BEAUTY CARE

Hair-cutting goes great lengths for cancer

BY Drug Store News Team

BENTONVILLE, Ark. It was standing room only in the ballroom of the Embassy Suites hotel in Rogers, Ark., on Wednesday evening as several hundred people gathered for the Pantene Beautiful Lengths cutting event held in conjunction with the P&G NW Arkansas Championship presented by Walmart.

The event involved roughly 100 women, young girls and professional golfers from the Ladies Professional Golf Association who volunteered to have 8 in. of their hair cut so that it could be used to make wigs for female cancer patients who, in addition to enduring the debilitating and often fatal effects of the disease, experience the emotional trauma of losing their hair after undergoing radiation treatment.

“I am so thrilled to see such a large crowd,” Procter & Gamble chairman and CEO Bob McDonald told those gathered at the event. Other guests included Walmart president and CEO Mike Duke, CFO Tom Schoewe, in addition to several other senior executives from Walmart, as well as local business leaders and elected officials, many of whom served as guest stylists involved in the synchronized hair cutting. McDonald noted that the event aligns with P&G’s overarching corporate strategy of “purpose-inspired growth.”

LPGA professionals Michelle Wie and Natalie Gulbis were among those who helped with the actual cutting, and Gulbis recalled how the event has grown.

“The first time we did this four years ago, it was in a tent on the 18th green and there were maybe 20 people there and one camera,” Gulbis said.

P&G has been involved with the LPGA tournament since it arrived in Northwest Arkansas four years ago at the Pinnacle Hills Country Club, and this year, Jeff Schomburger, president of P&G’s global Walmart team, noted that the event would raise approximately $250,000 for local charities.

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Olay taps Carrie Underwood as brand ambassador

BY Antoinette Alexander

CINCINNATI Skin care brand Olay has named singer-songwriter Carrie Underwood as its first-ever North American celebrity brand ambassador.

Underwood joins a list of well-known Olay brand ambassadors around the world, including actress Maggie Cheung in greater China, singer and actress Lucero in Latin America and actress Thandie Newton in the United Kingdom.

Inspiring a new generation of women, the 27-year-old, Grammy award-winning artist will take part in the brand’s "Challenge What’s Possible" campaign, scheduled to debut later this year. She also will represent a line of skin care products for the brand.

"We are thrilled that someone as inspirational as Carrie has joined Olay," stated Joe Arcuri, VP for North America at Procter & Gamble beauty. "Carrie epitomizes Olay’s mission to challenge possibilities and encourage a new generation of women to learn about skin care and make a noticeable impact on their skin’s appearance."

Olay is also a sponsor of Underwood’s "Play On Tour" this fall with shows in cities throughout the United States and Canada from September to December 2010.

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CVS, Maybelline New York kick off makeup artist contest

BY Antoinette Alexander

NEW YORK Maybelline New York, the official makeup sponsor of Mercedes-Benz Fashion Week, and CVS/pharmacy are inviting consumers to showcase their talents and enter to win the "Be a Sensational Makeup Artist" contest.

From Sept 1 to Oct. 15, consumers can enter the "Be a Sensational Makeup Artist" contest by visiting Besensationalandwin.com. Contestants must submit a video of themselves creating a makeup look with Maybelline New York cosmetics for a chance to win.

A panel of beauty experts, including Maybelline New York makeup artists and executives from Maybelline New York, will judge the contest. The judges will select five finalists — The Fashion Five. However, the viewing public will determine the grand prize winner. The winner’s makeup look will be showcased in the February 2011 issue of a top beauty/fashion magazine. The winner also will receive a trip for two to New York City, a professional makeup artist kit full of Maybelline products, a CVS/pharmacy gift bag and the chance to assist Maybelline New York’s global consulting makeup artist backstage at Mercedes-Benz Fashion Week in New York. Visit Besensationalandwin.com for contest rules and details on prizes.

"Maybelline New York is thrilled to be partnering with CVS/pharmacy on another Be Sensational program this fall," stated Steve Lutz, SVP sales at Maybelline New York – Garnier. "There are so many talented and aspiring makeup artists out there waiting for their big break. As the official makeup sponsor of Mercedes-Benz Fashion Week in New York, we are thrilled to make someone’s dreams come true by letting them showcase their talents at this premiere beauty and fashion event."

Interested participants also can enter live at the Maybelline New York & CVS/pharmacy Beauty and Fashion Retreat from Sept. 11 to 16 at 1701 Broadway in New York City. Consumers will be able to upload videos at a designated "Be Sensational" computer kiosk, as well as receive complimentary makeup touch-ups, personalized consultation cards and coupons for Maybelline New York products at CVS/pharmacy. Industry pros from top beauty and fashion magazines, such as The Oprah Magazine, Marie Claire, Elle, Teen Vogue, Vogue, Harper’s Bazaar, and New York Magazine, will be on hand to share the latest beauty and fashion trends. This free event is open to the public.

Online voting for The Fashion Five takes place from Oct. 20 to Nov. 7.

Voters will be automatically entered to win numerous prizes, including an all-expense paid trip for two to New York City, two tickets to a show at Mercedes-Benz Fashion Week in New York, a beauty makeover for them and their guest, and two CVS/pharmacy gift bags valued at $50.

During the entire month of September, Maybelline New York will support the "Be a Sensational Makeup Artist" contest through in-store displays in more than 3,000 CVS/pharmacy locations throughout the country featuring Color Sensational lipcolor and ExpertWear eyeshadow.

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