BEAUTY CARE

JPC sponsors Spring Fest 2011 in Miami

BY Antoinette Alexander

NEW YORK — Ethnic hair care brand Johnson Products is sponsoring this Memorial Day weekend Spring Fest 2011 in Miami and will promote its Ultra Sheen Men product line at the festival.

Known as Radio One’s Annual Birthday Bash, the festival features some of the hottest acts in hip-hop, reggae and R&B. Targeted to the "urban gentleman," defined as a trendsetting man with style and swagger, JPC plans to shine a spotlight on Ultra Sheen Men during Spring Fest 2011 by promoting its products and its "Step Up Your Game" mantra to festival attendees.

"We at Johnson Products Co. are thrilled to support Spring Fest 2011 in Miami this year," stated Robert Hudson, brand manager for JPC. "This partnership reflects our commitment to engage consumers in entertaining and fun environments, and provides an opportunity to introduce our Ultra Sheen Men products to our target audience in a creative and nontraditional way."

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Royal Ahold’s Ross to serve as Avon’s financial chief

BY Antoinette Alexander

NEW YORK — Royal Ahold executive Kimberly Ross is joining beauty company Avon as EVP and CFO, reporting to Andrea Jung, Avon’s chairman and CEO.

Ross currently is EVP and CFO and a member of the executive board of Royal Ahold NV, a Netherlands-based international group with more than 2,970 stores and supermarkets spanning Europe and the United States.

Ross is expected to join Avon in the fall following a required notice period during which she will continue to serve as Royal Ahold’s CFO. At Avon, she will succeed Charles Cramb, who continues to serve as interim CFO in addition to his role as vice chairman of Avon’s developed market group.

Ross joined Royal Ahold in 2001 and advanced through a series of positions in treasury, tax and finance before her appointment as CFO in 2007. Her responsibilities have included driving business and financial performance, as well as direct oversight of strategic business planning, risk management, accounting, tax, treasury, internal controls, investor relations and information technology.

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Bic teams up with House Party to promote women’s disposable razors line

BY Antoinette Alexander

NEW YORK — Bic has teamed up with House Party, a marketing company that specializes in delivering products into the homes of consumers via "party packs," to promote its Bic Soleil women’s disposable razors for summer. Under the partnership, Bic is hosting 1,000 parties across the country in the homes of target consumers on June 4.

House Party owns a proprietary database of nearly 1 million party hosts who come from all corners of the country and all demographics. Through this database, Bic can target the specific consumers it wants to reach. The party hosts then invite 10 to 15 members of their family and friends to their event.

Hosts and guest shares stories and recommendations with their online and offline social networks, so the idea is that a party in 1,000 homes can inspire millions of brand conversations. According to House Party, an in-home engagement with brands leads to significant returns. On average, brands get a 35% lift in favorability, a 34% lift in their intent to recommend and a 31% lift in their intent to purchase, according to House Party. By the end of 2011, House Party expects to exceed 1 million social media photos and 10,000 hours of social media video.

Other companies that have partnered with House Party include Little Debbie, Weight Watchers, Fisher Price, Canon, Smucker’s, Sargento, Oscar Mayer, Febreze and Kraft.

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