Promotion In Brief
This article was originally published in The Rose Sheet
Executive Summary
Soft & Dri gets sexy: Dial Corporation is repositioning its recently acquired anti-perspirant/deodorant brand as "sexy" in an effort to identify with women, firm says. A provocative new ad campaign will launch on-air and in national women's magazines to highlight the brand's "sexy side" while focusing on its feminine look, patented dryness ingredients, and soft, sensual scents, Dial says. "Purchasing deodorant is personal," said Vanessa Kamerer, Dial's brand manager for Soft & Dri products. "We wanted to establish a relationship with women." As part of the re-branding, Dial is launching Soft & Dri Conditioning Silk invisible solid, which contains natural silk powder and aloe vera to soothe and condition skin after shaving. Available in two fragrances - Touch of Aloe and Soft Cashmere - the item is launching now at mass retailers for $2.49.Dial acquired the brand from Procter & Gamble last year (1"The Rose Sheet" Feb. 27, 2006, p. 3)...
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Soft & Dri gets sexy: Dial Corporation is repositioning its recently acquired anti-perspirant/deodorant brand as "sexy" in an effort to identify with women, firm says. A provocative new ad campaign will launch on-air and in national women's magazines to highlight the brand's "sexy side" while focusing on its feminine look, patented dryness ingredients, and soft, sensual scents, Dial says. "Purchasing deodorant is personal," said Vanessa Kamerer, Dial's brand manager for Soft & Dri products. "We wanted to establish a relationship with women." As part of the re-branding, Dial is launching Soft & Dri Conditioning Silk invisible solid, which contains natural silk powder and aloe vera to soothe and condition skin after shaving. Available in two fragrances - Touch of Aloe and Soft Cashmere - the item is launching now at mass retailers for $2.49.Dial acquired the brand from Procter & Gamble last year (1 (Also see "Dial Personal Care Portfolio Expands With Gillette Antiperspirant Buy" - HBW Insight, 27 Feb, 2006.), p. 3).... Garnier Fructis rocks NASCAR: "Rock your Style" free concert series will promote the brand at motor speedways across the U.S. this summer, L'Oréal says March 30. Garnier will offer free style makeovers and product samples at seven concerts featuring various artists from Julie Roberts to Shooter Jennings. The firm also will sponsor contests to win race tickets, backstage passes to meet the artists and other prizes. The promotion will begin with a concert April 21 in Phoenix, Ariz., and will continue through August. The promotion is L'Oréal's way of "bringing fun, rock energy and great hair to the fans" at NASCAR events, Cheryl Vitali, senior VP-marketing Maybelline New York-Garnier, says in a statement.... Virtue smells divine: IBI, a niche fragrance company in Orange County, Calif., is billing its new fragrance, Virtue ,as "the world's first spiritual perfume." The scent - "designed to be a reminder of God, Christ, spiritual self and soul" - is based on a Biblical formula, the firm claims. The formulation features notes of apricot, pomegranate, fig and iris; the drydown comprises exotic woods of frankincense, myrrh, aloe and spikenard. "The natural oils of Virtue blend with the wearer's own body chemistry to form your own signature fragrance. Uniquely beautiful and definitely unforgettable, it places the wearer in an ancient world of senses, enduring and timeless for over 3,000 years," says IBI President Vicki Pratt. The scent, which took six years to develop, is Pratt's inspiration, according to the firm. Pratt, who has 30 years of experience as a home fragrance manufacturer, formed IBI in 2005. Virtue is packaged in a 1.7 oz. French bottle featuring 24-kt gold raised lettering. Retailing for $80, the scent is only available online at 2 www.VirtuePerfume.com. The firm plans to introduce a "Biblically based" moisturizing lotion soon.... |