BEAUTY CARE

Church & Dwight to launch new Baby Orajel product in January

BY Antoinette Alexander

PRINCETON, N.J. Church & Dwight is launching in January its new Baby Orajel Cooling Cucumber Teething Gel.

The well-known Baby Orajel brand, which has been on the market for more than 40 years, is expanding its portfolio to now include a gel with cucumber extract. The cucumber extract is designed to help cool and soothe painful irritated gums.

The new Baby Orajel Cooling Cucumber Teething Gel, which promises to provide relief to babies instantly, is made with 7.5 percent benzocaine. It is dye-free and has a melon flavor. The suggested retail price is $5.99.

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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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