BEAUTY CARE

Unilever closer to completing Alberto Culver acquisition

BY Antoinette Alexander

MELROSE PARK, Ill. — Alberto Culver, whose beauty brands include TreSemme, Alberto VO5, Nexxus, St. Ives, Simple and Noxzema, has announced that Unilever and the U.S. Department of Justice have reached an agreement that will enable Unilever to complete its proposed acquisition of Alberto Culver.

Under the terms of the agreement, Unilever will divest the Alberto VO5 brand in the United States from the Alberto Culver portfolio and the Rave brand from the Unilever portfolio. Subject to customary closing conditions, the acquisition is expected to close on or about May 10, 2011.

The Alberto Culver transaction remains subject to regulatory approval in the United Kingdom, Argentina, Honduras, El Salvador and the Isle of Jersey.

In September, Alberto Culver entered into an agreement with Unilever whereby Unilever will acquire all of the outstanding shares of Alberto Culver for $37.50 per share in cash. In December, Alberto Culver stockholders approved the transaction.

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Tom’s of Maine introduces Simply White, kicks off partnership with Sheryl Crow

BY Antoinette Alexander

KENNEBUNK, Maine — Tom’s of Maine, a maker of natural personal care products, has announced the launch of its new natural whitening toothpaste Simply White, and a partnership with Sheryl Crow’s "100 Miles From Memphis" concert that kicks off on May 7.

The project involves greening the concert tour, beautification events in key markets, a live chat with Crow on May 19 and an exclusive free song download via the Tom’s of Maine Facebook page, while supplies last.

At Crow’s tour venues, concertgoers can visit Tom’s of Maine at the on-site Eco-Village to learn more and to receive a free sample of Simply White toothpaste.

Now available nationwide, the new Simply White toothpaste promises to whiten teeth and contains no bleaching ingredients. The product also does not contain artificial flavors or preservatives and no animal testing or animal ingredients.

To help celebrate the launch, Tom’s of Maine will be partnering with nonprofits in select cities to help restore parks, rivers and gardens with volunteer beautification efforts.

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Pantene taps Eva Mendes, Naomi Watts as brand ambassadors

BY Antoinette Alexander

CINCINNATI — Procter & Gamble has announced a new advertising campaign for its Pantene hair care brand, featuring actresses Eva Mendes and Naomi Watts.

Beginning in July, both women will appear in all elements of the brand’s marketing campaign, including TV and print advertising, in-store displays, iMedia and public relations campaigns.

Mendes will support the Breakage to Strength collection, while Watts will support the Flat to Volume collection.

With the announcement, Pantene also will introduce the split end repair crème to the current Medium-Thick Hair Solutions collection in July. The keratin protection crème helps repair split ends and protect against future damage.

"With their undeniable beauty and confidence that women admire, Eva and Naomi are wonderful additions to the Pantene family," stated Julie Marchant-Houle, marketing director of North American hair care at P&G. "Eva’s strong will helps her achieve anything she wants, and even the constant damage her hair endures won’t stop her from having gorgeous, healthy hair.

"Naomi will be a wonderful inspiration for women looking to enhance the look and texture of their fine hair without taking extreme measures or adding extensions," Marchant-Houle added.

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