BEAUTY CARE

Social media attracts fans brands want

BY Antoinette Alexander

Looking to engage consumers — especially millennials — major beauty brands are increasingly turning to social media, and oral care is no exception.

(Click here to read the full Category Review.)

As noted in a TABS Group “2014 Insights into the Beauty Consumer” webinar hosted by Drug Store News, social media is “very important” among beauty mavens, with blogs and YouTube topping the list.

To celebrate the launch of Colgate Optic White Platinum Express White toothpaste, Colgate announced a first-of-its-kind collaboration with two of YouTube’s brightest stars, Andrea Brooks of AndreasChoice and Blair Fowler of JuicyStar07.

Together, these YouTube stylists are engaging fans through a seven-part online video series, titled “The Smile Show.” Hosted via Colgate Optic White’s YouTube channel, these segments feature exclusive tips and tricks on topics ranging from fashion to beauty and how to make your smile your best accessory.

To officially kick off this program and lineup subscribers, Brooks and Fowler co-hosted a 30-minute Google+ Hangout, where they revealed their beauty routine secrets.

The efforts seem to be paying off. During its first-quarter conference call on April 30, Colgate executives noted that the February launch of Colgate Optic White Platinum Express White added incremental share. Its year-to-date share for whitening was 5.8%, which grew to 6.8% in March.

Meanwhile, Procter & Gamble’s Crest tapped actor Taye Diggs to help promote the launch of its new Crest Pro-Health [HD]. Diggs created a short video that showcases the new daily two-step system in action. Crest also encouraged consumers to share the video and their #HealthyObsession in creative ways.

Meanwhile, Orabrush’s social media marketing model not only caught the eye of millions of YouTube viewers, but also that of DenTek, which acquired the brand earlier this year. DenTek also partnered with Molio, a video marketing ad technology company founded by former Orabrush executives, to continue building the Orabrush brand on YouTube, which has more than 44 million views.
 

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BEAUTY CARE

Renpure’s clear shampoo free of sulfates

BY Antoinette Alexander

MOUND, Minn.— Renpure has developed for 2016 its new Bamboo Coconut Water, which is positioned as the first clear shampoo that is free of sulfates, sodium chloride, dyes, parabens, and gluten in the marketplace.

(Click here to read the full Category Review.)

The technology has taken Renpure’s formulation team two years to perfect. According to Renpure, making a clear shampoo with sulfates and other harsh chemicals would have been the easy route to take, but the company wanted to stay true to its standards and offer a clear shampoo without any sulfates.

The patent-pending technology helps to recharge hair fiber with hydrating coconut water, while bamboo strengthens and repairs damaged hair fibers, the company stated. The suggested retail price is $6.99.

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Brands empower teens

BY Antoinette Alexander

Whether it is through marketing campaigns or product innovation, makers of feminine hygiene products are striving to empower females and ensure that their menstrual cycles never stand in the way of certain activities.

(Click here to read the full Category Review.)

According to IRI, sales of sanitary napkins and liners increased 1.6% during the 52 weeks ended April 19 at total U.S. multi-outlets. During the same period, sales of tampons increased 1.3%.

Looking to bring some excitement and new innovation to the category and further connect with women — especially today’s younger girls — manufacturers are not resting on their laurels.

One example is Procter & Gamble’s Tampax tampon brand, which recently introduced the new Tampax Pocket Pearl, a pocket-sized option of Tampax Pearl for on-the-go girls who want stylish protection that fits right in the palms of their hands. The new Pocket Pearl was developed with the help of a panel of teen girls.

On the outside, Tampax Pocket Pearl is taking period protection in a new stylish direction with four wrapper designs that were cocreated by teen girls with a passion for fashion. They decided on new looks based on the latest pattern, color, graphic and runway trends.

Energizer Personal Care’s Playtex Sport has teamed up with Broadway, film and television actress Keke Palmer to encourage girls to find the fitness activity or sport that is right for them to positively impact not only their year ahead, but also their futures.

Palmer will support the launch of New Playtex Sport Ultra-Thin Pads, Body Shape Panty Liners and Combo Packs. With the introduction of Playtex Sport Ultra-Thin Pads and Liners, women now have a variety of feminine care options designed with innovative technology, including thin and flexible FlexFit design that twists and turns with the body, OdorShield technology that neutralizes odors before they start, and Qwik-Dry technology that quickly pulls in fluid and wicks moisture away.

Then there’s Diva International’s Diva Cup, a reusable menstrual cup. The brand not only encourages its users to share their “DivaCup stories” via social media and friends, but also features the “DivaBlog” on its site.

To build consumer awareness and satisfy growing consumer demand for both the DivaCup and its DivaWash, Diva International has planned their most robust advertising in 2015, with a planned marketing spend of $3 million. Diva International will also continue retailer-specific “geo-targeted” advertising to drive customers to participating retailers.

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