Maybelline New York encourages customers to ‘Be Sensational and Win’
NEW YORK Maybelline New York has partnered with CVS/pharmacy for the “Chicago” “Be Sensational and Win” contest.
Between March 15 and April 15 consumers can log onto the micro-site www.besensationalandwin.com for a chance to win a walk-on role in the Broadway production of “Chicago.” Contestants must perform their favorite song from Broadway musical “Chicago” and download the audition video for a chance to win. Live auditions will take place on March 22 at the Ambassador Theatre in New York, home to “Chicago.” There at the 42nd Street CVS/pharmacy, Maybelline New York makeup artists will be on hand to help contestants and consumers get Broadway-ready with mini-makeovers. They also can receive CVS/pharmacy coupons for discounts on Maybelline New York products.
The walk-on role will include lines depending on the winner’s ability, singing and dancing. The winner also receives a trip for two to New York City, a makeup kit from Maybelline New York a CVS/pharmacy gift card valued at $100 and more. Public online voting takes place from April 19 to May 7. Voters can also win prizes.
During the month of April, Maybelline New York will support the contest through in-store displays in more than 7,000 CVS/pharmacy locations featuring Lash Stiletto mascara and new Color Sensational lip color.
“CVS/pharmacy is thrilled to be the retail partner for the Maybelline ‘Be Sensational and Win’ program,” stated Cheryl Mahoney, VP beauty at CVS/pharmacy. “We applaud Maybelline for giving beauty consumers a fresh and fun way to experience the Maybelline New York brand.”
Got2b gives products a new look
NEW YORK Hair care brand got2b has a new look that consumers will see on store shelves beginning this month.
The core line along with signature lines — smooth operator, fat-tastic, guardian angel, 2sexy and glued — now have a unified, modern look. Each mousse and spray will have a similar shape and look, no matter the line, so that the brand is instantly recognizable.
In addition, each product is now packaged in brushed silver canisters for a more unified effect.
Helen of Troy acquires Pert Plus, Sure brands
EL PASO, Texas Helen of Troy has reached an agreement to acquire the Pert Plus hair care and Sure antiperspirant and deodorant businesses from Innovative Brands.
Terms of the deal were not disclosed. The acquisition is expected to close at the end of this month.
Innovative Brands, which is a portfolio company of private investment firm Najafi Cos., acquired the Pert Plus and Sure brands from Procter & Gamble in 2006.
“We are very pleased to acquire the Pert Plus and Sure brands from Innovative Brands. We have a growing position in hair care styling and personal grooming with our innovative appliance and accessory businesses and adding Pert Plus and Sure will enhance our role as a comprehensive provider of solutions for our hair care and personal grooming consumers and styling professionals,” stated Gerald Rubin, chairman, CEO and president of Helen of Troy.
Rubin stated that the Pert Plus and Sure brands will be integrated into its Idelle Labs division, which markets and manages its hair and skin care products. Consumer product brands currently sold by Idelle Labs include Infusium 23, which it acquired from P&G in March 2009; Brut; Vitalis; Final Net; Sea Breeze and Condition 3-in-1.
Helen of Troy expects the Pert Plus and Sure brands to generate roughly $65 million in annual sales for the Idelle Labs division and to be accretive upon integration.
Rubin noted that Helen of Troy will “continue to pursue similar acquisitions that can be integrated into Helen of Troy and provide accretive earnings to our shareholders.”