Archive for January, 2011

“Insider Rewards” and “Friends with Benefits” Apps Will Work to Strengthen Brand Engagement with Multicultural Consumers.


Contact: Tyrha M. Lindsey
UniWorld Group
NOTE:  Click to Download the  PDF – UWG_JPC Facebook Apps_Press Release_FINAL.
OR the Word Doc:  Word Doc – UWG_JPC Facebook Apps_Press Release_FINAL

DALLAS, TX: January 26, 2011 – Johnson Products Company (JPC) leads the helm in digital innovation within the ethnic hair care category with the launch of two custom interactive Facebook applications this month.  JPC’s Insider Rewards and Friends with Benefits are interactive social extensions of the company’s existing JPC and Ultra Sheen® Men Facebook pages.

“JPC’s 360 degree marketing platform allows us to reach our consumers everywhere they are. Our new Facebook apps will now allow us to set the highest standard for digital promotion and innovation,” explains Renee Cottrell-Brown, executive vice president of sales and marketing. “It’s important that we continually engage our consumers in fun, new ways to coincide with the launch of new products and promotions.”

JPC’s Insider Rewards and Friends with Benefits applications take the form of social gaming experiences inside the most robust and widely used social networking platform in the world.  The applications take advantage of the Facebook core feature set and enhance them through a unique user experience that is strengthened by the company’s brands.

As a loyalty community within a community, Insider Rewards allows users to build a relationship with the JPC brands and stay informed of special giveaways, contests and promotions.  When users join the rewards community, they can chat with other “Insiders” and participate in “Get the Style.” This feature encourages users to upload a photo of their best hairstyle and “like” other photos to accumulate points toward incentives such as free product samples.

Another benefit of the application is the Brand Ambassador component in which “Insiders” can further increase their level of participation.  JPC Brand Ambassadors have the option to sign up to attend in-store promotions or other events in their local market area and serve as brand advocates.  The concept emerged from the need to create a talent vault wherein JPC’s Great Model Search® contestants maintain the opportunity to interact with the JPC brand family.

Ultra Sheen® Men™ Friends with Benefits is a dynamic, high impact application using innovative animation and sound design to bring young consumers into the new Ultra Sheen® Men™ brand launched late last year. Users can secretly select friends they want to get to know from their existing list of Facebook friends. If there is a match, both parties receive an email notification and can virtually get to know each other better.  The application goes viral when users share the app with their friends.

“In order to compete in a global economy, brands have to find new ways to integrate their products and services into the daily lives of consumers – JPC understands this well,” explains Seth Silver, CEO and co-founder of Los Angeles-based Social Control, JPC’s digital agency of record. “By developing revolutionary applications of this nature for brand engagement, Johnson Products demonstrates an understanding of the inner workings of the digital ecosystem and how social media plays a key role in building relationships with modern consumers,” says Silver.

To find Johnson Products or Ultra Sheen® Men™ on Facebook go to Facebook.com/JohnsonProducts or Facebook.com/UltraSheenMen

To interact with Johnson Products’ Facebook applications visit:

Insider Rewards – apps.facebook.com/InsiderRewards

Ultra Sheen® Men™ Friends With Benefits – apps.facebook.com/UltraSheenMen

For more information on Johnson Products, visit johnsonproducts.com.


About Johnson Products Company

Originally founded in 1954 and newly established as an independent company in 2009, Johnson Products focuses on strategic brand and business development in the ethnic hair care market. The company has been a leading brand in the African American community for more than a half-century and currently offers more than 60 hair care products under the Gentle Treatment® and Ultra Sheen® brands.

For more information on the newly acquired Johnson Products Company, its family of brands and to download photographs of the new management team, visit the company’s Website at www.johnsonproducts.com.


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