BEAUTY CARE

P&G turns to YouTube for new Crest slogan

BY Alaric DeArment

NEW YORK Procter & Gamble is hitting YouTube in search of a new slogan to market the new Wintergreen Ice flavor of its Crest Whitening Expressions toothpaste.

Since 2003, P&G has used celebrity chef Emeril Lagasse’s “Bam!” catch phrase, but it will allow users to submit videos for a new slogan between Sept. 15 and Oct. 17 by saying what they think of the brand using 10 words or fewer.

The winning phrase will be used in TV spots for the new flavor, which replaces Lemon Ice.

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BEAUTY CARE

Ascendia files for bankruptcy, Scheyer resigns

BY Antoinette Alexander

HAMILTON, N.J. Ascendia Brands, a maker of branded bath, health and beauty care products, has filed for bankruptcy protection under Chapter 11 and expects to sell the business before Sept. 30.

In addition, Steven Scheyer has resigned as president and chief executive officer of the company and as a member of Ascendia’s board. The company has appointed Douglas Booth, a partner in financial advisory firm Carl Marks Advisory Group, as chief restructuring officer. Marks will have overall responsibility for finance, sales, marketing and operations and will also oversee negotiations regarding a sale of the company.

Ascendia has entered an agreement with its senior secured lenders to provide a debtor-in-possession financing facility and plans to continue to operate in the ordinary course pending a sale. It is in discussions with prospective buyers and expects to complete a sale before Sept. 30.

The company’s decision to file for bankruptcy is a result of financial pressures from tightening credit markets, a strain on material flows and the liquidity impact associated with the Healing Garden brand re-launch.

“While many of Ascendia’s core brands have a very successful 50-year heritage and serve an important market niche, we have recently faced considerable challenges. After careful analysis, the decision was made to restructure the business through a Chapter 11 filing in order to streamline operations, refocus on our core profitable products and sell the company in order to better position the business for the future,” stated Booth.

The company plans to discontinue unprofitable products in order to focus on strong brands and high margin products within those brands and consolidate distribution centers.

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Tom’s debuts aluminum-free deodorants

BY Antoinette Alexander

KENNEBUNK Tom’s of Maine, a maker of natural personal care products, has announced the launch of its new line of Sensitive Care aluminum-free deodorants:

Bay-Lime, Cucumber-Grapefruit and Fragrance-Free. The products are Kosher and Halal certified.

The company uses an environmentally friendly method called supercritical extraction to draw out the most effective elements from hops, which inhibit the growth of odor-causing bacteria and prevent odor naturally. The chamomile is extracted in a similar way and is used to soothe sensitive skin. According to the company, supercritical extraction does not generate chemical waste.

Tom’s of Maine products and packaging are designed to be sustainable and recyclable. Each year, the company uses packaging made of 100 percent recycled paperboard.

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