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2007 International Technology, Technology Launch Award Finalists Announced
Posted: July 31, 2007
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The finalists for the New Technology Launch Award are:
Cognis, for its APG ad campaign, including 6 motifs (3 personal care and 3 home care). The ad campaign for its alkyl polyglucoside (APG) promotes it as a "green" surfactant used in cleaning products and comprises three themes covering the personal care and home care segments, with one ad in each showcasing the lead visual for the corresponding market.
Noveon, for its Make It campaign uses short, action-oriented headlines that include a tactile or visual adjective such as "Make it...bold," "Make it...POP!", or "Make it...smooth." This initial marketing line then ends with an appropriate technology from the company to create the named effect, closing with the trademarked catch-phrase, Formulate with Confidence. According to the company, this campaign series is designed to strengthen image and presence in the marketplace through a fully integrated promotion, advertising and event plan. The campaign was intended to speak to the formulator, appealing directly to the creative and rational aspects of formulating.
Sederma, for the launch of its Venuceane active. The company reportedly wished to demonstrate the visible and measurable aging of skin to, in the end, educate consumers about the damaging effects of UV and to demonstrate a preventative approach that cosmetic products can offer. The campaign included information on the technology to "age-proof skin" in the form of marketing sheets, marketing presentations, exhibitions, advertising, gifts, Webinars, conferences, publications and press kits.
Visit www.CosmeticsandToiletries.com or read Cosmetics & Toiletries magazine to find out the winners, which will be announced at HBA in September 2007.