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Marketing News



Published March 31, 2010
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Payless Steps into Beauty Business




Payless Shoe Source—the company best known for selling a range of trendy shoes, handbags and accessories at affordable prices—is stepping into the beauty category this September through an
Payless plans to roll out beauty products this Fall.
alliance with The Maesa Group. The new beauty merchandise will be offered under brands names Zoe & Zac and Unforgettable Moments. Payless, which termed the alliance a “multi-year arrangement,” did not disclose additional terms of the deal.

“Our shoppers have responded very positively to our initiatives to go beyond footwear and democratize fashion and design in accessories as well, and this is one step further to bring consumers beauty products,” LuAnn Via, chief executive officer of Payless, said in a statement.

Kim Is Keeping Up with Fusion Brands



Kim Kardashian is the new face of Fusion Brands‘ FusionBeauty Colorceuticals collection. Kardashian will represent the LipFusion franchise as well as the launch of Illumifill Line Filling Luminizer, with print advertisements and in-store appearances scheduled for the Spring.

“We are thrilled about this partnership,” said Fusion Brands’ chief executive officer Caroline Pieper-Vogt. “As a confident, passionate and driven woman, who is beautiful both inside and out, she perfectly embodies the brand and will be a source of inspiration and empowerment for all FusionBeauty women.”

Kardashian first partnered with Fusion Brands in October for the launch of Lipfusion Infatuation, a lip plumping gloss.

Sephora Adds HerCut Hair Care Collection



HerCut, a hair care collection developed to keep first day haircut performance alive, is now in Sephora stores nationwide. Created to address the five major categories of haircuts—the bob, the pixie, the shag, the blunt cut and long layers. HerCut employs “catalysts” that work on a molecular level to ensure that hair conforms to your cut, picking up where your stylist leaves off. The catalysts are customized to meet the specific needs of every cut; i.e., weighted, forward motion for bobs and controlled separation for shags, to maximize every style regardless of hair type.

More info: www.hercut.com

Mets Clean Up with OPS I&I Products



Organic Product Solutions (OPS), a subsidiary of Green Bridge Industries, has made the big leagues. The firm’s line of industrial cleaning products will be used at Citi Field, the home of Major League Baseball’s New York Mets. First Quality Maintenance, the cleaning firm that will maintain the $850 million, 1.4-million sq.ft. park, will use the OPS line.

“This is a great relationship we have developed with First Quality Maintenance,” stated David Gubb, chief executive officer of Green Bridge Industries, Inc. “We are extremely pleased that our products surpass the dangerous traditional chemical cleaners and competitive green cleaners. We look forward to opportunities like Citi Field where our cleaning products are put to the test.”

Beyoncé Knows Beauty



The Beyoncé Cosmetology Center has opened its doors at the Phoenix House Career Academy in Brooklyn, NY. Working with Phoenix House, a non-profit provider of substance abuse and prevention services in the U.S., the Beyoncé Cosmetology Center will offer a seven-month cosmetology training course for adult men and women that will provide them with the theory and practical skills needed to pass the NYS Cosmetology Licensure Exam. And, as Beyoncé is a spokesperson for L’Oréal Paris, the beauty firm company is providing all makeup, skin care, and hair care products at the facility. The center will also offer complimentary services, using L’Oréal Paris products, to a wide range of community partners, enabling its more advanced students to refine and practice their skills.

More info: www.phoenixhouse.org

OPI Inks Deal with iPod



OPI’s iPhone and iPod Touch app offers a way to browse and search more than 200 OPI nail lacquer shades. Featuring a version of the company’s popular Try It On Color Studio, visitors can customize skin tone on the application to visualize how a color would appear on their hand before purchasing. The app also includes a search bar with word prompt technology, so simply entering one word will proffer a list of likely matches. Additional features will include a salon locator with map and a personal “drawer” for storing favorite OPI lacquers.

Hola S.C.J! A New Spanish-Language Website



SC Johnson has launched its Spanish-language website, which it says recognizes the importance of providing full ingredient information to Spanish-speaking consumers in the U.S.

“Families want to know what’s in the products they use in their homes,” said chairman and chief executive officer Fisk Johnson. “By making that information accessible to Spanish-speaking consumers, too, we’re helping even more families understand that they can trust our products and our company.”

