Wet Brush has partnered with philanthropic brand Newman’s Own to market a hairbrush inspired by actor Paul Newman. The brush is a vivid blue, like Newman’s eyes, and the packaging design features the actor’s photo.
As the first brand chosen for the Newman’s Deal program, Wet Brush will donate 100% of the profits from its Special Edition Wet Brush x Newman’s Own Pro Detangler to Newman’s Own Foundation, a private nonprofit organization.
The foundation, in turn, will grant the funds to charities such as SeriousFun Children’s Network, which runs camps and recreational programs for seriously ill children. Newman started the first SeriousFun camp, the Hole in the Wall Gang Camp, in Ashford, CT, in 1988.
Newman’s Deal, launched in Fall 2022, allows chosen brands to use Paul Newman’s name and image on their products and packaging in return for donating all profits from those products to help children in need.
“The packaging for this Special Edition Wet Brush, featuring an iconic image of Paul Newman and his signature, was designed to be collectible and suitable for gifting. It comes in a folding carton with integral inserts top and bottom to orient and secure the brush,” says Deborah Marquardt, senior VP content, communications, and creative, at Beauty by Imagination, Wet Brush’s parent company
A QR code printed on the side of the carton links to a page at the Newman’s Own Foundation website with real-life stories about the positive impact of the foundation’s partnerships.
“The color scheme of the carton was purposeful: deep blue, as a nod to Newman’s eyes and also the color of the brush, and silver for the silver screen,” Marquardt adds. “A film graphic encircles the box for added visual interest. The carton is printed on 350GSM silver Mylar, [four-color printing] plus matte and gloss varnishes.”
The Newman’s Own Pro Detangler will be sold exclusively at Wetbrush.com for a limited time for $14.99.
“The packaging includes a ‘special edition’ label and a ‘100% of Profits to Help Kids’ sticker,” notes Nicole Malcolm-Manyara, chief marketing officer at Newman’s Own. “The box also states, ‘Honoring Paul Newman’s philanthropic vision.’ This is because of Paul’s ‘Radically Good’ commitment to give it all away since 1982.”
