BEAUTY CARE

Dove Men+Care launches paternity leave for dads campaign

BY Gisselle Gaitan

For Father’s Day, Dove Men+Care is launching a new global campaign championing paternity leave for fathers.

The Englewood Cliffs, N.J.-based company wants to challenge the stereotypes around men as caregivers and spark a cultural movement around paid paternity leave, by driving awareness around the issue through a council of advisors, partners and experts.

In addition, the brand wants to provide new fathers with such resources as the Dove Men+Care digital hub, which includes information and guidance for those considering taking paternity leave and help improve policies through collaborations and partnerships.

“Since we launched in 2010, Dove Men+Care has communicated that modern masculinity is defined by the way men care,” Nick Soukas, VP of skin cleansing and baby care for Unilever, said. “By supporting this important initiative, our goal is to increase utilization rates of paid paternity leave for those men who have access to it and encourage other companies to come together and offer men paid paternity leave so they can take the time to care for their families.”

The brand also partnered with Promundo-US on a survey that found 71% of fathers agreeing on the notion of having little workplace support for fathers, and 1-in-5 men admitting to being afraid of losing their job if they took the full amount of paternity leave offered.

“The vast majority of dads today want to be completely involved in their children’s lives from day one,” Josh Levs, author and leading paternity leave expert, said. “Yet the lack of paid paternity leave in the U.S., societal stigmas around taking leave, and fears of repercussions at work still prevent most working fathers from having time to stay home for caregiving. Dove Men+Care is hoping to change the conversation around this issue and showcase how paternity leave is critical for all: children, women, men, and families.”

To support this movement, the company is launching a film called “Dear Future Dads” that features a diverse group of fathers sharing advice and personal anecdotes for current, expectant and new dads as well as why taking the time to care for their children is important.

Further information on the campaign can be found on Dove’s website, or by using the #DearFutureDads hashtag on social media.

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BEAUTY CARE

CoverGirl’s exhibitionist line puts lips on full display

BY Gisselle Gaitan

Lips are on full display thanks to CoverGirl’s latest release of lipsticks and lip liners.

The brand’s new exhibitionist line contains 48 highly pigmented shades of lipstick in three finishes — metallic, demi-matte and cream — that help consumers create their desired beauty looks.

Lip liners in the collection also are available in eight richly pigmented shades that match the line’s lipstick shades and help color stay in place without feathering, smudging or smearing, the company said.

Twelve of the line’s metallic lipsticks include the Razzle Dazzle, Flushed, Call Me, Can’t Stop, Ready or Not, Getaway, Rendezvous, Stop the Press, Steal Deeper and Don’t Tell shades.

The nine demi-matte shades in the line include Ying-Yang, Streaker, Trending, Just Sayin, Worthy, Infamous, Bestie Boo, Feelings and Peacock.

Lastly, the collection’s 27 cream shades of lipstick feature the Dulce de Leche, Crème, Champagne, Caramel Kiss, Honeyed Bloom, Sultry Sienna, Tempting Toffee, Romance Mauve, Coffee Crave, Decadent Peach, Succulent Cherry, HOT, Seduce Scarlet, Euphoria, Spellbound, Tantalize, Delicious, Enchantress, Verve Violet, Coquette Orchid, Yummy Pink, Sweetheart Blush. Darling Kiss, Temptress Rose, Delight Blush and Bombshell Pink colors.

In the realm of lip liners, the In the Nude, Caramel Nude, Paradise Pink, Rosewood, Cherry Red, Garnet Red, Marvelous and Plum Partner shades also are featured in the collection.

CoverGirl’s exhibitionist lipsticks and lip liners retail from $5.99 to $7.99 and can be found in mass market, drug store, food and e-commerce retailer’s nationwide.

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Sephora celebrates U.S. anniversary with two-day event

BY Gisselle Gaitan

Sephora is celebrating a major milestone by announcing a two-day “House of Beauty” event that will be taking over Los Angeles in October.

The beauty retailer is marking its 20th anniversary of debuting in the United States with the launch of Sephoria, a highly immersive beauty event that will fuse high-touch physical and digital experiences together.

Sephoria will offer attendees the opportunity to learn, get inspired and play in the world of Sephora, the company said. The theme “House of Beauty” invites guests to literally unlock a new experience behind every door.

The event features interactive rooms with immerse beauty lovers, including new and existing clients. The retailer’s beauty advisors, media and influencers, and more than 50 of its prestige beauty brands also will be on hand at the event.

Guests will able to create and share their own beauty adventures by exploring new inspirational looks, testing and trying hundreds of products, and learning how to master new makeup techniques.

“At the heart of it, Sephoria sets out to celebrate the often indescribable euphoria you get from playing in the vast world of beauty — from discovering game — changing products or trying out a new look to engaging with digital technology that takes personalization to a whole new level,” Deborah Yeh, SVP of marketing and brand at Sephora, said. “We’ve drawn from our deep understanding of the kinds of physical and digital beauty experiences clients love from Sephora, and set out to create the ultimate event that fuses fun, education and inspiration, and gives our community a place where they can live out all of their beauty fantasies.”

Sephoria’s launch will include a 360-degree marketing campaign that will begin later this month and a collaboration with influential top-tier beauty ambassadors, who will help fuel excitement and awareness, the company said.

The two-day celebration will take place at the Majestic in Los Angeles from Oct. 20 to 21. Ticket sales, which will feature three-tiered options, begin on July 21 and special offerings for Sephora’s Beauty Insider Rouge and VIB Loyalty members will be available in advance as well.

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