Key Brands pairs with iMedia to launch massive retail promotional campaign

SANTA MONICA, Calif. Key Brands International, whose beauty brands include Freeze It hair styling products, Vital Care hair and skin care and New You antioxidant intensive anti-aging shampoos and conditioners, has teamed up with iMedia, a publisher of digital entertainment content, for a nationwide retail promotion.

“This is our first nationally sponsored retail promotion, and we are very excited to have a partner like Key Brands International that has many top-selling products in the largest retail properties, including Wal-Mart and major food and drug chains,” Henry Williamson, chief executive officer of iMedia, said.

As part of the promotion, iMedia will produce a special edition Hollywood Previews CD-ROM that will be packaged with select Key Brands products and made available at retailers nationwide. Key Brands and iMedia are also sponsoring an on-disc promotion that will award one winner with a free trip to Hollywood for a hair and makeup makeover, photo shoot and an opportunity to interview celebrities for Hollywood Previews at a red carpet event.

The Hollywood Previews CD-ROM will provide exclusive entertainment videos, behind-the-scenes features, stories about the latest movies, music, DVDs and video games releases, red carpet celebrity interviews and music downloads.

Hollywood Previews is currently syndicated online by dozens of newspapers nationwide.

IMedia will also develop in-store promotional materials for Key Brands? retail partners and redesign Key Brands’ corporate Web site to enhance the company?s current products and special offers. The Hollywood Previews promotion is launching in as many as 3,000 store locations nationwide.