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Kmart targets Hispanic moms with online ‘telenovela’ series

BY Alaric DeArment

HOFFMAN ESTATES, Ill. — A new video series by Kmart seeks to reach out to Hispanic moms.

The mass merchandise chain announced Wednesday the launch of "Madres y Comadres," a series of eight Spanish-language videos on YouTube about two Hispanic mothers who work to remain true to their identity while living in the United States. The series is designed as a mock "telenovela" that uses humor and emotion to tap into the challenges that Hispanic women and their families face.

"Kmart is a heritage brand with a rich history in America," Kmart chief marketing officer Mark Snyder said. "We’re passionate about the diversity of our customer base and excited about the opportunity to speak directly with our Hispanic customers while celebrating their culture and traditions. The first episode of ‘Madres y Comadres’ launched this month, just in time for back-to-school, and aligns with the recently launched Latina Smart Facebook page, allowing Kmart to develop a deeper relationship with Hispanic women who are both tech savvy, yet underserved from a content perspective."

The launch of the series comes soon after the launch by parent company Sears Holdings of SearsLatino, a social networking initiative that includes pages on Facebook and Twitter and targets customers in the United States as well as in Latin America.

The YouTube page for "Madres y Comadres" is available at YouTube.com/MadresyComadres.

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CVS/pharmacy officially introduces new exclusive beauty brand Nuance Salma Hayek

BY Antoinette Alexander

WOONSOCKET, R.I. — CVS/pharmacy officially has announced the launch of its exclusive beauty collection, Nuance Salma Hayek, developed in partnership with actress Salma Hayek.

The collection is comprised of more than 100 products within four categories — skin care, cosmetics, hair care and body — and is available only at CVS/pharmacy locations nationwide and online at CVS.com/NuanceSalmaHayek. Prices range between $2.99 and $19.99.

As reported by Drug Store News in May, Hayek’s grandmother, a cosmetologist who developed her own homemade beauty remedies, inspired the Nuance Salma Hayek line. An embodiment of her family heritage, the products in the Nuance Salma Hayek line represent the fusion of proprietary formulations and personal beauty rituals passed down from generations.

Hayek’s own beauty rituals, as well as her global travels, inspired each product in the line. Many ingredients, such as tepezcohuite, blue agave, prickly pear and lime enzyme, are being used in exclusive beauty formulas available to the mass market for the first time. Hayek tested every product in the line, partnering with formulators to ensure the results. 

"CVS/pharmacy’s leadership in beauty for the past decade has been demonstrated by a long list of first-to-market innovations for our beauty customers," stated Mike Bloom, EVP merchandising and supply chain for CVS/pharmacy. "Our partnership with Salma Hayek in creating a premium beauty line that is accessible to all women takes our beauty leadership and innovation to the next level. We are proud to introduce this highly anticipated line, Nuance Salma Hayek, exclusively to CVS/pharmacy customers."

The line includes:

  • Nuance Salma Hayek Skincare: Nuance Salma Hayek Skincare products are formulated with natural fruit extracts and essential oils to address multiple skin care concerns like aging, loss of hydration, and uneven tone and texture.
  • Nuance Salma Hayek Cosmetics: Nuance Salma Hayek Cosmetics include a full line of products for face, eyes and lips in a palette of shades.
  • Nuance Salma Hayek Hair Care: Nuance Salma Hayek Hair Care products address the needs of all hair types with formulations for fine, dry and chemically treated hair. The line includes treatments that nourish, style and help protect hair; and
  • Nuance Salma Hayek Body: Nuance Salma Hayek Body treatments combine botanicals and natural fruit extracts to help create more youthful, hydrated and radiant-looking skin.

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LeBron James and PureBrands introduce Sheets kiosks in New York, Florida markets

BY Michael Johnsen

NEW YORK — PureBrands on Tuesday announced the introduction of Sheets-branded automated kiosks that will be placed in high-profile areas across the country, including malls, office buildings, stadiums and arenas in New York, New Jersey, Connecticut and Florida.

The kiosks will feature Sheets Energy Strips, a brand promoted by the NBA’s LeBron James, as well as Sheets-branded hats and t-shirts. The kiosks also will feature two plasma screens embedded in the machine that allows for messaging to change daily.

“We are always looking for unique ways to break through the clutter of traditional marketing campaigns,” stated Warren Struhl, CEO of PureBrands. "Sheets are all about convenience and simplicity. … Automated kiosks are the perfect way for us to increase awareness of the brand and make it easier for anyone to ‘Take a Sheet’ on-the-go.”

In the initial phase of its program, the company has received significant interest from additional vending operators who have requested that Sheets be included in their machines, the company stated.

Last month, Sheets announced a partnership with Budget Rent a Car of Atlanta and Wrap Media Group that will wrap rental vehicles with Sheets Brand Energy Strips branding. Renters are able to get a significant discount when driving a sponsored vehicle.

Sheets Energy Strips were launched in June and are available nationwide. The brand is being supported by a marketing campaign featuring co-founder LeBron James along with partners Amar’e Stoudemire, Pitbull, Drake and Ray Rice.

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