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Soap & Glory becomes Tough Mudder sponsor

Soap & Glory is getting messy. The Walgreens-owned beauty brand has become the first-ever exclusive beauty sponsor for all of the Tough Mudder North America Challenge events this year.

The brand will take over the obstacle course’s rinse stations and changing tents and transform them into tropical pink oases inspired by its new Call of Fruity bath and body fragrances.

“At Soap & Glory we're all about supporting powerful women doing amazing things, which is why we wanted to partner with Tough Mudder,” Kristina Amerigo, senior brand manager at Soap & Glory, said. “There is powerful synergy between our target demographic and the women who participate in these events — they are independent, empowered, and on a mission to challenge themselves to be the best they can be! Tough Mudder is an incredible physical challenge that gets people muddy and sweaty … which presents the perfect opportunity for Soap & Glory to clean them up using our new scent-sational Call of Fruity body care range.”

Beginning at Tough Mudder’s Minneapolis course, the New York City-based brand will celebrate female warriors across multiple platforms including Facebook, YouTube and select broadcast television outlets, the company said.

“We are excited to combine the passion of the incredible force of women that represent the Soap & Glory brand with the inspiring Tough Mudder lifestyle and epic event challenges. The partnership brings to life our shared camaraderie and belief in helping each other to achieve the extraordinary,” Jerome Hiquet, chief marketing officer at Tough Mudder, said. “There is genuine beauty in pushing through mud, sweat and personal limits, and we are truly excited to integrate Soap & Glory with legions of courageous female members of Mudder Nation who participate in events across North America.”

Soap & Glory's Call of Fruity bath and body fragrances are now available for purchase at such retailers as Walgreens, Target and Ulta Beauty.
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