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Rembrandt Puts Crest



Published November 14, 2005
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The tooth whitening war is getting nasty. According to a study by Den-Mat Corp., Santa Maria, CA, Rembrandt mouthtray bleaching kits whiten teeth better and longer than Crest Whitestrips. The Rembrandt kit was used for two weeks, and the Rembrandt Plus with peroxide toothpaste for three months, resulting in teeth that were 8.74 shades whiter. The use of Crest Whitestrips in combination with Crest Extra Whitening toothpaste only lightened teeth 6.82 shades, according to the company. Also, the Rembrandt Intense Stain Removal kit was 63% more effective than the Crest Whitestrips over the duration of six months.
In other news, Rembrandt launched the Whitening wand, a slim lipstick-sized breath freshening product that gives teeth that “just-brushed” look and feel, executives said. The wand uses Rembrandt’s exclusive peroxide formula and retails for $14.99 in drug stores, pharmacies, grocery and mass merchandise stores.

l To achieve luscious lashes, Australian company Model Co. offers the Lash Wand, a heated, compact lash curler for use anytime, anywhere. The wand separates and curls lashes instantly. It retails for $29.95 in select drug stores.

l Get ready for summer with Bobbi Brown’s Shimmer Wash eye shadow, lip balm SPF 15, SPF 15 Lip Shine and the Shimmerbrick for an understated, neutral glow on the face. On the body, Bobbi Brown offers the All Over bronzing gel SPF 15 and Beach body oil to keep skin looking bronzed and healthy.
Bobbi Brown has also refined her brush collection and added three new tools: Face brush for touch-ups, Professional Face Blender brush for multiple uses and Eye Definer brush with short bristles to fill in thin brows and line eyes. The Deluxe Brush and Short Brush sets are also new.

l Marine product maker H2O Plus released several intensive Aquafirm skin treatments to prevent structural cell breakdown and premature aging using marine extracts of aonori, laminaria and red marine algae. They include Aquafirm Optimizing day lotion SPF 15, Restructuring eye cream, Replenishing night cream and Optimizing fluid.

l The new Clear Skin formula from Eucerin features a lactic acid pore-targeting system. The three-step system includes Pore Purifying foaming wash, Deep Action toner and Daily Control & Care moisturizer. The products can be used in conjunction with acne medication because they are non-comedogenic, non-acnegenic and non-irritating, executives said. They range in price from $6.49-9.99.

l Sausalito, CA-based California North offers the Titanium self-tanner SPF 4, a product that delivers a natural, even and light tan to skin using ingredients such as dihydroxyacetone, titanium dioxide, safflower oil, nettle flower and rosemary. Titanium Self-Tanner SPF 4 is used in the “California North Bronzing” treatment in spas. The UV-protectant tanner does not stain clothes and retails for $22.

l Lancôme’s new Star Bronzer Magic Golden Spray Body-Silkening dry oil gives skin a golden look. It debuts next month along with other bronzing products such as Star Bronzer Gold Touch Sparkling body puff, Flash Bronzer Tinted Self-Tanning Moisturizing mousse, Flash Bronzer Instant Colour Self-Tanning leg gel and Flash Bronzer Oil-Free Tinted Self-Tanning face lotion. For those summer rays, Lancôme also offers Soleil Ultra SPF 40 for face and body.

l Nature’s Life, Garden Grove, CA, launched its Essential Beauty series consisting of an orange-scented Essential C serum with vitamin E and antioxidants, and an Essential E serum with avocado oils and aloe vera. Both are designed to smooth away the signs of aging. They are sold in natural and health food stores.

l John Paul Mitchell Systems extended its Paul Mitchell Lab line with ESP (elastic shaping paste), a highly-concentrated, flexible styling paste to spike, bend, flip, twist, define or separate hair. Also new is Juxtapose, a collection of three cuts and color designs with sheer layers: Blondie, Peek-A-Boo and Veils and Scales (an updated mohawk).

l Drakkar Noir’s latest television “Feel the Power” ad campaign features Dale Earnhardt Jr. racing his No. 8 race car. Executives said the ad blends the power, passion, performance and sensuality of the fragrance with Mr. Earnhardt and the intensity of racing. “Our aggressive and comprehensive marketing program with Dale Jr. and Dale Earnhardt Inc. will continue to expose Drakkar Noir to new and expanding audiences across the U.S.,” said Jack Wiswall, president of designer fragrances, L’Oréal USA.

l Blanx toothpaste, Europe’s No. 1 tooth whitener, is available in the U.S. The $16 paste features Iceland moss, a non-abrasive antibacterial, antioxidant and anti-viral tooth brightener. Blanx also remineralizes tooth enamel. It is distributed by F de Mont, Boca Raton, FL.

