Show J.Lo Your Moves
August 23, 2007
CINCINNATI, Aug. 23 — If you think you’ve got
some “hot” moves, you could find yourself in an upcoming music video with
Jennifer Lopez. Secret(R), the number one female anti-perspirant/deodorant
in North America, has partnered with the music and movie star to kick-off
the “Secret’s Show Us Your Moves” contest in New York City today. The
nationwide search is looking for America’s hottest female dancer. Today’s
casting call, the first of six cross-country stops, will take place at the
Roseland Ballroom on 239 West 52nd Street from 11:30 am – 4 pm, followed by
a free performance by Jennifer later in the evening. The first 200 women to
come to the casting call are guaranteed to audition. The dancer who best
conveys her unique confidence while showing her “moves” will be eligible
for a chance to appear in an upcoming music video with Ms. Lopez.
“Secret’s Show Us Your Moves” dance contest is in celebration of the
launch of Secret’s new campaign, ‘Because You’re Hot.’ The campaign,
created by Leo Burnett Chicago, celebrates the different definitions of
what makes a woman uniquely “hot,” such as confidence, femininity and
strength. The campaign plays with the literal and figurative definition of
“hot” — connecting directly to the efficacy of Secret products, while
reinforcing the idea that female confidence is hot.
The ‘Because You’re Hot’ campaign and “Secret’s Show Us Your Moves”
contest continues to evolve the Secret brand as hip, modern and feminine.
The new look and feel of the campaign will come to life through the brand’s
new advertising, Web site, public relations and promotional activities
including the casting calls kicked off by Jennifer Lopez today.
“I think we can all agree that Jennifer Lopez is hot. She’s a modern
expression of feminine confidence in all its various forms, which makes her
a great partner for the ‘Because You’re Hot’ campaign which recognizes that
confidence is sexy, offering the idea that when you’re confident, you are
hot,” said General Manager for Procter & Gamble Anti-Perspirant and
Deodorant, Alex Keith.
After today’s casting call in New York, the contest will travel to
Dallas, Atlanta , Miami, Chicago and Las Vegas through the end of
September. Contestants who can’t make it to one of the six casting calls
can submit a 30-second video of their “Secret Hot Moves” online beginning
12:01 a.m. Eastern Time (ET) on August 23, 2007 on http://www.becauseyourehot.com.
One winner will be selected from each of the six local casting calls and
four from the online submissions. Then it will be up to America to select
the “hottest of them all” by visiting http://www.becauseyourehot.com. For
information on the casting calls, or how to submit your audition online,
visit http://www.becauseyourehot.com. Good luck!
About Procter & Gamble Beauty (NYSE: PG)
P&G Beauty sells more than 130 different brands in over 180 countries
worldwide that touch and improve lives daily. P&G Beauty had more than $19
billion in global sales in fiscal year 2004/05, making it one of the
world’s largest beauty companies. The global leading beauty company at
mass, P&G Beauty brands include: Pantene(R), Head and Shoulders(R),
Olay(R), Max Factor(R), Cover Girl(R), Gillette(R) Complete Skin Care for
Men, Always(R), Joy(R), Hugo Boss(R), Wella(R), Herbal Essences(R), Clairol
Nice ‘n Easy(R) and SK-II(R). Please visit http://www.pg.com for the latest news
and in-depth information about P&G Beauty and its brands.
SOURCE Procter & Gamble
