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Activate Beauty Taps Cruz/Kravetz: Ideas as Marketing Agency of Record
MIAMI, FL--(The Hispanic PR Monitor)--February, 2006--Hispanic hair care manufacturer and distributor, Activate Beauty, Inc., today officially announced its selection of West LA-based cruz/kravetz: IDEAS as its Agency Of Record nationwide for their advertising, marketing and public relations efforts. The announcement coincides with Activate Beauty’s expansion into major national retail outlets. Currently sold through leading drug chain retailers in the United States and online at http://www.activatebeauty.com, the entire ACTIVATE(R) product line, addressing the particular needs of Latina hair types, will now be available in select Hispanic markets across 10 states. Marketing efforts will feature Puerto Rican singer, film (“Rush Hour 2”) and TV (“Without a Trace”) star, Roselyn Sánchez, as Activate Beauty spokesmodel.
“Activate’s rapidly expanding distribution requires marketing support that is national in scope and outreach,” said Jacqueline Dascal Chariff, President and CEO of Activate Beauty. “Our selection of cruz/kravetz: IDEAS is a key step in the expansion of our brand across the entire U.S. Latina consumer demographic.”
Recognizing the existing need in the national marketplace for a Latina-specific line of hair care products, cruz/kravetz: IDEAS Chairman and Chief Strategic Officer, Carl Kravetz, affirmed this is an assignment his agency is excited to take on. “We have a great opportunity to promote a product that actually delivers on its brand promise and is relevant to Latina consumers nationwide,” stated Kravetz.
Boasting salon-quality products at mass market prices, the entire ACTIVATE(R) product line is designed to treat coarse, dry and unmanageable, straight, wavy or curly hair. The products are the result of rigorous and extensive research, and are enriched with elements like Hydro-Infused(TM) Complex, a unique moisturizing blend developed exclusively for Activate Beauty, consisting of salon-formula premium ingredients like Sea Grape, White Water Lily, Avocado Oil, Vitamin E and Soy Protein; exotic elements like Cupuaçu Butter, Sea Buckthorn, and Macadamia Nut Oil; and nourishing components like Vanilla Bean, Vitamin B-5, Milk Thistle, and Aloe Vera. The line consists of seven products: a Hydrating Shampoo, Hydrating Conditioner, Hair Repair, Soft Curls, Straightening Cream, Shine-On Spray and Sealant Serum.