l Primal Elements, Garden Grove, CA, introduced the spring/summer collection including a new line of flavored Ultra-Shiny lip glosses; HomeSpa household cleaning products; nine new and redesigned glycerin soaps such as Pineapple and Waffle Cones; several new Aromatic, Mystic, Primal De Lights and Better Than Tealights candles such as Black Currant and Firefly; 12 new Soap-to-Go fragrances; as well as Animals soaps and additions to the Decadent soap line. The company also launched three fragrances under the Primal Desire personal care collection: Sunrise Sunset, Flowershop and Dragonfly.

l Model Shelissa Anne Kemplin Kearney launched My Sexy Lips, a line of all-natural vegan lip balms that smooth lips continuously without constant reapplication. The flavors include Peppermint Patty, Spearmint Leaf SPF 15, Naturally Naked and Vanilla Bean. The balms contain ingredients such as olive oil and candelilla wax and are available in tubes and pots for $7.50 and $12, respectively, on www.mybeauty farm.com.

l Procter & Gamble will roll out Crest Spinbrush MultiAngle in May. Regularly priced at $6.99, the brush will initially retail for $4.99, according to executives.

l Relax! Professional Concepts from Issimo International launched several skin healing products combining earth elements, marine and dead sea minerals, herbal extracts, botanicals and essential oils. Products such as Sweet Fennel and Cumin Merengue and Swiss Chocolate Mousse Hydrating cream pamper the body and tempt the palate. They are sold in spas and specialty stores.

l Zotos International’s Innovative Styling Options (ISO) prescriptive brand added Reviving Moisturizing conditioner to its lineup. The crème-based conditioner uses ISO’s tri-active technology infusing vitamin E, silicones, glycerin and citric acid to restore dry, damaged hair without weighing it down.
Also new is Joico’s Con_text Conversion texture spray which volumizes and nourishes hair. It contains the Protexture Triamine system of four oil, vitamin and sunscreen complexes. The hair spray is not sticky or stiff, according to executives. The 6.8-oz. hair spray costs $10.95.

l Skin care company DHC USA Inc., San Francisco, offers a water-resistant, non-irritating Liquid eyeliner in three colors: black, dark brown and blue. The tapered pen allows complete control during application. It costs $15.

l Rona Barrett and the Santa Monica, CA-based Rona Barrett Foundation for seniors in need has launched Miss Rona’s lavender skin care collection, a line of products containing lavender herbs and essential oils that are sold in Longs Drugs in California. Along with her specialty foods and teas, proceeds from the lavender skin care products go to the foundation.

l Supermodel Liya Kebede is the newest face of Estée Lauder. She joins models Elizabeth Hurley and Carolyn Murphy in advertisements for Estée Lauder beauty, fragrances, cosmetics and skin care products worldwide. Ms. Kebede, raised in Ethiopia, has graced prestigious fashion shows and magazine covers. Ms. Hurley has also renewed her contract, marking the ninth consecutive year she represents Estée Lauder in global ad campaigns.

l Jane Iredale’s 24 Karat Gold shimmer powders were included in the Screen Actors Guild award presenter bags. The powders, available in bronze, gold and silver, can be used on the skin and hair.

l Stri-Dex will launch Fruit Therapy, a line of acne-fighting products containing fruit extracts and vitamins, this summer. The teen-targeted products will retail between $4.79-5.99.

l Modern Organic Products (MOP), a division of American Crew, introduced the new C-system line of sulfate-free products formulated with vitamins C, A and E as well as organic plants and herbs and whole food derivatives. The products, C-system Clean shampoo, Hydrating shampoo, Moisture complex, Reconstructing treatment, Styling conditioner, Texture lotion, Conditioning mist and Finishing paste, are color-safe and performance-savvy, executives said.

l Swiss skin care line Phytobiodermie Anti-Wrinkle Outdoor cream shields the face from the damaging effects of the sun using titanium dioxide, iron oxide, shea butter, aloe, lavender, peppermint, ylang ylang and cypress. Executives said the line is based on Chinese medicine and energy theory. A 3.5-oz. tube retails for $34 in select spas.

l Colorlab Cosmetics, Rockford, IL, launched the “South Beach Heat” summer look, featuring Cork mineral brow color, Copperite and Sunlight mineral eyeshadows, brown mascara, Sir Glowalot bronzer, Brazen crème lipstick and Shimma glacé. Also new is the company’s first line of professional makeup brushes with humorous names such as Socket To Me and Divide and Contour. The brushes are made of sable, pony, capra and taklon.

