IS THE FACE
• Multi-platinum artist and four-time Grammy award-winning
star Taylor Swift will represent new CoverGirl NatureLuxe, billed as
a“new generation of luxury makeup” by P&G. Swift, who was first
announced as a CoverGirl spokesmodel in May, will appear in Na-tureLux ads this month as the line hits retailers.
Taylor Swift is the new face of CoverGirl NatureLuxe.
“Taylor’s naturally polished and beautiful look fits perfectly
with the new luxury makeup line,” said Vince Hudson, general
manager, CoverGirl Cosmetics.“We specifically designed this line
for women who, just like Taylor, want high quality products that
flatter her lifestyle and environment. NatureLuxe provides luxury
that isn’t extravagant, but rather simple, modern elegance that is
inspired by nature.”
• Vaseline Intensive Rescue’s Dry Skin Patrol—a group of real
life women selected by the brand because they have dry skin—is
on the road, traveling the country to take part in some pretty brutal dry-skin torture tests in some of America’s driest, coldest and
itchiest places. So far, they have stopped at the Philadelphia
Marathon (Nov. 21, 2010), Aspen Winternational (Nov. 27-28,
2010) and the famed Coney Island Polar Bear Plunge on New
Year’s Day. Next up is the Beargrease Dogsled Marathon in Duluth, MN (Jan. 29). At the events, Vaseline is giving out free samples and offering skin care advice.
Award-winning actress and star on TV Land’s“Hot in Cleveland” Wendie Malick is the team’s leader. Team members include
Kari Elle Aceto (Green Valley Lake, CA), Kailani Okamoto (Ewa
Bach, HI) and Michelle Lee (Ashville, NC).
The Vaseline Facebook page features profiles of the Dry Skin
Patrol members, a forum where dry skin sufferers can submit questions to the team, rescue a friend from dry skin by sending a virtual
gift and request a free product sample.
• P&G has signed a multi-year partnership with National
Hockey League (NHL) star Alex Ovechkin to serve as a Gillette
brand ambassador. Ovechkin will appear in advertising and marketing activities in support of the world’s leading male grooming
brand in Russia and Eastern Europe and will collaborate with Gillette
to create charity programs that will contribute to youth hockey development in the region, as well as the Washington, D.C. area.
Ovechkin, who plays for the Washington Capitals, won the
Lester B. Pearson Award in 2008, 2009 and 2010. The award is presented annually to the“most outstanding player” in the NHL as
voted by fellow members of the National Hockey League Players’
Association. The first campaign includes two television commercials along with print and online advertisements, as well as point-of-sale materials featuring Ovechkin’s name and likeness.
“We are looking forward to working with him in Russia and
Eastern Europe to help us launch the latest addition to the Gillette
Fusion family and the new series of Gillette products for sensitive
skin,” said Svetlana Stishkova, Gillette marketing director, Russia.
• During the past 10 years, Mary Kay Cosmetics has increased
its Latina independent sales force by 39%. Mary Kay credits this
growth to values it shares with Latinas. When Mary Kay Ash
founded her business in 1963, she stressed to the independent
sales force—made up of only 9% women at that time—the importance of faith, family and career.
• Kohl’s Corporation will expand Simply Vera Vera Wang into
cosmetics by Spring 2012 in Kohl’s stores nationwide and
Kohls.com. At launch, the Simply Vera Vera Wang cosmetics line
will include makeup and color, skin care, bath and body products
and beauty accessories.
First licensed by a subsidiary of Vera Wang Group to Kohl’s in
2006, the Simply Vera Vera Wang contemporary lifestyle collection
also includes apparel, handbags, leather accessories, jewelry,
footwear, bedding and bath.
“As part of my incredible partnership with Kohl’s, I will now be
able to offer women all over America my own personal regimen
for skin care and makeup. It is an easy, light, modern and effortless