SOURCE: California Milk Processor Board - GOT MILK?

California Milk Processor Board - GOT MILK?

March 29, 2010 12:01 ET

Milk: Now Available in Department Stores!

TOMA LECHE Launches Milk Beauty Counters at Shopping Centers

SAN CLEMENTE, CA--(Marketwire - March 29, 2010) -  It's not something you'd expect to see at the cosmetic section at a department store: a milk counter. But it's precisely what the California Milk Processor Board (CMPB), the creator of GOT MILK? and TOMA LECHE (Drink Milk), will be introducing starting this week at select shopping centers near you. The advertiser wants Californians to know that beauty comes from the inside out and proper nutrition with milk is key to achieving radiant skin and healthy hair and nails.

"It may come as a surprise to many shoppers," says Steve James, executive director of the CMPB. "But sometimes this element of surprise is integral to changing people's perception about beauty, and that you don't have to spend a fortune to look beautiful. It all starts with drinking milk."

The GOT MILK?/TOMA LECHE BEAUTY BY MILK counter will provide consumers an interactive experience where they can learn about the benefits of the "wonder tonic." Beauty consultants will be on hand to provide a booklet of tips to keep skin, hair and nails healthy. Shoppers can relax at a lounge area while being served milk-based drinks. Guests can also experience a virtual makeover during their free visit.

"We've never done this type of experiential marketing before," says James. "The uniqueness of this grassroots outreach and its placement is intended to bring home the message that consumers just need to open the fridge and grab that good old fashioned milk for better health and beauty."

The BEAUTY BY MILK counter is part of a larger advertising campaign by the CMPB. This year's campaign focuses on educating consumers that milk is not just about building strong bones. It has a host of other beauty benefits and this theme currently runs on English and Spanish-language television, radio and online advertisements.

To experience the BEAUTY BY MILK counter for yourself, please stop-by at the following locations throughout the spring:

San Francisco
Macy's Cosmetics Department at Union Square
170 O'Farrell St., San Francisco
March 29 - April 11, 2010 (Regular Store Hours)

San Diego
Horton Plaza - Main Mall Entrance Outside by Macy's
324 Horton Plaza, San Diego
May 5 - May 19, 2010

Santa Ana
Main Place Mall - Macy's Court
2800 N. Main St., Santa Ana
May 21 - June 3, 2010

To learn more about GOT MILK?, visit and to experience the Spanish-language campaign TOMA LECHE, log on to

About the CMPB

The California Milk Processor Board was established in 1993 to make milk more competitive and increase milk consumption in California. Awareness of GOT MILK? is over 90% nationally and it is considered one of the most important and successful campaigns in history. GOT MILK? is a federally registered trademark that has been licensed by the national dairy boards since 1995. The CMPB's Spanish-language campaign began in 1994 using the tagline "Familia, Amor y Leche" (Family, Love and Milk). The TOMA LECHE (Drink Milk) campaign replaced it in 2006, following a growing trend in Hispanic food advertising that uses wit and humor to reach audiences. GOT MILK? gifts and recipes can be viewed at and The CMPB is funded by all California milk processors and administered by the California Department of Food and Agriculture.