BEAUTY CARE

Orabrush gains distribution at Target

BY Antoinette Alexander

PROVO, Utah — Oral care company Orabrush has announced Target as the most recent retailer to carry its patented tongue cleaner and tongue foam nationwide. Orabrush’s oral care products are sold in more than 30,000 retail stores worldwide.

Orabrush’s tongue cleaner features individual, ultra-soft bristles that are designed to reach deep into the uneven crevices of the tongue to loosen bad-breath-causing bacteria, as well as a scraper that removes the bacteria and residue from the tongue.

Designed to complement the cleaner and maximize cleaning, the Orabrush tongue foam is armed with seven all-natural enzymes that are designed to eliminate the bacteria responsible for bad breath while strengthening the mouth’s natural defenses.

“To have one of the nation’s leading retailers on board is a huge milestone for Orabrush,” stated Jeff Davis, CEO of Orabrush. “Together, the Orabrush tongue cleaner and tongue foam form the world’s best bad breath-busting system, and with this expanded retail presence, we have further cemented our pole position as the world’s No. 1 tongue cleaner.”

Orabrush’s line of oral care products has achieved national distribution thanks to the company’s “reverse marketing model” on YouTube, which delivers high levels of awareness online to drive retail sales. With more than 50 million views, Orabrush became one of the top subscribed sponsor channels on YouTube, just behind brands like Apple and Old Spice.
 

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BEAUTY CARE

Calgon taps actress Sarah Hyland as the face of its new Heart Calgon collection

BY Antoinette Alexander

BALTIMORE, Md. — Bath and beauty brand Calgon has developed a new collection of bath and body care products geared toward younger women that will feature “Modern Family” actress Sarah Hyland as the face of the new collection.

Heart Calgon is currently available at select Walgreens locations and will launch nationally at food, drug and mass locations this spring. It features four fragrances, each with its own body mist, shimmer mist, body lotion and exfoliating body wash. The four fragrances, which were developed with the target demographic in mind, include Fresh Start, Sweet Crush, Rock Steady and Hot Date.

A multimedia campaign will kick off this spring, highlighting Hyland in a series of online videos as she encompasses the personalities of individual fragrances from the dream spirit of Fresh Start to the Sweet Crush girl-next-door. These vignettes will live on the brand’s Web site at the hub of the campaign, as well as on the brand’s social media sites. A print campaign also will debut later in the spring.
 

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Maybelline New York launches fashion, makeup blog

BY Antoinette Alexander

NEW YORK — Maybelline New York has introduced the brand’s first monthly fashion and makeup blog, dubbed City.

Beginning in March, City will bring monthly issues to readers throughout the year. The theme for March is “March to Your Own Beat,” and it provides tips and features on creating beauty and fashion looks. In addition, viewers can peek behind-the-scenes at the Mercedes Benz Fashion Week New York and learn about top trends from the season. Visitors also will have access to instructional beauty videos from this season of NBC’s “Fashion Star.”

The core City team members include Maybelline New York spokesmodel, designer and stylist Erin Wasson. makeup artist Gabriel Almodovar and NBC “Fashion Star” host Louise Roe. They will lead the conversation by sharing personal insights on style and makeup.

“Maybelline New York is not only continuously on the cutting edge of beauty’s emerging technologies and top trends, but it also retains a deep understanding of how the amplification of current and relevant topics fuel social media conversation,” stated Carolyn Holba, SVP of Maybelline. “With the launch of City, we can now broaden the scope of that conversation to include input from experts who share the brand’s spirit and energy while we deliver content in an approachable yet aspirational way. This is the essence of Maybelline New York.”
 

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