Marketing In Brief
This article was originally published in The Rose Sheet
Executive Summary
Halston: Elizabeth Arden signs NASCAR race car driver Jeff Gordon as spokesperson for Halston Z-14 men's fragrance, a scent that launched in 1976, company says. Initiative will introduce Halston Z-14 to a new generation of consumers, according to the firm. Marketing effort is currently being developed, but will feature Gordan in special edition packaging, in-store displays, sales promotions, targeted advertising, sampling and consumer public relations. Elizabeth Arden isn't the first fragrance marketer to tap the racing industry; L'Oréal signed Dale Earnhardt Jr. to promote Drakkar Noir in 2002 (1"The Rose Sheet" Jan. 21, 2002, p. 3)...
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Halston: Elizabeth Arden signs NASCAR race car driver Jeff Gordon as spokesperson for Halston Z-14 men's fragrance, a scent that launched in 1976, company says. Initiative will introduce Halston Z-14 to a new generation of consumers, according to the firm. Marketing effort is currently being developed, but will feature Gordan in special edition packaging, in-store displays, sales promotions, targeted advertising, sampling and consumer public relations. Elizabeth Arden isn't the first fragrance marketer to tap the racing industry; L'Oréal signed Dale Earnhardt Jr. to promote Drakkar Noir in 2002 (1 (Also see "L’Oréal Drakkar Marketing Revs Up With Spokesman Earnhardt Jr." - HBW Insight, 21 Jan, 2002.), p. 3).... Gillette: Boston Red Sox centerfielder Johnny Damon will shave his beard during a May 21 promotional event in Boston to promote the launch of the brand's new Gillette M3Power , company announces May 12. Damon has been dubbed the "Caveman" by fans and the media since he reported to spring training with a full beard. M3Power is rolling out now as a new men's flagship shaving system combining pulsating action with an enhanced blade technology (2 (Also see "Gillette Amps Up Mach3 With M3Power Launch" - HBW Insight, 19 Jan, 2004.), p. 3).... Lancôme: Force Densité shampoo and treatment added to Hair Sensation hair care line as a revitalizing duo to renew hair strength, restore fullness and "revive the youth" of hair, L'Oréal division says. Launching in August, Revitalizing Deep Treatment Shampoo contains a patented Ultra-Light Micro Emulsion Gel that penetrates the core of hair without weighing it down, according to Lancôme. Extra Density Replenishing Mask features a new Powerdose technology that offers fuller, thicker hair. Shampoo will cost $18.50, while the mask will retail for $28.50. Hair Sensation was recently expanded with four styling items (3 (Also see "Marketing In Brief" - HBW Insight, 3 May, 2004.), Marketing In Brief).... Sebastian: Body Double hair care collection is launching in July, backed by trade ads running this summer, as well as promotions including trial kits with mini sizes of the products, Wella division says. Body Double includes Thick-In Shampoo and Conditioner and Thick Extreme Treatment, a two-step treatment that expands the diameter of each strand of hair, firm says. Thickefy Styler, a thickening foam, and Thickspray Light, a texturizing spray, round out the collection. Products are scented with citrus, green and musk notes and will retail from $13.95 to $26.95. Sebastian also introducing reformulated versions of its Laminates Grip+ Gel ($14.95) and Hair Spray ($11.95) this month, featuring a "next generation" silicone complex, firm says. Hair spray will be available in an 80% VOC formulation, and a 50% VOC version for California.... Christophe Beverly Hills: Celebrity hairstylist introduces 13-SKU "masstige" hair care line exclusively in CVS doors and Christophe salons nationwide. Products are divided into four segments - volumizing, hydrating, smoothing and finishing - and feature color-coded packaging for each category. Christophe Beverly Hills Hair Care products are formulated with creatine to strengthen hair, vitamin C to protect from environmental damage and stress and polyquaternium and quaternium ingredients to repair split ends, prevent moisture loss, add shine and tame flyaways, according to firm. Bowing this month, products retail from $6.99-$7.99 apiece.... |