BEAUTY CARE

Atlas Investors invests in DenTek Oral Care

BY Antoinette Alexander

NEW YORK Atlas Investors, through a newly formed entity dubbed Atlas Dentek Holdings, has acquired a minority stake in oral care company DenTek Oral Care for an undisclosed amount.

This marks Atlas Investors’ second announced investment since its formation in 2008.

“We are excited and proud to partner with Atlas Investors,” stated John Jansheski, DenTek founder, CEO and chief innovation officer. “We look forward to leveraging Atlas’ deep knowledge of the consumer products industry and oral care in particular and their breadth of relationships in accelerating our growth.”

As part of its investment, Atlas Investors will take a seat on the DenTek board of directors.

DenTek was launched in 1984 with the Dental Pik and currently sells its oral care products in such U.S. retailers as Wal-Mart, Target, Walgreens, CVS and Rite Aid.

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Rite Aid releases anti-aging Rx Suncare line

BY Michael Johnsen

CAMP HILL, Pa. Rite Aid on Wednesday launched its exclusive Rx Suncare line, which includes seven products that carry the Skin Cancer Foundation Seal of Recommendation as an effective UV sunscreen with a sun protection factor of SPF 30 to SPF 50 and are formulated with anti-aging vitamins.

“Suncare product purchases are made primarily in drug stores because sun care is skin care, and skin care is considered a health-related decision,” stated Bryan Shirtliff, Rite Aid SVP, category management. “To help our customers make wise sun care choices, Rite Aid and The Skin Cancer Foundation want to educate and raise awareness about the risks and proper prevention of skin cancer from UV rays,’ he said. To earn the Seal of Recommendation, each of Rite Aid’s Rx Suncare products underwent stringent laboratory testing for safety and efficacy standards, including an SPF of 15 or greater, validation of the SPF number by testing on 20 people, acceptable test results for phototoxic reactions and contact irritation, and substantiation for any claims that a sunscreen is water- or sweat-resistant.

The exclusive line, priced between $2.49 and $9.99, are available now at Rite Aid stores nationwide and will be available at the retailer’s online site, www.riteaidonlinestore.com, by late February.

All items in Rite Aid’s new Rx Suncare line are fragrance free, non-comedogenic (does not block pores), provide stabilized broad spectrum protection and are supplemented by antioxidant vitamins.

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RoC launches new wrinkle treatment

BY Antoinette Alexander

NEW YORK RoC skin care brand is launching for 2009 its new RoC Retinol Correxion Deep Wrinkle Filler.

The new product, which rounds out the Retinol Correxion line, contains an exclusive combination of RoC Retinol and Hyaluronic Acid, which works to immediately plump and begin smoothing wrinkles. The RoC Retinol Correxion Deep Wrinkle Filler should be applied to wrinkle-prone areas of the face such as around the mouth, on cheeks and the forehead.

After two weeks of use, fine lines and deep wrinkles appear visibly diminished, according to the company. Recommended use of the treatment is once per day and the product should not be combined with other Retinol products. The price is $21.95.

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