BEAUTY CARE

Social media strategist Robin Leedy takes on six new brands

BY Michael Johnsen

MOUNT KISCO, N.Y. — Social media strategist Robin Leedy & Associates, a public relations and social media marketing agency, on Wednesday announced the signing of six clients featuring several brands in the health and beauty space, including FeverAll acetaminophen suppositories by Actavis; Replens by Lil’ Drug Store; SpermCheck Fertility; The Natural Dentist by Revive Personal Products; Redex’s Udderly Smooth; and Boiron USA brands Oscillococcinum, Arnicare and Camilia.

“With our long-time expertise in the over-the-counter and HBA arena, we are typically targeting women at various stages of life and parenthood, so these new clients are natural additions to our roster,” stated Alyson O’Mahoney, EVP and partner at RL&A. “We’ve been successfully engaging women with health and beauty products for them and their families for the past two decades. We’re excited to help these new clients build credibility, engagement, frequency of messages within their niche and ultimately help influence purchase through traditional, social and digital mediums.”

According to Robin Leedy, as many as 70% of consumers are seeking online product recommendations prior to purchase.

 


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Bic Flex4 announces official sponsorship of 2012 Tough Mudder events

BY Rozanne Gelbinovich

BROOKLYN, N.Y. — Bic Flex4 razors now is the official sponsor for the Tough Mudder series, the nation’s fastest-growing and most-recognized endurance series, according to the company.

Founded in 2010, Tough Mudder events were constructed by British Special Forces to offer a 10- to 12-mile trail-running experience. Courses are designed to test participants’ fitness, strength, stamina, mental grit, teamwork and toughness in a one-day challenge, according to the company. Events are not timed and are won by all those capable of completing the course.

Beginning in 2012, Bic Flex4 will take over the current “Mullet and Mohawk” tents, touting the “Bic4Good” campaign. For every Tough Mudder participant who gets a shaved head, mullet or Mohawk, a $4 credit will be made toward the $100,000 donation Bic is making to the Wounded Warrior Project, a national nonpartisan organization whose mission is to honor and empower wounded warriors. To date, Tough Mudder has raised more than $2.5 million to support WWP programs.

Bic Flex4 razors also will create an interactive user experience for participants at the brand new “Real Guy Challenge Tent,” where participants will be able to warm up or cool down before and after challenges with push-ups, sit-ups and other contests.

“BIC is excited to be involved with the Tough Mudder series in 2012,” said Mary-Ellen Lacasse, director of marketing for Bic Consumer Products USA. “These events are a perfect venue to introduce the Bic Flex4 razors to the event’s participants, while simultaneously lending Bic’s support to the Wounded Warrior Project through the company’s Bic 4 Good program.”

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Gillette Venus, Olay partner to launch new razor

BY Antoinette Alexander

CINCINNATI — For the first time ever, Gillette Venus and Olay are coming together to deliver a new standard in shaving with the new Gillette Venus & Olay razor.

“The Venus & Olay razor is revolutionizing the shaving aisle. There might be other razors claiming skin benefits, but only Venus has the benefit of this unique partnership with Olay, and their rich heritage and expertise in skin care,” stated John Holding, marketing director, North America for Gillette & Venus. “When it comes to shaving, women want the best of both worlds: They want effective hair removal and to also keep their skin looking — and feeling — its best. Venus razors have always offered women Goddess Skin, because shaving is where it all begins. But Venus & Olay is the newest and an outstanding way to achieve it.”

Venus is putting the new Venus & Olay to the ultimate test as the official razor — and first-ever beauty partner — of Sports Illustrated Swimsuit 2012. Together, they will give women a behind-the-scenes look at what it takes to prepare for the most-viewed swimsuit shoot of all time. Starting Feb. 14, in conjunction with the 2012 launch week, SportsIllustrated.com will feature four custom webisodes created with Venus, highlighting a day-in-the-life and beauty secrets of Swimsuit model Chrissy Teigen, including how she achieves Goddess Skin with her Venus & Olay razor.

The five-blade razor features Olay Moisture Bars contain skin-enhancing elements found in Olay products: Petrolatum helps lock in skin’s moisture for less dryness, and glycerin helps offer that goddess glow. Just wet the razor to release a light lather — no separate shave cream required.

As with most Venus razors, the new Venus & Olay also features a rounded, pivoting head designed for women’s curves and a soft-grip ergonomic handle for confident control, even in wet and soapy environments.

Venus & Olay is available starting March 15 at food, drug, convenience and mass merchandise stores throughout the United States. A refillable Venus & Olay razor with one replacement cartridge is approximately $8.99 to $10.99. Packages of three replacement cartridges are about $14.99 to $19.49.

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