BEAUTY CARE

Gillette Venus targets precise shaving with new products

BY Gisselle Gaitan

Gillette Venus is aiming towards changing the way women shave. The New York City-based company has unveiled three new products that bring additional hair removal methods to consumers — the Venus Platinum Extra Smooth, Venus Face Perfection and Venus Bikini Precision tools.

“We know through talking to women all over the world that even something as small as having smooth skin can really help give that extra boost of confidence,” Anthony van Dijk, associate brand director, North America Gillette Venus said. “Ever since 2001 with our introduction of the first razor designed especially for women, Gillette Venus has been working to continually raise the bar for women’s hair removal. Venus Platinum Extra Smooth, Venus Face Perfection, and Venus Bikini Precision were all designed with our latest innovations in hair removal so that women can enjoy smooth skin quickly, conveniently and efficiently.”

The Gillette Venus Platinum smooth is the brand’s first razor with a satin chrome finish, and includes five diamond-like coated blades for a low-cutting force, a metal handle that boosts strength, durability, cleanliness, and has a 360=degree ribbon of moisture surrounding the blades to provide glide technology.

Gillette Venus’ Face Perfection comes in a compact design for hair removal precision on delicate areas such as the chin, upper lip, forehead and eyebrows. Unwanted hair is removed from the root for up to four weeks, the tool also allows for the finest of hairs to be captured and contains an easy-to-flip switch for the rotation to be changed from either left to right.

The Gillette Venus Bikini Precision features a 90-degree angled handle to give maximum visibility to hair removal in the area, a compact design which handles like a pen for precision, rounded tips to make detailed styling area the area and a comb on the trimmer to precisely trim hair to a uniform length.

All three products are available for purchase at food, drug, mass merchandise and online retail stores. The Venus Platinum Extra Smooth shaving system, which includes one razor and two blade refills will be sold for the suggested retail prices of $8.99 to $12.99. The Venus Face Perfect will retail for $34.99 and the Venus Bikini Precision for $19.99.

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RapidShield aims to amplify, prime lashes with daily conditioner

BY DSN STAFF

RapidShield is looking to condition, prime and protect the lashes of its users by launching the Eyelash Daily Conditioner. The product also amplifies the appearance of healthy-looking lashes, the company said.

Users are able to apply RapidShield to lashes in the morning for a natural look of volume and definition, or under mascara to help prime and protect lashes. The product also can be applied over mascara for an easy touchup.

The product is formulated with Hexatein 3 Complex, which hydrates and rejuvenates the youthful appearance of lashes. This blend, which is exclusive to the brand helps coat lashes with amazing shine, sheen and luster, the company said.

RapidShield Eyelash Daily Conditioner is expected to launch in May/June and be distributed to mass chain, drug, e-commerce, grocery and specialty stores nationwide.

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Rimmel London appoints new chief artistic officer

BY Gisselle Gaitan

Rimmel London has announced that global street artist, Indie184 has been named the new chief artistic officer for the brand. This news comes on the heels of the New York City-based Coty brand revealing British actress and model Cara Delevingne as its latest brand ambassador and relaunching the Edge Your Look campaign, which promotes a vibe fueled by cultural richness, diversity and a sense of freedom.

Indie 184

In this new role, Indie184 will continue to propel the brand’s edgy, creative and unique persona while also inspiring consumers to embrace their inner artist when creating their own beauty looks, the company said.

“I’m excited to begin a new artistic journey with Rimmel London,” Indie184 said. “As an artist, I have always appreciated the individuality that comes with creating a makeup look. Rimmel London is committed to utilizing makeup as a creative tool and finding beauty in the unique.”

Together Rimmel and Indie will work on the U.S.-focused Art of Beauty campaign, inspired by the artist’s style which is bold, graphic, characterized by bold colors, full of feminine accents and contains stylized images of prominent women from Elizabeth Taylor to Rihanna. Indie will translate her unique artistic perspective to edgy beauty looks that can be recreated with Rimmel products and consult on brand content creation to be rolled out in February, the company said.

Indie has been active in the graffiti culture for over a decade and a half. She quit business college to teach herself to sew, paint and product graphic design. Her work is influenced by abstract expressionism and pop art, Indie’s paintings are raptures of color and textures fused with her original graffiti and street art, imagery, and designs juxtaposed with personal messages. She’s had her work exhibited in El Museo del Barrio in New York City and Völklingen Ironworks Museum in Saarbrücken Germany.

“Indie184 is an amazing artistic talent and we are thrilled to have her creative mind as an asset to the brand.” Chandra Coleman, vice president of U.S. marketing at Rimmel London said. “Her work epitomizes the notion that beauty is art and art is beauty. Rimmel is all about redefining beauty standards and using our products to create your unique, bold and edgy look. We’re so excited about this rich partnership.”

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