BEAUTY CARE

Tom’s of Maine introduces its first men’s deodorant line

BY Antoinette Alexander

KENNEBUNK, Maine — Tom’s of Maine is introducing, for the first time, a new line of men’s deodorants.

Free from artificial preservatives, including parabens and synthetic fragrance, Tom’s of Maine’s new Clean Confidence and Mountain Spring deodorants are specially formulated to provide 24-hour odor protection with a wide stick application. The natural, vegetable-based formula is clinically proven to help inhibit and neutralize odor through the antimicrobial action of hops and zinc ricinoleate, according to the manufacturer. Natural masculine fragrances provide a pleasant scent while organic aloe vera juice offers a soothing feel.

In addition, all of Tom’s of Maine deodorant cans are recyclable from canister to cap through the Preserve Gimme 5 program or through local recycling programs accepting #5 plastics.

"It used to be that natural personal care options were pretty limited for guys, and we’ve been working to change that," stated Peter Bright, marketing director at Tom’s of Maine, which gives 10% of its profits from deodorant and all of its products back to the community. "We’ve listened to what men want and need in a natural deodorant and our new men’s line works hard while you play hard."

Tom’s of Maine Clean Confidence and Mountain Spring deodorants are available nationwide at a suggested retail price of $4.99.

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Nielsen, University of Chicago Booth School of Business team up on consumer research initiative

BY Allison Cerra

CHICAGO — Nielsen and the University of Chicago Booth School of Business said they plan to offer comprehensive historical perspective on consumer purchases to all U.S.-based academic researchers for the first time.

Nielsen said that the marketing information will allow academics to investigate topics that previously could not be studied and noted that, as part of the arrangement, all tenure-track faculty members and Ph.D. students from accredited U.S. colleges and universities can apply for access to the Nielsen Consumer Panel information the research firm is making available.

"Many of today’s best practices in marketing began as academic research," Nielsen SVP measurement science Frank Piotrowski said. "We believe this alliance will yield research that improves marketers’ abilities to drive growth and profitability in the consumer packaged goods industry."

The Nielsen information is based on product purchases made by a panel of consumer households across all retail outlets in all U.S. markets. The data set includes purchases from all Nielsen-tracked categories, including food, nonfood grocery items, health and beauty aids and selected general merchandise. The panel information represents 40,000 to 60,000 U.S. households who continually provide information about the makeup of their households, the products they buy, as well as when and where they make purchases.

"This will start a revolution in terms of the research we do as marketers and the insight we gain into consumer behavior," said Sanjay Dhar, the James H. Lorie professor of marketing at Chicago Booth and director of the school’s Kilts Center for Marketing, which will oversee release of the information. "Thanks to exposure to the power of analytics early in their education and careers, our Nielsen/Chicago Booth collaboration will yield a new generation of marketers passionate about insight and analytics."

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Dermovation develops new do-it-yourself back hair removal system for men

BY Antoinette Alexander

CINCINNATI — Looking to help men embarrassed of their back hair, Dermovation has launched BrazilianBack, a do-it-yourself back hair removal product.

“If you’re a man with back hair, it can have a huge impact your behavior,” stated David Sullivan, developer of BrazilianBack. “You don’t want to take your shirt off, swim in public or shower at the gym. Back hair removal options, such as lasers, are expensive, and shaving requires someone else’s help. Men are looking for a product that they can use in the privacy of their own homes to remove their own back hair, which is why I developed the BrazilianBack system. Not only is our system do-it-yourself, but treatments [also] last longer than regular shaving."

Combining such ingredients as thioglycolate with aloe and other moisturizers to protect skin, BrazilianBack offers another option for back hair removal. Each single-use do-it-yourself application kit retails for $28.99 and contains enough BrazilianBack hair removal cream for one application, as well as a specially designed back hair removal application garment.

To remove back hair, BrazilianBack cream is spread on the application garment, and the garment is fastened to the body. Wait roughly six to eight minutes and then rinse to remove. The three-step hair removal process takes about eight minutes, removing hair below the skin line for longer results.

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