As part of its program, SC Johnson has created a Spanish-language version of www.WhatsInsideSCJohnson.com, its ingredient website. The site offers easy-to-access and easy-to-understand information about the ingredients in SC Johnson products. This information is also available via the company’s toll-free number for Spanish-language phone support. The company also now provides Spanish content on its www.rightathome.com website, and is working with notable Hispanic influencers and experts as guest bloggers to continue the Spanish-language dialogue online.

GoodSkin Signs Derm



GoodSkin Labs has tapped Dr. Paul Jarrod Frank as its new global dermatologist brand endorser. Frank is founder and director of the Fifth Avenue Dermatology Surgery and Laser Center in New York City.

P&G Promotes Good Oral Hygiene with Contest



Crest and Oral-B have launched the Better Check-Ups Challenge, a program that will challenge people across the country to improve their oral care in 2010, and the P&G brands are putting their money where their mouths are. The program encourages participants to talk to their dentist, start using the full lineup of Crest Pro-Health products and at the end of the six months, Crest and Oral-B are confident that there will be an improvement in each participant’s oral health. If proven wrong, the patient could be eligible to receive a check for $45 to cover the cost of their check-up.

In late 2009, totalbeauty.com issued a list of the 14 cities in the U.S. with the worst teeth, and Crest and Oral-B selected six of these to identify six ambassadors—residents of the city who want to improve their oral health and lead the challenge. The six participating cities include Miami; Greensboro, NC; Atlanta; Las Vegas; Albuquerque, NM; and Baton Rouge, LA. The selected ambassadors must agree to use the regimen twice daily (which includes Crest Pro-Health toothpaste and Oral-B brushes), as well as visit the dentist for an initial check-up, athree-month visit and then a final appointment at the end of six months to report results.

Crest and Oral-B have also identified a dentist in each of the six cities to oversee the care of these ambassadors, ensuring they receive the proper attention and documenting their progress fully.

Ulta Stocks Weleda



Weleda can now be found at all Ulta stores nationwide. The brand will be merchandised within the store’ new“natural set” and will initially launch with six products—including noted bestsellers Skin Food, Rosemary Hair Oil and Birch Cellulite Oil. To help support this new retail partnership, Ulta will feature Weleda in multiple in-store promotions throughout the year, including buy-one-get-one-free opportunities and special discounts.

Currently available at Whole Foods, Target, select CVS stores and independent health food stores throughout North America, Weleda expects its availability at Ulta to expand the brand’s growth. In 2009, Weleda sales in Whole Foods increased by more than 20%, according to the company.

Murad Adds Volleyball Superstars



Murad, Inc. has added Olympic gold medalist beach volleyball teammates Kerri Walsh and Misty May-Treanor to its roster of celebrity testimonials. Walsh and May-Treanor are featured in Murad’s new Environmental Shield infomercial, which is hosted by actress Josie Bisset. The infomercial explains how to reverse environmental aging and regain a youthful appearance. The program highlights the E-Shield Day Regimen and its primary benefits.

Seed body care items can be found at Whole Foods or online at Alice.com.

Whole Foods To Carry Graine de Vie Body Care



Graine de Vie LLC’s Seed body care products are now stocked at Whole Foods Market in the Pacific Northwest region. The range debuted at Whole Foods Market in the northeast New York/New Jersey region in late 2009. The line is also offered online at Alice.com, a service that helps users manage household needs online.

More info: www.seedpowerbodycare.com

Get a Virtual Manicure Right Online



Np2 nail polish is offering consumers a way to test colors on their complexion before buying the product with a virtual manicure at its website, www.np2beauty.com. According to the company, fair skin tones should wear a red like Electric Charge or a bright pink like Positive Integer while medium skin tones can opt for Np2’s Solar, Electric or Square Root. For tan skin tones, light pink, like Np2’s Positive Charge, work well.

Dreagirls Debuts with Ambi as Sponsor



Ambi is the official skin care sponsor of the new stage version of “Dreamgirls,” which makes its Los Angeles debut this month. The partnership is part of the J&J brand’s “Flawless Beauty” program, which consists of multi-layered activities, events and partnerships aimed at celebrating and honoring women of color. The show, which chronicles a 1960s singing group, opened on Broadway in 1982 and was made into a movie in 2006.

“Ambi Skincare is an inspirational beauty brand that believes in empowering women of color to reach their dreams,” said Denna Singleton, Ambi brand product director.



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