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Marketing News



Published May 1, 2009
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Lotta Luv is teaming up with Marvel on a new line of cosmetics, including lipglosses.

Marvel Enters Cosmetics Market



Marvel Entertainment is broadening its female focus with the expansion of its lifestyle brand, Marvel Juniors, into fashion, accessories and personal care. Devised for the fashion conscious consumer, the highly styled, ultra-feminine licensing program will incorporate Marvel’s iconic superhero and romance art into a wide range of products. Part of Marvel’s strategy is to extend the reach of its popular superhero franchises to new audiences, with a program designed for the girl, ‘tween, junior and missy segments. Partnering with Marvel in cosmetics is Lotta Luv.

Allergan Teams Up with Make-A-Wish



Allergan’s Latisse Wishes is a new charitable public awareness campaign designed to generate $1 million for the Make-A-Wish Foundation, the non-profit organization that grants wishes of children with life-threatening medical conditions. Actress Brooke Shields and beauty expert Anastasia Soare will lead the campaign, which was borne out of the tradition of blowing on an eyelash to make a wish come true, and according to Allergan, leverages the excitement surrounding the availability of its prescription for hypotrichosis. The Latisse Wishes campaign kicked off with an initial donation of $500,000 from Allergan. Between now and Dec. 31, Allergan will donate $5 for each new visitor who registers online at the Latisse website up to an additional $500,000. Over the next several months Ms. Shields and Ms. Soare, who both use Latisse, will host informational events aimed to further support the campaign. Stops are planned in New York, Miami, Dallas, Minneapolis and San Francisco.

More info: www.latisse.com

Dancing with Clearasil



The hottest teenage dance crews recently competed at the Hard Rock Cafe in Times Square in New York City for the title of the first Clearasil Dance Crew. At the Clearasil Pimple Blocker Battle, which was hosted by actress Michelle Trachtenberg, the elite in young dance talent competed for a prize package worth more than $10,000 and a year contract with Clearasil. The top five crews were chosen at a casting call held in February. Each of these dance crews performed at the Clearasil Pimple Blocker Battle in front of an esteemed celebrity panel of judges including Drew Lachey, Disney star Alyson Stoner and celebrity choreographer, Geo. The dance crews featured Clearasil’s new Ultra Pimple Blocker Pen, which works quickly and effectively to help stop a pimple in its tracks, in their dances.

More info: www.clearasil.us/pimpleblockerbattle

Another Round of ColorStay



Revlon has unveiled ColorStay Ultimate Liquid Lipstick, which is billed as the first and only one-step lipcolor that has it all. The formula combines Revlon’s patented ColorStay technology with an exclusive ultra conditioning complex to provide food-proof color that’s comfortable in only one step. Available in 20 full-coverage, soft satin shades, the new lipstick is being supported with television and print advertising featuring the debut of Jennifer Connelly as a Revlon global brand ambassador.

A Warming Wipe for Babies



Prince Lionheart, Santa Maria, CA, now offers the Warmies Wipe Warmer, the first baby wipes warmer created for use with eco-friendly reusable baby wipes. The warmer uses a patented system that keeps reusable wipes made of 100% bamboo cloth moist and fresh. While it can accommodate all standard baby wipes, the patented system was designed to be used in conjunction with Prince Lionheart’s Warmies, which are naturally anti-bacterial, dye- and bleach-free, and can be washed and reused.

More info: www.princelionheart.com


Freeze 24-7 Is into Makeup



Freeze 24-7 has entered the makeup category with Freeze 24-7 Minerals, a line that mixes advanced anti-aging skin care technology with pure makeup. The products are formulated with Vita-Nutriplex, which provides a 96% reduction in the appearance of fine lines, wrinkles, pore size, discoloration and sunspots, according to the company. Vita-Nutriplex combines the body’s natural muscle-relaxing agent, GABA, with vitamin C ester, hyaluronic acid, soybean extract and SPF 18. The line includes foundation, bronzer and highlighter.

Xen-Tan’s Perfect Bronze

Paraben-free Bronzing Powder



Xen-Tan has added a new, paraben-free bronzing powder. Perfect Bronze ($28) is described by the Dallas, TX-basedcompany as a transparent bronzing powder that never looks heavy or muddy. It is available at Nordstrom.com.

Spring Collection from Polaris



LA makeup artist Cristina Romeo tapped Avid Exposure to help launch the Polaris Cosmetics’ Spring Collection, “Quiet Innocence,” which bowed April 1. The collection includes several new items including two lipsticks, Hyper and Tad, a loose mineral blush named Crush, two pressed mineral face colors, and an eyeshadow in a chocolate color called Almost. The collection also includes two other eyeshadows Crave, a bluish teal color, and Flirt, a limited edition item. For lips, glosses include Quiet, a nude/natural lip plumper, and Sweetie, another soft nude tone that is a bit warmer.

