BEAUTY CARE

Athlete-tested skincare line benefits charity

BY Antoinette Alexander

Several top athletes have joined forces to develop a skincare line that is athlete-tested and benefits charity.

Professional basketball player Steve Nash, Gold Medal skateboarder Ryan Sheckler, professional soccer player Mia Hamm, Gold Medal snowboarder Gretchen Bleiler, Gold Medal swimmer Amanda Beard and professional basketball player Carmelo Anthony are the co-founders of Mission Product.

Mission Product is the brainchild of athlete Charlie Engle, who conceptualized the line after finishing a 111-day run last year across the Sahara Desert and teaming up with entrepreneur and skincare industry veteran Josh Shawn. The aforementioned group of athletes then joined the Mission Product team to help with product innovation and development. Other athletes such as Hunter Kemper, Sarah Haskins and Jessica Mendoza have since signed on.

The line includes a no-sweat sunscreen with SPF 30 and anti-aging technology, a vitamin lip balm with SPF 20, an anti-friction cream, a restorative foot gel and an after-sun revive gel for post sun and wind exposure. The company just launched its signature line of Lip Balmers with Scheckler’s Orange flavor, Bleiler’s Sweet Vanilla flavor and the Mission Mint flavor. The produces are infused with vitamins, minerals and antioxidants. They are free of preservatives, irritants and are animal cruelty-free.

Mission Product supports the charities of its athletes, including The Sheckler Foundation, The Steve Nash Foundation, The Mia Hamm Foundation and H2O Africa, among others.

A video, by Meathawk Productions, a company Nash recently started, starring the line’s founders can be viewed at http://www.missionproduct.com/about_us.html.

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Max Factor launches lip color line, lash-thickening mascara

BY Antoinette Alexander

NEW YORK Max Factor has announced the introduction of its new Vivid Impact Lipcolor and 2000 Calorie Extreme Lash Plumper.

The new Vivid Impact Lipcolor is a rich, pure pigment lip color that first made an entrance on the lips of top models on the runways of New York Spring/Summer 2009 Fashion Week. Procter & Gamble global creative design director, Pat McGrath, custom designed the color shade palette.

The Vivid Impact Lipcolor is available in pinks, reds, beige/browns, mauves and wine/burgundies. The average retail price is $7.98 each.

For voluminous lashes there’s the new Max Factor 2000 Calorie Extreme Lash Plumper. The mascara features a patented Fat-Wrap Brush that is designed to max out each and every lash, even the little ones. The brush houses 67 percent more bristles than Max Factor Volume Couture Mascara and a 25 percent bigger core.

The mascara is available in Extreme Blackout, Black Velvet and Blackest Brown. The average retail price is $9.98 each.

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NPD Group study shows how women change makeup buying habits at different ages

BY Antoinette Alexander

PORT WASHINGTON, N.Y. As a woman ages, her makeup usage and buying habits shift as concerns about aging play a greater role, according to a new report from The NPD Group.

According to a new report, “The Makeup In-Depth Consumer Report,” the key age group where a shift begins is 35 to 44 years old. It is during this time that women begin to use color more on their face and lips and less color on their eyes. By the time she is 35 years old she has flipped her preferences from lip gloss to lipstick and from foundation toward blush.

As women approach 40 and beyond, there is much greater attention placed on anti-aging products, the report said. In the eye category, concern about wrinkles around the eye is likely the reason why a woman might start using less eye shadow and less eyeliner when they hit 45 years of age. However, mascara usage remains high no matter what her age.

Furthermore, by the age of 35, women have a more involved daily regimen, with 42 percent of women telling NPD they use five or more products in a typical day. Younger women, aged 18 to 24, wear fewer makeup products in a typical day, with only 28 percent using five or more different products as part of her normal daily routine.

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