BEAUTY CARE

Coty to boost Rimmel offerings in ’09

BY Antoinette Alexander

NEW YORK Coty Inc.’s color cosmetics brand Rimmel London is gearing up for 2009 with the launch of new products for eyes, lips and face.

Hitting retail shelves in January is the new Sexy Curves Mascara, Stay Matte Clarifying Matte Foundation and Lasting Finish Kiss & Stay Gloss. 

The new Sexy Curves Mascara promises to deliver up to 70 percent curlier lashes via the breakthrough Triple Plump Brush. The applicator’s hourglass shape curves in to capture the formula for maximum lash loading and also curves out to dramatically curl and declump lashes.

The Lash Inflation Formula has been developed to work in synergy with the Triple Plump Brush. The collagen-enriched formula contains proteins, vitamins and conditioners to strengthen and amplify lashes. The mascara is available in Extreme Black and Black and has a suggested retail price of $7.49.

To help purify skin and minimize the appearance of pores, while soothing even the most sensitive of skins, is the new Stay Matte Clarifying Matte Foundation, which has a gentle dose of salicylic acid. The formula is designed to provide a matte finish for up to 12 hours. The foundation is available in six shades and has a retail price of $6.99.

For sexy, kissable lips there’s the new Rimmel London Lasting Finish Kiss & Stay Gloss. The doubled-ended applicator glides on long-lasting glossy color while the other end of the applicator is used to spread a tinted crystal shine gloss that magnifies the color underneath. Lasting Finish Kiss & Stay Gloss promises to lock in color and shine for 10 hours. It is available in12 shades and has a suggested retail price of $7.99.

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CoverGirl kicks off launch of Outlast Lipstain with celebrity unveiling

BY Antoinette Alexander

HUNT VALLEY, Md. Young Hollywood celebs Jessica Lowndes, Willa Holland, Leven Rambin and Emily Van Camp celebrated the launch of the CoverGirl Outlast Lipstain when Rihanna’s personal makeup artist, Mylah Morales, unveiled the beauty essential of 2009 at bebe Rodeo Drive.

The party kicked off the beauty partnership between CoverGirl and bebe and an exclusive preview of CoverGirl Outlast Lipstain free with a $100 purchase between Dec. 12 and 14 before the product hits retail shelves at mass.

Beginning in January, CoverGirl Outlast Lipstain will be available at mass in 10 shades. It will have a suggested retail price of $7.29.

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Vaseline launches campaign for prescription-strength therapeutic lotion

BY Antoinette Alexander

ENGLEWOOD CLIFFS, N.J. Unilever’s Vaseline brand has launched an integrated campaign for its new Clinical Therapy Prescription-Strength Lotion. Kicking off the campaign were residents of Kodiak, Ala.

As previously reported by Drug Store News, the new Vaseline Clinical Therapy, currently available over-the-counter at retail with a suggested retail price of $5.49, promises to provide instant relief, long lasting protection and sustained recovery to dry skin.

To help prove the efficacy of Clinic Therapy Lotion, Vaseline turned to Petal Ruch, mother of four, vocal instructor and resident of Kodiak, a town with a population of 6,000 people. As part of the “Prescribe the Nation” campaign, if she liked the lotion, she could then “prescribe” it to anyone else she thought needed the product. Nearly 1,000 members of the community were prescribed in the first two weeks. Many of these people’s stories will be featured in the ad campaign created by Bartle Bogle Hegarty, running on morning, primetime and cable TV and in magazines such as Prevention, Shape and Self.

To drive consumer engagement, Vaseline partnered with OgilvyOne to create the prescribethenation.com Web site. Visitors to the site can track the spread of the lotion nationwide, download coupons and watch videos of Kodiak residents sharing their skin stories.

On the site consumers can also enter the “Prescribe the Nation” sweepstakes for a chance to win a trip for four to Alaska by creating digital postcards that prescribe a caring message and Clinical Therapy to those they care about. No purchase is necessary. The sweepstakes ends Feb. 26, 2009.

Vaseline has also partnered with the Everyday Health Network, an online health destination. Vaseline will have editorial and sponsored skin care content. There is also a Q&A section with Everyday Health skin care expert Dr. Jessica Wu and online polls. In addition, Wu will participate in public relations efforts to announce the Vaseline Clinical Therapy driest skin cities list and provide winter skin tips.

The campaign is also being supported through in-store marketing initiatives including live in-store education and demonstrations, at-shelf sampling, in-store signage and displays, online retail samples and instant redeemable coupons. The initiatives began in October and will expand into 2009.

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