BEAUTY CARE

La Roche-Posay launches sun safety campaign

BY Antoinette Alexander

NEW YORK La Roche-Posay, the skin care company that brought the Anthelios sunscreen franchise to the United States, has launched a new public health awareness and educational campaign dubbed SOS — Save Our Skin.

The campaign is designed to not only inform Americans about the dangers of UV and the importance of sun safety, but to also incite true behavioral change, such as including sun protection in their daily routines and visiting their dermatologists for regular skin checks.

The campaign will use all major media components to reach as many people as possible via in-store events, offline initiatives with dermatologists, pharmacists, journalists and a mini site (located at www.sossaveourskin.com) to raise awareness regarding the dangers of UV exposure and the importance of UV protection.

The mini site will serve as the hub of the entire public awareness campaign where users can access informative content that will allow them to learn from each other and experts to discover more about UV protection (including the importance of regular skin checks and how to perform self checks) and help influence others in establishing their own sun safe behavior.

In addition, La Roche-Posay will make a donation every time someone joins the SOS cause as well as when anyone purchases an orange SOS ribbon in support of the cause. The proceeds with go to organizations with synergistic missions, like the Women’s Dermatologic Society and The Skin Cancer Foundation.

As part of the initiative and to mark the start of Melanoma Month in May, La Roche-Posay, which is a L’Oreal brand, is hosting a three-day corporate launch event at L’Oreal USA headquarters in New York City. During this time, L’Oreal USA employees are encouraged to attend educational forums and participate in free skin cancer screenings with more than 50 dermatologists that will be on hand.

La Roche-Posay products can be purchased at select physicians’ offices, CVS/pharmacy and Duane Reade locations.

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Taylor Swift becomes new face of CoverGirl

BY Antoinette Alexander

HUNT VALLEY, Md. CoverGirl has announced that singer-songwriter Taylor Swift is its newest CoverGirl, representing a new line of products for the brand. The ads are scheduled to debut in January 2011.

“With her fresh beauty and authentic style, Taylor is a wonderful addition to the CoverGirl family,” stated Vince Hudson, GM of CoverGirl Cosmetics. “Through all her success, Taylor remains a grounded and sincere woman who connects with fans everywhere just by being true to who she is. She personifies the iconic image of the brand while representing the next generation of both inner and outer beauty.”

Since its introduction in 1961, the list of famous CoverGirls has included Christie Brinkley, Cheryl Tiegs, Rachel Hunter, Tyra Banks, Niki Taylor and Molly Sims. Its current roster of CoverGirls includes Queen Latifah, Ellen DeGeneres, Rihanna and Drew Barrymore.

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Duane Reade to carry Peter Lamas hair care products

BY Antoinette Alexander

NEW YORK Duane Reade, which is now owned by Walgreens, has expanded its hair care offering with a new natural hair care line by makeup and beauty expert Peter Lamas, the founder of Peter Lamas Products.

The collection, which has a revamped look, is comprised of 15 products. The line hit store shelves in April.

Lamas has more than 30 years of experience in the beauty industry, defining the looks of such Hollywood’s hottest stars as Audrey Hepburn, Grace Kelly and Elizabeth Taylor.

“We were looking for a platform to bring greater attention to the quality and aesthetic of our products, and Duane Reade presented the perfect opportunity,” stated Lamas, referring to the brand’s launch into each of the retail chain’s 256 doors throughout the New York City region.

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