Dreyer’s/Edy’s® Slow Churned® Light Ice Cream Sponsors 3rd Annual SocialLuxe Lounge in Advance of BlogHer 2012

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Independent Pre-Conference Event Continues to Attract Top Brands and Bloggers SocialLuxe Lounge Official Stop on the Nationwide “Reason to Smile” Tour to Benefit Operation Smile

2012 Dreyer's/Edy's Slow Churned SocialLuxe Lounge

After a one-year hiatus, hundreds of influential female bloggers will gather again for the 2012 Slow Churned SocialLuxe Lounge in New York City, the ultimate pre-BlogHer event independent from the conference. Hosted by leading bloggers Allison Czarnecki (Petit Elefant), Marie LeBaron (Make and Takes) and Jane Maynard (This Week for Dinner) and sponsored by Dreyer’s/Edy’s® Slow Churned® Light Ice Cream, the annual “primp and pamper” party will take place Thursday, August 2, the evening before BlogHer ’12 begins. BlogHer, the world’s largest blogging conference for women, is expected to draw 4,000 attendees this year.

“The response has been phenomenal for this year’s SocialLuxe Lounge. Tickets sold out in under a minute,” said event co-host Allison Czarnecki, Founder and Editor of Petit Elefant. “Every year, the blogging and social media community grows by the millions, and it becomes harder for brands to identify and reach the most influential voices online. Our event has consistently drawn top influencers and offers brands a rare opportunity to engage on a personal level with these women. We’re thrilled to have Dreyer’s/Edy’s on board with us this year and we’re excited to use the power of the SocialLuxe community to support their ‘Reason to Smile’ campaign.”

As part of Dreyer’s/Edy’s “Reason to Smile” campaign, for every “ice cream smile” photo captured and uploaded to the Dreyer’s/Edy’s Facebook page, $5 will be donated to Operation Smile, an international children’s medical charity. The brand’s goal is to capture 25,000 photos before the end of the summer, which will enable Operation Smile to provide more than 500 reconstructive surgeries for children around the globe suffering from cleft lip, cleft palate and other facial deformities. The Dreyer’s/Edy’s Slow Churned photo booth kicked off its summer tour in Los Angeles and is now traveling throughout the country, stopping by popular festivals, fairs and events to give away scoops of ice cream and capture smiles when people take their first bite. The Slow Churned SocialLuxe Lounge will be the tour’s only New York City stop.

Other participating sponsors include BISSELL Homecare, Inc., offering live demonstrations of its SpotBot® Pet Deep Cleaner and Wilsonart, which will be giving away a Wilsonart® HD® Kitchen Countertop makeover to one lucky winner. Attendees will also have the opportunity to meet with HGTV’s “Design on a Dime” host, Summer Baltzer, for a kitchen consultation at the Wilsonart booth.

The red-carpet style event will not only indulge attendees with food, drinks and spa treatments like massages, manicures, and makeovers, but it will honor them with the third annual BlogLuxe Awards. Past winners include New York Times bestselling authors Ree Drummond for The Pioneer Woman Cooks, Jenny Lawson for The Bloggess, and other favorites. In keeping with the “smile” theme, there will only be one category this year: “Blogs That Make Us Smile.” Blogs were nominated by the public and voting is now available online until July 22 at socialluxelounge.com. Five winners will be selected and announced at the Slow Churned SocialLuxe Lounge on August 2 in New York City and online on August 3. To find out more about the BlogLuxe Awards and the Slow Churned 2012 SocialLuxe Lounge, visit http://www.socialluxelounge.com.

About SocialLuxe Lounge
SocialLuxe Lounge is an annual “primp and pamper” party held the evening before BlogHer, the world’s largest blogging conference for women. In 2009 and 2010, the SocialLuxe Lounge attracted nearly 1,000 bloggers, making it the most talked about and successful event outside of the conference weekend. SocialLuxe Lounge is hosted by leading bloggers Allison Czarnecki (Petit Elefant), Marie LeBaron (Make and Takes) and Jane Maynard (This Week for Dinner). For more information, visit http://www.socialluxelounge.com and follow SocialLuxe on Twitter or Facebook.

About Dreyer's/Edy’s Slow Churned Light Ice Cream
Dreyer’s/Edy’s Slow Churned Light Ice Cream has all the creamy taste of regular ice cream, but with half the fat and one-third fewer calories than regular ice cream. Available in more than 20 iconic ice cream flavors – from Mint Chocolate Chip to Rocky Road – Slow Churned is quickly becoming a better-for-you, family favorite, found in freezers across the country.

For more information about “A Reason to Smile” or Dreyer’s/Edy’s Slow Churned Light Ice Cream, please visit http://www.facebook.com/dreyersicecream or http://www.facebook.com/edysicecream. Are you ready to smile this summer? Join the conversation on Twitter and Instagram at #ReasontoSmile.

Nestlé Dreyer’s Ice Cream Company, the Dreyers/Edys brand and the “Reason to Smile” application are in no way sponsored, endorsed or administered by, or associated with Facebook®.    

BROADCAST / PRINT / TV MEDIA: Broadcast quality video, photo stills and press information is available to preview, download and share at http://www.magicbulletmedia.com/MNR/reasontosmile

About BISSELL Homecare, Inc.
A 136-year-old company, Grand Rapids-based BISSELL Homecare, Inc., is the top-selling brand in floor care appliancesi with an expanding presence worldwide. As an innovator of cleaning products, BISSELL produces and sells vacuums, sweepers, deep-cleaning machines, bare floor cleaners and cleaning formulas at retail locations across the globe. The company is in its fourth generation of family leadership.

About Wilsonart
Wilsonart is a leading manufacturer of decorative surfacing products including Wilsonart® HD® High Definition® Laminate, Wilsonart® Laminate, Wilsonart® Solid Surface and Wilsonart® Adhesives. The company has been recognized by the Smithsonian Institution’s Cooper-Hewitt National Design Museum and Interior Design magazine for design excellence. Wilsonart International is based in Temple, Texas. For more information, call the Wilsonart Customer Service Hotline at 800-433-3222. Consumers can also visit http://www.WilsonartHD.com and professionals can visit http://www.WilsonartContract.com.

About Operation Smile
Operation Smile, headquartered in Norfolk, Virginia, is an international children’s medical charity that works in more than 60 countries. More than 5,000 medical volunteers from over 80 countries volunteer with Operation Smile to help improve the health and lives of children. Since its founding in 1982, Operation Smile has provided more than 2 million healthcare evaluations and conducted over 200,000 free surgeries for children and young adults born with cleft lips, cleft palates and other facial deformities, as well as patients suffering from burns. To build long-term self-sufficiency in developing countries, Operation Smile trains doctors and local medical professionals in its partner countries so they are empowered to treat their own local communities, donates medical equipment, and provides year-round medical treatment through Comprehensive Care Centers. For more information, please visit http://www.operationsmile.org.

Press Contact:

Esther Chen
For SocialLuxe Lounge
esther(dot)h(dot)chen(at)gmail(dot)com
(212) 203-6573

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