BEAUTY CARE

Not Your Mother’s bolstering distribution by 7,500-plus retail outlets

BY Antoinette Alexander

TAMPA, Fla. — Hair care brand Not Your Mother’s has announced that it is adding more than 7,500 new retail outlets to its distribution in January.

Come 2012, the collection will expand distribution to CVS, Target, Supervalu (Jewel Osco, Shaws, Cub Foods), H-E-B, Duane Reade, Shopko and Soap.com. The line currently is available in 1,500 Walmart stores and all Ulta stores, as well as in Harris Teeter, Albertsons LLC, Lowes Foods, Schnucks, Hi-School Pharmacy, Navarro Discount Pharmacy, Dierbergs, Acme Fresh Markets and Bag N Save stores. The line also is sold on Drugstore.com, SalonSavings.com and Ulta.com, and in more than 100 college and university bookstores.

“In addition to our current retail mix, we are bringing in 6,200 CVS locations; 500 Supervalu stores, including Jewel Osco, Shaws and Cub Foods; 300 H-E-B stores; 258 Duane Reade stores; 134 Shopko stores; Soap.com and select Target stores by the first quarter of 2012,” stated Michele Sherbet, Not Your Mother’s brand manager and VP sales. “The retailers are excited to bring in this fresh, exciting line of products their customers have been asking for.”

Not Your Mother’s launched in 2010 and is a Tampa, Fla.-based company under Demert Brands. The brand’s signature eye-catching packaging and quirky product names, coupled with high-performing formulas and a strong sales and marketing campaign, have proven successful.

Not Your Mother’s current product lineup includes nine SKUs: All Eyes On Me (a shape and shine hairspray), She’s A Tease (a volumizing hairspray), Beat The Heat (a thermal styling shield spray), Smooth Moves (a frizz control hair cream), Kinky Moves (a curl defining hair cream), Beach Babe (a texturizing sea salt spray), Girl Powder (a volumizing hair powder), Clean Freak (a dry shampoo) and Rise & Shine (a light shine mist). An additional four SKUs are launching in first quarter 2012. The suggested retail price for each product is $6.

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BRUT once again teams up with footballer Joe Namath for BNN episode

BY Antoinette Alexander

NEW YORK — The men’s brand BRUT, which is distributed by Idelle Labs, a division of Helen of Troy, has teamed up with Hall of Fame footballer Joe Namath for an "Interview with a Legend," a digital video appearing on the brand’s Facebook channel, the BRUT News Network.

More than 25 years have passed since Namath’s last commercial for the brand. This time, the retired Super Bowl III MVP turns on his "Broadway Joe" charm through a different media platform, the BNN. This digital media platform, created by BRUT, features the latest Internet videos, along with commentary on hot topics and discussions via two "guys’ guys" hosts in their garage-turned-studio.

For "Interview with a Legend," Namath discusses all things football, including the recent fines for excessive contact, favorite career memories, the differences between today’s sport and the games of the past, and predictions of how the NFL may change in the future.

"We are thrilled to work with the legendary Joe Namath again," stated Rick Cutler, director of marketing at Idelle Labs. "As one of our original [spokesmen], it is exciting to now integrate him into our social media efforts. Since the beginning of our partnership, he has truly represented BRUT’s positioning as the ‘Essence of Man.’"

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Fixodent promotes confidence among denture wearers with ’12-hour hold challenge’

BY Antoinette Alexander

CINCINNATI — Denture adhesive Fixodent, a Procter & Gamble brand, is putting consumers to the test with the Fixodent "12-hour hold challenge," which kicked off at the end of August and runs through June 30, 2012.

Fixodent is encouraging consumers to submit written testimonials sharing their own personal denture challenges. By registering at DentureLiving.com and entering their Fixodent challenge statement, registrants are considered for free product samples and entered for a chance to win one monthly $500 giveaway or one grand prize of $5,000.

“Our primary goal, as the No. 1 dentist-recommended brand, has always been to ensure our customers can live with confidence,” P&G/Fixodent brand manger Lloyd Lorenzsonn said. “We have always prided ourselves on the Fixodent 12-hour hold money back guarantee, which gives denture wearers more confidence to go about their day with normal activities like eating and smiling.”

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