Degree Women® joins forces with Ciara to DO:MORE
Degree Women® and Ciara provide fans with exclusive access to all of the GRAMMY® action
Englewood Cliffs, NJ (January 14, 2014) - From dance rehearsals to the recording studio, Ciara is one of music’s most physical performers and is always working to improve her craft. While most music artists keep their performance prep behind closed doors, Ciara is teaming up with Degree Women® – an official sponsor of the 56th Grammy Awards® – to chronicle her journey toward improving, fine-tuning and perfecting her after-party performance for the music industry’s biggest event of the year.
For Ciara, the GRAMMY Awards mean more than red carpet fashion and winning the highest accolade a musician can receive — they symbolize years of hard work and commitment put forth on the journey to the top. Ciara is constantly pushing boundaries and challenging herself to perform at a higher caliber, especially as she gears up for her high-impact performance at the official 2014 GRAMMY Celebration® after-party. She isn’t afraid to go the extra mile to deliver in the spotlight and relies on the long-lasting protection of Degree® motionSENSE™ to keep her fresh and dry. As a non-stop type of performer, Ciara needs a deodorant that works as hard as she does and is known to always keep a stick of Degree® motionSENSE™ on hand from her clutch to her gym bag.
“As an artist it is so rewarding to perform for my fans – especially at the official GRAMMY after-party! I teamed up with Degree® to show everyone how I continually push myself to improve and inspire them to do the same,” said Ciara. “I’m a perfectionist at heart, I strive to keep improving and I couldn’t do it without Degree® motionSENSE™ -- it keeps me protected, no matter how much I move, so I can DO:MORE and turn it up on stage.”
Through this partnership, Degree® is introducing fans to the next chapter of its dynamic DO:MORE campaign, highlighting the journey behind a person’s pursuit of their goals. Every ‘doer’ realizes the potential for improvement and putting in extra physical effort comes with the territory. As the only antiperspirant deodorant activated by movement, Degree® motionSENSE™ provides bursts of long-lasting freshness and protection as doers continue to challenge themselves and strive for the next level.
Follow Ciara’s DO:MORE Journey
Fans can visit www.degreedeodorant.com/grammys for an exclusive behind-the-scenes look at Ciara’s DO: MORE performance prep work for the GRAMMY after-party, compliments of Degree Women®. Fans can watch along as Ciara improves and hones her routine to ensure her act is flawless for the big night.
People can become part of the GRAMMY after-party action by submitting a photo of their DO:MORE spirit on the site that may be featured on-stage during Ciara’s set. Fans also can enter for a chance to win an exclusive Degree Women® All-Access Pass to the 57th Annual GRAMMY Awards.
“We are so excited to be partnering with Ciara again as we enter into the next stage of our DO:MORE campaign leading up to the GRAMMYs. This year, we’re putting a spotlight on the DO:MORE journey— the process each person goes through to improve while pursuing their dreams,” said Matthew McCarthy, Senior Marketing Director, Unilever North America. “As one of the most physical and talented performers in the business, Ciara truly puts our motionSENSE™ technology to the test and embodies the DO:MORE spirit that we want to ignite in everyone.”
New & Improved for 2014
New and improved Degree® motionSENSE™ is the only antiperspirant deodorant that releases extra protection as you move for long-lasting freshness. The exclusive motionSENSE™ technology releases bursts of freshness with every move you make, keeping you protected throughout the day so you can do more of what you love. It is the only antiperspirant deodorant that is activated by movement first so the more you move, the more it protects. Degree Women also is introducing two fresh new motionSENSE™ fragrances including Berry Cool with notes of wild strawberry, raspberry and pink grapefruit and Tropical Rush with notes of blood orange, piña colada and coconut water.
About Unilever North America
Unilever is one of the world’s leading suppliers of Food, Home and Personal Care products with sales in over 190 countries. Our products are present in 7 out of 10 homes globally and are used by over 2 billion people on a daily basis. In the United States and Canada the portfolio includes brand icons such as: Axe, Becel, Ben & Jerry’s, Bertolli, Breyers, Caress, Clear Scalp & Hair Therapy, Consort For Men, Country Crock, Degree, Dove personal care products, Good Humor, Hellmann’s, I Can’t Believe It’s Not Butter!, Just for Me!, Klondike, Knorr, Lever 2000, Lipton, Magnum, Motions, Nexxus, Noxzema, Pond’s, Popsicle, Promise, Q-tips, Ragu, Simple, Slim-Fast, Soft & Beautiful, St. Ives, Suave, tcb, TIGI, TRESemmé, Vaseline, and Wish-Bone. All of the preceding brand names are trademarks or registered trademarks of the Unilever Group of Companies.
Our ambition is to double the size of our business, whilst reducing our overall environmental footprint (including sourcing, consumer use and disposal) and increasing our positive social impact. We are committed to helping more than a billion people take action to improve their health and well-being, sourcing all our agricultural raw materials sustainably by 2020, and decoupling our growth from our environmental impact. Supporting our three big goals are more than 50 time-based targets. See more on the Unilever Sustainable Living Plan at http://www.unileverusa.com/sustainable-living/ or http://www.unilever.ca/sustainable-living/
Unilever employs more than 12,000 people across North America – generating over $10 billion in sales in 2012. For more information visit www.unileverusa.com or www.unilever.ca.
About the Sweepstakes:
NO PURCHASE NECESSARY. A PURCHASE WILL NOT INCREASE YOUR CHANCES OF WINNING. LEGAL RESIDENTS OF THE 50 UNITED STATES (D.C.) 18 YEARS AND OLDER. VOID WHERE PROHIBITED. Sweepstakes ends 2/7/14. Sponsor: Conopco, Inc., d/b/a Unilever, 800 Sylvan Ave., Englewood Cliffs, NJ 07632.
Ciara's self-titled album was released on July 5, 2013 and debuted at #2 on the Billboard Top 200. The album features the #1 gold single "Body Party," which sold over 500,000 copies. Critics at The New York Times, LA Times, Pitchfork, and The Guardian, gave the album positive reviews and high remarks. In addition, Ciara has turned into a fashion industry regular with her bold taste and flawless beauty, as well as a budding actress. Ciara is currently working on her sixth studio album to be released later this year.
Ciara's decade long career launched with the release of her debut album Goodies in 2004, which was certified multi-platinum by the RIAA and sold over 4 million copies. Since then, Ciara has continued to grow as a chart topping singer/songwriter/producer, with four of her albums debuting in the Top 5 of Billboard Top 200. She was once named Billboard's "Woman of the Year" and has won numerous awards including a GRAMMY, various MTV VMAs, BETs Awards, Soul Train Awards and is currently nominated at the 2014 People's Choice Awards for "Favorite R&B Artist."
About The Recording Academy
Established in 1957, The Recording Academy is an organization of musicians, songwriters, producers, engineers and recording professionals that is dedicated to improving the cultural condition and quality of life for music and its makers. Internationally known for the GRAMMY Awards — the preeminent peer-recognized award for musical excellence and the most credible brand in music — The Recording Academy is responsible for groundbreaking professional development, cultural enrichment, advocacy, education and human services programs. The Academy continues to focus on its mission of recognizing musical excellence, advocating for the well-being of music makers and ensuring music remains an indelible part of our culture. For more information about The Academy, please visit grammy.com. For breaking news and exclusive content, follow @TheGRAMMYs on Twitter, like "The GRAMMYs" on Facebook, and join The GRAMMYs' social communities on Foursquare, GetGlue, Google +, Instagram, Pinterest, Tumblr, and YouTube.