Summer’s Eve kicks off creative campaign
LYNCHBURG, Va. — Summer’s Eve debuted "Freshen Up In Between," a new campaign that includes print and online ads that capture women’s views of hygiene and the role hygiene plays in their lives.
The campaign marks a new communication strategy, as well as a new look and feel for the brand. The brand extension includes a customer newsletter "Get Personal Girl Talk" with LifeScript.com, a custom branded radio station on Pandora.com, quick health and body tips on SheKnows.com and a custom photo gallery of the Academy Awards on TVGuide.com.
The campaign was developed with The Richards Group.
"The campaign gives a glimpse into the life of today’s dynamic woman and how Summer’s Eve products, such as the cleansing cloths and feminine wash, can fit into her daily routine, whether that’s after working out or freshening up before dinner with friends," said Angela Bryant, senior brand manager of feminine hygiene for Fleet Labs, which manufactures Summers’ Eve.
Skin care: Anti-aging goods perk up sales
As expected, advancements in technology and women’s reluctance to trade down in a segment that promises to ward off the signs of aging have spelled continued growth for anti-aging skin care products.
“Manufacturers continue to introduce new active ingredients … while advanced anti-aging formulas are spilling over from the premium segment into the mass channel,” stated Euromonitor International in its most recent U.S. skin care report.
The article above is part of the DSN Category Review Series. For the complete Skin Care Sell-Through Report, including extensive charts, data and more analysis, click here.
Touch of ‘Finesse’
STAMFORD, Conn. — Lornamead is bringing innovation to hair care with its new Finesse Clean + Simple line, the first dermatologist-tested hypoallergenic shampoo and conditioner for the mass market. Until now, those with sensitive skin or allergies had to turn to pricey specialty or salon products, stated Randy Sloan, president of Lornamead.
The collection includes Clean + Simple shampoo and conditioner for normal hair, shampoo and conditioner for dry/color treated hair and flexible hold hairspray. The products are free of sulfates, parabens, gluten and dyes. Prices are $2.99 to $3.99.