BEAUTY CARE

Brush Buddies introduces new Soniclean Pro Series

BY Antoinette Alexander

FONTANA, Calif. — Brush Buddies has introduced the new Soniclean Pro available in 5000, 3000 and 2000 models. 

The Soniclean Pro family provides up to 34,000 strokes per minute in whitening mode and offers a built-in two-minute smart timer that guides users to spend the dentist-recommended 30 seconds per quadrant of the mouth when brushing.

The Soniclean Pro 5000 comes equipped with a UV sanitizer to effectively remove bacteria from all four included brush heads. Three unique modes adjust the speed of the bristles from sensitive to standard to whitening. The whitening brush head features technology that embeds polishing particles on the bristles to remove tartar and stains. In addition to the whitening brush head, the sensitive brush head features ultra-thin tapered bristles that gently reach around teeth and gums. The soft bristles clean while massaging gums without discomfort so it’s ideal for people with sensitive teeth, braces or receding gums. There is also a full-sized brush head for adults that features soft bristles shaped to clean around the contours of teeth and gums. And for kids, there is a smaller brush head specially designed to clean even in those hard-to-reach places. A rechargeable battery economically powers the unit.

Like the Soniclean Pro 5000, the Soniclean Pro 3000 is rechargeable and provides three sonic cleaning modes and comes with three brush heads, including the whitening brush head as well as the adult and kids brush. The Soniclean Pro 3000 also includes brush head storage.
   
The battery-powered Soniclean Pro 2000 comes with two brush heads for the cleaning of adult and kids’ teeth. Special whitening and sensitive brush heads are sold separately.

 

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Revlon names new president, CEO

BY Antoinette Alexander

NEW YORK — Revlon has named former Colomer Group executive Lorenzo Delpani as president and CEO, effective Nov. 1.

Delpani replaces David Kennedy, who served briefly as Revlon’s interim CEO since the recent departure of CEO Alan Ennis, who left the company to “pursue other interests.” Kennedy will continue to serve as Revlon’s vice chairman.

In addition to serving as president and CEO, Delpani was also appointed to serve as a member of Revlon’s board of directors, as well as the board of Revlon’s wholly owned operating subsidiary, Revlon Consumer Products Corp.

Prior to joining the company as part of its recent acquisition of TCG, Delpani served as TCG’s CEO since May 2007. Before he joined TCG, Delpani served in senior executive positions at Reckitt Benckiser, including responsibility for South Western Europe and for new product initiatives and e-business. Prior to Reckitt Benckiser, Delpani held senior marketing and executive positions of increasing scope and responsibility with Johnson & Johnson and Procter & Gamble.

In early October, Revlon’s wholly-owned operating subsidiary, Revlon Consumer Products, completed its acquisition of the Colomer Group, including the Revlon Professional business, for a cash purchase price of $665 million.

"The acquisition of The Colomer Group represents a significant, strategic step forward for Revlon, and this leadership transition ensures that we have highly capable executives to continue to lead the combined company,” stated Kennedy. “Lorenzo has demonstrated success in leading companies to achieve breakthrough innovations, in reshaping business processes to drive growth and profitability, and in successfully leading complex and geographically diverse organizations. I am highly confident that Lorenzo will bring exemplary and visionary leadership and tremendous passion and focus on ensuring the success of the combined Revlon business.”

"I want to welcome Lorenzo to his new role as Revlon’s president and CEO. Lorenzo has the depth and breadth of strategic, marketing, sales, financial and operational leadership experience to successfully lead and transform the combined Revlon company at this time of extraordinary opportunity and will bring a vision and talent for innovation across all areas of the company’s business,” stated Revlon chairman Ronald O. Perelman.

 

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L’Oréal Paris brings beauty to NYC subway system with breakthrough vending experience

BY Antoinette Alexander

NEW YORK — Riding the subway just got beautiful thanks to L’Oréal Paris as the beauty brand will launch on Nov. 4 the first ever intelligent vending experience in the New York City subway system.

Stationed within the Bryant Park subway station through Dec. 30, the L’Oréal Paris Intelligent Color Experience works as a three-step process. It first detects the colors in a woman’s outfit and picks out the most prominent and related color palettes, then recommends L’Oréal Paris products to match and lastly allows women to quickly and easily purchase those products on the spot.

“We are proud to continue L’Oréal Paris’ digital leadership by being the first brand to bring women a highly customized and convenient way to shop beauty in a place they would least expect it — the New York City subway,” stated Marc Speichert, chief marketing officer of L’Oréal USA. “It marks the latest ‘stop’ in our unparalleled quest to combine the latest in technology with the highest in quality to help every woman embrace her unique beauty.”

Developed by digital agency R/GA, the L’Oréal Paris Intelligent Color Experience is part of a partnership with R/GA and CBS Outdoor. L’Oréal Paris was chosen as the inaugural brand to participate in the two-month program.   

“The MTA is very pleased to see a brand, like L’Oréal Paris, out in front of the emerging virtual shopping trends that promises to blur the lines between traditional outdoor advertising, traditional bricks-and-mortar retail and e-tailing,” stated Jeffrey Rosen, MTA director of real estate. “The MTA and our advertising contractor, CBS Outdoor, will be watching this program closely to see if it can be replicated and scaled up within the MTA network. As the advertising industry continues to test and demonstrate new ways to reach consumers in high-traffic environments, we’re happy to facilitate such experimentation within our system.”

How it works: When a woman approaches the L’Oréal Paris Intelligent Color Experience, she sees her reflection in a full-length, well-lit mirror. She then is immersed in a world of color. Digital animations that represent her silhouette and the colors she is wearing appear alongside her reflection and suggest expertly coordinated eye, lip and nail shade recommendations that “match” or “clash” her outfit.  Women can experiment with a variety of personalized looks from the L’Oréal Paris’ Colour Riche franchise. From the time the mirror scans a woman’s look to when the products are in her purse, the entire experience takes less than two minutes.  

“R/GA’s deep understanding of customer behavior, technology and innovation uniquely enabled us to design the right experience for L’Oréal Paris in the Bryant Park Station,” added Erin Lynch, R/GA group executive creative director. “It’s an unexpectedly immersive, playful experience designed to make her day more beautiful. “

Women in New York City — and even those who are not — can participate in this first-of-its-kind program. There are several ways to take part including:

  • Stopping by the Bryant Park Station to discover the perfect palette and shop for a bold look;
  • Using #BringYourBold to share the experience and beauty look created from the purchased products;
  • Visiting LorealParisUSA.com/BringYourBold to see top bloggers’ recommendations on how to wear the featured products. Women can then explore and purchase the products for themselves; and
  • Connecting with the brand on Instagram, Facebook and Twitter for exclusive beauty tips and trends.

The L’Oréal Paris Intelligent Color Experience is open Nov. 4 through Dec. 30, helping women look and feel beautiful while on the go throughout the holiday season. Eye, nail and lip products from L’Oréal Paris’ Colour Riche franchise all will be available for purchase along with the brand’s newest mascara innovation, Voluminous Butterfly. Women will have the option to purchase just one or the multiple products recommended to them. Prices will be in line with other New York City retailers.

The L’Oréal Paris Intelligent Color Experience is located in the MTA Bryant Park subway station and can be accessed from the entrance on the southwest corner of Fifth Avenue and 42nd Street. It will be open weekdays from 7 a.m. to 9 p.m. and on weekends from 10 a.m. to 8 p.m., with limited hours on Thanksgiving and Christmas Eve and closed on Christmas Day.

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