BEAUTY CARE

Noxzema ‘comes clean’ with new look, ad campaign

BY Antoinette Alexander

MELROSE PARK, Ill. Skin care brand Noxzema has a new look and is celebrating its new clean blemish control formulations, a new campaign and a new brand partner.

As reported earlier this year by Drug Store News, Alberto-Culver, which bought the Noxzema brand from Procter & Gamble in 2008, is giving the line a makeover with several new products and a new, restaged look. New to the nine-SKU portfolio for 2010 are the clean blemish control foaming wash and the clean blemish control daily scrub.

Partnering with Noxzema is New York City-based dermatologist Dr. Hilary Reich. Reich specializes in the treatment of acne for adults and teens, as well as general skin care.

In addition, the brand has unveiled its “Come Clean” ad campaign, which encourages women to fix their problems and not cover them up by flaunting their unblemished skin. The campaign will be complemented with an advertorial program, fearing actress Ginnifer Goodwin. The campaign will debut in July in print and online publications including Allure, Glamour, Self and Lucky.

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Plackers teams up with Oral Health America

BY Antoinette Alexander

SAN DIEGO Plackers, a brand of consumer oral care products, has partnered with Oral Health America, an independent organization dedicated to eliminating oral disease through access, education and advocacy, to donate dental flosses that will reach more than 30,000 children in need through the Smiles Across America program.

Plackers dental flossers will be sent to Oral Health America’s Smiles Across America program partners in Minnesota, Chicago, Denver, Maine, Las Vegas, California, West Virginia, New York City, Pennsylvania, Florida and Dallas, and many other locations via Smiles Across America Product Donation Program distribution channels.

Smiles Across America is a program created by Oral Health America to improve the oral health of elementary students who lack access to routine dental care by supporting oral disease prevention services in school-based or school-linked settings, and demonstrating to communities that oral health is integral to overall health.

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Lo Bosworth joins Nivea’s ‘Good-bye Cellulite’ challenge

BY Antoinette Alexander

WILTON, Conn. Nivea’s “Good-bye Cellulite, Hello Bikini! Challenge,” has tapped “The Hills'” Lo Bosworth, who will participate in the four-week program and document her progress via Twitter.

The program combines fitness, nutrition and skin care with Nivea Good-bye Cellulite products, such as the new Good-bye Cellulite fast acting serum and the Good-bye Cellulite gel-cream, to help visibly reduce the appearance of cellulite and increase bikini confidence.

Bosworth is encouraging women everywhere to join her in the challenge. Women can register to take part in the challenge by visiting www.Niveausa.com/bikini. Her progress will be documented via Twitter at www.twitter.com/lobosworth.

“Nivea is thrilled to have Lo Bosworth join the 2010 Nivea ‘ood-bye Cellulite, Hello Bikini! Challenge,'” stated Nicolas Maurer, VP marketing for Beiersdorf USA. “She is a rising star that women everywhere can relate to. With the help of our unique diet and exercise program and Good-bye Cellulite products, she, along with women across America, can see real results that lead to smooth and beautiful skin.”

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