BEAUTY CARE

Voting period wrapping up for L’Oreal’s women’s honoree program

BY Antoinette Alexander

NEW YORK L’Oreal Paris is wrapping up on Oct. 15 the voting period for The Women of Worth National Honoree program, which was inspired by the beauty company’s iconic brand philosophy, “Because You’re Worth It,” and recognizes the achievements of real women who embody the spirit of the L’Oreal brand.

Visitors can go to www.womenofworth.com to log on and vote for the honoree who has made the biggest community impact. The pool is comprised of 13 women committed to community achievement and volunteerism. All of the honorees, who were chosen from thousands of applicants by a group of judges, will be publicly recognized at the CNN Inspire Summit.

L’Oreal will recognize the honorees by making a monetary donation of $2,500 on their behalf to the nonprofit organization they work with and a matching monetary donation of $2,500 will be made in the name of each winner to The Ovarian Cancer Research Fund, the 10-year charitable partner of L’Oreal.

The Women of Worth National Honoree will receive a $25,000 donation in her name to her associated non-profit organization.

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Unilever to market Axe shower gel with new ad campaign and packaging

BY Antoinette Alexander

NEW YORK With revamped packaging and a new campaign, featuring actor David Spade, Unilever is hoping to get more guys to use its line of Axe shower gel.

Axe shower gels now come in redesigned bottles that boast a curvy handle and a joystick shape like that of a video game joystick.

To promote the product, Unilever has teamed up with Spade to create “The World’s Dirtiest Film.” It is a short-length film presented by Spade featuring user-generated scenes of guys and girls getting dirty and then clean using Axe shower gel.

To kick off the campaign, Axe created a 5,000-square-foot mobile playground for guys and girls to get dirty. They can then get clean with the ultimate Axe shower: a rainfall of water, a foam machine, disco lights, music and Axe shower products.

The results will be compiled into “The World’s Dirtiest Film,” which will air on “Jimmy Kimmel Live” on ABC on Nov. 14.

Axe shower products have a suggested retail price of $3.99.

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Boy Scouts of America to honor Del’s Alstodt

BY Drew Buono

NEW YORK The Greater New York Councils, Boy Scouts of America is honoring Harvey Alstodt at their 2007 Good Scout Consumer Products Honoree Award Luncheon next week.

Alstodt is president of Del Cosmetics, a part of Del Laboratories, which produces cosmetics and over-the-counter pharmaceuticals. Other retail leaders expected to be present at the luncheon are: Mike Bloom, senior vice president of merchandising at CVS Caremark Health Care Service; James Mastrian, chief executive officer of the Rite Aid Corporation; Bryan Shirtliff, senior vice president, category management, the Rite Aid Corporation; and Chris Bodine, president, CVS Caremark Health Care Services, who received the award in 2005.

The luncheon will be held at the Hilton New York on Oct. 18th at 11:45 a.m. For more information, please contact: Roger Gulley, 212-651-2810, [email protected]yc.org.

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