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Gillette Launches New



Published November 14, 2005
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The Gillette Company, Boston, MA, unveiled a new TV ad campaign last month emphasizing Oral-B’s technological innovation and clinical superiority. The spots combine high-tech imagery of Oral-B dental experts in laboratory settings with the tagline, “Oral-B. Brush Like A Dentist.” The campaign debuted in North America in February. Individual product-focused spots will debut later this year. The campaign follows an independent study by Cochrane Collaboration that revealed rotational oscillation power toothbrush technology is superior in reducing plaque and gingivitis.

l Alexander McQueen’s Kingdom fragrance debuts this month at Saks Fifth Avenue. Executives said the stainless steel flower bud houses the blood red, heart-shaped glass inside. The bottles contain a line from a poem by Pulitzer Prize winning poet Jorie Graham that will progress as the product line develops. Kingdom is sold in parfum natural spray and three natural sprays.

l Epoch Baby, a new line from Nu Skin Enter-prises, utilizes ethnobotany, or the study of how indigenous cultures use plants. Products include Epoch Baby Hibiscus hair and body wash, a tear-free formula inspired by Southeast Asia and Central South America; Ylang Ylang massage gel based on Polynesian and IndoMalaysian practices and Babassu liquid powder derived from babassu seed powder in South America.
In other news, Nu Skin has agreed to become an official supplier of the U.S. Figure Skating Association (USFSA), which allows Nu Skin marketing events at U.S. figure skating events and advertising and editorial opportunities in USFSA’s Skating magazine. Nu Skin was an official sponsor of the 2002 Olympic Winter Games in Salt Lake City and is a sponsor of the 2004 Olympic teams.

l John Paul Mitchell Systems (JPMS) sponsored the fourth annual Hollywood Makeup Artist and Hair Stylist Guild awards last month. Eighteen awards were presented, such as Best Character Makeup for a Television Series, in addition to the new Actor’s Lifetime Achievement award. “The contributions of Hollywood makeup artists and hairstylists too often go unnoticed,” insisted chairman and chief executive John Paul DeJoria.
In other news, JPMS re-organized and color-coded the Tea Tree collection into Body, Care and Groom sections, and has extended the collection with Tea Tree Hair and Body moisturizer and Tea Tree Grooming pomade. Also new is the Extra-Body finishing spray that dries and holds instantly without weighing hair down.

l Nioxin Research Laboratories’ Nioxin Structure & Strength is an advanced reconstructor that repairs damaged hair by rebonding the cuticle to moisturize and prevent further damage. Ingredients include Pro-cement to improve elasticity, resilience and shine; a triple-bonding complex consisting of ceramide grafted glycoproteins, bioadhesive polypeptides and reactive amino acids and Eco-correctives, an essential oil complex that removes environmental pollutants. It retails in 6-, 12- and 32-oz. sizes.

l Prestige fragrance sales did anything but sparkle during the holiday season. Exec-utives said most of the business was done in the four days preceding Christmas, and women’s fragrance sales were down about 5%. Only a few retailers, such as Victoria’s Secret, Nordstrom and Sephora, reported sales increases. Also, mass market insiders said designer fragrances far outperformed mass and bath items.

l Nuée d’anges, the spring/summer Maquillage cosmetics collection from Sothys, features soft, romantic and shimmering colors such as pink, beige, sand and powdered white. The collection spotlights the new Sothys Glossy lipsticks. Other products include the Sothys Blush pencil, Sothys Summer Veil tinted foundation, Multifunctional Creamy Mono Sucre Candide makeup and nail enamels. Items range in price from $12-24.

l Yon-Ka Paris’ Auto Bronzant combines self-tanner and skin rejuvenator to give a moisturized, golden hue to skin for four to seven days. The product contains dihydroxyacetone, organic fruit acids, cereal oils and UVB-protective titanium dioxide. Yon-Ka’s new Crème 55 and Crème 155 combine ivy and kawa-kawa to target and prevent dimpled skin, the appearance of blood vessels and swollen legs. Additional ingredients include nutmeg, capsicum and cedar. Products are sold only in spas.

l L’Oréal recently selected two 30-plus women to represent the “L’Oréal’s Face of a Generation” campaign. Winners Jackie Edwards and Catherine Kellam will reflect the beauty of their respective generations in ads found in April editions of leading women’s magazines.

