By Allison Watkinson
TLL Reporter
Newman’s Own has partnered with WetBrush to launch a licensed hairbrush that gives away 100% of its profits to children in need.
This licensing partnership makes Wet Brush the first brand to participate in the limited-edition Newman’s Deal promotional initiative since it was announced by the company last fall.
As an official Newman’s Deal licensing partner, Wet Brush was allowed to select photos from a library of Paul Newman images for its new Wet Brush x Newman’s Own Special Edition Pro Detangler hairbrush.
In addition to the actor’s likeness, the packaging for the limited-edition Wet Brush product includes Paul Newman’s signature and an official Newman’s Own 100% Profits to Help Kids stamp of authenticity.
The official Newman’s Own stamp of authenticity will be leveraged by the Wet Brush brand and future Newman’s Deal partners to drive product sales and increase consumer exposure.
The Newman’s Own food company was originally established by Paul Newman in 1982.
Since its creation, Newman’s Own has donated over $600 million to charitable causes through its commitment to give away 100% of its profits to charitable causes through the Newman’s Own Foundation.
Newman’s Deal offers the name, image and likeness rights of the late Hollywood actor and philanthropist, Paul Newman, to select brands if they also agree to give away 100% of the profits earned from co-branded limited-edition products to aid at-risk kids.
“For 40 years, Paul Newman’s face has been a symbol of radically good philanthropy,” said Newman’s Own CMO, Nicole Malcolm-Manyara. “We’re thrilled to offer more of Paul Newman through Newman’s Deal and we encourage more brands to give it all away… just as Paul did when he decided to emblazon his face on a bottle of salad dressing,” added Malcolm-Manyara. “This limited time offer to use Paul Newman’s likeness is the perfect way to celebrate his inspiring legacy, particularly as we unveil a new Newman’s Own brand identity and Newman’s Own Foundation focuses its mission to help children facing adversity.”
The Wet Brush x Newman’s Own Special Edition Pro Detangler is available in a Deep Blue color that is inspired by the actor’s blue eyes.
The new product can be purchased exclusively from the official Wet Brush e-commerce website while supplies last.
Applications for the limited-time Newman’s Deal initiative were open between Oct. 24 to Nov. 24, 2022.
“For the next forty years and long after that, Newman’s Own food company and Newman’s Own Foundation will be focused on our mission to nourish and transform the lives of children facing adversity by embracing Paul Newman’s ethos of giving it all away,” said Malcolm-Manyara. “We hope that by launching Newman’s Deal, we’ll provide incentives for other brands—whether they sell clothing, footwear, personal care, home goods, or anything else–to follow in Paul’s footsteps by donating 100% of their profits to help kids. We can’t wait for other brands to discover the tremendous benefit that comes from doing radically good work.”
Accepted applicants for the Newman’s Deal program will be notified by Jan. 31, 2023.
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