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SK-II campaign

This article was originally published in The Rose Sheet

Executive Summary

Spring advertising campaign featuring brand's global ambassador - actress Cate Blanchett - will break in March in the U.S., Australia, UK and Spain, Procter & Gamble says. The "simple, yet visually stimulating" ads feature a black-and-white "portrait" of the actress, whom the firm signed in October (1"The Rose Sheet" Oct. 29, 2007, People In Brief). "Blanchett's true essence is revealed through her flawless skin, which serves as the glowing focal point of the campaign and communicates her passion for the brand," P&G says. The brand also is introducing the U.S. Essentials Collection, which consists of Facial Treatment Essence, Facial Treatment Repair C and Facial Treatment Masks - three offerings through which Blanchett first discovered and became a loyal user of the brand, firm says...

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People In Brief

Bare Escentuals names CMO: Mineral makeup brand Bare Escentuals taps Jim Taschetta for chief marketing officer, according to Oct. 17 release. With 20 years of marketing experience, Taschetta has held positions at Procter & Gamble - managing firm's hair-care and bar-soap businesses in Argentina and Uraguay - the Coca-Cola Company and Yodlee. Most recently he was senior VP-marketing strategy and planning at Visa USA, where "he led the repositioning of the top-ranked Visa brand." CEO Leslie Blodgett notes: "Strengthening our strategic marketing efforts is critical to our continued success. Jim has a proven track record in developing some of the world's most widely recognized brands. His impressive global-branding insights and expertise will serve us well as we work to enhance the awareness and understanding of the Bare Escentuals brand worldwide." Bare Escentuals says it is actively searching for a president of retail to manage its company-owned boutiques. Meanwhile, Diane Miles, president of wholesale/international, "will oversee all of the company's bricks-and-mortar wholesale relationships including Sephora, Ulta, department stores and spas, as well as Bare Escentuals' international business," company notes...

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