l Philip Pelusi, Pittsburgh, PA, is enhancing long hair with Long-gev-ity, a shampoo using Questimide H to strengthen split ends, guard against color loss and control frizz. Other ingredients include fennel seed, hydrolyzed soy protein, honey, cassia seed and blackberry and grapeseed extracts. A 10-oz. flask costs $24.95.

l West Hollywood-based dermatologist Sonya Dakar offered clinical facial fitness treatments to celebrities at the Talent Retreat in the Chrysler Lounge during the Sundance film festival in Park City, UT, in January. Guests also received customized products and gift certificates.

l Unilever’s Dove brand launched a line of hair care products designed to moisturize unmanageable hair using 17 weightless moisturizers. Fifteen of these agents infuse the core of the hair strand and two replenish the exterior. The line is available in 13 shampoos and conditioners such as Intense Moisture, Extra Volume, Moisture Rich Color, Beautifully Clean and 2-and-1. Research showed the No. 1 unmet need for all hair types is body and volume and the No. 2 need is moisture. The 12-oz. bottles retail for $3.69 each.

l Aging is reversed with Lamas Cosmeceuticals’ Pro-Vita C Plus Vital Infusion complex using vitamin C ester, alpha lipoic acid and dimethylaminoethanol (DMAE). Together, these ingredients tighten skin, stimulate collagen and elastin production and decrease inflammation. A 1-oz. jar costs $52.

l Kennebunk, ME-based Tom’s of Maine introduced Tom’s Natural Anti-Plaque plus Whitening clear gel toothpaste in peppermint and spearmint. Executives said gel toothpastes account for 25% of all toothpaste sales. Spotlight ingredient xylitol, derived from birch trees, fights plaque. Silica also gently whitens teeth. Also new is Naturally Waxed Anti-Plaque Round floss to get between close-contact teeth. The natural waxes of beeswax, carnauba and jojoba are included as well as myrhh and propolis to promote gum health.

l Coty Beauty and the world’s best-selling female recording artist, Celine Dion, will unveil Celine Dion Parfums, a collection including an EDT, body lotion and shower gel, on March 25. This coincides with the opening of Ms. Dion’s Las Vegas show. The fragrance opens with light, luscious florals such as water lily and orange blossom, and is balanced by warm amber, sheer musk and pristine blonde woods. The bottle’s elegant facets reflect light and fit comfortably into the hand, according to executives. Celine Dion Parfums will be launched in JC Penney, Sears and Kohl’s, as well as specialty retailers. Prices range from $12.50-44.
In other news, Coty Inc. and the mary-kateandashley brand, under the direction of Dualstar Consumer Products and 16-year-old superstars Mary-Kate and Ashley Olsen, will launch fragrances and body mists this April. The two new fragrances—mary-kateandashley one and mary-kateandashley two—will be available in Wal-Mart stores. Mary-kateandashley one is a contemporary fragrance with fruit and ozone top notes, a heart of white flowers and warm spices and a drydown of sandalwood, chocolate, patchouli and coconut. Mary-kateandashley two is a feminine floral bouquet with notes such as marine clove leaf, peach, jasmine, rose and musk. Executives said the Olsen twins carefully selected the scents.

l Garnier Fructis, Europe’s best-selling hair care brand, debuted in the U.S. last month. The melon- and grapefruit-scented line contains Fortifying shampoos and conditioners (normal, dry or damaged, color-treated or permed, fine, 2-in-1 and anti-dandruff) and a Fortifying Deep conditioner. Executives said the Garnier Fructis system makes hair five times stronger and smoother with a combination of fruit acids, vitamins B3 and B6, fructose and glucose. The products retail in bright green containers in food, drug and mass retailers for $3.99 each.

l To maintain hairdos between salon visits, Mlis Inc., Palm Beach, FL, launched Fridge Kit, an aluminum case containing instructions, professional scissors, a protective cape, pocket comb and hair tape. The kits, designed by hairstylist Melissa Peverini, are available with three logo characters: a blond, brunette and redhead. They retail for $39.95 each in specialty stores.

l SC Johnson added two new scents to its Skintimate Moisturizing shave gel line (Rainforest Fresh and Citrus Sun Tea) as well as After-Shave gel, a cooling gel with vitamin E and aloe. The gels also now feature bolder graphics and more vitamin E.

