Melissa Meisel, Associate Editor02.03.16
Procter & Gamble (P&G) might have lightened its load recently with a transfer of 10 fragrance licenses to Coty, but its beauty business is still going strong with a variety of innovative rollouts for Spring 2016. The company hosted a studio showcase for editors in New York City last month to highlight the latest launches from Clairol, CoverGirl, Head & Shoulders, Herbal Essences, Olay, Pantene and Secret. At Apella—a modern space overlooking the East River—these P&G Beauty brands presented what’s new and next in creative ways to emphasize novel ingredients or other exciting components that make P&G a leader in the household and personal care industry.
“This is our second P&G Beauty Digital Studio and we have eight trusted brands in one afternoon,” said Maria Bernquest, associate director of communications for personal care at P&G, Cincinnati, OH. “You will meet a variety of experts at the top of their game along with special guests.” And meet them, we did!
Spotlight on Protection
Effects of the sun on the skin are underestimated, noted Dr. Frauke Neuser, global science communications manager at P&G. “At the age of 50, you could look 30 with the right UV protection,” she said. The brand’s latest creation is a new daily broad spectrum SPF product, Olay Regenerist Micro-Sculpting Cream with SPF 30 with Non-Greasy Advanced SolaSheer Technology. The unique, lightweight formulation hydrates to lift, firm and plump, delaying the need for a cosmetic procedure yet still yielding immediate results. As confirmed by Olay’s Multi-Decade and Ethnicity Study, sun is the No. 1 cause of external skin aging, causing the degeneration of elastic skin tissue, which leads to deep wrinkles.
Zen Zone
Lavender can play a key role in relaxation, according to Sunnie Brook Jones, celebrity stylist for Head & Shoulders. Along with her herbal tea, essential oils and scented sleep mask, she promoted the aromatherapy benefits of this ingredient for busy lifestyles.
The new Head & Shoulders Nourishing Collection contains a unique blend of guar bean, cottonseed and soft wood extracts. The scent consists of a vibrant combination of crisp fruits, florals, clean musks and lavender essence, which provides a calming, nourishing in-shower experience, according to P&G.
Fire It Up
Clairol gives every woman the chance to discover her natural red with the new Clairol Born Red Collection, featuring a spectrum of red shades that are designed to work with your hair for color that embodies all of the warmth and vibrancy of natural red hair.
According to Clairol color director James Corbett, red tresses are the fastest growing hair color category, as seen with the recent switch by celebrity Lauren Conrad. “This is for color as real as you are!” exclaimed Corbert. Editors guessed if hair models were natural reds or enhanced by color.
Shower With a Twist
Exotic gourmand components such as lime citrus are making way into personal care formulations, according to Beth Stone, assistant brand manager, Olay Body at Procter & Gamble. Olay is tapping into the trend with the latest addition to its Fresh Outlast collection, Fresh Outlast Energizing Lime & White Tea body wash. Formulated with an essential oil fragrance, the product works with skin’s natural pH to moisturize better than regular soap, she said.
Keeping in theme with kitchen inspirations, popular lifestyle expert Maureen Petrosky (pictured), who appears on NBC’s “Today Show,” then shared some ideas for fruit-infused beverages.
All-Day Style
Guests were then whisked off to Secret’s “sample sale” stocked with trendy sunglasses, clothing and handbags. The correlation? The antiperspirant will roll out Secret Outlast Xtend, a product upgrade designed for all-day wear, explained Kati Bakes, a senior scientist at P&G for Secret Deodorant. Its Xtend Technology ups the ante on sweat protection with a powerful new formulation that stops odor before it starts and provides coverage that never quits for a full 48 hours, according to Bakes.
Back to Basics
Herbal Essences celebrity spokesperson Charles Baker Strahan encouraged editors to get into a #NakedState with a social media group photo complete with inspirational messages on signs. He then introduced Herbal Essences Naked Clean & Refresh shampoo and conditioner. Free of heavy residues, parabens and dyes, the collection gently cleanses hair with the invigorating fragrance of fresh white strawberry and mint to leave locks instantly revitalized, he explained.
Easy, Breezy, Beautiful
CoverGirl’s classic tagline still rings true with the latest cosmetic looks for Spring 2016. Inspired by P&G global creative design director Pat McGrath, new products include the Plumpify Mascara by blastPRO and truBlend Primer. Colorlicious Oh Sugar is also a favorite of celebrity makeup artist Julianne Kaye who shared beauty looks for all ages at the event.
