BEAUTY CARE

Summer’s Eve kicks off TV campaign

BY Antoinette Alexander

LYNCHBURG, Va. — Feminine hygiene product manufacturer Summer’s Eve is promoting its line of external cleansing and freshening products with a new multimedia campaign that aims to turn the feminine hygiene market on its head and change the way women may think of the brand, and remove long-standing stigmas.

The centerpiece of the campaign, developed in partnership with Dallas independent agency The Richards Group, is a television spot called "The V," starring Cleopatra and other strong female archetypes exalted for their combination of power and femininity.

"The whole category has been talking to women the same way since feminine hygiene products have been in the marketplace, and ironically, many media outlets won’t even allow the use of the word ‘vagina’ in advertising. We are way past due for a change," said Angela Bryant, director of U.S. marketing for feminine care at Summer’s Eve. "Hearing from women on our listening tour last year cemented that now is the time. This campaign is about empowerment, changing the way women may think of the brand and removing long-standing stigmas: Summer’s Eve is not a means to confidence; rather, it’s a celebration of confidence, of being a woman and taking care of their bodies."

In connection with the new campaign, Summer’s Eve recently launched a new logo and product packaging, a new website at Summerseve.com, an edgy online video known as "That’s Vaginal" and a body awareness and education campaign called "ID the V."

Summer’s Eve also will take its "The V" campaign to the big screen for the brand’s cinematic debut, with a 60-second spot running in National CineMedia’s FirstLook pre-feature show in select movie theaters nationwide through the end of July.

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MD Moms products receive Seal of Acceptance from National Eczema Association

BY Antoinette Alexander

LOS ANGELES — The National Eczema Association, a nonprofit organization devoted to improving the health and quality of life for those living with eczema, has awarded four MD Moms products with its Seal of Acceptance, which means that the products have been evaluated to determine that they do not contain ingredients or contents that are known to be unsuitable for use by those with eczema or sensitive skin conditions.

The products include MD Moms’ daily skin protection moisturizing balm, fragrance-free daily skin protection moisturizing balm, Gentle All-Over clean hair and body wash, and fragrance-free Gentle All-Over clean hair and body wash.

Products eligible for the NEA Seal of Acceptance are those that have been created or intended for use by persons with eczema or severe sensitive skin conditions and that have satisfied the NEA Seal of Acceptance criteria. The Seal of Acceptance criteria includes a list of ingredients and contents that should be avoided because they contain known irritants or allergens. The NEA Seal of Acceptance review panel considers testing data on sensitivity, safety and toxicity, as well as the ingredients, content and formulation data.

Acceptance of a specific product does not represent an endorsement of that product. Acceptance of a product means that the product has been evaluated to determine that it does not contain ingredients or contents that are known to be unsuitable for use by those with eczema or sensitive skin conditions.

The most current formulations of MD Moms’ daily skin protection moisturizing balm and Gentle All-Over clean hair and body wash now are available with the NEA Seal of Acceptance on the label.

The items will be sold at Mdmoms.com, as well as specialty and independent retailers. The daily skin protection moisturizing balm’s suggested retail price is $20. The Gentle All-Over clean hair and body wash’s suggested retail price is $18.

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Love’s Fresh Lemon, Love’s Soft Jasmin make a comeback

BY Antoinette Alexander

SADDLE BROOK, N.J. — Dana Classic Fragrances has announced that it is re-releasing two of its popular fragrances: Love’s Fresh Lemon and Love’s Soft Jasmin.

The fragrances had very strong consumer loyalty throughout the ’70s and ’80s and, according to the company, their re-release has been requested and blogged about by fragrance users for several years.

Both fragrances will be available in 1.5-oz./ 45-mL body mists and will be featured at CVS stores in August.

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