*Johnson Products Company, Inc. has launched The Great Model Search® (TGMS) nationwide to find four beautiful faces to grace the new product boxes and let the world know it is back.
TGMS was the center of its 1980s ad campaigns, which created nationwide interest in this pioneer of ethnic hair care companies.
The 2010 version of The Great Model Search is based on Internet uploads from potential models across the United States. The four highest voted models will win contracts to appear as models on the packaging of the popular Gentle Treatment and Ultra Sheen relaxers, which are distributed globally.
They also win $5,000 each, an all expenses paid trip to Los Angeles, and more prizes.
“We want to win by going back to our roots,” said Eric Brown, chief executive officer of Johnson Products. “Our model searches have launched modeling careers, and given exposure to young hopefuls while championing the quality brand. It was a win-win contest.”
The 54 year-old company was purchased in April of 2009 by an African American investment company led by Brown and his wife, Renee, who serves as Executive Vice President of Sales and Marketing. The dynamic pair bring decades of experience managing the former Proline Corporation, founded by Renee’s father, Comer Cottrell. They are determined to restore Johnson Products to its former greatness within the community.
Here’s how it works:
Beginning today, January 15, a contestant will go to thegreatmodelsearch.com to upload a headshot. Once approved, a link to her contestant’s profile page will be sent, which the model-hopeful will then send to all of her friends and family to garner as many votes as possible.
The public can still join the fun in the “Vote to Win” part of the contest. By registering at www.thegreatmodelsearch.com they can vote for their favorite model. Each voter who opts in can enter the sweepstakes to win one of two iPhone® 3 GS smart phones with a two-year contract, or one of eight iPod® nanos (now with video camera and FM radio capabilities) or the Grand Prize trip for two to Los Angeles to be a judge at the contest finale in early June.
“This is a considerably large spend to bring awareness to the consumer that Johnson Products is back in a big way,” said Renee Brown. “It is strategic for us because after we acquired the Ultra Sheen® and Gentle Treatment® brand from Proctor & Gamble they definitely needed some updating since hair care is a fashion forward kind of business. We need to stay on top of what
To help spread the message to those with no Internet access, JPC is sending out street teams to beauty supply stores in local markets and participating retailers Sally Beauty Supply, Walgreens, Rite Aid and CVS. Hopefuls have the opportunity to have their photos taken onsite, register and upload with The Great Model Search team at select locations.
Over the years, Johnson Products has enjoyed celebrity endorsements including the appearance of Michael Jordan in a Gentle Treatment® commercial (available on the corporate website www.johnsonproducts.com) and a long running partnership with Soul Train. Historically, the model search was the largest promotion in the ethnic hair care industry and Johnson Products was the first.
The advertising campaign for TGMS expects 25 million media impressions, flooding 13 major urban markets (New York, Los Angeles, DC, Chicago, etc.) with billboards, magazine ads (Ebony, Jet and Essence), 200 national radio affiliates and Internet sites such as Black Planet, Bossip and EURweb. Also, industry trade publications Hype Hair andb Sophisticates Black Hair Styles will participate.
“This is not just a model search, but also an opportunity for the consumer to get involved and be rewarded for their participation,” said Renee Brown, referring to the promotional gifts that will come with certain purchases and the opportunity to win prizes through voting.
The finale of the event will be held in early June in Los Angeles and will be streamed live. Celebrity stylists and fashion savvy media personalities will serve as judges. Model registration and photo uploading begin January 15-March 30, 2010. Voting begins February 1 and lasts through April 15. Voters should check the website as prizewinners will be announced weekly.
About Johnson products Company
Newly established as an independent company in 2009 and originally founded in 1954, Johnson Products focuses on strategic brand and business development in the ethnic hair care market. The company has been a leading brand for more than a half-century in the African-American community and currently offers more than 30 hair care products under the Gentle Treatment® and Ultra Sheen® brands.
For more information on the new Johnson Products Company visit www.johnsonproducts.com.
source: Isidra Person-Lynn / Media Coordinator / [email protected]