l Wilma Schumann’s new DNA Plus gives dry, mature and damaged skin a moisture boost. The gel emulsion has salmon roe, an ingredient that aids in cell renewal, as well as vitamins A and E. The 5-oz. DNA Plus retails for $48.

l Lucky Chick has added the new Mimosa, Jasmine and Violet Magical Mists body sprays and Bouncing Bubble bubble bath to its home spa lineup. Aloe, honey, ginseng, chamomile and green tea are infused into the bubble bath, while vitamin B and aloe are spotlighted in the body sprays. Poems are enclosed in each product. Products are sold in Nordstrom.

l Radiance FN, a long-lasting cosmetic surgery filler manufactured by BioForm that is said to be a collagen replacement, contains microscopic spheres of calcium hydroxyapatite. Originally used to strengthen vocal chords, Radiance FN tests in Italy show it does not require allergy testing, is biologically compatible with the body, does not produce toxicity and lasts two years. Collagen implants last an average of two months.

l To eliminate the germs that cause odor, Reckitt Benckiser launched Neutra Air air treatment. Molecules from smoke, pets, cooking, diapers and mildew are encapsulated and replaced with a subtle fragrance. Neutra Air is available in citrus, fresh and floral scents and retail in 10-oz. cans.

l Sensi, the latest women’s scent from Giorgio Armani, is set to debut in select U.S. stores next month. The fragrance, a woody floral oriental, has performed well in Europe, ranking in the top three in Germany and Italy in December and in the top five in several countries from October to December. Sensi features notes such as cassie flower, kaffir lime, palisander and cape jasmine. The 1.7- and 3.4-oz. EDPs will be accompanied by shower gel and body lotion. Prices range from $37.50-75.

l The new Deep Steep bathline, the brainchild of models Renay Arbour and Annie Walker, was inspired by Japanese bathhouses. The main product in the 10-SKU line is bath tea, which is available in Rosemary Mint, Lavender Chamomile, Grapefruit Bergamot and Honeydew Spearmint. Products are sold in Nordstrom.

l Mia Rose’s Air Therapy brand has been expanded with a 4.6-oz. Spearmint spray featuring an all-natural essential oil blend of citrus and spearmint leaves. Executives said spearmint is a natural anti-depressant that helps enhance the environment. Packaged in recyclable aluminum cans, other scents include Original Orange, Key Lime, Silver Spruce and Vibrant Vanilla.

l Michel Germain’s séxual fragrance was the No. 1 selling scent in Bloomingdale’s in December. The scent beat out 129 other fragrances during the all-important holiday selling season. Executives said December fragrance sales represent 40% of annual sales.

l Parfums Christian Dior has given its skin care business a makeover. The line has been consolidated from 17 to eight brands including Capture (anti-aging and correction), Snow (whitening), Bronze (tanning), Prestige (revitalizing), Move (moisturizing), Iod (young skin), Bikini (body) and No Age (age defense). Remaining brands will now fall under these lines. Executives said new products will be developed by The Dior Science Institute, a team of more than 200 doctors, pharmacists and researchers.

l For a sunless tan, mineral makeup specialist Jane Iredale offers So-Bronze 1 (terra cotta) and So-Bronze 2 (golden shimmer). Both are sold in destination spas and cosmetic apothecaries.

l Nolita Structure gel, a vitamin-enriched beaded styling aid, gives hairdos intense shine and strong hold. The gel contains lactose for support, vitamin A and E to heal and venuceane to protect hair. A 5.1-oz. bottle costs $14.

l Laboratoires Valmont’s Valmont Radiance line combines HP DNA, RNA and vitamin C to brighten and rejuvenate the skin. In addition, the products contain licorice to improve micro-circulation, lemon to smooth skin and ascorbyl magnesium phosphate to tone skin. Products include Infinite Radiance Essence Absolu D’Eclat (skin illuminating serum) and Crème D’Eclat Cellulaire (regenerating radiance cream).

l The new Signature Series candles from Archipelago Botanicals feature soy wax in eight new essential oil blends such as Apricot Basil, Mango Tangerine, Bergamot Tobacco and Burl Wool. The candles, available in three sizes, cost $20 each and burn for 50 hours. Also new is the Yuzu and Grape Seed skin care collection, spotlight


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