BEAUTY CARE

Tom’s of Maine announces 2011 Dental Health for All program winners

BY Antoinette Alexander

KENNEBUNK, Maine — Tom’s of Maine, a maker of natural oral and personal care products, has announced the five winning mobile dental clinics of its 2011 Dental Health for All program.

The nonprofit clinics, determined by public vote, will split $100,000 to grow and support mobile programs that offer easy-to-access dental care in local communities. This year’s program solely focused on expanding dental clinics in the field so they can bring "goodness on the go" to those unable to afford an exam or coverage.

The organizations that will each receive $20,000 are:

  • Children’s Hospital New Orleans Tooth Bus in New Orleans;

  • Kids in Need of Dentistry in Denver, Colo.;

  • St. Joseph Health System’s ­Sonoma County Cultivating Health Mobile Dental Clinic in Santa Rosa, Calif.;

  • St. Luke’s Hospital & Health Network in Bethlehem, Pa.; and

  • St. Mary’s Mobile Dental Care for Kids in Evansville, Ind.

To date, Tom’s of Maine Dental Health for All program has helped make nearly 200,000 additional patient visits possible with $900,000 in funding provided to more than 25 school- and community-based dental clinics.

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Crème of Nature adds new fragrance to shampoos, conditioners

BY Antoinette Alexander

JACKSONVILLE, Fla. — Crème of Nature, a brand by Colomer USA, has added a new fragrance of fresh floral and citrus notes to its shampoos and conditioners, which are preferred by 9-out-of-10 users, according to the company.

"It was definitely time to marry the benefits of Crème of Nature certified organic ingredient formulas with the experience of a fresh, intoxicating natural fragrance to enhance the consumer experience," stated Shawn Tollerson, VP marketing for Colomer USA Multicultural. "Both consumers and salon professionals agree that this new fragrance takes the shampoo and conditioning experience to an enjoyable new level."

The fragrance extends into the complete line of shampoos and conditioners for consumers at retail outlets, and for professionals at beauty and barber supply stores.

In addition to the announcement, the company stated that it is offering solutions to address common hair care problems while emphasizing the benefits of its shampoos and conditioners. For example, the certified organic kiwi and citrus ultra moisturizing shampoo is ideal for gently cleansing and detangling dry and brittle hair.

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Study shows Hispanic men care about appearance

BY Antoinette Alexander

NEW YORK — The personal care ritual for Hispanic men goes beyond the basics, as they believe that looking good is a way to get ahead in life and at work, according to a new study commissioned and released by Univision Communications, a media company serving the U.S. Hispanic community.

"The findings of Univision’s study prove that as marketers, we have to shed the misperception of Hispanic men as ‘macho’ and start to look at them as ‘vanidosos’ who take extra care of their appearance," stated Ruth Gaviria, SVP corporate marketing for Univision Communications.

"Latinos derive a significant amount of self-esteem from smelling, looking and feeling their best, and now routinely engage in more refined personal care, such as nail care, lotions and neat trimming, with more frequency than non-Hispanics," Gaviria added. "This makes Latinos part of an extremely strong and vibrant growth opportunity for male personal care brands."

The findings of the "Why Latinos Look So Good" study were revealed on Tuesday as part of a panel discussion in New York. The panel featured Gaviria; Univision’s Giselle Blondet; actor Cristian de la Fuenta; David Salazar, multicultural manager for Target guest insights; celebrity stylist Samy; and Daniel Villarroel, AVP for experiential and diversity marketing for Maybelline New York-Garnier.

The study revealed Hispanic men celebrate "vanidad" over "machismo." For Hispanic men, "vanidoso" is just another way to say, "I take care of myself." While the use of grooming products to feel attractive to the opposite sex is important (66%), it came in second to the workplace (76%).

Hispanics are on par with non-Hispanics on the number of times per week they use such basic grooming products as body wash and shampoo/conditioner; however, they use such "non-basics" as hair styling products (3.4% vs. 1.7%), moisturizer (3.7% vs. 2%) and fragrance (4.2% vs. 2.9%) more often per week.

Given this, they spend $8 more per month than non-Hispanics on personal care products, according to the study. They also are more likely to engage in grooming behaviors previously considered only for women — manicures, pedicures and eyebrow grooming.

Among all categories of grooming products, scent was a major purchasing factor with Hispanic men, as some 64% surveyed said yes to the statement: "I am a scent seeker" (vs. 31% for non-Hispanics).

Furthermore, survey respondents expressed a deeper cultural connection with ads in Spanish and described them as more relevant and relatable. For Hispanics, ads need to be more educational (35%) than for non-Hispanics (17%), according to the study. Hispanic men enjoy trying new products they see on television (29%) more than non-Hispanics (15%). Spanish-language TV and radio ads ranked directly behind in-store demos, the No. 1 factor, as leading factors driving brand purchases.

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