BEAUTY CARE

P&G’s beauty, grooming business touts new website as ‘style source’

BY Allison Cerra

CINCINNATI — A personalized website that brings together beauty and fashion has debuted from Procter & Gamble’s beauty and grooming business.

StyleUnited, which is in partnership with website ShopStyle, is designed to help women achieve their best head-to-toe style, P&G said. The beta site features personal consultations, curated content and a peer community for tips and recommendations, including:

  • Under the direction of editor-in-chief Margit Detweiler, the site features hundreds of articles, slideshows, blog posts and how-to videos from P&G and industry experts, including influential stylists, bloggers and online editors;

  • Style 360, a diagnostic tool that is designed to understand women’s unique skin care, hair care, cosmetics and fashion needs;

  • One-on-one live consultations with professional beauty consultants provide consumers with real time recommendations and advice;

  • Fashion content from hundreds of online retailers is integrated and recommended throughout the experience via ShopStyle.com; and

  • Social media attributes, including Facebook and Twitter.

"P&G beauty and grooming fosters relationships with many leading influencers and visionaries in beauty and fashion communities and is thrilled to give women unprecedented access to their head-to-toe beauty and fashion needs at one single destination," P&G associate marketing director Charlie Chappell said. "StyleUnited takes the trusted outlets and experts that women turn to online every day and brings them together under one website for a comprehensive beauty and fashion resource."

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BEAUTY CARE

The Art of Shaving debuts latest ‘Brotherhood of Shaving’ campaign

BY Allison Cerra

MIAMI — The Art of Shaving, a Procter & Gamble brand, has introduced a follow-up campaign to its "The Brotherhood of Shaving" campaign, which shows off the individual lifestyle approaches to a man’s daily shaving ritual.

The new campaign, which coincides with the celebration of the brand’s 15th anniversary, shows off six distinct shaving personalities — including the gentleman shaver, the old soul, the shaving savant, the reformed troglodyte, the ambassador of smooth and the incurable romantic — which are designed to provide an "entertaining insight into men’s individual grooming rituals and lifestyle behavior," the brand said.

In addition to appearances in print, including G.Q., Details, Men’s Health, Esquire and Out magazines, along with outdoor ads,  the campaign also includes three short films that highlight the personalities of the gentleman shaver, the reformed troglodyte and the ambassador of smooth. The content was designed to engage the brand’s social media following in partnership with its Facebook page and Esquire.com.

"The Art of Shaving clients are united by their enthusiastic appreciation for the artistry of a traditional barber shave," The Art of Shaving spokesman Damon Jones said. "We believe that this brotherhood of like-minded men will enjoy identifying with the six characters represented in this highly-engaging advertising campaign. Adding a dynamic digital component allows fans to share videos with their personal networks, enabling The Art of Shaving to build a greater level of engagement with our consumers."

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Rite Aid launches holiday savings programs

BY Alaric DeArment

CAMP HILL, Pa. — Rite Aid is offering two promotional programs to holiday shoppers, the company said Monday.

The first of these is Cyber Week, launched to mark Cyber Monday, an online shopping holiday that is one of the busiest of the year. The chain is offering limited-time deals on items commonly purchased online, such as beauty and personal care items, personalized photo calendars and vitamins, as well as 20% off when customers spend $50 or more. Customers can sign up at RiteAidOnlineStore.com.

Meanwhile, visitors to Rite Aid’s brick-and-mortar stores can earn rewards through the Season of Savings program, getting rewards up to $40 in instant savings on select products, which are marked with a red Savings Star. Wellness+ members who spend $50 on participating products can earn an instant $10 +UP Reward that they can use toward future Rite Aid purchases.

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