BEAUTY CARE

Herbal Essences taps Leighton Meester as new spokeswoman

BY Antoinette Alexander

CINCINNATI Procter & Gamble’s Herbal Essences brand has named Leighton Meester as its new global hair ambassador.

In her new role with Herbal Essences, Meester will be featured in print advertorials in national magazines starting this summer and on HerbalEssences.com and Facebook.

“We are thrilled that someone as vibrant and talented as Leighton has joined Herbal Essences. Leighton epitomizes the Herbal Essences Girl — a modern free spirit: daring, witty and who loves to explore her style opportunities and make the most of her look every day. We are extremely excited about sharing the luscious experience of the Herbal Essence collection through Leighton to women,” stated Julie Marchant-Houle, marketing director for Herbal Essences.

“I’m so happy to be working with Herbal Essences,” added Leighton, a multi-talented artist who has found fame for her range as an actress and for her appearances on the Red Carpet and at industry events. “It’s important for me that I partnered with a brand that I do use every day and I trust and I love. My hairstylist, Charles Baker Strahan, who is also the hairstylist for Herbal Essences, introduced me to the collection, and the products are truly incredible and make a real difference to the condition of my hair. I use it personally and I want to spread the word about it. Herbal Essences takes great care of my hair.”

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Mac opens Times Square flagship

BY DSN STAFF

NEW YORK Mac Cosmetics has opened the doors of its flagship in Manhattan’s Times Square.

The 1,700-sq.-ft. store is located on Broadway between 46th and 47th Streets and shares the block with two high-profile projects still in development: Forever 21 and Disney Store.

With its glossy black finishes and streamlined edges, the new Mac store has a dramatic, high-tech look, with glossy black finishes, makeup counters surrounded by LED screens and touch-screen computers to assist shoppers.

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Alexa Ray Joel to be Prell’s new spokeswoman

BY Antoinette Alexander

KING OF PRUSSIA, Pa. Ultimark Products, which specializes in the acquisition, development and marketing of consumer products, is reviving the Prell shampoo brand with the help of singer/songwriter Alexa Ray Joel.

Joel, daughter of musician Billy Joel and supermodel Christie Brinkley, will be the new face of Prell. In the mid-1980s, Brinkley was advertised as the “Prell Girl.”

The deal marks Joel’s first advertising campaign, which includes the original song “Hideaway,” which she wrote and performed for the commercial.

Ultimark has partnered with The Emerson Group to distribute Prell throughout the United States.

“With Prell Shampoo, Ultimark Products has the opportunity to showcase our expertise in both sales and marketing as we look to refresh this iconic shampoo,” stated Chris Dominello, CEO of Ultimark Products. “Since we announced our plans to use Alexa Ray Joel in our sales and marketing campaign we have already seen growth in the brand.”

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