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White Rain

This article was originally published in The Rose Sheet

Executive Summary

Print ads to debut in September books, including traditional beauty magazines and lifestyle books like People, The White Rain Company says. Backed by a $12 mil. campaign, the ads are the first for the brand since 1996, when White Rain was owned by Gillette. Ads show the back of a nude woman reaching up to a waterfall with the tagline "Rain on me," representing the "image of the brand being clean, simple, healthy," White Rain Company President Gary Raymond says. White Rain was purchased from Gillette by Diamond Products Company in March, which later formed The White Rain Company (1"The Rose Sheet" March 27, In Brief)
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