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Published March 31, 2009
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Henkel Kicks Off Second Purex ‘Green’ Campaign



Henkel has launched its second annual Purex Natural Elements and Purex Natural Elements Fabric Softener educational campaign, and in doing so has tapped Academy Award-winning actress Marcia Gay Harden to spread the word about how it is easier and more fun than ever to go green. At
PurexSavesGreen.com, consumers can design their own eco-friendly tote bags with original slogans for a chance to win a Smart fortwo vehicle and other prizes. In addition, they can bid on tote bags designed by celebrities including Martha Stewart, Chevy Chase, Dan Aykroyd, Ed Begley Jr. and Ms. Harden. Auction proceeds benefit Earth Day Network, a non-profit group that seeks to grow and diversify the environmental movement worldwide.

“As a mother of three, I’ve made it a priority to do what I can to preserve our environment for future generations, and so has the Purex brand. I’m excited to be working with them to spread the word about the importance of going green,” said Ms. Harden.

More info: www.henkel.com

Double Wear Debuts this Month



Arriving on counters this month is Estée Lauder’s new Double Wear Stay-in-Place ShadowCreme and Double Wear Stay-in-Place Eye Pencil, priced at $17.50 and $19, respectively.Lauder contends both products have a creamy texture unlike any other longwearing product on the market.

More info: www.esteelauder.com

Borghese Tackles Cellulite



Borghese says its new anti-cellulite treatment, Forma Bella Body Contour Crème, is packed with “uniquely innovative and effective ingredients.” Formulated as an emulsion for better absorption, ingredients include caffeine, guarana, ginger, cinnamon and iodine to help reduce the appearance of dimpling, cellulite and scars, improve microcirculation and provide a cooling effect. Algae and pullulan help tighten and firm the skin, while CO Q-10 Complex provides antioxidant protection. Borghese’s Acqua di Vita Complex and palm-derived emollients revitalize the skin and help it retain moisture. The company’s Forma Bella Body Contour Scrub, which has been formulated to work with Forma Bella Body Contour Crème, features a blend of guarana and zedomine extracts that warm the skin, modify lymphatic drainage and improve microcirculation, which helps to diminish the appearance of cellulite.

Elizabeth Banks Goes to Work for L'Oréal



The first L’Oréal Paris television commercial featuring the brand’s newest spokesperson, actress Elizabeth Banks, debuted on March 2. The spot features Ms. Banks, Beyonce Knowles and Eva Longoria Parker talking about new True Match Super-Blendable Compact Makeup SPF 17.

Aveda Stars at the Oscars



“Slumdog Millionaire” stars Frieda Pinto and Dev Patel looked stunning at the 81st Academy Awards thanks to celebrity editorial hair stylist Jeffrey Paul and Aveda. Mr. Paul coifed the stars’ red carpet-worthy hair with Aveda products.

New Sun Care at Sothys



French skin care company Sothys is touting the new Cellu-Guard sun care line, which includes eight products for sun protection, self-tanning and after sun care. Sothys says its new generation of Cellu-Guard sun care products provides triple cellular protection through the membranes, DNA and proteins in the skin as well as double tissue protection of collagen and elastic fibers. In addition, Jasmine Flavonols help the skin to reconstitute its free-radical defense systems.

More info: www.sothys-usa.com

Plant-based Cleaners Are Made in the USA



Green Earth Technologies has launched G-Clean, a new line of concentrated biodegradable pouches made from American-grown plant-based oils. Available in Concrete Cleaner & Degreaser, Siding & All Purpose Cleaner and Mold & Mildew Stain Remover, the pouches are the only pressure washer cleaning products that can go through the pump safely for a high foaming and “greener” clean. The new will be sold exclusively by TTI, a producer of gas and electric pressure washers, at Home Depot.

Rite-Aid Rolls Out Sun Care Line



As part of its strategy to increase its private brand and exclusive brand offerings as well as to continue to position itself as a first-choice health and beauty destination, drug store chain Rite Aid is rolling out its own premium sun care line, Rx Suncare, which features seven products that carry the Skin Cancer Foundation Seal of Recommendation.

