BEAUTY CARE

CVS Pharmacy unveils first unaltered beauty campaign

BY Gisselle Gaitan

After previously announcing it would focus on showcasing transparency in beauty, CVS Pharmacy has launched its first campaign under this new initiative.

The Beauty in Real Life campaign will highlight a diverse group of real women showcasing their beauty on their own terms through “real-life” moments. Told through photographer Mei Tao and director Kat Keene, the campaign highlights the various ways in which women use beauty in their everyday lives, with scenarios such as a mother getting ready for the day with her daughter or group friends getting ready for a night out being highlighted.

“There’s been a shift in what consumers want to see when it comes to beauty. They are asking for more transparency and authenticity, and that’s what Beauty in Real Life is all about,” Norman de Greve, senior vice president and chief marketing officer of CVS Health, said. “We wanted to introduce a campaign that uses beauty to make women feel good about themselves by empowering them to feel comfortable and confident in their own skin.”

Beauty in Real Life also will be the first campaign from the Woonsocket, R.I.-based retailer to feature the “CVS Beauty Mark”, which was designed to highlight imagery that has not been altered.

To create the campaign, CVS Pharmacy partnered with Standard Black, a full-service creative agency, and launched a nationwide search to cast real women who represent a diverse range of beauty. This new initiative will span digital, print, social media, out-of-home and television ads, running from April through June.

Further information on the Beauty in Real Life campaign or CVS Pharmacy’s Beauty Mark can be found on CVS Health’s website.

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Moroccanoil dives into color care with new collection

BY Gisselle Gaitan

Known for its argan-oil infused products, Moroccanoil is diving into new territory by launching a new collection created for colored hair.

The Moroccanoil Color Complete Collection is the New York City-based brand’s first major step into the color space, and addresses everything from color-degradation to color-change and fade with products for the home and salon.

“It’s an exciting time for the brand to enter the color care category with breakthrough argan oil-infused technologies, especially as we now celebrate ten years of innovation,” Moroccanoil co-founder Carmen Tal said. “Thanks to the Moroccanoil Color Complete Collection, the days of having to choose between healthy hair and rich, vibrant color are finally over!”

According to the brand, the collection is scientifically proven to extend color life and vibrancy by 100%. It also introduces exclusive ArganID technology, which infuses argan oil deep into the cortex of the hair while simultaneously repairing and sealing for optimal color retention.

To raise awareness about the line, a group of five digital ambassadors — called the Moroccanoil Color Collective — with different hair colors and textures will share their journey to hair confidence using products from the line.

The collective will include a group of women from the fashion, beauty and lifestyles industries such as Blair Eadie of Atlantic Pacific, Jessica Wang of Not Jess Fashion, Lisette Bagley of Luhhsetty and Zanita Whittington of ZanitaZanita. An additional partnership with Sephora and Sangyay Chen of Its Sang Time also was announced.

Moroccanoil’s Color Complete Collection is available for presale on the brand’s website and will hit select national retailers’ shelves on May 1.

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Ouai provides key to achieving air-dried waves

BY Gisselle Gaitan

Ouai Haircare — the line famously created by celebrity hairstylist Jen Atkin — unveiled a new way for users to create perfect waves while on-the-go with the Air Dry Foam. The product doesn’t just help create waves for those who may be in a rush, but it also detangles and conditions tresses, thanks to innovative ingredients such as kale extract, which provides a soft texture.

Other interesting and key ingredients found in the Air Dry Foam include panthenol, which conditions, protects and adds shine and carrot protein for humidity resistance and frizz reduction.

Aside from channeling greens for some needed TLC, the product contains notes of Bergamot, Italian lemon, Rose De Mai, magnolia, lily, blackberry, violet, cedar-wood, amber, patchouli, sandalwood, and white musk.

When using the foam, those with curly or wavy hair must massage the product into damp hair, scrunch and go. Creator Jen Atkin recommends applying the foam from mid-length to ends in order to achieve lived-in waves.

As with all other products from the Los Angeles-based company, the Air Dry Foam is free of parabens, sodium, chloride and animal testing. The Air Dry Foam comes in a 4-oz. size that retails for $28 and can be found at Sephora and on Ouai’s website.

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