Mission Skincare, founded by tennis star Serena Williams and soccer professional Mia Hamm, will launch "Active Lifestyle Skincare Destinations" in the beauty aisle of all CVS/Long's pharmacy locations nationwide beginning this week.
The lip, face, body and sun care products are aimed at consumers with an active and healthy lifestyle. The in-store display for the products includes pictures of Williams and Hamm.
A variety of marketing programs are planned for the partnership in 2010, according to a Mission spokesperson, including a print campaign in national magazines focused on health, wellness and active lifestyles including a fairly extensive media buy with Competitor Magazine and Triathlete Magazine. Other media include radio commercials (both in-store and out-of-store), ad circulars and social media support.
The open-ended partnership with CVS will include in-store appearances by Williams and Hamm. To further promote the brand, Mission will offer sampling at events like the "Rock 'n' Roll" Marathon series, where Mission is the official suncare partner. An interactive mobile marketing tour is planned for next summer.
In conjunction with the partnership, Mission is launching six new products -- Revitalizing Lip Therapy Gel in Peppermint, Mega Balm Antioxidant Lip Refreshers in Blueberry-Pomegranate and Acai-Lemonade, Replenishing Hand + Body Moisturizer and Rejuvenating Face Moisturizer. The skincare and lip care products featuring vitamins and antioxidants will be available exclusively in the "Active Lifestyle Skincare Destinations" at CVS.
Williams said people who exercise regularly as part of a healthy lifestyle often overlook the fact that they have different skincare needs. The line is a good fit for CVS, whose customers are "constantly on the go," adds Mike Bloom, senior vice president of merchandising at CVS/pharmacy.
Since the products are developed and tested by active athletes, everyday people can be assured they will stand up to their busy lifestyles, Hamm said.
"When we started the company, we knew there was a huge opportunity to establish a new standard in skincare for the active lifestyle," Hamm said. "Products that help moms, dads and kids of all skin types, all ethnicities and all levels of athletic activity have been missing in the marketplace."
Mission Skincare was founded in 2008 by a group of top athletes including Williams, Hamm, Amanda Beard, Steve Nash, Sergio Garcia, David Wright, and more. The athletes are not only spokespeople but are also partners in the company and are involved in product development, testing and marketing.