BEAUTY CARE

Cracking the Youth Code

BY DSN STAFF

NEW YORK — Following 10 years of gene research that is internationally patented, L’Oréal Paris is looking to crack the genetic code to younger-acting skin with its new Youth Code Skincare Collection.


With age and continued exposure to environmental stressors, the skin regenerates less quickly, and such signs of aging as sagging skin, dark circles, fine lines and wrinkles begin to appear. The formula’s GenActiv Technology targets the skin’s 
repair gene and enhances its ability to regenerate under stress. Biolysat works to activate the expression of the repair gene while adenosine, a molecule naturally found in skin cells’ DNA, acts as an anti-wrinkle ingredient.


The collection includes L’Oréal Paris Youth Code serum intense, SPF 30 day lotion, day/night cream and eye cream, priced at $24.99 each. The Youth Code clinical strength starter kit is priced at $34.99.

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Front-end focus: Suppliers help beautify aisles

BY Antoinette Alexander

Looking to bolster sales and better serve its customers, Walmart has stepped up its engagement with suppliers to review its assortment and bring in more new and innovative products — and the beauty department is no exception.


These efforts were evident in a Walmart store in New Jersey recently visited by Drug Store News. Upon entering the beauty department, endcaps clearly highlighted “Every Day Low Price” on such items as Dove gift sets ($8.88) and fragrance gift sets ($14) — clearly attractive buys for those shoppers kicking off their holiday shopping.


As shoppers browse the beauty aisles, they encounter fragrance gift sets of White Diamonds, Mariah Carey’s Lollipop Bling or Giorgio Beverly Hills, among others, that come complete with the wrapping paper for $19. 


It is no secret that the retail giant recently brought back its Action Alleys. While beauty products were scarce in the Action Alley at this particular Walmart location, it was hard to miss the large floor display of Fat Foam Hair Color by Samy, an exclusive to Walmart. 


While time will tell if Wal­mart’s efforts will beautify top line sales, what appears to be evident is that more women are willing to buy their beauty products from Walmart.


According to The Bench­marking Co.’s 2010 “Pink Report,” today’s beauty consumer operates under a new set of truths where convenience, price, value and authenticity are key. Seventy-one percent of women surveyed said they shop at Walmart for beauty and personal care products. Today, Walmart seems to mean more to women than just bargains or low prices; 67% of women strongly agreed that Walmart offers premium brands for less.

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Shiseido pops up 
to promote collections

BY DSN STAFF

NEW YORK — Upscale beauty brand Shiseido celebrated its fall and holiday makeup and skin care collections with its first-ever Pop-Up Beauty Boutique in New York. The Shiseido Pop-Up Beauty Boutique, located across the street from Bloomingdale’s at Third Avenue and 59th Street, was open Nov. 12 to 19. 


Beauty mavens who stopped by the two-story boutique could learn about the brand’s newest collections, including the fall 2010 Shiseido Makeup and Limited Edition Holiday Palette created by Dick Page, the brand’s makeup artistic director.


Visitors also indulged in signature services and samples of signature Shiseido skin care and makeup products, and received gift cards for complimentary facial massage treatments at the nearby Bloomingdale’s.

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