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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Tweens may spell ‘opportunity’ for cosmetics makers, report says

BY Antoinette Alexander

PORT WASHINGTON, N.Y. Tween girls are using more beauty products and represent an “opportunity,” according to a new report from market research firm The NPD Group.

The “Insight into the Youth Beauty Market” report found that tween girls (ages 8 to 12 years) are reporting an increase in their usage of a few products — especially mascara and eyeliner. In fact, regular usage of mascara nearly doubled in the past two years among tween girls (from 10% to 18%) as did eyeliner (from 9% to 15%). Overall, tweens reported to regularly use on average 4.5 different beauty products, consistent with levels reported in 2007. The NPD Group defines “regular usage” as using at least once a month.

The evolution in tween girls appears to have less to do with diminished self-esteem and a larger societal issue and more to do with mom and family, according to The NPD Group. The girls say that they “look to their parents and siblings to see what they are using to help decide what to buy and use.”

Meanwhile, the report also found that among teens (ages 13 to 17 years), skin care basics, like facial cleansers and acne-spot treatment products, and makeup products, like mascara and lip gloss, dropped significantly in reported regular usage versus 2007 levels. Among young women (ages 18 to 24 years), the pattern was similar. Foundation was the only product in the top 10 (ranked on overall reported usage) that showed no significant change in reported regular usage for this age segment.

“As tween girls using beauty has now become a family affair, it is our opportunity and responsibility to ensure that these girls, and their parents, are educated on the role of beauty in the most responsible way,” stated Karen Grant, VP and global industry analyst for The NPD Group.

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