BEAUTY CARE

P&G extends Olympic sponsorship to 10 athletes

BY Antoinette Alexander

CINCINNATI Procter & Gamble has extended its series of U.S. Olympic Team athlete marketing alliances to include an additional 10 athletes, the company announced on Thursday.

The marketing alliances will extend through the 2010 Olympic Winter Games in Vancouver and comes on the heels of a September 2009 sponsorship announcement of six U.S. Olympians.

“The addition of these world-class athletes to our current roster further accentuates our commitment to Team USA and the USOC partnership,” stated Kirk Perry, VP North America for P&G. “We are so proud to be affiliated with athletes who are achieving their personal best, while P&G products help them and people around the world achieve their personal best every day.”

U.S. Olympians recently included in the partnership are:

  • Rockne Brubaker: U.S. National Champion, pairs skating
  • JR Celski: World Champion, short track speedskating
  • Julie Chu: ­World Champion, hockey
  • Sasha Cohen: ­U.S. National Champion, Olympic silver medalist, figure skating
  • Chad Hedrick: ­Olympic gold medalist, long track speedskating
  • Nicole Joraanstad: U.S. National Champion, curling
  • Julia Mancuso:­ Olympic gold medalist, alpine skiing
  • Keauna McLaughlin: U.S. National Champion, pairs skating
  • Noelle Pikus-Pace:­ FIBT World Champion, skeleton
  • Seth Wescott:­ Olympic gold medalist, snowboarding (boardercross)

Brubaker, Celski, Chu, Joraanstad, Mancuso, McLaughlin and Wescott are affiliated with Crest; Cohen is affiliated with Pepto; and Hedrick and Pikus-Pace are affiliated with Pampers.

Previously signed athletes include:

  • Allison Baver:­ U.S. National Champion, short track speedskating
  • Tanith Belbin: Olympic silver medalist, ice dancing
  • Vonetta Flowers: Olympic gold medalist, bobsled
  • Lindsey Jacobellis: Olympic silver medalist, snowboarding (boardercross
  • Apolo Ohno:­ Five-time Olympic medalist, short track speedskating
  • Lindsey Vonn: Two-time World Champion, alpine skiing

The athletes will be fully integrated across numerous marketing channels, including advertising, public relations, in-store merchandising, mobile, digital and direct mail. The integration supports the P&G 17-brand marketing partnership with the United States Olympic Committee, across five USOC sponsorship categories for the 2010 Olympic Winter Games and the 2012 Olympic Games.

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CoverGirl launches ‘CoverGirl Clean Makeup for Clean Water’ campaign

BY Antoinette Alexander

HUNT VALLEY, Md. CoverGirl’s Clean brand makeup has partnered with the Children’s Safe Drinking Water program to launch the “CoverGirl Clean Makeup for Clean Water” campaign and has donated $500,000 to the organization.

According to Dr. Greg Allgood, director of CSDW, which is dedicated to addressing the global need for clean, safe drinking water, the donation by CoverGirl will provide 50 million liters of clean water to children in need around the world. The campaign will deliver clean, purified drinking water to needy areas via low-cost PUR packet technology that purifies even heavily contaminated drinking water so it meets World Health Organization standards for safe drinking water.

“Women who use CoverGirl Clean Makeup products value inner as well as outer beauty and are sensitive to the needs in the world,” stated Vince Hudson, marketing director for CoverGirl at Procter & Gamble Beauty. “CoverGirl Clean Makeup transforms you into your most beautiful you without breaking your wallet. The same is true of the CoverGirl Clean Makeup for Clean Water Campaign: It delivers clean drinking water to needy areas around the world, transforming lives for mere pennies a day. It’s a beautiful thing!”

In September, actor Dania Ramirez, the newest spokesmodel for CoverGirl and the face of CoverGirl Clean Makeup’s new Sensitive Skin formula, returned to her native Dominican Republic to help deliver a year’s supply of clean drinking water to villages in need as part of the campaign.

“I was thrilled to be back in my home country to help CoverGirl deliver clean drinking water,” stated Ramirez. “I know firsthand that a shortage of safe drinking water can be a matter of life or death. When I was growing up, at times we had to boil our water before drinking it so we didn?t get sick or worse.”

In the Dominican Republic, Ramirez and CoverGirl joined forces with CSDW and Population Services International, an organization that works in partnership with CSDW across Latin America and helped facilitate the delivery of clean drinking water in the Dominican Republic for the CoverGirl Clean Makeup for Clean Water Campaign.

CoverGirl also is making it possible for consumers to join the global effort. Consumers can now enter an online contest by submitting a short video explaining how they give back to make the world a better place and why this makes them beautiful inside and out. For each entry received, CoverGirl will provide one week’s worth of clean drinking water to a child in need.

Entrants also have a chance to win a humanitarian trip to Africa as part of the next Clean Makeup for Clean Water mission. For more information, visit www.covergirl.com/cleanforclean.

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Neutrogena names winner of Facebook contest

BY Antoinette Alexander

LOS ANGELES Neutrogena Cosmetics has announced the grand-prize winner of its “Flaunt Your Inner Celebrity” Facebook contest.

Rosanna Scali, of Howell, N.J., was treated to a celebrity-style getaway in New York City for a makeover session with Neutrogena Cosmetics Celebrity Make-Up Artist Matin and a professional photo shoot with photographer Wally Shaykhoun.

In her winning essay, Scali described her long hours as an emergency veterinarian and her “pajama style uniform” as reasons why she needed help finding her inner celebrity.

“As an artist I believe foundation is the most important step in achieving a fresh-faced look,” stated Matin. “I was excited to give Rosanna a well-deserved makeover and teach her how to accentuate her natural beauty by creating the perfect canvas.”

Last fall, hundreds of beauty mavens nationwide explained why they deserved to flaunt their inner celebrity via the Neutrogena Cosmetics Page on Facebook. The top 10 first-prize winners also received a Neutrogena Cosmetics prize package worth $250.

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