More info: www.polariscosmetics.com

The Best of Beauty from Better Nutrition



Better Nutrition magazine has announced the winners of its Best of Beauty Awards. They include: Aubrey Organics Creme do la Shave-Toasted Almond and GPB Glycogen Protein Balancing Shampoo; Desert Essence Organics Italian Red Grape Shampoo, Thoroughly Clean Face Wash and Lip Rescue with Jojoba Oil; Home Health Goji Berry Eye Cream; Humphreys Witch Hazel Astringent; Solgar Skin, Nails & Hair Advanced MSM Formula; Now Foods Lavender Oil; Himalaya Herbal Healthcare Organique Neem & Turmeric Face Wash; and Essential Formulas Dr. Ohhira’s Kampuku Soap.

“These winning products can help you look great and also feel good about what goes in and on your body, and what ends up in the environment,” said Nicole Brechka, editor in chief of Better Nutrition. “More and more, consumers are demanding products made without toxic, harmful chemicals. Natural product manufacturers have led the charge in this area and made a strong commitment to removing these hazardous substances from their lines.”

The winners were featured in the April 2009 issue ofthe publication.

More info: www.betternutrition.com

Common Shills for Diesel



Grammy winner Common will be featured in the U.S. advertising for Diesel’s new fragrance, Only the Brave. The 37-year-old will appear in print ads and a television campaign, which will run during the upcoming holiday season. Also starring in the ads are models Sam Way and Daniel Pimentel. In conjunction with the campaign, Common was scheduled to perform a street concert in Paris on May 6 as well as an in-store concert in the Diesel flagship in Los Angeles on May 20 and festivals in Spain and a New York. L’Oréal is distributing Only the Brave in Diesel boutiques, Macy’s, Dillard’s, Belk and Sephora.

Just in time for summer, Bioelements has added two new sun care products. Both offer UVA/UVB protection.

Bioelements Takes on the Sun



Bioelements is rolling out two new sunscreens—One Extraordinary Sunscreen SPF 20 and SPF 50 FaceScreen. One Extraordinary Sunscreen SPF 20 is a sheer and oil-free broad spectrum UVA/UVB sun protector. It contains a non-chemical sunscreen (100% zinc oxide) derived from natural minerals. SPF 50 FaceScreen is a broad spectrum UVA/UVB sunscreen in an emollient formula that contains antioxidant vitamins to discourage free radical damage, skin-calming chamomile and Bioelements’ unique blend of rejuvenating Chinese herbs.

More info: www.biolements.com

Fekkai Goes Dry



Fekkai Au Naturel Powder Clean Dry Shampoo is the first Fekkai product that combines natural formulations in a dry shampoo product. Free of sulfates, parabens, dyes and synthetic fragrances, it contains natural cotton fibers, corn and rice starch to absorb oil without weighing the hair down; a botanical blend of natural ingredients to cleanse and refresh; and nourishing ingredients like beta glucan, ceramides and sodium hyaluronate.

OPI’s Avoplex hand and nail cream has been out in
The Real World: Brooklyn. The company’s products have been stocked at the reality show’s set.

OPI Is a Hit in The Real World



Fans of MTV reality show The Real World: Brooklyn may have caught a glimpse of OPI, as its products have been stocked at cast members’ home. The bathroom at the New York house features spa-like amenities and products including an assortment of OPI nail lacquers as well as Avoplex High-Intensity Hand & Nail Cream and Swiss Guard Antiseptic Handwash Gel.

“The Real World is one of the hottest shows on television, and we wanted to provide the hottest OPI colors,” said Suzi Weiss-Fischmann, OPI executive vice president and artistic director.“Viewers will be sure to find an assortment of fashion-runway shades, as well other must-have OPI products for hand and nail care.”

More info: www.opi.com

Nail Care via Thermafuse



Nail care experts at Medusa Salon in Springville, NY are serving up an innovative new pedicure service using products from ThermaFuse—yes, Thermafuse, the hair care brand. The ThermaFuse Pedicure features five ThermaFuse products—ThermaDan Shampoo (a dandruff-treating remedy infused with soothing botanicals), Asset Astringent, Color Care Condition, Intense Repair Hair Masque and ThermaDan Condition.

More info: www.thermafuse.com

Murad Is Always in Style



For the second year in a row, Murad’s Age Spot and Pigment Lightening Gel has been selected by the editors of InStyle magazine as the 2009 Best Beauty Buy in the anti-aging-spot treatment category. Murad’s Age Spot and Pigment Lightening Gel fades sun and age spots and improves clarity by lifting away dark, damaged cells. Its dual-action formula offers Hydroquinone, the strongest skin-lightener available without a prescription, to fade discoloration, in combination with the alpha hydroxy acids in glycolic acid to exfoliate, improving the penetration of the lightening agent.