l The new Metal Mesh foot file from EstheticPlus features a durable, cutting-edge webbed design. It is also rust-retardant and easy to clean. Sold to professionals, the file comes with a lifetime guarantee.

l Chic nail color, the latest nail collection from Babor, features “colors of the sea” shades such as pink lobster, starfish and waterlily. They contain a multi-vitamin complex and calcium and retail in select day, hotel and destination spas.

l Institut’ Dermed, Atlanta, GA, introduced two new formulas to protect skin from damaging UV rays: Sun Protection cream SPF 15 and Oil Free SPF 25. Both combine antioxidants, sunscreen agents and aloe vera in portable 30ml airless pumps.

l Jane Cosmetics is getting a makeover this spring by adding more white on packages to distinguish them, and racks to display lipsticks. Additionally, jane Cosmetics’ new Hi-Fiber mascara is filled with tiny nylon fibers that attach to lashes and build them up. Shades available are Basic Black, Soft Black, Just Chill (turquoise) and Purplex (purple). Also new is Lucky Star Pure Sparkling lip color in 10 shades such as Apricot Stardust and Starlight Pink. The shimming lip colors use Prominence pearls multi-reflective flakes. All products retail for $3.99 each.

l The California Dreamin’ summer collection from Cover Girl spotlights sheer colors inspired by the California sun, sand and surf. The collection also added new shades of EyeSlicks Gel eyecolor, NailSlicks and LipSlicks lip gloss for a limited time such as SurfGirl, Pacific and Zuma. Also new are value packs of multiplying mascara/Perfect Point Plus pencil and Fresh Complexion Pocket Powder Oil Control foundation & Undereye concealer.

l Bio Ionic unveiled Ionic Applicator, a comb with bristles that contains a Natural Ion Complex that breaks down water molecules to help Bio Ionic’s Retexturizing system products penetrate the hair shaft to smooth the hair.

l Nioxin Moisture & Strength, a new line of products to protect the hair and scalp from chemical services, combines herbs, botanicals and proprietary blends. The 5.1-, 12- and 32-oz. Nioxin Moisture & Strength products also insulate the hair from heat damage.

l Wild Earth’s Inara Anytime Oasis travel kit offers best-selling items under the Inara line in compact containers such as a 0.3-oz. organic Babassu lip balm and 0.5-oz. Babassu Milk bath. Executives said this is a great way for new customers to sample products. The babassu oil is derived from an indigenous women’s co-op in Brazil.

l Australian company Kamouflage Cosmetics has unveiled its Jungle Bronze body bronzer in the U.S. Formulated with anatto, apricot kernel, sunflower and coconut oils, the non-greasy and non-streaking bronzer gives a golden sunless tan and slight shimmer. Jungle Bronze also contains sunscreen and vitamin E. More info: www.kamouflage.com.au.

l A $500 gift certificate for customer services at the Los Angeles-based Sony Dakar Clinic was in the official 2003 Oscar gift basket presented at the Academy Awards last month. The items included a custom facial fitness treatment, custom acid peel, custom diamond peel, Drying Potion and other products.

l The Art of Shaving, New York, launched a men’s hair care line featuring pure essential oils and botanical ingredients that were carefully chosen for their therapeutic properties. The products are color-coordinated by essential oil and include Shampoo with Rosemary Essential Oil, Conditioner with Rose-mary Essential Oil and Hair gel with Bergamot Essential Oil. They retail for $18 each.

l Yardley of London introduced a summer-inspired line of body washes such as Lively Lavender, Pampering Peony and Soothing Sage. These iridescent washes are sold with matching shower poufs.

l Tennis champion Andre Agassi has become the latest spokesperson for Aramis. Executives said the ads will not be sports-oriented, however Aramis will underwrite the Grand Slam for Children fundraising concerts set for Oct. 4 in Las Vegas in affiliation with Mr. Agassi’s charitable foundation and college prep academy.

l Kenneth Cole New York White, the latest limited edition scent from Kenneth Cole, is a complex floral housed in a white and tan reinterpretation of the signature “industrial luxe” bottle. Also new is the Morning Rush Energizing Face gel for Men containing aloe and licorice to sooth and cool the skin.

l Uptown Colors, a new line of cosmetics for women of color from Cosmetic 2000, Nyack, NY, features broad ranging shades and moderately priced lip, face, foundation, eye and nail products. They range in price from $2.99-8. They will be sold in mass merchandise and beauty supply stores.

l On the heels of the popular show, JAKKS Pacific, Malibu, CA, launched a line of “American Idol” fashion and beauty items including hairstyling aids; hair mascara; glitter hair spray; Pretty Peepers eye shadow, glitter compacts and eyelid decals and Max body gels. Some items debuted this spring, while others will launch for back-to-school this fall. l


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