PROCTER & GAMBLE TESTS
‘TIDE BASIC’ IN 100 STORES
; Procter & Gamble is testing a new Tide—one that the compa-
ny hopes will appeal to budget conscious consumers. Tide
Basic—a powder detergent which is on shelves in 100 Wal-Mart and Kroger stores in southern and southwestern
P&G is testing Tide Basic in southern and southwestern states.
states—offers the same cleaning quality, but not the bells
and whistles P&G has added to the newer formulations,
such as Tide Total Care. The Tide Basic box boasts “Big
Value, Basic Clean,” which should catch the eye of cash
strapped consumers, who might just be eyeing up mid-priced brands or private label detergents. However, company officials said there are no formal plans to roll the product out nationally.
; With one in two women in the U.S. experiencing discoloration
of the skin due to a variety of causes including genetics, UV
exposure and aging, La Roche-Posay has rolled out Mela-D
Serum Anti-Dark Spot
Concentrate, which corrects dark spots and
helps to even skin tone.
Mela-D Serum Anti-Dark Spot Concentrate
works synergistically by
combining three unique
ingredients: lipo-hy-droxy-acid (LHA), kojic
acid—which inhibits the activity of tyrosinase (melanin
activating enzyme) in the skin to help reduce the appear-
La Roche-Posay’s Mela-D Serum corrects dark spots.
ance and color intensity of dark spots—and glycolic acid.
The precise keratolytic action of LHA and the reinforced
keratolytic action of glycolic acid prepares the skin to allow
for even better penetration of the kojic acid. The hydro-quinone-free concentrate is clinically proven to visibly
reduce the appearance of dark spots, hyperpigmentation
and uneven tone within just two months. In clinical tests,
patients experienced an 18% reduction in pigmentation,
23% reduction in skin discoloration, and 50% increase in
overall skin radiance after only eight weeks of use, according to La Roche-Posay. It hits counters this month.
; Degree Men’s new Degree V12 Absolute Protection is the lat-
est addition to the Unilever brand’s premium sub-line of
antiperspirants and deodorants designed specifically to
respond to increases in adrenaline and provide protection
when men need it most. Degree V12 has what Unilever
calls a body responsive formula, which is specially formulated with Armor Tech fragrance molecules, which reportedly release 1.4 million odor fighters per use.
To help roll out Degree V12, NASCAR icon Dale
Earnhardt Jr. will unveil the Degree V12 Challenge on
www.DegreeRacing.com, an online racing game that brings
the challenge of racing to the computer. JR Motorsports
drivers Dale Jr. and Brad Keselowski offer their racing
expertise in the form of voiceovers during the Degree V12
Challenge, aimed to guide gamers through the rigors of
online racing. The game is an extension of Degree’s
NASCAR partnership, which includes title sponsorship of
the Degree V12 300 NASCAR Nationwide Series race at
Atlanta Motor Speedway, which will be held over Labor
; NASCAR is also being used to drive sales at Estée Lauder.
Michael Shank Racing is sporting a new look as Sean John
Fragrances and Lab Series Skincare For Men have partnered with the team. The No. 60 Michael Shank Racing
Ford-Riley of Mark Patterson and Oswaldo Negri still carries its familiar distinctive black and orange livery, but for
the Daytona race it was boosted by the presence of signage
from Sean John’s Unforgivable and Lab Series Skincare
For Men on the wing, nose, sides, and in-car camera locations on the Daytona Prototype.
“This is the first time Lab Series Skincare For Men is
involved in an auto racing event and we are thrilled to partner with Michael Shank Racing,” added Richard Sawyer,
spokesperson and international education director, Lab