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TAG charity challenge

This article was originally published in The Rose Sheet

Executive Summary

Hip-hop artist Chris "Ludacris" Bridges, basketball star Carmelo Anthony and pro skateboarder and MTV personality Rob Dyrdek partner with Procter & Gamble's TAG on new scents and to raise money for charity. Called the "Signature Series," the three new body sprays will feature images of each celebrity on the packaging. Bridges, Anthony and Dyrdek will participate in the Tag Signature Series Charity Challenge, an "election-style battle" to raise money for the celebrities' charitable foundations, which will receive 10 percent of net sales of the products from Sept. 21 through Nov. 2. The celeb with the highest net sales will receive a $25,000 donation to their foundation. Bridges' Get Yours scent is "the smell of confidence," and Stay Up from Anthony "is all about me being fresh whether I'm on the court or hanging out with my friends." Dyrdek says his Make Moves scent "is all about how I live my life - free and unstoppable." Athena Kasvikis, assistant brand manager at P&G, states: "The TAG Signature Series is all about helping the consumer to smell the good life, and we have partnered with three unique celebrities that truly embody urban style and attitude to make that happen." The products retail for $4.49 on Drugstore.com
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