“Sun care product purchases are made primarily in drug stores because sun care is skin care, and skin care is considered a health-related decision,” said Bryan Shirtliff, Rite Aid senior vice president, category management. “To help our customers make wise sun care choices, Rite Aid and The Skin Cancer Foundation want to educate and raise awareness about the risks and proper prevention of skin cancer from UV rays.” The line, which features products delivering SPF levels up to 50 well as a sunburn relief mask, is priced between $2.49-9.99.

More info: www.riteaid.com


Magnetik Hits the Streets at 3AM



Mass market hair care brand got2b embarked on a multi-city tour to promote its Magnetik styling gel. The product, which is formulated with a unique blend of the male human pheromone androstadienone, is designed to deliver hold, texture, polish and a little bit of extra “game” with the ladies, according to brand officials.

“We wanted the consumer to be able to experience the product first-hand and this means showing off the unique power of pheromones in attracting the opposite sex. We felt that the best way to communicate that message would be to touch consumers in a relevant setting, like Spring Break, when guys want to look their best and attract girls,” said Robert Schaeffler, got2b brand manager.

During the Magnetik 3:19AM campaign, which kicked off in Panama City, FL in early March, 18-24 year old men had the opportunity to participate in an interactive photo shoot in which they could live out their fantasies. With a free-standing set designed to look like a bedroom, spring breakers simulated events raising the question: “where were you at 3:19 a.m.?” Complete with on-site hair styling and photography with advanced shoot and send capability, participants received a photo of themselves and their dream girl (a got2b model) that could be emailed to web-enabled phones and uploaded to a dedicated Facebook site. Partakers were automatically entered to win a trip to Las Vegas, complete with access to the Playboy Club at the Palms Casino and Resort and a private tour by a Playmate.

Smoothies for the Shower



LaLicious’ smoothies for the shower are offered in a variety of fruit scents including Island Guava, Coconut Cream, Lily Mango and Passionfruit Lime. The products, which are paraben- and sulfate-free, exfoliate, condition, moisturize and smooth skin.

More info: www.lalicious.com

A Quantum Leap in Dish Care?



ew to the household cleaning aisle is Finish Quantum, billed by Reckitt Benckiser as an innovative automatic dishwashing detergent, featuring a multi-chamber system that is pre-measured and wrapper free. It features new technology that keeps three powerful active ingredients separated so they can operate at maximum power and release when needed in the dishwashing cycle. Powerful enzymes soften burnt-on food, while Powermax bleach removes stains and Powerball with Jet-Dry Gel delivers shine.

More info: www.FinishDishwashing.com.

Putting the Color in Nail Colors



Essie is bringing back color intensity with the Neon Collection, a series of new vivid nail colors take cues from fashion and art. The palette includes Punchy Pink, Flirty Fuchsia, Funky Limelight and Perky Purple.

More info: www.essie.com

P&G Fabric Care's Limited Run at The Limited



P&G is continuing its fashion-focused $60 million marketing campaign for Tide and Downy, this time setting up shop at The Limited.

“The Limited provides modern women with high-quality, private-label apparel designed to help the modern woman succeed,” said Linda Heasley, chief executive of The Limited. “Nearly 80% of The Limited’s products are machine washable, allowing clients to keep costs down as they continue to care for their clothes. This partnership with Tide and Downy will give our clients the opportunity to wash their favorite items with innovative Total Care technologies, helping to keep their clothes looking beautiful.”

The campaign will take place in more than 200 Limited stores.

Another Eyelash Product Debuts



Procyte, a PhotoMedex company, unveiled its new eyelash conditioner at the winter conference of the American Academy of Dermatology (AAD) in San Francisco. Neova Advanced Essential Lash, formulated with Procyte’s patented AHK Copper Peptide Complex technology, botanicals and essential amino acids, strengthens, conditions and hydrates thinning and brittle lashes. It is clinically proven to promote the appearance of fuller, thicker and longer eyelashes in as little as three weeks and can obtained from physicians without a prescription, according to the company.

“We are thrilled to be able to make this product available to our physician partners and their patients. We believe the market opportunity for Essential Lash, a safe and effective non-prescription product, will be significant,” said Jeff O’Donnell, president and chief executive officer, PhotoMedex. With a suggested retail price of $140, when applied nightly, a 0.2 fl.oz supply of Essential Lash, which will last approximately four to six months.

