BEAUTY CARE

Tweezerman names Olympic Gold medalist Lindsey Vonn as first brand ambassador

BY Antoinette Alexander

NEW YORK — Beauty tools manufacturer Tweezerman has tapped Olympic Gold medalist Lindsey Vonn to be its first-ever brand ambassador for North America.

Vonn is collaborating with Tweezerman and will participate in various marketing activities throughout the year, including Tweezerman’s first television commercial and a digital campaign.

The partnership kicked off with a national broadcast advertising campaign the first week of February. A microsite, lindseyvonn.tweezerman.com recently went live to coincide with the commercial campaign launch and features profiles of some of Vonn’s favorite Tweezerman items, exclusive behind-the-scenes videos, Vonn beauty tips, an interactive picture gallery and social media feeds.

Vonn is the most decorated alpine skier in American history and is on her way to becoming the most successful ski racer as well. Six weeks after she turned 20, Vonn produced her first World Cup victory in Lake Louise, Alberta and has since captured a U.S. record 59 World Cup wins, 14 FIS Alpine World Cup titles, four overall Crystal Globes and two World Championship titles. In 2010, Vonn became the only American woman to have captured downhill gold at the Olympics and also added a bronze in Super G. In 2012, Vonn set a new overall mark for women’s Alpine skiing with 1980 points, securing her fourth overall title, and won titles in Downhill, Super G and Super Combined. January 2013 set the bar high for the coming year as Lindsey clinched two World Cup titles with a Downhill win in Cortina d’Ampezzo, Italy and Giant Slalom victory in Maribor, Slovenia.


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Arm & Hammer Tooth Tunes introduces musical One Direction tootbrush in North America

BY Antoinette Alexander

EWING, N.J. — Church & Dwight Co., the maker of Arm & Hammer, has announced that pop sensation One Direction is joining the Arm & Hammer Tooth Tunes branded products family.

Two new Arm & Hammer Tooth Tunes toothbrushes will be available, each featuring a single from One Direction:

  • "What Makes You Beautiful" performed by One Direction
  • "One Thing" performed by One Direction

Similar to the nine Tooth Tunes toothbrushes launched in July 2012, each One Direction toothbrush features two minutes of music to encourage longer brushing and ensure that kids achieve the dentist’s recommended brushing time.

Arm & Hammer Tooth Tunes Music in Your Mouth technology streams sound vibrations from the bristles of the toothbrush through the teeth, allowing kids to hear music while they brush. This patented technology delivers high quality sound by broadcasting music into the jaw, which is then transmitted through the inner ear, allowing the person brushing their teeth to hear the music.

The Arm & Hammer Tooth Tunes One Direction toothbrushes have a suggested retail price of $9.99 and are available at mass, drug, and food retailers nationwide beginning February.


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Burt’s Bees’ Gud brand taps pop star Carly Rae Jepsen as first spokeswoman

BY Antoinette Alexander

NEW YORK — Millennial natural personal care brand Gud, a Burt’s Bees brand, has joined forces with pop singer/songwriter Carly Rae Jepsen. As the brand’s first spokeswoman, Jepsen will appear in a multimedia marketing campaign debuting this spring.

The gud brand launched in 2012 and has 36 body and hair care products across five fragrance platforms.

To date, the brand’s outreach efforts have focused on reaching its 20-something consumers through social media and on-pack QR codes. Its upcoming campaign will include print advertising in May issues of fashion, beauty, and lifestyle publications such as Glamour, Allure, and Cosmopolitan.  It will also continue to leverage digital and social media, engaging Jepsen’s social community of "Jepsies."

"We’re delighted to work with a rising star of such magnitude," stated Nick Vlahos, VP and GM of Burt’s Bees. "Carly’s vibrant spirit and genuine talent are inspirational to the gud consumer. She models a way of life reflective of gud’s cheerful personality and real substance."


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