BEAUTY CARE

Robin Leedy & Associates adds Puracyn Plus Duo Care and Jolen Creme Bleach to client roster

BY Michael Johnsen

MT. KISCO, N.Y. — Robin Leedy & Associates, specialists in OTC and HBA PR, social media and integrated marketing, on Friday announced the addition of a pair of brands to its client roster, including Puracyn Plus Duo Care Wound & Skin Cleanser and the Jolen Creme Bleach brand.
 
The campaigns supporting these products "are set up as integrated, efficient marketing programs designed to reach the targeted consumers where they spend their time,” said Robin Russo, president. “Traditional PR is still important, however, brands can’t rely solely on traditional channels," she said. “Consumers are getting their brand information and recommendations from many resources, on and offline, so the key is to develop brand message assets that can be used across multiple platforms, which also stretches dollars further.”
 
For example, a 15-second commercial, specifically, can be used on national TV or as digital preroll, as well as promoted on YouTube, shared as part of a sweepstakes on Facebook or posted on Instagram, Russo noted.    
 
Russo also noted that RLA’s work for both Puracyn Plus and Jolen not only rely heavily on the agency's expertise in developing and marketing platform-agnostic content, but also on the agency's deep roots in the consumer health and beauty product categories.
 
 

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Cetaphil RestoraDerm line gets new look

BY Antoinette Alexander

FORT WORTH, Texas — Galderma Laboratories, makers of the Cetaphil brand of cleansers and moisturizers, has unveiled a new and improved look for its Cetaphil RestoraDerm product line.

The eczema-soothing products, on shelves now, bring the condition to the forefront of the packaging featuring their new names, Cetaphil RestoraDerm Eczema Calming Body Wash and Cetaphil RestoraDerm Eczema Calming Moisturizer.   

"For more than 60 years we have formulated Cetaphil products to be gentle enough for even the most sensitive skin, offering solutions for adults and children as young as 3 months old," stated Miles Harrison, VP and GM for self medication at Galderma.  “As a leader in dermatology we strive to bring the science within our products to the hands of our consumers in a very straightforward, reliable manner. With this rebranding, we believe our customers will now be able to easily identify the power of the RestoraDerm regimen and its ability to help soothe their eczema symptoms."  
 

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Unilever brings game-changing Dry Spray Antiperspirants to U.S.

BY Antoinette Alexander

ENGLEWOOD CLIFFS, N.J. — Unilever is looking to revolutionize the U.S. deodorant market with the launch of its new Dry Spray Antiperspirants. 
 
Unilever is introducing what it calls “a transformative product” that is like no other antiperspirant offering on the market. Featuring a new formula with no water or alcohol, and a precision-designed spray mechanism that produces a unique soft spray, the new Dry Spray goes on instantly dry without the sticky or wet sensation often associated with other antiperspirants.

The new format will be introduced across five brands — Degree Women, Degree Men, Dove, Dove Men+Care and AXE — and will be available at retailers nationwide starting Dec. 1. The new Dry Spray Antiperspirants provide 48-hour odor and wetness protection and go on instantly dry for a cleaner feel, leaving no visible residue.

Sprays are the most popular antiperspirant and deodorant format globally, making up more than 60% of the European and Latin American markets, Unilever stated. Unilever has launched Dry Spray Antiperspirant in more than 37 countries.

Unilever's Dry Spray Antiperspirants launch will feature 24 variants in total to appeal to a wide range of personal care needs:

  • Degree Women and Degree Men Dry Spray Antiperspirants are engineered with MOTIONSENSE technology that responds directly to body movement, releasing extra protection during physical activity;
  • Dove and Dove Men+Care Dry Spray Antiperspirants feature nonirritant formulas that contain one-fourth moisturizer technology for softer, smoother underarms; and
  • AXE Dry Spray Antiperspirants feature unique fragrances to help guys feel confidently fresh throughout the day.

In addition, each brand features its own breakthrough packaging, designed to maximize both product performance and the overall user experience through ergonomic engineering and sleek, modern looks. As an example, for the Degree Men spray mechanism, Unilever partnered with Pininfarina, the Italian design firm that also works on Ferrari.

The Dry Spray Antiperspirant launch will be supported by marketing initiatives across all five brands in 2015. The campaigns will include national advertising, in-store marketing and public relations efforts, as well as social media programming that encourages consumers to #TryDry.
 

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