By  on February 21, 2013

NEW YORK — Calgon hopes “Modern Family” star Sarah Hyland will attract a new generation for [Heart] Calgon, a youth-oriented sibling for its iconic bath and body line.

“My mom knew ‘Calgon, take me away,’” said Hyland of the memorable Calgon phrase, while she was on location recently Los Angeles for the shoot of a print ad and social media videos. “This is the first beauty company I’m working with and I’m honored not only to be part of the campaign, but to be a part of the product’s launch.”

Shot in four vignettes, Hyland wore outfits matching the spirit of the fragrances — Fresh Start, Hot Date, Sweet Crush and Rock Steady. “Right now I’m wearing the outfit for Fresh Start. It’s my favorite because it’s so comfortable and loungy,” said Hyland, who plays the quintessential teen girl Haley Dunphy on the smash hit TV show. She’s the second celebrity tapped in the last month to front a youthful brand as marketers use star power to attract teenage girls. Burt’s Bee’s recently called up pop star Carly Rae Jepsen to boost awareness of its Gud Ruby Red Groovy products. These moves come on the heels of retailers’ efforts to boost volume by courting young women.

“Sarah embodies the attitude of [Heart] Calgon and its fun, bold approach to life,” said Bob Bailey, chief executive officer and president of Ilex Consumer Products, which took over the then-struggling Calgon franchise in 2008. Since then, Ilex has injected new life into the brand with 30 new items and reinvigorated marketing.

With women returning to purchasing Calgon, the time was right to appeal to future consumers. “These girls are already shopping at mass,” said Sharon Shue Hidey, marketing director for Ilex. “It was an opportunity staring us in the face.” Research showed teens respond to celebrity endorsement and Hyland was singled out as a compelling face for the 16-stockkeeping-unit line.

The sentiment was mutual.

“[Heart] Calgon is a great fit because it’s like my fashion sense, but for fragrance in that every morning I wake up in a different mood. Whether it’s grunge or hippy chic, there’s a fragrance for every state of mind,” said Hyland, who isn’t ruling out having her own fragrance, hair-care or makeup line in the future. For now, she’s happy to be the face behind Calgon’s efforts to nab teens. “I’m 22 and I still can’t decide on one fragrance forever, so it’s nice that I can experiment and mix it up without focusing on the price,” she said.

The self-proclaimed mass-market shopper said she gets most of her makeup, mascaras, face washes and makeup removers at chains such as CVS, Target and Walgreens. “I think it’s great that [Heart] Calgon has such a reasonable price point,” Hyland said of the products in the line, which average $5.

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