Newhall Laboratories on track to reinvigorate classic personal care brands
STAMFORD, Conn. — Newhall Labs, a recently formed company that is working to acquire and reinvigorate classic personal care and beauty brands, is giving such brands as L.A. Looks; Soft & Dri; Dep; Thicker, Fuller Hair; and La Bella a makeover.
Newhall’s brand renovation effort kicked off with a complete refreshing of the websites for Soft & Dri; L.A. Looks; Dep; Thicker, Fuller Hair; Zero Frizz; Pure & Natural and La Bella with contemporary looks and easy navigation. Some of these websites are now standalone sites for the first time ever.
Other initiatives include launching new products in North America for Soft & Dri, consumer promotions for L.A. Looks, a Hispanic marketing plan for the La Bella beauty brand, and social media development for L.A. Looks and La Bella.
The company is headed by Jon Achenbaum, most recently SVP global diabetes care at Bayer, who also held senior U.S. and global posts at Unilever and Helene Curtis over a 30-year career. Helming marketing is Jocelyn Riddle, who headed the reinvigoration of Luden’s and Chloraseptic for Prestige Brands, directed the launch of Almay Intense Eye Color for Revlon, held account-side posts at Grey Advertising and Publicis, and cut her retail-management teeth at Macy’s Herald Square.
“We are brand fans at heart, so Newhall gives us the opportunity to do what we love and excel at,” stated Achenbaum, the company’s CEO. “The brands under our growing umbrella are distinct on their own, but share lots in common. They have strong name-recognition and trust, long-proven efficacy, a remarkably loyal user base and maintained solid distribution without strong marketing support or recent new product innovation. The upside is exciting.”
Revlon brand ambassador Olivia Wilde co-hosts Revlon SoulCycle Ride
NEW YORK — Revlon brand ambassador Olivia Wilde recently co-hosted a SoulCycle ride in New York City to benefit the EIF Revlon Run/Walk for Women and celebrate the launch of Revlon Brilliant Strength Nail Enamel.
(Photo Credit: Photo by Marion Curtis, Starpix; courtesy of Revlon)
Also hosting the East Coast vs. West Coast SoulCycle ride, which was held on April 5, was Revlon artistic director Gucci Westman.
Revlon donated $100 for every person who joined in on the ride, with the East and West Coast working together to raise money for the cause.
La Roche-Posay introduces ‘Dermatologist from the Heart’ program
NEW YORK — La Roche-Posay has announced the launch of its “Dermatologist from the Heart” program in the United States, which aims to support initiatives designed to enhance the quality of life for patients.
Through the launch of this vital program, the La Fondation La Roche-Posay will further its goal of making the skills, knowledge and expertise of dermatologists available to the broader public. The “Dermatologist from the Heart” initiative will award a grant to the most compassionate project spearheaded by dermatologists that seek to enhance patients’ quality of life. In order to be considered, the brand stated that entrants must submit a grant proposal to the La Fondation La Roche-Posay outlining their project, which should fall under one of the following five categories:
- Information and prevention (e.g., information workshops, disease-prevention advice, school initiatives, screening campaigns) ;
- Health professional training (e.g., nurses, dermatologists, other doctors/professionals);
- Advice and support (e.g., psychological support for patients and those around them, helping patients to accept their illness, lifestyle advice, improving self-esteem);
- Improving social integration (e.g., makeup workshops, behavioral therapies, activities for children with skin diseases, group support sessions); and
- Improving access to healthcare (e.g., free screenings/consultations, physician’s visits, consultations in remote areas).
A five-member panel will then assess each submission and award a winner based on the proposal’s originality, creativity, impact on patients’ quality of life, method and feasibility. The winner will receive $10,000 to support carrying out the proposed project.
Committed to working alongside dermatologists, La Roche-Posay created its namesake foundation in 1995 to encourage dermatological research in the fields of clinical medicine, biology and pharmacology. The “Dermatologist from the Heart” program is the latest initiative to join the La Fondation La Roche-Posay’s several other global community-oriented programs, which include the Atopy Schools initiative that helps atopic dermatitis patients and their families face the challenges of the disease, as well as the Corrective Makeup Workshops, which are devoted to instilling self-confidence in patients suffering from skin lesions.
Applications for the 2014 “Dermatologist from the Heart” program are due by Sept. 1, 2013. Winners will be announced at the awards ceremony held at the American Society for Dermatologic Surgery annual meeting in October.