BEAUTY CARE

Brush Buddies looks to transform the toothbrush aisle

BY Antoinette Alexander

LOS ANGELES — Brush Buddies, a provider of entertaining and educational oral care products, is looking to revolutionize the toothbrush aisle with the launch of its 90 Day Brush, a manual toothbrush that alerts brushers that it's time to replace old, worn out toothbrushes.

According to the American Dental Association, the average user changes their toothbrush every eight to nine months, instead of the dentist recommended three months. By replacing a toothbrush every 90 days, this helps reduce the spread of germs and bacteria that causes bad breath, tooth decay and even gum disease. 

"Most people do not know that they should be changing their toothbrush every 90 days nor do they recall how long they've been using their current toothbrush," stated Anish Patel, CEO of Brush Buddies.  "In order to scrub away plaque properly, a new toothbrush is imperative as the bristles become frayed on an old brush and therefore loose its effectiveness. That is why we developed the 90 Day Brush, to remind brushers that it's time to invest in a new brush."

The Brush Buddies 90 Day Brush has a built in LCD screen on the handle that shows users daily dental tips for the first 90 days.  After the 90 days are up, the brush will display fun daily messages such as "Ewww this brush is gross" and "Change your brush already" to continually remind you it's time to get rid of that old brush.
 

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Schick and Skintimate brands want you to ‘Rock Your Legs’

BY Antoinette Alexander

SHELTON, Conn. — Schick and Skintimate brands are partnering with Universal Pictures’ "Pitch Perfect 2," in theaters May 15, to launch the "Rock Your Legs" campaign.

The campaign is an integrated program that incorporates an original  “Ready, Shave, Shine” music video, limited edition product in store, an Aca-battle sweepstakes, movie trivia game and in-film product placement as the new Schick Hydro Silk TrimStyle makes its movie debut.

Schick and Skintimate are also partnering with "Pitch Perfect 2" star Brittany Snow to help introduce a three-step leg care routine that helps women think about leg care as more than just hair removal, but as a beauty ritual.  

“Leg care is not just about hair removal, it’s about caring for your legs and bikini area as part of an overall beauty routine,” stated Camilla Medeiros, senior brand manager, women’s shave, Energizer Personal Care. “Legs are such a vital part of your body and they deserve to be treated with the same care as a woman’s face and hair. The core of the Rock Your Legs campaign is about introducing women to a personalized three-step leg care ritual. So, no matter what she stands for, Schick and Skintimate can help her stand confidently on great legs.”

To celebrate the campaign, Schick and Skintimate enlisted director/choreographer, Adam Shankman (best known for "Rock of Ages" and "Hairspray") and his production company, Independent Media, along with Academy Award-winning (for "Avatar") cinematographer Mauro Fiore, to create a "Pitch Perfect 2"-inspired original Rock Your Legs music video.

Beginning in this month, limited edition Pitch Perfect 2 packaging will be available in stores nationwide for Schick Hydro Silk Razors, Skintimate Shave Gel, Schick Intuition, Schick Quattro For Women and Schick Xtreme3.

Schick and Skintimate are also offering three new women’s shave products:
•    Skintimate Silky Skin Shave Gel: With Moroccan Oil and a blend of vitamin E, olive butter and sunflower oil to help replenish skin’s natural moisture to provide unbeatable razor protection.
•    Schick Hydro Silk TrimStyle:  Featuring the brand’s most advanced hydrating shave technology on one end and a waterproof and adjustable bikini trimmer on the other.
•    Schick Intuition Revitalizing Moisture: This razor features a skin conditioning solid that lathers and moisturizes during shaving in one easy step, and now features refreshing citrus and tropical extracts infused within the skin conditioning solid to provide an invigorating shaving experience.

For a limited time in major grocery stores, drug stores, Walmart and Target, consumers can receive a free* movie ticket from Fandango to see Pitch Perfect 2 (*up to $10 total value) when they buy $10 worth of participating Schick and Skintimate women’s shave products.

 

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The NPD Group sees notable shifts happening within U.S. prestige fragrance

BY Antoinette Alexander

PORT WASHINGTON, N.Y. — With three years of consecutive double-digit growth, women's scents in the United States have grown in lighter concentrations such as colognes, while men's scents are experiencing the greatest lift in eau de parfum (EDP), a richer concentration not traditionally used by American men, according to global information company The NPD Group.

Prestige retail dollar sales of men’s EDP reached $51 million in the 12 months ended February 2015 (March 14 to February 15), almost doubling in sales from two years ago. On the other side, cologne is a leader in women’s prestige fragrance and reached $69.6 million in sales during the most recent time period.  

“By all appearances, it seems that men are establishing a new relationship with fragrance, and their level of experimentation and sophistication has risen. EDP is a niche and emerging category, likely embraced by early adopters who are generally more sophisticated users. In line with this emerging type, the growing presence of multicultural men as well as women—likely buyers for men’s fragrance—within the U.S. population provides a new audience for richer scents,” stated Karen Grant, global beauty industry analyst, The NPD Group. “Women’s fragrance behavior ties together with their movement towards natural beauty. Like the growth of active wear in apparel and footwear, growth in the more subtle fragrance concentrations complements the lifestyle elements of casualness growing within the women’s market.”  

There are some other notable shifts happening within the U.S. prestige fragrance industry, The NPD Group noted. At the same time that the more potent EDP types are experiencing a boost among men, sales of prestige fragrance after shave products, a $19.5 million market, have been declining for the past three years, suggesting a change in scent behavior.

In addition, among both men and women, the popularity of on-the-go fragrance formats is rising. Women’s purse spray/travel spray and roll on/rollerballs grew 67% in dollar sales in the 12 months ended February 2015, while the men’s varieties grew 54%.

“Quick fixes and on-the-go are the new buzz words within beauty. Products that are effective and convenient to carry are appealing to consumers, especially when they are part of consumers’ everyday routines,” Grant stated.
 

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