BEAUTY CARE

Jemma Kidd Make Up School collection to debut on QVC

BY Antoinette Alexander

NEW YORK — Jemma Kidd Make Up School is slated to debut on QVC on March 4, offering on-air tips and step-by-step instructions for professional application.

Kidd, the international makeup artist, product designer and founder of a London academy for professional makeup artistry, is scheduled to introduce the Jemma Kidd Make Up School stay-put long-wear eyeliner, a long-lasting, waterproof and smudge-resistant eyeliner with added antioxidants and conditioners. Three stay-put long wear eyeliner duos, sets of two liners in two ultra-wearable shades, will be available to QVC consumers.

"Launching on QVC brings Jemma and the school into people’s homes, creating an immersive experience that enables us to reach a new consumer and market segment," stated Grace Fodor, Jemma Kidd Make Up School co-founder and managing director. "This strategy fits the education and teaching values of the brand perfectly."

In addition to the Jemma Kidd Make Up School collection, the beauty company also offers exclusively at Target stores its JK Collection of makeup.

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Perma Brands launches Razorpit

BY DSN STAFF

NEW YORK — Perma Brands, a developer and distributor of personal care, beauty, bath and gift items in North America, is bringing to the U.S. market the Danish-designed Razorpit, which is a product designed to extend the life of a razor blade.

Razorpit uses a friction-based method to remove the fine residues of hair, skin and soap that make razor blades dull, extending the life of any one razor blade from five to 10 times up to 150 shaves, the company stated. With a five-blade cartridge that costs an average of $4.51, Razorpit could save consumers more than $200 in the first year alone, the company estimated. The Razorpit retails for $25.

Razorpit’s design is made of recycled thermo plastic elastomeric, which is a highly stable, inactive material with the properties of silicone and rubber.

To clean the razor, glide the blade across the surface of the Razorpit, which removes soap, skin, hair and all other buildup that makes a razor feel dull.

"The razor blades we purchase today are superior products that have the potential to last a long time. There is no reason why we should be tossing them in the trash after a few days," stated Jason Goncalves, president of Perma Brands. "Razorpit lets you extend the life of your razor blades, giving you more value for your money, and leaving fewer razor blades in landfills. It’s a beautiful example of an innovation that is set to revolutionize the razor blade industry and save money for millions of Americans."

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Vita-K Professional line now includes treatments for deep facial lines, crow’s feet

BY Antoinette Alexander

LOS ANGELES — Freeman Beauty’s Vita-K Professional line is expanding to now include Vita-K Professional deep facial lines and Vita-K Professional crow’s feet treatments.

Like all products in the collection, the formulas feature the ProVita-K complex and anti-aging peptides (Matrixyl 3000) to help give skin a youthful and radiant appearance.

The ProVita-K complex combines the benefits of vitamin K and an amino acid/polypeptide complex that improves the appearance of skin tone and elasticity, according to the manufacturer.

Matrixyl 3000, a registered trademark of Sederma, is a blend of anti-aging peptides that are designed to promote collagen production and help decrease fine lines and wrinkles.

The new Vita-K Professional deep facial lines formula also contains vitamin A to help refine skin tone and fight free radical sun damage.

The new Vita-K Professional crow’s feet formula also contains hyaluronic acid to help attract moisture and plump skin.

Existing products in the Vita-K Professional collection include Vita-K Professional acne scars, Vita-K Professional age spots, Vita-K Professional blotchy skin and Vita-K Professional spider veins products. Each product has a suggested retail price of $14.99 each.

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