree who has made the biggest community impact. The pool is comprised of 13 women committed to community achievement and volunteerism. All of the honorees, who were chosen from thousands of applicants by a group of judges, will be publicly recognized at the CNN Inspire Summit.

L’Oreal will recognize the honorees by making a monetary donation of $2,500 on their behalf to the nonprofit organization they work with and a matching monetary donation of $2,500 will be made in the name of each winner to The Ovarian Cancer Research Fund, the 10-year charitable partner of L’Oreal.

The Women of Worth National Honoree will receive a $25,000 donation in her name to her associated non-profit organization.

keyboard_arrow_downCOMMENTS

Leave a Reply

No comments found

TRENDING STORIES

Polls

Which area of the industry do you think Amazon’s entry would shake up the most?
BEAUTY CARE

Tummy flattening gel to debut at Sephora

BY Antoinette Alexander

SALT LAKE CITY Expected to soon debut at Sephora is the Tummy Flattening Gel from Sovage Dermatologic Laboratories.

“We knew there was a tremendous demand for an effective topical slimming gel,” stated Gina Gay, spokesperson for Sovage. “But the customer base for Tummy Flattening Gel has been high-end spas and exclusive ’beauty’ retreats and not traditional cosmetic counters. So we did wonder if Nordstrom’s consumers would connect with TFG and its $119 price tag. We were pleasantly surprised when initial sales figures showed that Tummy Flattening Gel was a huge hit.”

Following its success at Nordstrom, the company announced that Tummy Flattening will soon debut at Sephora and other prestige retailers nationwide.

Although it’s called Tummy Flattening Gel, it promises to help reduce the appearance of bulging pockets of unsightly fat wherever they appear.

keyboard_arrow_downCOMMENTS

Leave a Reply

No comments found

TRENDING STORIES

Polls

Which area of the industry do you think Amazon’s entry would shake up the most?