BEAUTY CARE

Secret introduces anti-bullying campaign with help from ‘Glee’ star

BY Antoinette Alexander

NEW YORK — In its ongoing commitment to support fearless women, Secret Deodorant has created the Mean Stinks program, a supportive Facebook community that gives young women the courage to stand up to a stinky behavior: bullying.

To help this cause, Secret is partnering with relatable role models — Amber Riley, best known as Mercedes on the hit Fox show "Glee," and nationally renowned relationship expert Rachel Simmons — to start a movement of "nice."

Secret also is partnering with PACER’s National Bullying Prevention Center by donating a portion of proceeds from select Secret Clinical Strength purchases to its prevention efforts.

To spread the word, Riley will participate in Facebook Q&A sessions on the Mean Stinks page, as well as appear in print advertising that helps support donations to PACER’s National Bullying Prevention Center.

Simmons, a best-selling author and expert on the social issues facing young women also is jumping in to help. Simmons devotes her time to working with parents, educators and school leaders to help communities end bullying. Simmons and Secret have created an experience on Facebook that empowers young women by providing tools for them to face the difficulties and drama of bullying.

To understand the depth of this epidemic, Secret commissioned a survey of 1,000 young women, ages 16 to 21 years, to prove the proliferation of bullying extends beyond grade school and has intensified with the explosion of cyberbullying. Survey findings underscore that 48% of college-age students have experienced or witnessed bullying or mean behavior at college or in the work environment. Secret’s bullying survey with Russell Research revealed:

  • 99% agreed that being bullied stinks;

  • 94% of young women agreed social media makes it easier for girls to bully or torment one another;

  • 73% felt angry and 64% have felt frustrated after witnessing someone being bullied;

  • 96% were personally concerned about seeing a person being bullied and no one doing anything to help; and

  • 87% agreed that social media sites have the power to be used positively in the fight against bullying.

Secret also is launching an iAd for the Mean Stinks program on Apple’s mobile advertising network, and will donate $1 to PACER’s National Bullying Prevention Center for every user who saves a special wallpaper to his or her iPhone and iPod Touch when they see the ad in their favorite apps.

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BEAUTY CARE

Nivea celebrates anniversary with pop-up experience in New York

BY Antoinette Alexander

NEW YORK — Beiersdorf’s Nivea skin care brand is celebrating its 100th anniversary and is bringing the party to New York with a free, five-day pop-up experience in Grand Central Terminal, as part of the yearlong celebration.

The Nivea 100 Year House, located in the West Wing of Grand Central Terminal’s Vanderbilt Hall, will be open to the public from 10 a.m. to 6 p.m. on Monday, July 25, and 8 a.m. to 7 p.m. on Tuesday, July 26 through Friday, July 29.

Designed to simulate the experience of walking into a life-sized tin of Nivea creme, this engaging, interactive and informative experience will allow consumers to witness the brand’s evolution.

"For the last 100 years, Nivea has been an iconic skin care global brand that is built on the trust of our consumers," said Magnus Jonsson, VP marketing for Beiersdorf North America. "We’re thrilled to offer them the unique opportunity to experience Nivea’s 100 year journey in a fresh, interactive fashion. As we look forward to the innovation of the next 100 years, we’re excited to connect with a new generation of Nivea users."

Television personality Giuliana Rancic helped Nivea kick off the weeklong pop-up, meeting and greeting consumers as they arrived at the opening on Monday morning. Rancic has a longstanding relationship with the brand, from growing up using Nivea creme as a child in Naples, Italy, to ringing in 2011 atop the Nivea Kiss Platform in Times Square on New Year’s Eve, and serving as the brand’s official Valentine’s Day romance ambassador earlier this year.

Upon walking through a large tin of Nivea creme to enter the Nivea 100 Year House, consumers will have the opportunity to engage with the brand via the following unique stations:

  • 100 Years of Skincare Lounge: A chic lounge where consumers can become fans of Nivea on Facebook, enter exciting Rihanna concert ticket sweepstakes and receive relaxing hand massages;
  • Nivea Creme 101 Station: A sensorial experience of the history and innovation behind the iconic creme, complete with a replica of Nivea laboratory elements;
  • Turntable Journey Through the Years Station: An interactive look back through Nivea’s storied 100-year-old history, from tin design to the technology of today;
  • Skin Education Station: A fun and informative skin analysis that includes tips and product recommendations for your skin type; and
  • Nivea Innovation Station: An exploration of Nivea’s heritage via the 24-hour+ moisturization technology of HYDRA IQ, and a glimpse into Nivea’s future.

Consumers also will have the opportunity to record "Nivea Moment" video confessionals, sharing their fondest memories of Nivea, which will be played throughout the space. They also will view content on flat screens throughout the space, all set in a backdrop of brand images throughout the years.

Nivea officially kicked off its 100th birthday celebration in May with the launch of its multilayered partnership with music icon Rihanna, who serves as the official voice of Nivea’s centennial celebration. The brand also is a sponsor of the singer’s North American and European Loud Tour. Consumers who visit the Nivea 100 Year House will have the chance to win tickets to an upcoming Rihanna concert date, as well as be treated to exclusive behind-the-scenes footage of the singer.

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Head & Shoulders taps Alyson Hannigan as latest brand ambassador

BY Antoinette Alexander

CINCINNATI — Procter & Gamble’s Head & Shoulders has tapped Alyson Hannigan, star of CBS’ "How I Met Your Mother" and "American Pie," to be the brand’s female ambassador. Hannigan will appear in a campaign targeting female consumers starting this month.

Hannigan joins Head & Shoulders hair legends, including two-time Super Bowl champion Troy Polamalu, and Minnesota Twins All-Star catcher Joe Mauer.

"Strip away the cameras and red carpets and Alyson is just like us, a working mom juggling a hectic work schedule and busy family life who needs five minutes of ‘me time’ and the right beauty products to help kick start her day," Head & Shoulders brand manager April Anslinger said. "We’re excited to share that same relatable lifestyle along with her trademark humor, quirky personality and, of course, her beautiful hair, with our female consumers."

This summer, Head & Shoulders and Hannigan are teaming up with consumers to create "The Good Girlfriend Guide," an e-manual of positive girlfriend-to-girlfriend advice that tackles everything from beauty faux pas to relationship blunders.

To rally consumers behind their mission, Hannigan is urging women across the country to visit the Head & Shoulders for Women Facebook fan page, where they can offer up their own advice on a series of topics ranging from parenting to fashion. Fifty consumers will have their advice published in "The Good Girlfriend Guide" and five women will be chosen to attend an exclusive, all access VIP e-book launch with Hannigan in Los Angeles in November.

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