Styling Freedom
P&G concluded the event with a look at a breakthrough styling SKU—new Pantene Pro-V Airspray, an alcohol-free hair spray. Introduced by celebrity stylist Danilo, this next generation hair spray is said to deliver moisture and movement without stiffness or stickiness. By providing a flexible hold, women can brush and layer the ultra-light mist. The absence of alcohol in the formula means users can enjoy a lighter and fresher scent. The specially designed nozzle provides an easy, fast drying application to ensure the right balance of water and polymer is delivered to tresses for a more natural feeling upon drying. It is available in three variations.
“This is our second P&G Beauty Digital Studio and we have eight trusted brands in one afternoon,” said Maria Bernquest, associate director of communications for personal care at P&G, Cincinnati, OH. “You will meet a variety of experts at the top of their game along with special guests.” And meet them, we did!
Spotlight on Protection
Effects of the sun on the skin are underestimated, noted Dr. Frauke Neuser, global science communications manager at P&G. “At the age of 50, you could look 30 with the right UV protection,” she said. The brand’s latest creation is a new daily broad spectrum SPF product, Olay Regenerist Micro-Sculpting Cream with SPF 30 with Non-Greasy Advanced SolaSheer Technology. The unique, lightweight formulation hydrates to lift, firm and plump, delaying the need for a cosmetic procedure yet still yielding immediate results. As confirmed by Olay’s Multi-Decade and Ethnicity Study, sun is the No. 1 cause of external skin aging, causing the degeneration of elastic skin tissue, which leads to deep wrinkles.
Zen Zone
Lavender can play a key role in relaxation, according to Sunnie Brook Jones, celebrity stylist for Head & Shoulders. Along with her herbal tea, essential oils and scented sleep mask, she promoted the aromatherapy benefits of this ingredient for busy lifestyles.
The new Head & Shoulders Nourishing Collection contains a unique blend of guar bean, cottonseed and soft wood extracts. The scent consists of a vibrant combination of crisp fruits, florals, clean musks and lavender essence, which provides a calming, nourishing in-shower experience, according to P&G.
Fire It Up
Clairol gives every woman the chance to discover her natural red with the new Clairol Born Red Collection, featuring a spectrum of red shades that are designed to work with your hair for color that embodies all of the warmth and vibrancy of natural red hair.
According to Clairol color director James Corbett, red tresses are the fastest growing hair color category, as seen with the recent switch by celebrity Lauren Conrad. “This is for color as real as you are!” exclaimed Corbert. Editors guessed if hair models were natural reds or enhanced by color.
Shower With a Twist
Exotic gourmand components such as lime citrus are making way into personal care formulations, according to Beth Stone, assistant brand manager, Olay Body at Procter & Gamble. Olay is tapping into the trend with the latest addition to its Fresh Outlast collection, Fresh Outlast Energizing Lime & White Tea body wash. Formulated with an essential oil fragrance, the product works with skin’s natural pH to moisturize better than regular soap, she said.
Keeping in theme with kitchen inspirations, popular lifestyle expert Maureen Petrosky (pictured), who appears on NBC’s “Today Show,” then shared some ideas for fruit-infused beverages.
All-Day Style
Guests were then whisked off to Secret’s “sample sale” stocked with trendy sunglasses, clothing and handbags. The correlation? The antiperspirant will roll out Secret Outlast Xtend, a product upgrade designed for all-day wear, explained Kati Bakes, a senior scientist at P&G for Secret Deodorant. Its Xtend Technology ups the ante on sweat protection with a powerful new formulation that stops odor before it starts and provides coverage that never quits for a full 48 hours, according to Bakes.
Back to Basics
Herbal Essences celebrity spokesperson Charles Baker Strahan encouraged editors to get into a #NakedState with a social media group photo complete with inspirational messages on signs. He then introduced Herbal Essences Naked Clean & Refresh shampoo and conditioner. Free of heavy residues, parabens and dyes, the collection gently cleanses hair with the invigorating fragrance of fresh white strawberry and mint to leave locks instantly revitalized, he explained.
Easy, Breezy, Beautiful
CoverGirl’s classic tagline still rings true with the latest cosmetic looks for Spring 2016. Inspired by P&G global creative design director Pat McGrath, new products include the Plumpify Mascara by blastPRO and truBlend Primer. Colorlicious Oh Sugar is also a favorite of celebrity makeup artist Julianne Kaye who shared beauty looks for all ages at the event.
Styling Freedom
P&G concluded the event with a look at a breakthrough styling SKU—new Pantene Pro-V Airspray, an alcohol-free hair spray. Introduced by celebrity stylist Danilo, this next generation hair spray is said to deliver moisture and movement without stiffness or stickiness. By providing a flexible hold, women can brush and layer the ultra-light mist. The absence of alcohol in the formula means users can enjoy a lighter and fresher scent. The specially designed nozzle provides an easy, fast drying application to ensure the right balance of water and polymer is delivered to tresses for a more natural feeling upon drying. It is available in three variations.