Pert Plus attempts Guinness World Record with ‘2-in-1’ event
PHOENIX Looking to promote its new Pert Plus for Men line launched this year, Innovative Brands recently held a marketing event at Six Flags Great America and Hurricane Harbor in Gurnee, Ill., that earned them recognition by the Guinness World Records.
In an effort to claim two Guinness World Records for the “World’s Largest Shower” and the “Most People Showering Simultaneously at a Single Venue,” Pert Plus invited 145 people to shower in a 4,000-sq.-ft. shower at Six Flags Great America and Hurricane Harbor. The attempt, held on July 9, has been approved as a success by Guinness World Records, the company stated.
To earn the largest shower record, Pert Plus built a 4,000-sq.-ft. custom shower structure that measured 100 feet long and 40 feet wide. The previous record holders for the world’s largest shower were Ludacris and Tommy Lee, who set the record in 2008 during the show “Battleground Earth.” There was no previous record holder for the most people showering simultaneously.
Stern gets fresh with Binaca
LOS ANGELES Breath freshener Binaca, which is distributed by oral care company Dr. Fresh Inc., has turned to the “shock jock” Howard Stern to help promote the brand.
Beginning in September, Binaca will launch a year-long ad campaign on “Howard Stern 100 Morning Replay.” Live and pre-recorded spots will air Monday through Friday between noon and 10 p.m. EST on the show, which is syndicated by the Sirius Satellite Radio and estimated to reach nearly 3.8 million unduplicated listeners weekly.
Stern, known for his no holds-barred approach to talk radio, was in 2006 named one of “100 most influential people in the world” by Time magazine.
“The Stern campaign is part of our efforts to introduce a cutting edge new version of a brand that has always defined the breath freshener category,” stated Daniel Enriquez, VP sales and marketing for Dr. Fresh, which acquired the Binaca brand in late 2008. “Binaca is not afraid of irreverence and humor, and we can?t wait to see what Howard comes up with in his daily riffs.”
Enriquez notes that Stern’s longstanding side kick, Baba Booey (the show’s producer Gary Dell’ Abate) is often maligned on the air for his purported bad breath.
The campaign will also feature several $500 cash giveaway promotions during the year.
Survey finds women won’t cut corners when it comes to beauty
NEW YORK Despite the challenging economy, beauty mavens aren’t about to give up their favorite beauty products, according to an international usage survey recently commissioned by L’Oreal.
The Beauty Barometer survey asked 4,000 women in the United States and four European countries about their cosmetic products and usage.
Based on the findings, 9-out-of-10 women in the United States and Europe reported no change in makeup usage. When it comes to saving money on their hair, most U.S. women surveyed (63%) stated that they have not cut their hair to make it less expensive to maintain.
The study also revealed that women have changed the shades they purchase to be more “natural.”
- Nearly half of U.S. women surveyed believe wearing makeup gives them an advantage at work and makes them feel more in control.
- Four-out-of-10 U.S. women are wearing more neutral shades and a more natural makeup style than before the recession.
- The majority of women surveyed believe wearing makeup makes them feel more self confident, and even more believe that wearing makeup improves their self image (82% and 86%, respectively).