The brand will make a $250,000 contribution to organization.
Committing to this cause is a key pillar in the brand’s Simply
American campaign, the company said.
The multifaceted campaign will have an interactive hub on
www.Almay.com. Using the hashtag #SimplyAmerican, the
brand is soliciting photos depicting“Simply American” moments.
In addition to the brand’s $250,000 contribution, Almay will donate one dollar, up to $10,000, for every“like” or share on social
media. Consumers will also have the opportunity to donate on-line at www.uso.org.
This summer, Almay is embarking on a road trip, stopping
at venues such as state fairs and other festivals to offer makeup
touch-ups and celebrate the people, places and occasions that
best exemplify the American spirit, including service women, veterans, military wives and their families. Both the USO initiative
and bus tour will be supported through custom programming on
•On Sunday, May 3, CND hosted its fifth “I Heart CND”
event at MK Beauty Club in Los Angeles, CA for nail professionals in the LA area. Featuring Summer 2015 trends and nail
styles, this high-energy event transported local Nail Professionals
through the“CND Art Walk”
with interactive stations and
product demonstrations that
brought CND’s systems and
artistry to life. While shopping for CND products,
guests had access to exclusive
promotional offers and raffle
prizes, and new products.
•Skin Inc.’s Skin Supple-
ment Bar is expanding its US
and Canadian presence with
Sephora in which customers
will be able to create a custom skin care serum, My Daily Dose,
designed for their unique needs.
“With Skin Inc, Skin Supplement Bar, we have a unique op-
portunity to be able to delight our client with a truly custom-
ized skin care solution for the first time. Skin Inc counseling will
also be available on Sephora.com and in-store through Sephora’s
Skincare IQ, so our client can make an informed decision on
what’s right for their skin. This is the future of skin care and we
are excited to be partnering with Skin Inc to make it a reality,” said
Artemis Patrick, SVP merchandising at Sephora.
The Skin Supplement Bar is now exclusively available in-store
at 66 Sephora locations nationwide.
•Bobbi Brown Cosmetics has unveiled a user-generated,
content driven campaign, #LONGWEARLIFEPROOF, to celebrate the launch of the brand’s new Long-Wear Eye Collection.
The campaign features some of the world’s greatest female
extreme athletes—specifically GoPro-sponsored athletes in-
cluding American World Cup alpine ski racer and Olympic Gold
Medalist Julia Mancuso; halfpipe snowboarding Olympic gold
and silver medalist and three-time Olympian Hannah Teter;
World Surf League (WSL) Longboard Champion and profession-
al surfer Kelia Moniz; and world record BASE jumper Roberta
Mancino. Acting as brand ambassadors with a global reach in the
millions, each athlete will capture raw footage of themselves in
their sport wearing Bobbi Brown Cosmetics Long-Wear makeup.
•Black Opal’s Flawless Perfecting Concealer has been
named a winner of the 2015 Essence Magazine “Best in Black
Beauty Awards.” In the May issue of Essence celebrity makeup
artist Porsche Cooper said of the concealer“it provides excellent
coverage in a wide range of warm and cool colors.”
•Soccer United Marketing and Bayer HealthCare have an-
nounced a multi-year, multi-property partnership making
Coppertone the official sun care partner of US Soccer and the
National Women’s Soccer League (NWSL). Coppertone will support the US Women’s National Team as it embarks on its journey
to the Women’s World Cup this year, and it will also back the US
Men’s National Team in this summer’s CONCACAF Gold Cup.
The brand will have access to US Soccer branding on packaging and displays, while sampling at local team games and leveraging the partnership in both broadcast and digital advertising.
Coppertone will also work closely with US Soccer to have products in the locker room, according to the organization.
The sponsorship is inclusive of the US Men’s and Women’s
National Teams, as well as the Youth National Teams and the
US Soccer Development Academy. Coppertone will work with
several players who will serve as brand ambassadors to spread a
message about sun protection.
•Alberto VO5 has a Facebook-based petition out for a star of
its own on Hollywood Boulevard. The legendary hair care brand
was created in 1955 after a Culver City chemist named Alberto
developed a reatment with five vitamin oils that kept TV star-
lets’ hair, which was prone to breakage under Hollywood’s harsh
lights, healthy and looking beautiful.
“Alberto VO5 was literally born in Hollywood and has played
a starring role in American hair care ever since, which makes a
Lifetime Achievement Award in the form of a hard-earned star
on Hollywood Boulevard entirely fitting, and inspirational,” said
Nina Riley, vice president of marketing at High Ridge Brands,
owner of the VO5 brand.
•Dreft, the 80-year-old baby laundry detergent brand that’s
the top choice of pediatricians and dermatologists, has expanded
its product lineup for every stage from newborn through the toddler years. Dreft’s portfolio now includes: Dreft Stage 1 Newborn
Liquid Detergent, the new Stage 2 Active Baby Liquid Detergent
and Dreft Blissfuls in-wash scent boosters. •