More info: www.EssentialLash.com

Whole Foods Reformulates HBA Line



After launching its own line of natural body care products a year ago, Whole Foods Market is reformulating its 365 Everyday Value shampoo, conditioner, body lotion and shower gel to meet its own natural standards.

“Whole Foods Market researchers have spent two years evaluating each and every ingredient in our body care products on criteria including safety, source, efficacy, and environmental impact to perfect the Premium Body Care Standard label. While our goal is to eventually have all of our Whole Body products adhere to these standards, we are excited to extend the label to one of our most popular set of products,” said Michael Besancon, Whole Foods Market’s senior global vice president of purchasing, distribution and marketing. “In addition to raising the bar for natural body care, we are also proud to be selling these very popular products at the same great prices—particularly with the new premium ingredients.”

The reformulated products, which will be available this summer, will not contain any of the 300-plus ingredients banned on Whole Foods’ Premium Body Care Standard list. In addition, the company said it plans to maintain the line’s current price points.

More info: www.wholefoodsmarket.com


More Lash News from Mirabella



Mirabella Beauty’s Fringe Benefits Collection is a new 4-step system that promises to restore, enhance and define lashes. The regime include Lash Therapy, a conditioner used at night to nourish, repair and thicken lashes with soothing chamomile and red seaweed ($18.50); Lash Definition Primer, which enhances lashes with innovative nylon fibers to provide a base for mascara ($18.50); Lash Essential Mascara ($19.75); and Fringe Finish Heated Lash Curler, a battery-powered curling device ($26).

More info:www.mirabellabeauty.com

New Website for Calista Tools



Calista Tools by Maria McCool, owner of Calista Grand Salon and Spa, launched Reclaim on QVC in mid March. Reclaim serum nourishes and protects hair with pure Moroccan Argan oil. In addition, the brand is touting a new website, www.calistatools.com.

Homme for the Holidays



Top stylists used L’Oréal Professionnel’s Texture Expert and Homme—its new line of men’s styling color and care products—to create the season’s hottest looks during New York Fashion Week. At the Zac Posen and Carlos Campos shows, L’Oréal Professionnel Texture Expert and Homme products created looks that matched the designers’ inspirations and set hair trends for the upcoming season.

That’s Mrs. Meyers in the Mrs. Meyer’s Clean Home Trailer greeting fans at the Main Street Art Festival in Ft. Worth, TX.

Mrs. Meyer: Author



Mrs. Thelma Meyer—the name and inspiration behind Mrs. Meyer’s Clean Day products—has compiled her tricks of the trade in a new book,“Mrs. Meyer’s Clean Home.” Though Mrs. Meyer admits to not being a meticulous housekeeper, she knows a little something about cleaning and wants to share her advice with anyone who will grab a duster and listen. The book includes shortcuts and tips for cleaning the kitchen, bathroom, bedroom and living room as well as timesaving tips. The publisher is the Hachette Book Group.

More info: www.mrsmeyers.com

Kronos for Mature Hair



Kronos, a new line of hair care addressing the needs of maturing hair, made its TV debut on HSN on March 17. The line had been available exclusively at glow.com and DermStore.com. Developed under the guidance of hair stylist Dusty Simington, the line uses “t-sfere” technology, described by Kronos as a delivery system that uses a targeted release of powerful ingredients.

More info: www.kronoshair.com

Glade Goes Au Courant with New Fragrance Picks



These aren’t your mother’s air fresheners. SC Johnson’s Fragrance Collection by Glade, which couples modern fragrances with fresh designs, features reed diffusers, soy candles and multi-wick soy based candles priced from $5.99-8.99. Scent profiles include Currants & Acai; Sheer white cotton; Lotus Bamboo; McIntosh Apple; Earthly Awakening (a mossy, mellow and soothing scent); and Orange Vanilla.

More info: www.fragrancecollection.com

P&G Is a Force in Department Store Cosmetics



According to a report in The Wall Street Journal, models at a recent Dolce & Gabbana fashion show sported “see-through dresses, leather-ruffled stockings and wedge-heeled shoes” and “Dahlia,” a deep crimson lip color the designing duo has been developing with Procter & Gamble. D&G’s premium makeup will reportedly bow at Sak’s Fifth Avenue, marking P&G’s debut in the upscale end of the cosmetic market.

