BEAUTY CARE

Hollywood Fashion Secrets creates new product category; hits Duane Reade’s beauty aisles

BY Antoinette Alexander

MINNEAPOLIS, Minn. — Hollywood Fashion Secrets, the company that brought the world Hollywood Fashion Tape, has created a new category for retail stores — a collection of must-haves that prevent beauty and wardrobe malfunctions.

“We’ve seen tremendous growth in our business over the past few years with 36% growth in 2014 alone – one of our best years yet and we are just getting started.  According to our research, nearly 96 million women say they have experienced a wardrobe malfunction and would purchase solutions to fix the problem – making Style Essentials a huge untapped market opportunity,” stated Matt Goldberg, CEO of Hollywood Fashion Tape.

Fueling much of the company’s success, according to Goldberg, is its expanding retail footprint in the mass retail and mass drug channels.  Today, Hollywood Fashion Secrets products are available in 30,000 stores and growing.

In fact, in February Duane Reade stores began the roll-out of a new merchandise display in the beauty aisle of nearly all of its store in the New York City area that features style icon and brand spokesperson Stacy London and a set of 13 popular Style Essential items including Hollywood Fashion Tape, Silicon CoverUps, Deodorant Removing Sponge, Garment Shields and Bra Converting Clips, among other products.

“Duane Reade is a strong example of our recent success with mass drug retailers,” stated Goldberg.  “The buyers got it right away and our products fit perfectly in their stores in the beauty aisle, but what is really exciting about this new category is that we have learned that these products can be successful in a lot of different stores and locations inside the stores — from boutiques to national chains with in-store locations like the check-lane, beauty aisle or right next to a pair of jeans or other apparel items that may need a bit of assistance.”

In May 2014, the company announced a multi-year arrangement with London. A pioneer of fashion reality TV as co-host of "What Not to Wear" for 13 years, London just launched her new fashion reality show "Love, Lust or Run."

London and Hollywood Fashion Secrets are close collaborators, with London serving as the voice and face of the brand featured on in-store merchandising, digital ads, web materials, social media and PR efforts, as well as assisting with new product development.
 

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La Roche-Posay launches call to action ‘Skinchecker’ campaign

BY Antoinette Alexander

NEW YORK — La Roche-Posay has launched Skinchecker, a new campaign aimed at empowering every individual to play a proactive role in the skin cancer screening process, in response to the findings of an international study.

La Roche-Posay partnered with global survey organization Ipsos to uncover sun safety behavior worldwide and where the U.S. stands from a global perspective. The international study looked into the protection habits, attitudes toward the sun, risk factors and screening behaviors associated with sun exposure.

The study showed that, although there is a global awareness of the dangers, there is a gap in behavior: even though 92% of the worldwide population is aware that unprotected sun exposure can cause health problems, 52% have never had their moles checked by a dermatologist.
 
The worldwide survey, conducted in 23 countries, on more than 19,000 men and women aged 15 to 65 found that although people are aware of the risks of developing skin cancer when exposed to the sun, just 1-in-2 of those questioned has ever consulted a dermatologist for a mole screening, and 1-in-4 of them has never even checked their own moles on their body. Overall, Americans were found to have slightly better sun safety habits and awareness compared with other countries. 

In terms of knowledge of risks related to sun exposure, Americans fall in line with the average, but there is one risk factor that requires more education: only 65% believe the number and size of moles is an indicator for skin cancer compared with the worldwide average of 72%. When it comes to looking out for loved ones, La Roche-Posay found that although two-thirds of people say they do more for the health of others than themselves, only one-third has ever told someone close to them to have their skin checked.  

In response to the survey, La Roche-Posay has launched Skinchecker. With the power of loved ones in mind, Skinchecker was ignited as a way to get people involved as spot checkers.

La Roche-Posay’s Skinchecker platform will live on the La Roche-Posay website and will include tips on how to become a skin checker to quickly identify a potential problem and encourage them to go see a dermatologist as soon as possible. Skinchecker will be supported internationally within every country La Roche-Posay is available.
 
 
 
 
 
 
 

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Adweek: Neutrogena goes digital for this year’s Earth Month campaign

BY Antoinette Alexander

 

NEW YORK — Johnson & Johnson’s Neutrogena Naturals is bidding adieu to TV advertising for its annual Earth Month campaign and is going all digital, according to a report by Adweek.

This year, the brand is reportedly launching a digital-only campaign that promotes water conservation and a new line of makeup wipes, Adweek reported. The campaign will feature Neutrogena Naturals spokesperon Kristen Bell, as well as a beauty vlogger and bloggers.
 

The campaign centers around the #WipeforWater hashtag on Twitter and Instagram, according to the report.

This year also marks the first year that the beauty brand will leverage social media to garner charitable financial donations for Earth Month.
 

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