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It's All About Mom



Marketers target Mother’s Day shoppers with alluring gift ideas.



By Melissa Meisel, Associate Editor



Published May 9, 2011
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Mother's Day, annually held on the second Sunday of May, celebrates motherhood and it is a time to appreciate mothers and mother figures of all ages. Many people give cards, flowers, candy, a meal in a restaurant or other treats, but personal care gift sets stocked with goodies such as skin creams and color cosmetics offer a pampering plus to any gal’s day-to-day activities.
“Gift sets are amazing because they offer options, including fun ancillary products that Mom may never think to treat herself to,” said Jenn Falik, style and beauty expert, New York, NY. “And, they tend to be amazing values—always nice to show Mom she raised a smart shopper!”

This season, there’s no shortage of innovative gift ideas in the marketplace. Some are even pre-wrapped:
 
Avon Expressions for moms.
• VMV Hypoallergenics is giving Mom everything she needs to feel beautiful with the Limited Edition Vanity Valise ($150). The kit contains some of VMV’s most popular items! The Re-Everything Anti-Aging Eye Serum will diminish under-eye puffiness and dark circles. Skin Bloom Blush gives cheeks definition and radiance, while the Skintelligent Beauty Lipsticks give lips a pop of color. Both contain virgin coconut and monolaurin for intense moisturization. Mothers can finish off their look with the Ooh La Lash! Volumizing Mascara. These products all come housed in a polished, white faux alligator “train case.” It’s the perfect indulgence for on-the-go moms, according to the company.
 
La Fresh travel wipes.
• La Fresh Travel Wipes for Her ($19.99) features 54 completely portable (and TSA-approved) wet wipes including Makeup Remover towelettes, Hydrating Lotion towelettes, Lens Cleaning towelettes, Feminine Hygiene towelettes, Nail Polish Remover pads, Lens Cleaning towelettes and Dental Finger Mitts. Slim enough to fit into even the sleekest clutch, La Fresh Travel Wipes for Her are perfect for her gym bag, purse, and carry-on luggage (and the list goes on).
• “Mamma Mia!”is the expression at Lush this May with its new Mamma Mia Set ($39.95). This gift is packed with products to scrub, moisturize and refresh hardworking mothers. The Creamed Almond & Coconut Smoothie takes care of dry skin, while an Olive Branch Shower Gel refreshes with mandarin orange fragrance. The kit also features Tiny Hands, a new solid moisturizer made from argan oil, aloe vera, cocoa and shea butters to coat and soften active digits.
 
Mamma Mia helps hardworking moms recuperate.
• The Argan Beautiful Lips Collection by Josie Maran Cosmetics ($42) is sealed with a Mother’s Day kiss. Designed for Mother’s Day, Josie Maran presents the ultimate lip arsenal powered by argan oil and exclusive to Sephora. It features everything from the brand’s popular Magic Marker Lip Stain with Argan Color Stick Duos to Mini Natural Volume Lip Glosses to a deluxe sample of the brand’s famous argan oil in a portable mini size. And in true eco-friendly Josie Maran style, it is shipped in a mailer pack so it is completely packaging free, according to the company.

• The Soap and Paper Factory, a collection of artisan personal care with artful gift packaging, is bulking up its offerings with a new hand cream for Mother’s Day ($18). These ready-to-gift tubes are chock-full of essential oils and comprised of shea butter, meadowfoam and borage oil, to name a few ingredients. Each one comes in a beautiful, recyclable aluminum tube with stunning floral designs.
 
Josie Maran includes argan oil to keep moms' lips healthy.
• At Clarisonic–the facial scrubber with a cult following—great things come in small packages with the new limited edition Tangerine Mia kit sold at Nordstrom ($149). It features a charger, sensitive brush head, trial-size cleanser (1 oz.), additional normal brush head and travel bag. The one-button, one-speed, one-minute Mia offers quick results that complement any skin care ritual leaving skin looking beautifully healthy, said the company.

• Small is also chic at Mary Kay with the new Compact Mini ($16) for Mom. Pocket- and purse-friendly for on-the-go ease, its magnetic refill system offers the flexibility to change cosmetics shades as often as the weather. Also noteworthy from the company this holiday Thinking of You Eau de Parfum ($30). For the scent seeker searching for that something extra, the EDP has a keepsake charm attached to the bottle that the recipient can add to a bracelet or necklace. Plus, the juice is packaged like a present so it’s ready to gift.

• Meanwhile, over at Avon, inspired by the many sides of Global Ambassador Reese Witherspoon, the new Expressions collection ($22.50 each) includes three scents that comprise a candid expression of Mom, according to the company. Each of the three EDT scents—Laugh Often, Live Without Regrets andLove to the Fullest—is a feminine, confident celebration. While Love to the Fullest rolled out last month; Laugh Often, a citrus floral, debuts just in time for Mother’s Day. White tea and mandarin are blended with feminine floral notes like freesia and rose for a crisp, fresh appeal. Live Without Regrets, a fruity floral, follows in August.


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