Marketing In Brief
This article was originally published in The Rose Sheet
Executive Summary
Proactiv relaunch: Guthy-Renker introduces first change to its Proactiv acne treatment in 15 years since the system's launch, micro-sizing the formula's benzoyl peroxide active "to penetrate even clogged pores quickly," according to Jan. 13 release. "Customers report faster and gentler results," firm says. Reformulation will be accompanied by television and online marketing campaign featuring new celebrity faces, including Grammy-nominated singer-songwriter Katy Perry, who "will tell her personal story of how she struggled with acne and how Proactiv helped her take control." Perry, age 26, was awarded Best New Act at the MTV Europe Music Awards, and her "struggles with acne are documented in photos all over the Web," G-R says. The firm also is launching a comprehensive online support system - Proactiv Day One - and offering customers "unmatched access to round-the-clock guidance and support" from its team of dermatologist-trained skin-care advisors
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Marketing In Brief
Mitchum: In its first dedicated advertising effort in five years, deodorant brand Mitchum is launching the "Hardest Working Person in America" campaign, encompassing TV, print and digital media, as well as social networking platforms such as Facebook, Twitter, YouTube and Flickr, the Revlon brand announces. The effort includes a contest to find, highlight and reward the hardest-working person in the U.S. based on video submissions to MitchumHardestWorking.com. Top 10 finalists will be announced July 19 and the winner will be chosen the week of Aug. 15. The winner will receive $100,000 and be the subject of a short film by documentarians/filmmakers Bradley Kaplan and Albert Maysles. The two artists also created four short films detailing the work of men and women across the country. Those films, along with four others from marketing groups, were shot documentary style and will be viewable both on TV and on the branded website
OCA Applauds Organic Board's Recommendation To USDA: "Outlaw Nanotech"
With a push from the Organic Consumers Association, the National Organic Standards Board is recommending that the use of nanotechnology be strictly prohibited from products certified under the National Organic Program