Wellness Line Debuts at Natural Products Expo West



Last month, Biotropics, Kuala Lumpur, introduced its Ramuan Health and Ramuan Spa products to the U.S. at Natural Products Expo West. Based on the Malaysian concept of Ramuan, Biotropics’ topical products and herbal supplements are designed to help women and men feel youthful, sexually vital, and maintain optimal beauty and wellness. The line will be sold at GNC, natural products, and spa retailers, according to the company. Biotropics Spa topical products include Green Coffee Body Oil to moisturize, invigorate and pamper the skin; Relaxing Face Mask with Tongkat Ali, which nourishes and conditions; Malaysian Coffee Scrub; and Coconut Body Polish, which stimulates circulation for a lasting glow.

More info: www.ramuan.com

Teen Vogue Readers Select Top Beauty Products



What beauty products do the readers of Teen Vogue love? The publication recently unveiled its 2008 Readers’ Choice Beauty Awards, the result of online voting conducted between Nov. 24, 2008 and Feb. 2, 2009. Here are the winners: Bath and Body Works Black Amethyst (body lotion), Bath and Body
Bath and Body Works’
Black Amethyst body lotion
is a favorite of
Teen Vogue readers.
Works Wild Honeysuckle Daily High Lather Scrub (body scrub), Burt’s Bees Collection (eco-friendly line), Clinique Dramatically Different Moisturizing Gel (face lotion), Chanel Chance eau fraiche (ultimate splurge), CoverGirl TruBlend #3 (foundation), CoverGirl TruCheeks #5 (best drug store buy),CoverGirl TruConceal #5 (concealer), Crest Whitestrips Premium (teeth whitening), Miss Dior Cherie L’eau (most wanted product), Dove Go Fresh Body Wash (body wash), Garnier Fructis Style sleek & shine Anti-Humidity Hairspray, Ultra Strong(hair styling), Gillette Venus Embrace (razor), Jergens Natural Glow moisturizer (self tanner),L’Oréal Paris Feria multi-faceted shimmering hair color (hair color), Mac Creme Lipstick, Impassioned (lip color), Mac Eyeshadow in Stars N’ Rockets, Swimming, and Moon’s Reflection (eyeshadow), Mac Eye Kohl in Smolder (eyeliner),Marc Jacobs Daisy (perfume), Maybelline New York Colossal Volum’ Express Mascara, Classic Black (mascara), Nars The Multiple, Portofino (blush), Neutrogena Ultimate Sport Sunblock, SPF55 (sunblock), Neutrogena Oil-Free Acne Wash, Pink Grapefruit (facewash), OPI Nail Polish Elephantastic Pink (nail polish), Pantene Pro-V Beautiful Lengths Conditioner (conditioner), Pantene Pro-V Beautiful Lengths Shampoo (shampoo), Proactiv System (acne product), St. Ives Apricot Scrub, Blemish & Blackhead Control (face scrub), and Victoria’s Secret Beauty Rush In My Cherry Amour (lipgloss).

In addition, the publication presented a philanthropy award to John Paul Mitchell.

Too Faced: Not Too Big, Not Too Little



Perfect for evening bags or adhering to those pesky TSA rules, Too Faced is offering two of its most popular products in smaller sizes. Mini Pink Leopard Bronzer($12.50) and Mini Lash Injection ($8.50) are both available on sephora.com.

Lysol Cleans Up NASCAR



Lysol plans to educate NASCAR fans about the importance of disinfection to help protect themselves from germs and the illnesses they cause. Lysol will activate its sponsorship through comprehensive marketing programs on several levels throughout the year, including customer hospitality, product promotions and at-track marketing.

Fans will have the opportunity to visit five “Lysol Clean” women’s bathrooms on-site at nine race events in 2009, each cleaned and maintained by Lysol ambassadors. Other elements of the sponsorship include exit samplers at the bathrooms, the distribution of coupons, Sprint Vision ads, bathroom signage and the Lysol logo on fan guide track maps to help identify “Lysol Clean” bathrooms.

The program was developed and will be executed by GMR Marketing, in conjunction with Catapult Marketing.


eShave Pampers Skin



eShave’s new Almond After Shave Cream ($22) pampers skin with aloe vera and chamomile extracts as well as antioxidant Vitamins A and E. More info: www.eshave.com




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