BEAUTY CARE

Dr. Fresh’s FireFly toothbrushes earn ADA seal

BY Antoinette Alexander

BUENA PARK, Calif. — Dr. Fresh’s FireFly children’s toothbrush and its licensed counterparts have earned the American Dental Association Seal of Acceptance.

The ADA Council on Scientific Affairs’ acceptance of FireFly is based on its findings that the product is effective for removing plaque and helping to prevent and reduce gingivitis when used as directed.

"This is the highest recognition an oral care product can receive, and a wonderful testament to the FireFly brand’s leadership in the children’s dental care category," stated Puneet Nanda, founder and CEO of Dr. Fresh. "The seal reaffirms that consumers can purchase these products with complete confidence, and also serves as a powerful selling tool for our retail partners."

Nanda noted that the seal immediately will be incorporated into packaging and displayed on shelf.

FireFly and its licensed character and cartoon cousins — Barbie, Spider-Man, Hot Wheels, Hello Kitty and Peanuts — employ a proprietary light-up timer technology to encourage compliance and develop good oral hygiene habits in young children. Each toothbrush lights up at the touch of a button and flashes for 60 seconds, the length of time dentists agree is required to thoroughly brush one row of teeth, upper and lower. After the flashing stops, the user reactivates the button and moves onto the remaining row of teeth.

The toothbrushes are priced between 98 cents and $3.

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Newell Rubbermaid CEO to retire

BY Antoinette Alexander

ATLANTA — Newell Rubbermaid, whose portfolio includes the hair accessories brand Goody, has announced that its president and CEO, Mark Ketchum, will retire later this year.

An executive recruiting firm has been retained to conduct an outside search for Ketchum’s replacement and also to assist with the assessment of internal candidates, the company stated. To help ensure a smooth and transition, Ketchum plans to remain on the company¹s board through the spring of 2012.

Ketchum joined Newell Rubbermaid as a director in 2005 and became president and CEO later that year. "I am extremely proud of what we have accomplished over the past five years at Newell Rubbermaid. I love this company and the people I work with, making my decision to retire extremely difficult, but consistent with the commitments I made to my family when I joined the company," stated Ketchum. "As the result of a lot of hard work and effort by everyone in the organization, our portfolio, our gross margin structure and our business model has been significantly transformed. We managed through the most difficult economic times in decades and have emerged a leaner, stronger organization focused on the key elements [that] will drive our continuing improvement."

Added Michael Cowhig, chairman of the board, "Mark Ketchum’s leadership, especially during the difficult economic times and through the many elements of our transformation initiatives, has positioned the company to compete effectively in the extremely dynamic markets in which we participate. Mark’s relentless focus on understanding and serving the needs of our consumers, together with the creation of stronger strategic relationships with our retail and commercial partners have made Newell Rubbermaid the transformed company it is today — a new Newell Rubbermaid [that] remains poised for strong growth in the years to come."

"Although our board of directors and associates would have loved Mark to remain our CEO for several more years, we fully respect the commitment he made to his family, and appreciate the fact that he has chosen to retire at a time when the company has completed most of its transformation efforts and is positioned for continued success," Cowhig added.

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Finesse gets Clean + Simple

BY Antoinette Alexander

STAMFORD, Conn. — Lornamead is bringing new innovation to hair care with its new Finesse Clean + Simple line, the first dermatologist-tested hypoallergenic shampoo and conditioner developed for the mass market.

“Up until now, people with sensitive skin or allergies had to settle for expensive specialty or salon products to meet their needs. Now, they have a good, affordable option for the whole family where they usually shop for shampoo,” stated Randy Sloan, president of Lornamead, which acquired the brand from Unilever in 2006.

According to Lornamead, nearly 60% of women reported that they were concerned about allergens and harsh chemicals in products that touch their skin. People with these concerns tended to avoid such common allergens as dyes, sulfates and irritating fragrances. Finesse Clean + Simple is free of sulfates, parabens, gluten and dyes.

Furthermore, a 2008 study from the Department of Dermatology, University Hospital, Brest, France, found that 44.2% of the 1,011 respondents declared suffering from a “sensitive scalp” (47.4% of women versus 40.8% of men). Of those subjects, 11.5% reported having an associated scalp disease versus 1.1% of nonsensitive subjects. Hair loss significantly was associated with scalp sensitivity. The scalp was dry for 24%, normal for 58%, greasy for 16% and mixed for 1% of respondents. Meanwhile, 13% complained of prickling, 25% of itching and 2% of burning or pain. These symptoms were more frequent among those with a “sensitive scalp.” The main triggering factors were considered to be shampoos, pollution, heat and emotions.

To help those consumers with sensitive skin or allergies, the new Finesse Clean + Simple products have an extra gentle surfactant to cleanse hair without scalp irritation or excessive drying; a light fragrance that is certified hypoallergenic; a specially selected conditioning agent that promises to leave hair soft and shiny without build up and an advanced hairspray resin in a low alcohol hairspray formula.

The collection includes Clean + Simple shampoo for normal hair, Clean + Simple conditioner for normal hair, Clean + Simple shampoo for dry/color treated hair, Clean + Simple conditioner for dry/color treated hair and Clean + Simple flexible hold hairspray. The line started to ship at the end of December and currently is in Walgreens.

Finesse, which launched in 1982, now has a product portfolio that includes Finesse Self Adjusting Formulas, Finesse ReVitality for aging hair and the new Finesse Clean + Simple line.

According to SymphonyIRI Group, for the 12 weeks ended Oct. 31, 2010, at food, drug and mass (excluding Walmart), sales of shampoo rose 2.41% to $314.8 million, and sales of conditioners rose 1.4% to $208.7 million.

Finesse Clean + Simple will be available at retailers nationwide at a price of $2.99 to $3.99.

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