Cross-channel marketing still challenges retailers, but some are using platforms that bring data together, Chantal Todé reports.

With green marketing on the rise, Jockey mailed its first catalog this month - in a resource-friendly format. Its 44-page slim jim catalog is printed on recycled paper and uses environmentally-sound inks. The piece arrived in homes the week of May 5 showcasing the underwear brand's wide selection of products, styles and colors.

In the current economic climate, shop­ping at the nation's largest retail stores seems to be far from consumers' minds. Faced with consumers who are increas­ingly wary about where and how they spend, retailers are bulking up their mar­keting departments by hiring experienced executives, unveiling new strategies and improving the shopping experience.

Drs. Katie Rodan and Kathy Fields, have relaunched their skincare brand, Rodan & Fields Dermatologists, as a direct selling endeavor. It was originally sold through department stores.

International Direct Response has introduced the FragranceX.com Package Insert Program to the market. FragranceX.com offers brand name fragrances, skincare and cosmetic products at up to 80% off their retail prices.

Reaching out to tense 20- and 30-something females, Johnson's launched an online campaign around its Melt Away Stress line of skin care products at www.JohnsonsForYou.com\Escape. The site features an Express Your Stress user-generated content contest, Jamaica getaway sweepstakes, Celebrity Stress Secrets videos featuring ABC's Ugly Betty actress Ana Ortiz, and an "Escape Your Stress" quiz widget.

John Lazarchic, VP of e-commerce at PETCO, wanted to encourage more product reviewers to the Web site. By tying the promotion to Valentine's Day, the multichannel business improved online engagement

Dr Pepper has tapped Deutsch LA, of the Interpublic Group, as its new agency in charge of all advertising for the brand. The companies first connected in February, when Dr Pepper was looking for an agency to handle a specific creative project.

After an approximately 10-month search, food and gift cataloger Pittman & Davis has been sold to holding company Southern Fulfillment Services LLC. Terms of the deal were not disclosed. The buy will enable Southern Fulfillment Services to expand geographically into Texas, and diversify its operations and cross-marketing tactics, according to a company release.

EFoodSafety.com Inc., a devel­oper of nutritional products and sup­plements, launched two DRTV cam­paigns for its healthcare supplements Cinnergen and Cinnechol last week. The ads, created in partnership with agency Respond2 Direct, capitalize on recent health trends, and both feature customer testimonials.