BEAUTY CARE

Listerine freshens breath while on-the-go

BY DSN STAFF

Listerine is changing the way consumers can freshen their breath.

The brand’s latest innovation — Listerine Ready! Tabs — allows shoppers to achieve that clean mouth feeling while on the go.

Inspired by the research from consumers studies and focus groups, the product is comprised of clean mint solid-to-liquid tablets, that do not contain any mouthwash, and freshen breath for up to four hours, the company said.

“Now consumers can have a whole mouth clean feeling even if they’re not near a sink,” Sissy Urista, the senior commercial director for Listerine, said. “We’re changing the way consumers think about their everyday oral care routine with a revolutionary new form that’s completely new to the market so that we can make their on-the-go lifestyle easier.”

To use the product, which only takes 40 seconds, consumers need to chew the tablet for 10 seconds to transform it into a liquid, swish for 30 seconds and swallow.

Each of the tablets is made out of food-grade ingredients, alcohol-free and specially formulated to ingest, the Skillman, N.J.-based company said.

The Listerine Ready! Tabs are currently available for purchase in an eight-pack that retails for $2.99 at mass, food, drug and merchandise market retailers. The product also comes in a 56-count pack that can be found on Amazon.

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Milani Cosmetics appoints new CMO

BY DSN STAFF

Changes are coming to Milani Cosmetics’ leadership team.

The Los Angeles-based beauty brand announced that Evelyn Wang would be taking over the chief marketing officer role, effective Oct. 23.

Wang most recently served as the senior vice president of marketing at Wet ‘n Wild, where she’s credited with enhancing the brand’s imagery to increase its reach to Gen Z and millennial shoppers, and expansion into both Ulta Beauty and Boots.

“Evelyn’s talent in shaping highly relevant brands for today’s modern millennial consumer and expertise in winning in the digital and mass cosmetic landscape is a huge asset,” Grace Ray, CEO of Milani, said. “I am delighted to have Evelyn join the Milani team. With her proven track record of success and talented marketing leadership, Evelyn brings extraordinary experience to the position that will further drive Milani’s growth.”

She also held senior leadership roles at L’Oréal Paris’ hair color and skin care departments, Neutrogena Color Cosmetics at Johnson & Johnson and at Estée Lauder.

“It’s a thrill to take on the new challenge of CMO at Milani. This is a brand that already has a high degree of organic traction from consumers discovering its high-product quality. There is a tremendous opportunity to amplify that process of consumer discovery and take Milani’s growth to the next level,” Wang said. “I believe Milani has great potential to resonate with a diverse swath of consumers as their next must-have cosmetics brand. It’s exciting to work with Grace Ray, who has such clear leadership and vision for the brand, as well as the incredible team that is already in place at Milani. I have every confidence that we will take the brand to new heights of success and recognition.”

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Gillette Venus’ new campaign celebrates all women, skin types

BY DSN STAFF

Gillette Venus us celebrating all women and their skin types.

The Boston-based brand unveiled its new “My Skin My Way” campaign, which will focus on a series of commitments and activations that will shine a light on women who write their own rules when it comes to how they live in their own skin.

“In a few months, Gillette Venus turns 18 and we have taken time to self-reflect, to look at who we are, where we’ve been, where we want to be, and what we stand for,” Hillary Mone, North America Gillette Venus brand manager, said. “Starting with the ‘My Skin, My Way’ campaign, we’re doing things in a new way. We’ll show more types of women on screen and enlist more women behind the camera. No more retouching, no more restrictions, and no more rules.”

As a whole, the initiative will represent more women and stores, shining a light on those who define conventions, the company, which is part of the Procter & Gamble family, said.

The campaign will out over the next several months with new advertising, social content, influencer storytelling and brand partnerships. Further information can be found on Gillette Venus’ Instagram account or by following the #MySkinMyWay hashtag on social media.

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