More info: www.murad.com

CelluFight is said to firm and toneskin, improve elasticity and give the body a sun kissed glow.

Tarte Makes Bodies Beach-worthy



Tarte’s gearing up for summer with a new product aimed to make giggly, pale winter bodies beach-worthy. CelluFight ($40), a new anti-cellulite self-tanner, is formulated with SkinTight complex, which firms and tones skin while also improving elasticity. Its proven anti-inflammatory properties prevent long-term build up of fat tissue under the skin, while a natural DHA self-tanner helps give skin a sun-kissed glow.

More Green from Rusk



Following up Go Green, its new line of energy-efficient hair appliances, Rusk is adding a new sulfate-free shampoo. Part of its popular Sensories Line, Rusk’s Calm Guarana and Ginger Nourishing Shampoo ($15) will be sulfate-free, but will maintain its rich, energizing lather, according to the company.

Odor Eliminator Is a New Hit Infomercial



What Odor?—the flagship product of For The Earth Corp.—has been scheduled to appear on Pitchmen, which is co-hosted by OxyClean’s Billy Mays and Anthony “Sully” Sullivan. The reality show, which is in its first season on Discovery Channel, follows the adventures of Mr. Mays and Mr.Sullivan as they search the world for inventions they believe they can take all the way to the big time.

What Odor? is an eco-friendly, 100% biodegradable odor eliminator developed by Nelson Grist. It has been availablenationwide at home shows and online since August 2008. Mr. Mays began endorsing What Odor? in infomercials on national television in March 2009.

“We are thrilled to be a part of the Pitchmen series,” said Grist, chief executive officer and founder of For The Earth Corp. “Both Billy and Sully have an innate talent for grabbing an audience’s attention and have created a trusted following for the products they endorse.”

More info: www.what-products.com

A Less Pungent DHA Self-Tanner from St. Tropez



The nose knows when self tanner is in use. But St. Tropez is taking action, rolling out an exclusive new technology that reduces the distinctive smell associated with self tanners by a minimum of 70%.

Aromaguard technology used in St. Tropez’s Core Tanning and Gradual Tan/Everyday products helps eliminate the smell often associated with self tanners.
St. Tropez’s new Aromaguard fragrance technology will be be used exclusively in all St. Tropez Core Tanning and Gradual Tan/Everyday products. To create this breakthrough, chemists first addressed the cause of the odor—the chemical reaction between DHA and the proteins on the outer surface of the skin. Depending on each person’s individual chemistry, the odor can vary in intensity and duration, making this the single biggest reason why some forgo a sunless tan, the company said. Understanding the nature of this odor allows the fragrance technology in Aromaguard to virtually eliminate this smell, allowing a targeted counteractant fragrance to be added to create a more luxurious self-tan experience, according to St. Tropez.

“As a leading tanning brand, product performance and personal experience are of paramount importance, so we were aware there was still room for improvement when it came to how the product smelled on the skin. We’re delighted to introduce Aromaguard technology in all of our St. Tropez self tanning products, ensuring everyone can look, feel and smell great while achieving a naturally glamorous look.” Michelle Feeney, chief executive officer.

More info: www.sttropeztan.com

M.A.C. Makes It in Britain



M.A.C. Cosmetics is the official makeup brand for the 2009 British Academy Television Awards, having provided make-up support for more than 15 of the nominated TV productions including Mad Men, X Factor, EastEnders, Skins, Doctor Who, Shameless, Outnumbered, Spooks, The Devil’s Whore, The Bill, Casualty, Emmerdale, Merlin, Friday/Sunday Project, Harry Hill’s TV Burp and The Inbetweeners.

To generate buzz and raise funds for a good cause, Halle Berry auctioned the bracelet used in product visuals for her new scent, Halle by Halle Berry.

Halle Berry Fights Domestic Violence



Academy Award-winning actress and beauty icon Halle Berry has auctioned off a unique, hand-carved rose gold cuff bracelet to show her support for families dealing with the devastating effects of domestic violence. Consumers were able to bid through CharityBuzz.com for the chance to own the signature piece, designed exclusively for Ms. Berry to wear in the ad campaign for her debut fragrance, Halle by Halle Berry. Net proceeds generated by the auction were donated to the Jenesse Center, a domestic violence intervention program that Ms. Berry has supported for many years. Made from 14K rose gold plate over sterling silver, the cuff is valued at $4,000.

More info: www.Halleberryfragrances.com/us


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