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NEW WRAP: As part of Coty Beauty’s ongoing effort to revive the specialty bath category, the company has retooled Calgon’s packaging, taking pains to emphasize benefit claims and its ubiquitous tag line “Take Me Away.” The new packaging includes a larger logo with the tag line placed directly underneath it, as opposed to its current position at the bottom of the label. Flavor names, such as Hawaiian Ginger and Tahitian Orchid are enlarged and run vertically down the right side of packages. Although product formulas remain the same, clinical tests allow Calgon to tout claims, such as “24-hour moisture” on the body lotion. The effort marks the first major update since Coty moved Calgon to the specialty bath department seven years ago. (Classic Calgon products are still sold in the soap aisle.) Calgon will expand its portfolio with the launch of Powder Milk Bath, scented bath soaks formulated with milk proteins. Powder Milk Bath, available in the five best-selling Calgon scents, are formulated with nonfat milk (said to be good for creating long-lasting bath bubbles) and vitamins E and C. Milk carton packaging prominently includes the “locks in moisture” claim. Both Calgon’s revamped packaging and Powder Milk Bath will bow in February with advertising breaking in March.
This story first appeared in the January 7, 2005 issue of WWD. Subscribe Today.
GLAM DO-GOODERS: For all those who need help primping for the Golden Globes, Biolage has a solution that marries vanity with charity. The professional hair care brand, in partnership with Glamour magazine, is taking over the Garden Suite at the L’Ermitage Hotel in Los Angeles for its two-day Get Glam/Do Good event, running Jan. 14 and 15. Matrix celebrity stylist Enzo Angileri will be on hand to cut and style locks and introduce VIPs to Biolage’s new Cera-Repair Deep Conditioning Treatment. For each celebrity that books an appointment, Biolage will make a donation to one of three participating charities, namely Surfrider Foundation USA, The Oceana Project and TreePeople.
EXECUTIVE MOVE: L’Oréal has promoted Rob Robillard to the post of senior vice president of marketing of L’Oréal Paris. Robillard succeeds Nina White, who is joining the company’s Lancôme division as deputy general manager and senior vice president of marketing. He will report directly to Carol Hamilton, president and general manager of L’Oréal Paris. Prior to his new role, Robillard served as vice president of marketing, cosmetics and hair care for L’Oréal Paris. During the past six years, Robillard has held several marketing positions at L’Oréal Paris, participating in the launches of products such as Endless, Double Extend and True Match.
BEAUTY CHAIR: Jill Scalamandre, group vice president of global marketing for Avon, is taking on a second leadership role: that of chairwoman of the Cosmetic Executive Women’s board of governors. Scalamandre is succeeding Robin Burns, who held the title from 2001 until earlier this year.