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Max Factor recently introduced China’s industry insiders to a revolutionary new product that will surely give false lashes a run for their money. More than 200 international media and key opinion leaders were treated to an evening of beauty and fashion to celebrate False Lash Effect Mascara, Max Factor’s newest innovation.

Rising fashion designer Fan Ren kicked the night off with a presentation of 10 looks inspired by False Lash Effect Mascara. The striking pieces perfectly complemented eye looks created by Pat McGrath, Max Factor’s chief global make-up artist. Pat discussed the mascara’s striking effects, noting its her backstage go-to mascara.

Celebrity Gao Yuanyuan and stylist Zhang Renzhi demonstrated how to recreate one of Pat’s Autumn/Winter 2010 runway looks using False Lash Effect Mascara as an additional tribute to the make-up artist.

Event attendees were then asked to help spread the word about False Lash Effect Mascara. More than 130 guests filled out pre-designed postcards to tell their friends about the mascara and its striking effect – no more false lashes needed.

The event concluded with a false lash-cutting ceremony, symbolizing that women no longer need to resort to false lashes to achieve beautiful, dramatic lashes – they just need Max Factor False Lash Effect Mascara!

Pantene’s longstanding commitment to helping women achieve healthy hair just got more beautiful with a new program that helps provide healthy water to women and families in need. Pantene’s Healthy Hair for Healthy Water (HHHW) is a global program that supports Children’s Safe Drinking Water (CSDW) by providing PUR packets that transform contaminated water into clean, drinkable water. Pantene’s efforts will help CSDW save one life every hour by providing half a billion liters of clean drinking water in the developing world.

Pantene celebrity ambassadors Gisele Bündchen (Brazil) and Anggun (Indonesia) helped announce the powerful partnership at a P&G VIP Reception in New York on September 22. The kick-off was held in conjunction with the 2010 Clinton Global Initiative, increasing the program’s international prominence.

The announcement has garnered 330 stories worldwide, exceeding 185 million impressions. Additional coverage in Latin America and Asia is anticipated.

Consumers can get involved and make a difference by purchasing Pantene products from the P&G E-Store. For each bottle purchased through February 28, 2011, Pantene will donate 10 cents, the cost of one week’s worth of clean drinking water (10 liters) for a child in the developing world.

It all started with a dare!

After seeing how effective Olay Total Effects was at transforming her skin, India’s Olay Ambassador Soha Ali Kahn dared her friend, Shilpa Shetty, to try the product for three months to see the difference it could make.

Shilpa, who is also an Olay Ambassador, agreed to the challenge, but not until she’d also persuaded seven of her beautiful socialite friends to join: Bhavana Pandey, fashion designer Surily Goel, actress Ira Dubey, Ramona Garware, ex-model Namruta Barua, jewelry designer Maheep Kapoor and fashion designer Seema Khan.

A press release announcing the challenge was distributed to media, generating significant publicity. A Zoom TV shoot created additional buzz at the onset of the challenge, both with additional TV pick-up and by providing an exclusive opportunity for high-profile magazines like Femina and Vogue to attend behind-the-scenes. Additionally, Olay offered opportunities for the media to speak with the socialites to enhance coverage.

To continue the momentum, vignettes will run throughout the course of the challenge. A second Zoom TV episode showcasing the celebrities’ beauty transformations will air in December.

Our Global Alliance team in Russia and Ukraine earned top honors at the SABRE Awards, winning recognition from The Holmes Report as the 2009/2010 Eastern European Consultancy of the Year.