BEAUTY CARE

Unilever’s Axe to send 22 consumers to space — yes, space — with new Apollo campaign

BY Antoinette Alexander

TORONTO — Unilever’s Axe is going where only few have gone before by giving consumers the ultimate out-of-this-world experience: A trip to space.  To recruit consumers for the journey, Axe is creating the Axe Apollo Space Academy with one of the first men to walk on the moon, Buzz Aldrin.

 
By joining AASA at AXEApollo.com, guys and girls will have a chance to compete for 1-of-22 tickets to travel to space on a flight with international space agency Space Expedition.

In the biggest product launch in its 30-year history, Axe is asking guys and girls from 60 countries in 45 languages around the globe to sign up for the AASA by creating their astronaut profile on AXEApollo.com and telling the world why they deserve to go to space. 

"Space travel for everyone is the next frontier in the human experience," stated Buzz Aldrin, legendary astronaut and pilot of the Apollo 11 spacecraft that landed on the moon in 1969. "I’m thrilled that Axe is giving the young people of today such an extraordinary opportunity to experience some of what I’ve encountered in space."

Axe, known as Lynx in some parts of the world, with SXC has secured 22 seats aboard the suborbital spacecraft, aptly named, the Lynx. SXC, led by CEO Michiel Mol, operates XCOR Aerospace’s Lynx suborbital space plane that will take passengers more than 100 kilometers into space, achieving astronaut status.

"The Axe Apollo launch is the biggest and most ambitious in the Axe brand’s 30-year history," stated Tomas Marcenaro, global VP for Axe. "For the first time, we’re simultaneously launching one global competition in over 60 countries offering millions of people the opportunity to win the most epic prize on earth: a trip to space — yes, actual space.

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Clint Eastwood’s daughter to be the new face of Too Face Cosmetics

BY Antoinette Alexander

LOS ANGELES — Prestige cosmetics brand Too Faced Cosmetics has tapped Francesca Eastwood as the new face for its fall 2013 collection, which launches in July.

Working directly with Too Faced cofounders Jerrod Blandino and Jeremy Johnson, Eastwood will participate in print advertising, merchandising materials (in-store and Web) and personal appearances throughout the year.

The 19-year-old California native was recently named Miss Golden Globe 2013 by the Hollywood Foreign Press Association. She struck a chord with the brand in recent press publicizing "Mrs. Eastwood & Company," the E! reality television series that she shares with her family. She is the daughter of Clint Eastwood and actress France.

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Beiersdorf kicks off consumer awareness, fundraising effort to support mentoring

BY Antoinette Alexander

WILTON, Conn. — Skin care company Beiersdorf has announced a consumer awareness and fundraising initiative to support National Mentoring Month.

Beiersdorf currently has an employee-led, work-based mentoring program focused on supporting youth in the local community. In recognition of National Mentoring Month, the company, in partnership with Big Brothers Big Sisters, has created a three-month consumer awareness and fundraising initiative that will raise $100,000 to make a big difference for the Big Brothers Big Sisters network. 
 
Beiersdorf selected Jan. 10, which is National Social Media Mentoring Day, to unveil its Big Brothers Big Sisters app on Facebook.  Via the app, shoppers can purchase Nivea, Nivea Men, Eucerin and Aquaphor products from online retail partners.  For every $10 spent, Beiersdorf will donate $1 to Big Brothers Big Sisters’ mentoring programs. As a thank you to consumers for engaging with the app, Beiersdorf will offer consumers a sample of their choice of a Nivea, Nivea Men, Eucerin or Aquaphor product.
 
In addition to online fundraising, which will continue through March 2013, Beiersdorf will spread the word on how consumers can do their share to mentor our youth.  During the month of February, national retail partners such as Walmart, Walgreens, Kroger and numerous others are lending their support for the cause with in-store “Skincare that really cares” displays, which will help to further spread the word about mentoring.  Beiersdorf wants everyone to be the change a child needs, as 34,000 “Littles” are still waiting for their “Bigs.” 
 
“Beiersdorf prides itself on being a skincare company that truly cares,” stated Bill Graham, president of Beiersdorf North America. “Everyone who meets and mentors the students from Big Brothers Big Sisters experiences a true sense of fulfillment. We are thrilled to continue our work with such an impactful organization to help raise funds and awareness for their local and national mentoring efforts.” 
 
The company has just marked its first anniversary working with Big Brothers Big Sisters on a work-based mentoring program, “Beyond School Walls,” a jointly created program adapted from the organization’s core School-Based Mentoring programs.  For the past year, Beyond School Walls students have come to the Beiersdorf office after school to meet with their mentors, spend time with one another, participate in activities and learn.
 
For more than 100 years, Big Brothers Big Sisters has made an impact on children in need, helping them overcome adversity and beat the odds. Studies have shown that children enrolled in the program maintained or showed improvement in educational success, socio-emotional confidence and making healthy choices. Independent research finds youth enrolled in the program are 46% less likely to begin using illegal drugs, 27% less likely to begin using alcohol and 52% less likely to skip school.


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