Congrats to Sarah Hyland! The “Modern Family” star has landed a new gig as the face of Calgon’s new bath & body care brand Heart Calgon.
Heart Calgon is a new collection of fragrant bath & body care products targeted to a fresh generation of young women and will debut this Spring with four fragrances, each with its own Body Mist, Shimmer Mist, Body Lotion and Exfoliating Body Wash.
“I’m so excited to be partnering with Heart Calgon, a new collection from the iconic ‘Take Me Away’ brand, Calgon,” said Sarah Hyland. “I love the concept of playing up different sides of my personality, so whether I’m walking the red carpet or going out for a night with friends, it’s fun to mix and match with my scents.”
The multimedia campaign will kick-off this spring and highlight Ms. Hyland in a series of online videos as she encompasses the personalities of individual fragrances from the dreamy spirit of “Fresh Start,” to the “Sweet Crush” girl next door. These vignettes will live on the brand’s website and hub of the campaign, www.HeartCalgon.com, as well as the brand’s social media sites. A print campaign will also debut later in the Spring.
“Sarah embodies the attitude of Heart Calgon and its fun, bold approach to life,” says Bob Bailey, CEO and President of Ilex Consumer Products Group. “We wanted to introduce Calgon to a new generation of women who are at a critical juncture between teen life and adulthood, discovering who they are, trying new beauty products as they flirt with style and ways to express themselves. Sarah Hyland is a natural fit to reach these women through fragrance and introduce them to a new brand.”
Four distinct fragrances were developed with this target demographic in mind: “Fresh Start,” is a dreamy blend of crisp apple, jasmine petals and fresh water lily makes a subtle but lasting statement, while “Sweet Crush,” is a luscious blend of fresh fruits, dewy grapefruit and seductive peony that will leave him craving for more; “Rock Steady,” is a thrilling mélange of wild berries, tempting passion fruit and amber intended for bending all the rules, and “Hot Date,” is an enticing blend of creamy vanilla, sparkling pear and exotic florals that pulls out all the stops. Heart Calgon is an affordable way for consumers to try different fragrances and to live the Heart Calgon lifestyle. Heart Calgon is currently available at select Walgreens locations and will launch nationally at food, drug and mass locations this Spring.