Pop-Up Forest in New York City's Times Square Kicks Off Earth Month

NEW YORK, April 7, 2011 /PRNewswire/ -- AVEENO® Skincare, recommended by dermatologists for over 60 years and known as a pioneer in ACTIVE NATURALS® ingredients, is getting a jump on Earth Day by creating a pop-up forest in one of the most famous urban environments in the world, New York City's Times Square.  On April 7 - 8, hundreds of trees will flourish in the middle of New York's concrete jungle, creating an educational, green oasis and marking the AVEENO Brand's commitment to raising awareness for healthy living and environmental sustainability.  It's all part of the launch of the AVEENO BE AN ACTIVE NATURAL™ program, which encourages people to make small changes in their daily lives that can add up to a positive impact on the environment. AVEENO is encouraging people to take one million steps toward a healthier, more sustainable earth in 2011, and will reward everyone who joins them on the journey. Everyone can get involved by "Liking" AVEENO on Facebook, at www.facebook.com/aveeno, and making pledges to earn points that will result in rewards, such as AVEENO product samples, tree seedlings and sustainable tote bags.

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(Photo: http://photos.prnewswire.com/prnh/20110407/MM78151 )

Visitors who journey through the AVEENO ACTIVE NATURALS Forest in Times Square will experience how nature makes the planet more beautiful and receive both seed cards to plant their own trees and samples of the latest AVEENO ACTIVE NATURALS products. Additionally, visitors will learn about how trees help sequester CO2 and what steps people can take to protect our environment, thus creating a healthier, more beautiful earth. For example:  

• Planting a tree – In one year, one tree can turn 260 pounds of CO2 into clean oxygen
• Switching out regular light bulbs for energy efficient ones – Energy efficient bulbs use about 75 percent less energy and can save an average household more than $40.00 a year on the electric bill
• Using more sustainable forms of transportation, like carpooling or riding a bike to work; doing this one day a week, can reduce an individual's annual CO2 emissions by eight percent

"The AVEENO Brand has always believed that nature has the power to make life more beautiful, and when we take good care of ourselves, we can take better care of those around us and the environment that nourishes us with its resources," explains Mike Marquis, Group Product Director for AVEENO Skincare at Johnson & Johnson Consumer Companies, Inc.  "That's why we created the BE AN ACTIVE NATURAL program, to empower people to join us in taking one million steps toward a healthier, more beautiful planet in 2011."  

The AVEENO Forest is the first important step the Brand will take toward beautiful change.  The Brand is donating 500 trees to MillionTreesNYC, a public-private partnership between New York Restoration Project (NYRP) and the City of New York. As part of this initiative, NYRP is challenging New Yorkers to make donations to plant another 500 trees this spring, resulting in 1,000 new trees for New York City. New Yorkers can donate by visiting www.nyrp.org or www.milliontreesnyc.org.  Joining the celebration will be Consultant and Sustainability Expert for the AVEENO Brand, Summer Rayne Oakes, a leading Eco-Model who has partnered with the brand to help raise awareness about environmental sustainability and the responsibility we all have to the environment. 

About the AVEENO® Brand:

The AVEENO® Brand is one of the brands of Johnson & Johnson Consumer Products Company Division of Johnson & Johnson Consumer Companies, Inc. AVEENO® Brand, a leader in ACTIVE NATURALS® technologies uses the best of nature to deliver scientifically proven, effective beauty care products.  Recommended by dermatologists and pediatricians for more than 60 years, the Brand is committed to developing breakthrough product formulations with new and existing natural ingredients, many which deliver clinically proven results.  The AVEENO® Brand is the skincare brand most trusted by dermatologists for its use of natural ingredients.  The AVEENO® Line includes beauty care products for face, body, baby, hair and sun protection. For more information about the AVEENO® Brand and its product offerings, visit www.aveeno.com or 'Like' us at www.facebook.com/aveeno.

SOURCE Johnson & Johnson's AVEENO(R) Skin Care Brand