BEAUTY CARE

Jennifer Lopez named Gillette Venus’ first-ever brand ambassador

BY Antoinette Alexander

NEW YORK — Gillette Venus has selected actress, singer and "American Idol" judge Jennifer Lopez to be its first-ever global ambassador, appearing in all elements of the brand’s 2011 marketing campaign and supporting the total brand portfolio.

Aside from TV and print ads, public relations, digital, social media and in-store communications, the campaign also includes Lopez’s exclusive remake of the iconic "Venus" song, plus the launch of a new philanthropic effort dedicated to empowering women through education.

"Jennifer is a Venus goddess in every sense of the word. Our brand celebrates the multidimensionality of women, and no one embodies that more than her," stated Sonia Fife, GM of Global Venus for P&G Beauty. "You’re not just a goddess in the big moments in life, but in the little ones, too. Jennifer shared much of her personal experience as part of this campaign, and she’s every bit a goddess relaxing at home with her children, or performing on stage, showing off those rock star legs."

The newly established Venus Goddess Fund for Education will carry the brand’s "goddess" message to a new level by enabling global educational opportunities for women through a partnership with organizations, such as CARE International, the Step Up Women’s Network and Lopez’s own Maribel Foundation. The Maribel Foundation, founded by Lopez and her sister, Lydia, is dedicated to improving the health and well-being of women and children, including raising the level of medical care available to them.

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Walgreens helps customers find ‘beauty within’

BY Michael Johnsen

DEERFIELD, Ill. — Walgreens entered the digital beauty space with a new, interactive website aimed at finding real solutions to real makeup, hair and fashion dilemmas.

Walgreens.com/BeautyWithin offers step-by-step advice from beauty pros. Visitors to Beauty Within will find video episodes highlighting everyday women and their personal beauty challenges. In addition, the site offers deals and product information about featured beauty brands, as well as a beauty blog with tips and trends on such topics as proper makeup hygiene and caring for tools.

"Beauty is one of the top categories searched and reviewed on Walgreens.com," stated Shannon Petree, Walgreens divisional VP and general merchandise manager for beauty. "This new site plays up on the fun factor and excitement surrounding beauty, and allows us another way to connect with our customer to help her quickly find real and sensible solutions."

The site will address an array of topics, from an avid runner’s last-minute makeover before a philanthropic fundraiser to moisturizers to help a woman turning 50 years old, as well as earth-friendly products for eco-conscious beauties.

Beauty advisers, along with host Jennifer Dorogi, will help transform the women using a wide variety of products found at Walgreens. Dorogi is a beauty expert who has worked as a contributing writer and correspondent for “Extra,” “Good Day LA” and the TV Guide Channel. Celebrity hair stylist and professional makeup artists also may be on hand to offer advice on products and usage, the retailer noted.

"With help from our featured beauty pros, our real beauties will feel confident about recreating and enjoying their new look," Petree said.

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P&G supports NFL Play 60

BY Allison Cerra

CINCINNATI — As an official sponsor of the National Football League, Procter & Gamble has donated $300,000 to the NFL’s campaign to fight childhood obesity and promote health and wellness among kids nationwide.

Through P&G’s donation, NFL Play 60 has allowed the league to create health centers, rehab playgrounds, purchase sports equipment and help thousands of children lead happier, healthier lives, according to the company.

"P&G is proud to have provided season-long support of NFL Play 60 to help thousands of kids lead happier, healthier lives," said Anne Westbrook, corporate communications leader, U.S. sports marketing at P&G. "P&G’s mission is to touch and improve the lives of our consumers, which is why fighting childhood obesity, which affects one-third of our nation’s children, is so important to us."

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