BEAUTY CARE

Gisele Bundchen new MAX Factor spokeswoman

BY Antoinette Alexander

HUNT VALLEY, Md Procter & Gamble’s MAX Factor Cosmetics is celebrating 100 years of beauty with the signing of supermodel Gisele Bundchen as its newest spokeswoman.

“We are thrilled to welcome Gisele to the MAX Factor family,” stated Bruce Katsman, associate marketing director for MAX Factor Cosmetics North America. “She is a gorgeous, inspiring, sophisticated woman on top of the worlds of high fashion and style. Gisele’s uniquely transformative beauty and trend-setting flair is admired by women everywhere, making her the perfect fit as the face of MAX Factor beauty today.”

She will promote the brand across multiple marketing vehicles, including print, public relations, in-store and interactive. She will begin to appear in the ad campaign for Lipfinity Lip Collection and ColorGenius Face Collection in select October fashion magazines. She will continue to showcase the brand’s artistry and products in a series of new product introductions throughout the brandOs centennial year, the company noted.

Max Factor revolutionized the concept of beauty 100 years ago on the Hollywood movie lots with the creation of his iconic makeup line. Designing looks for Joan Crawford, Bette Davis, Rita Hayworth and Katherine Hepburn, he transformed the leading ladies of his era.

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Beiersdorf to launch men’s hair care line

BY Antoinette Alexander

HAMBURG, Germany Beiersdorf has announced that it will launch in September a hair care line for men.

The new Nivea For Men Hair Recharge with Shampoo and Tonic will launch this year in 11 European countries, including Germany, Austria, France, Italy, Belgium and the Baltic States. In 2009, Poland, Russia, Ukraine and the Middle East will follow.

The products feature of combination of carnitine and creatine, which is designed to stimulate the metabolism of hair follicles and hair roots.

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Natural/organic products take spotlight in baby care at ECRM event

BY Antoinette Alexander

MARCO ISLAND, Fla. If the ECRM Personal Care, Baby & Oral Care EPPS event is an indication of what shoppers will soon see on retail shelves then it is clear that the natural and organic trend shows little signs of slowing—especially in the baby care aisle.

The event was held here Aug. 25 to 28 at the Marco Island Marriott Resort.

Natural and organic products, especially within the baby care segment, took the spotlight as new mothers and mothers-to-be grow increasingly concerned with what they put on their skin when they are pregnant and on the skin of their newborn child.

Some of the companies that met with retail buyers in hopes of hitting mass market shelves include Annyer USA. This European company is looking to enter the U.S. market with its Marinela skin care line. The line, which is 100 percent natural, is designed for mothers and mothers-to-be.

Direxions Inc. was at the show highlighting its Otopia organic skin care line for newborns, babies and mom. First introduced in Australia and into the U.S. market in September 2007, the company is now looking to expand U.S. distribution of the 16-SKU line.

Also, as previously reported online by Drug Store News, Lafe’s Natural Bodycare has launched a new line of Lafe’s Organic Baby products that includes baby shampoo and body wash, massage oil, baby lotion and mother-to-be deodorant. The products, which were highlighted at ECRM, are certified organic by the U.S. Department of Agriculture, earning the USDA’s green seal indicating the ingredients are 95 percent certified organic. They are also packaged in what Lafe’s is terming “baby-safe plastic,” meaning they are free of estrogenic activity (EA) chemicals that, according to some research, could trigger endocrine disruption. Lafe’s Organic Baby will also be introducing sunscreen, diaper cream, and baby wipes later this year.

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