Calgon Signs Modern Family Star


Posted on February 22, 2013 @ 09:59 am



Calgon's new bath and body line, Heart Calgon, has signed on a new spokesperson - actress Sarah Hyland, star of Modern Family. The new collection is currently available at select Walgreens locations and will launch nationally at food, drug and mass locations this Spring.

The collection was designed to embody Calgon's "Take Me Away" tagline and target a new generation, with its trendy fragrances. The new scents are: "Fresh Start," a blend of apple, jasmine petals and fresh water lily; “Sweet Crush,” fresh fruits combined with grapefruit and peony; “Rock Steady,” a combination of wild berries, passion fruit and amber; and “Hot Date,” vanilla mixed with pear and exotic florals.

Hyland will be shooting the new multimedia campaign this month, and the actress will star in a series of online videos, as she encompasses the personalities of each individual fragrance. The vignettes will be featured on the brand’s website and social media sites. A print campaign will also debut later in the Spring.

“I’m so excited to be partnering with Heart Calgon, a new collection from the iconic ‘Take Me Away’ brand, Calgon,” said Sarah Hyland. “I love the concept of playing up different sides of my personality, so whether I’m walking the red carpet or going out for a night with friends, it’s fun to mix and match with my scents.”

Bob Bailey, CEO/president, Ilex Consumer Products Group, commented: “Sarah embodies the attitude of Heart Calgon and its fun, bold approach to life. We wanted to introduce Calgon to a new generation of women who are at a critical juncture between teen life and adulthood, discovering who they are, trying new beauty products as they flirt with style and ways to express themselves. Sarah Hyland is a natural fit to reach these women through fragrance and introduce them to a new brand.”

Photo courtesy of Facebook.com, Sarah Hyland's official page