Archive for June, 2007

Skin Cancer Takes Friends from Olay

June 29th, 2007 | Posted By DeVries Archive

Marcia Cross

When I think about “girls day out”, lots of options spring to mind, everything from finding the perfect new sandals to the right summer shade of lipstick, trying out the latest Italian restaurant to see if it really transports to Tuscany or if we’re really feeling ambitious speed viewing through the latest art exhibitions uptown. What doesn’t pop to mind is grabbing a good friend and heading off to the dermatologist for a full body skin cancer screening! But, given the importance of prevention and the success rates of early detection, it should, and thanks to Olay, it can. Olay and the ASDS (American Society for Dermatologic Surgery) have partnered for the third consecutive year to offer free skin cancer screenings by dermatologists across the country. “Skin Cancer Takes Friends” is the name of the program and also the website to find a doctor in your area participating during May and June. Simply call and make an appointment for you and your friend to get a skin cancer exam completely free of charge.

Its not just people who live in the sunny climes like Miami and Phoenix that need to be concerned about sun exposure and skin cancer. We’re all getting bombarded with rays every day, sunny or cloudy, whenever we’re outside. Whether at the beach or just walking the dog, the effects are cumulative. Daily protection is the key to limiting future damage but an annual skin cancer screening makes sure nothing has gone awry from previous years of exposure, and any problems are caught early on.

Getting the word out is key to educating consumers about the importance of prevention and detection of skin cancer. That’s why Olay has partnered with a celebrity spokesperson each year for maximum media impact. This year, working with Desperate Housewives star Marcia Cross has been a resounding success. Not only is Marcia the ‘poster girl’ for sun protection with her gorgeous red hair and ‘peach and cream’ complexion but because she has had family members diagnosed with skin cancer, she is ever vigilant to the dangers of sun exposure. During one of the TV tapings, she joked that she’s often photographed in a big hat and sunglasses, and said, “I’m not trying to go around incognito because I’m an actress; I’d be dressing this way regardless of what I did, to protect myself from sun exposure.”

Marcia not only practices safe sun for herself, but as the new mother of beautiful twin baby girls Eden and Savannah, she’ll be slathering them in protection and being extra cautious about keeping their delicate skin covered.

Skin cancer is the most common form of cancer in the US; one in five Americans will get skin cancer in their lifetime. The good news is that when it is detected and treated early, the vast majority of cases are curable. So, grab a friend and go get checked out. It’s all free from Olay and the ASDS.

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Pantene Beautiful Lengths Sets Guinness World Record

June 26th, 2007 | Posted By DeVries Archive

Pantene Beautiful Lengths WLB-TV NBC Mississippi Cutting Event

In the last three months alone Pantene Beautiful Lengths has been more active than ever in getting consumers, media and influencer’s talking like never before – from a Guinness World Record-setting event to Pantene Celebrity Stylist appearances to the unexpected support of a MLB player and a Hollywood actor, the campaign is on FIRE!

First, the campaign has already received more than 16,500 ponytails (we were hoping to hit 10,000 next month!!). So how did that come about? Cutting events, anyone? In Arkansas, Pantene celebrity stylist Danilo appeared at Wal-Mart headquarters to “share the shine” and give hair donors makeovers. In NYC, salon owner Mark Garrison held two cutting events, one in April and one in June – garnering national media attention and more than 50 ponytails. And in Los Angeles, actor Kyle Maclachlan (Desperate Housewives and Sex and the City), made the Pantene Beautiful Lengths symbolic 10,000th ponytail cut live on NBC’s Access Hollywood. Just a few weeks later in Oakland, MLB Athletics outfielder Nick Swisher cut his ponytail in front of a sold-out crowd of 35,000 fans during an A’s/Giants game.

But May 21st was by far the biggest day in the campaign’s donation history to date, with massive cutting events occurring simultaneously in Ohio and Mississippi. More than 200 students, staff and alumni from Seton High School in Cincinnati donated their ponytails at a pep rally. This event represented the largest single simultaneous cutting moment in the campaign’s history! Meanwhile in Mississippi, two news anchors from an NBC affiliate conducted a day-long cutting event that yielded the largest number of hair donations from a single community in one day with more than 900 ponytails collected! These two events collected more than 1,200 ponytails (that’s more than 800 feet of hair!) in a single day. But the crowning glory was the Guinness World Record earned on behalf of the campaign for the “Most Hair Donated to Charity in 24 Hours.”

And with the re-launch of www.beautifullengths.com, a new campaign blog, and MySpace page, people across the country have more ways to share their stories about Pantene Beautiful Lengths and help spread the word. In fact, I have my own story to tell, having donated my own hair when we launched last July (12 inches – gasp!) – and am thinking it’s time for me to start growing again as we get prepared to officially kick off our second year with an A-list celebrity (not me, sadly) cutting her hair for the cause in October.

Laura Pesin
Senior Vice President of Pantene

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