BEAUTY CARE

Rihanna teams up with Nivea for brand’s 100th anniversary celebration

BY Antoinette Alexander

HAMBURG, Germany — Beiersdorf is celebrating Nivea’s 100th year and, as part of the celebration, is launching its biggest digital campaign to date. The brand has tapped music icon Rihanna to help serve as the voice of the festivities.

Starting in May, Nivea will be kicking off a variety of multimarket digital and on-site activations, including its sponsorship of Rihanna’s upcoming LOUD tour in the United States and Europe.

"Over the past 100 years, Nivea has been an iconic skin care brand across the world. Rihanna is a music icon, and her digital footprint will help us bring our anniversary celebration to consumers, wherever they are," stated Markus Pinger, member of the board responsible for brands.

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Crest 3D White line expands with two new products

BY Antoinette Alexander

CINNCINNATI — Procter & Gamble officially announced the launch of its new Crest 3D White 2-hour Express Whitestrips and Crest 3D White Advanced Vivid Enamel Renewal toothpaste, which are the latest additions to the Crest 3D White collection.

To promote the launch, Crest 3D has teamed up with actress Amanda Peet. Crest also is donating up to 50 smile surgeries to Operation Smile, an international children’s medical charity.

The Crest 3D’s Crest 3D White 2-hour Express Whitestrips ($54.99 for four treatments) contain a thicker ingredient layer to provide more whitening ingredient, which whitens for two hours, according to P&G. The advancements in the Whitestrip structure make it the best-fitting Whitestrip as it has optimized notches that wrap and conform to teeth for improved wear and comfort.

The new Crest 3D White Advanced Vivid Enamel Renewal toothpaste ($4.25) promises to remove up to 90% of surface stains in 14 days.

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Göt2b rocks out with new collection

BY Antoinette Alexander

NEW YORK — Want to be a rock star, or at least look like one? Check out Göt2b Rockin’ It.

Henkel’s Göt2b hair care brand officially unveiled the details of its new Göt2b Rockin’ It collection, which hit retail shelves in February.

The line includes:

  • Göt2b Rockin’ It Encore Hold hairspray (suggested retail price: $5.99): Lock in rocker-chic styles with the flexible and weightless spray featuring "4ever stylestay";

  • Göt2b Rockin’ It Encore Fresh dry shampoo (SRP: $5.99): Party like a rock star a little longer with this dry shampoo. Keep your style rockin’ fresh with Göt2b’s first-ever dry shampoo featuring "4ever stylestay." Spritz on and brush in this invisible dry shampoo to refresh hair; and

  • Göt2b Rockin’ It Encore Hold gel (SRP: $5.99): This hold gel is powered by "4ever stylestay." Control, mold and shape that rocker ‘do without stickiness or flakiness.

The collection is available at Walmart, Walgreens, CVS, Rite Aid, Ulta and food retailers nationwide.

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