Calgon Takes Aim at Younger Market

Calgon’s famous phrase, “Take Me Away!”, looks to be tweeted and facebook’ed by this generation’s teens and tweens alike—at least that’s what the 50-year-old brand is hoping for. Heart Calgon, the latest incarnation from the personal care stalwart, owned by Ilex Consumer Products Company, features four new fragrances: Sweet Crush, Fresh Start, Rock Steady and Hot Date. Each will be available in a Body Mist, Shimmer Mist, Body Lotion and Exfoliating Body Wash. Calgon even has a fresh and popular face to front the new product line, Modern Family’s Sarah Hyland, who is the brand’s first celebrity ambassador.