BEAUTY CARE

Gillette updates MACH3 shaving system

BY Gina Acosta

CINCINNATI — The world’s leading grooming brand has made changes to its original MACH3 razor in North America for the first time in nearly a decade.

Gillette says the enhancements will initially include an advanced, proprietary blade technology, which allows the blades to cut through hair with greater ease, helping to provide a more comfortable shave. Subsequent upgrades will focus on the razor’s structure to further enhance the consumer experience.

“Gillette was founded on the notion of continuously improving the shaving experience for guys – and our goal is to make the MACH3 experience even better for the millions of men who trust MACH3 every day,” said John Mang, Gillette brand franchise leader, P&G. “With these precision enhancements, our loyal customers will get an even more incredible shave without spending more – an equation we think they’ll like.”

According to P&G, MACH3 set a new standard in shaving in 1998 by offering men the first shaving system with three progressively aligned blades for a closer shave in fewer strokes with less irritation. Since that time, it has become the #1 selling razor cartridge in the world – and well over 55 million men globally shave with MACH3.

“This isn’t just about one change; we have even more technology upgrades in store for our loyal users within the course of the next year,” Mang continued. “This underscores our commitment to delivering an unbeatable experience for consumers in every shaving segment, whether male or female, systems or disposables – and at every price point – well into the future.”

 

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A new beauty category emerges with the launch of FragranceLock

BY Gina Acosta

NEW YORK — A new beauty product is hitting the fragrance shelves soon, but it's not a fragrance.

FragranceLock is a finishing spray that aims to give fragrance longer lasting staying power via a breathable mesh on the skin decelerating fragrance's natural evaporation cycle making fragrance last longer. According to FragranceLock, testing demonstrated that the product helps perfume last for up to 12 hours or longer.

FragranceLock is sprayed over fragrance. Unlike current practices of layering fragrance with similarly scented products, FragranceLock can be used with all fragrances, providing long lasting benefits.  It boosts the overall efficacy of the fragrance keeping a woman's favorite fragrance in place longer.

"My perfume smells great but it doesn't seem to last long. Why doesn't anyone invent a product to make your perfume last longer?" said FragranceLock co-founder Josephine Sullivan, a college student at the time and longtime beauty aficionado raised by parents who both worked in the beauty industry. 

Co-founder Francine Gingras, a 20 plus year veteran of the industry, decided it was time to become an entrepreneur, quit her day job and together they worked to create something that would deliver against this unmet consumer need.

"FragranceLock is the ultimate finishing layer created to ensure that perfume lasts longer," said Gingras. "Our philosophy is simple– we know fragrance has the power to unlock hidden potentials, create lasting memories and represent the most intimate dimension of a woman. So we want every scent to last longer because perfume is personal," said Gingras. 

FragranceLock comes in a 2.75 oz. bottle and will retail for $34. FragranceLock will launch exclusively on HSN on July 27 and will be looking to expand distribution in September.

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Adweek: Sephora is driving mobile sales with Tinder tactics

BY Gina Acosta

Sephora is re-launching its private label collection and driving mobile sales with a series of new digital features on its websites and apps that help shoppers whittle through thousands of makeup and beauty tools to find what they're looking for. (Adweek)

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