BEAUTY CARE

P&G warns of upcoming price hike

BY Alaric DeArment

CINCINNATI Rising prices for raw materials will soon affect consumers who buy Procter & Gamble products.

Home-care products, such as air-fresheners and cleaning detergents, will experience wholesale price increases ranging from 2 to 10 percent. Affected products include Dawn and Cascade dish detergents, Mr. Clean cleaning solution and Febreze air-freshening spray.

Hair-care products will experience a similar increase, while soaps and deodorants will increase in price by about 13 percent. Fabric softeners will have increases of 3 to 10 percent, while shaving gels and foam will increase by around 10 percent.

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Keyshia Cole signed as face of Smooth Touch styling products

BY Antoinette Alexander

NEW YORK Ethnic hair care company Luster Products has signed R&B singer, songwriter and producer Keyshia Cole to be the face of Luster’s Pink Brand Smooth Touch.

Launching the new ad campaign, “Get Used to the Attention,” the company was looking for a spokesperson that exhibited the genuineness and authenticity that mirrored the mindset of today’s young, urban consumer as trendsetter, social networker and entertainment seeker.

Matlock Advertising & Public Relations is Luster’s agency of record for integrated marketing and strategic branding.

“We share with Matlock that we wanted a spokesperson that felt like, looked like and engaged the emotional touch points of the target. Through our efforts and understanding of the target audience, they brought us a spokesperson that definitely adds a ‘smooth touch’ to our positioning and marketing initiatives,” stated Luster’s director of marketing Brenda Turner.

On the market for nearly 10 years, Smooth Touch is getting a new look that includes integrating Cole on product packaging and advertising. In stores this summer will be Luster’s Pink Brand Smooth Touch relaxer system, styling and maintenance products.

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Gillette entering men’s hair care market

BY Antoinette Alexander

CINCINNATI Building on its brand equity and leveraging Procter & Gamble’s hair care expertise, Gillette is entering the men’s hair care segment with a seven-SKU line just for him, the company announced at National Association of Chain Drug Stores Marketplace in San Diego.

Gillette expects the line to hit $70 million in the first year and $200 million over the next five or so years.

The company believes that Gillette’s brand equity among men coupled with men’s increasing interest in health and beauty products will spell success for the launch.

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