BEAUTY CARE

Living Proof names CEO

BY Antoinette Alexander

CAMBRIDGE, Mass. — Beauty company Living Proof has announced the appointment of Jill Beraud as CEO, effective Jan. 9.

As chief marketing officer of Victoria’s Secret for 13 years, Beraud played a strategic role in building the business into a powerhouse brand. She also served as EVP marketing for Limited Brands’ broader portfolio of specialty brands, including Bath & Body Works, C.O. Bigelow, Express, Henri Bendel, and Limited Stores. Most recently, Beraud was president of Starbucks/Lipton Joint Ventures and global chief marketing officer of PepsiCo. Beraud began her career at Procter & Gamble.

“I couldn’t resist an opportunity to work with some of the most decorated scientists in the world who are creating truly, transformative beauty solutions,” Beraud said. “Throughout my career, I’ve always had a passion for redefining women’s experiences in the multichannel retail space, whether in fashion and beauty or food and beverage. This is a chance to take it to the next level. I am looking forward to developing this brand and business to its full potential and introducing women around the world to Living Proof.”

“Jill’s track record of innovative marketing, retail expertise and business leadership makes her the perfect leader to grow a disruptive brand and business like Living Proof,” stated Jon Flint, chairman and co-founder of Living Proof and a founding partner of Polaris Venture Partners. “We at Polaris co-founded Living Proof with Bob Langer, MIT Institute professor, to solve consumers’ toughest beauty challenges by applying advanced technologies that we use in our biotech and drug delivery companies. We have succeeded in creating breakthrough products that live up to that promise and deliver ‘truth’, rather than the usual ‘hope’, in a bottle. Now it is time for us to build the brand even further and accelerate our growth under Jill’s creative and strategic leadership.”

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P&G underscores ‘Have You Tried This Yet?’ with BrandSampler, eSaver

BY Allison Cerra

CINCINNATI — Procter & Gamble is emphasizing its "Have You Tried This Yet?" campaign by offering consumers two new ways to test out P&G brands.

P&G is encouraging consumers to sign up for BrandSampler on the Have You Tried This Yet? website, where shoppers can gain samples of the campaign’s latest product innovations, including Crest 3D White Strips and Herbal Essences Touchably Smooth, and also opt-in to receive coupons for other P&G brands as well. In addition to the BrandSampler, P&G also is offering its eSaver, through which consumers can download coupons totaling more than $54 in savings with their own online shopper card.

In related news, P&G has tapped "Mythbusters" host Kari Byron to create unique brand demonstration videos for the "Have You Tried This Yet?" program to help bring to life the everyday science behind some of the campaign’s participating brands.

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Remington launches mobile e-commerce site

BY Antoinette Alexander

MADISON, Wis. — Remington, a maker of men’s and women’s grooming and styling products, has introduced a mobile site designed to enhance consumers’ shopping experience, just in time for the holiday shopping season.

Consumers now are able to easily access a mobile-optimized Remingtonproducts.com from their smartphones, in addition to traditional online shopping or visiting one of the brand’s mass retailers.

For the first time ever, mobile access to the Web exceeded desktop-computer based access and by 2015, U.S. mobile commerce sales are expected to hit $31 billion, the company stated. Even in the instance where purchases are not made, consumers are increasingly using their mobile phones to do research both at shelf and on the go.

"The mobile segment is exploding and we wanted to provide our consumers with the resources to make the most informed purchasing decisions possible," stated Ryan Koechel, Remington’s e-commerce manager.

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