Partnership Includes Exclusive Fashion Show and Pool Party in Hollywood, along with Custom Online Destination Featuring Summer Fashion, Beauty, and Skincare Tips
LOS ANGELES, CA MAY 23, 2012— Evolve Media Corp.’s theFashionSpot (TFS) (www.thefashionspot.com), the largest fashion-focused community and fashion editorial site on the web, recently partnered with Hawaiian Tropic® Sun Care to promote their latest product, Hawaiian Tropic Silk Hydration™ Lotion Sunscreen. Including both online and offline components, the custom online destination debuted on theFashionSpot http://runwaytosummer.thefashionspot.com on May 21, 2012, while the campaign wrapped a successful Hawaiian Tropic® summer fashion show and cocktail party in Hollywood earlier in the month.
Evolve’s female vertical, totallyher, which represents all advertising inventory for theFashionSpot, worked closely with Hawaiian Tropic® brand to create a unique, multiplatform campaign. The digital experience starts with theFashionSpot’s newly unveiled Runway to Summer Pool Party and Fashion Show, a custom online destination featuring fashion and beauty videos and content coverage from the event. Additionally, the fully-branded section includes all the sun care, beauty, and fashion advice that users will need this summer. The editorial series runs alongside videos, featuring in-depth sun care and beauty guidance—all which speak directly to the benefits of Hawaiian Tropic® sun protection products. Also included is the fun Weather Fashion Detector: This all-new weather widget enables users to enter their zip code and find out the temperature in their location, weather description for the day, and corresponding outfit and Hawaiian Tropic® skincare product suggestions from theFashionSpot’s beauty experts.
Meanwhile, the exciting Runway to Summer offline event was held on May 5 in Hollywood. Featuring an exclusive fashion show and cocktail party at a trendy rooftop pool bar, the private event brought out some of Hollywood’s rising trendsetters and tastemakers. Throughout the day, guests viewed the latest looks from the L Space swimwear collection, and consulted with expert beauty and fashion stylists, who gave summer makeovers with Hawaiian Tropic Silk Hydration™ lotion sunscreen.
“Hawaiian Tropic® sun care products are all about giving our consumer the indulgent beauty experience she wants with the sun protection she needs, and new Hawaiian Tropic Silk Hydration™ lotion sunscreen is no exception,” said Minna Raffin, Sun Care Director, Energizer Personal Care, maker of Hawaiian Tropic® sun care products. “With its ultra-luxurious hydrating silk ribbons, it nourishes and pampers skin while providing broad spectrum protection when out in the sun.”
“Having combined fashion, beauty, and style, this was the perfect partnership and inaugural offline event for theFashionSpot—and a great way to kick off summer with skincare in mind,” says Dana Glazer, Managing Director of theFashionSpot. “We’re thrilled to keep the momentum going by debuting the Hawaiian Tropic® branded custom destination. The site seamlessly ties in our community’s thirst for cutting-edge style and beauty, with the importance of keeping skin protected, hydrated and healthy.”
To jump into summer with theFashionSpot and Hawaiian Tropic® Sun Care, click here: http://runwaytosummer.thefashionspot.com
About theFashionSpot and totallyher
Originating in July 2001, theFashionSpot (www.theFashionSpot.com) made a name for itself as an invitation only community of designers, stylists and fashionistas that dissected designer collections, celebrating some and skewering others. Building the largest fashion-focused community on the web, theFashionSpot.com has grown into a well respected fashion editorial site with a strong and active community element. The site currently reaches 2.4 million unique visitors each month, with close to 70,000 registered members playing an active role in the site’s forum. It is that in-market participation and authenticity that makes theFashionSpot.com the largest fashion community site and attracts other sites such as ShoeBlog, My‘It’Things and FadedYouthBlog for cross-promotion, content syndication and ad sales. theFashionSpot is part of AtomicOnline (www.AtomicOnline.com), the publishing unit of Evolve Media (www.evolvemediacorp.com).
totallyheris a vertically focused media services business designed to organize Evolve Media Corp.’s female audiences, research, specialized ad products and sales efforts. Aside from theFashionSpot, totallyher represents a number of leading female lifestyle communities and destinations, including Momtastic, Cooks.com, and King.com. totallyher’s vast knowledge and proprietary technologies enable brands to not only reach women, but engage and interact with them.
About Hawaiian Tropic® Brand
Founded in 1969, the Hawaiian Tropic® brand is one of the most iconic and best-known sun care brands in the U.S. with a wide range of products including sunscreens, tanning, sunless tanning, after sun, sport and lip. Hawaiian Tropic® products have carried The Skin Cancer Foundation's Seal of Recommendation for nearly two decades.
About Energizer Personal Care®
A leading manufacturer of health and beauty products around the world, Energizer Personal Care is a division of Energizer Holdings Inc. (NYSE: ENR), headquartered in St. Louis, Missouri. Energizer Personal Care markets products in more than 100 countries worldwide under the Playtex®, Banana Boat®, Hawaiian Tropic®, Skintimate® and Schick® brands. Playtex and all other trademarks are licensed or owned by Energizer or its affiliates. All other trademarks are property of the respective owners.
For More Information:
Director of Marketing Communications
(310) 449-1890 Ext. 8250
Public Relations Associate
(310) 449-1890 Ext. 8263