BEAUTY CARE

Listerine seeks to educate consumers on oral hygiene with docummercial

BY Allison Cerra

MORRIS PLAINS, N.J. A new Listerine docummercial narrated by award-winning actor Neil Patrick Harris is hitting the airwaves.

“This Is Your Mouth,” gives viewers insight on oral hygiene and how antiseptics like Listerine can destroy millions of germs that are left behind from brushing one’s teeth. Every time the video is viewed on Listerine.com/YourMouth, a $1 donation will go to the National Children’s Oral Health Foundation: America’s Toothfairy.

“I never realized how much goes on ‘behind the scenes’ in our mouths, and that brushing and flossing alone isn’t enough to keep germs at bay,” said Neil Patrick Harris. “But more importantly, I’m excited that by viewing this documentary on the Web site, donations will be made to National Children’s Oral Health Foundation, a very worthwhile organization.”

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Sunscreen with a ‘Mission’

BY DSN STAFF

NEW YORK —Mission Skincare, which was founded by more than a dozen leading athletes, has signed the first-ever sunscreen license with MLB Properties.

As part of the partnership, Mission Skincare has developed for spring its new Anti-Sting SPF 30+ Facesticks, SPF 15 lip balms and a Kids All-Sport continuous spray SPF 50+.

To develop the line, athletes teamed up with scientists and doctors to create sunscreens that boast antisting technology, ultra-sweat-proof properties and fast-drying ingredients that are paraben and preservative free.

The products are sold at select sports-specialty and health-and-beauty retailers, including CVS/pharmacy, Dick’s Sporting Goods, Finish Line and Sport Chalet.

Mission Skincare, the first and only line of athlete-engineered skin care products, was founded in 2008 by a group of athletes, including New York Mets’ David Wright, tennis pro Serena Williams and basketball pro Steve Nash.

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L’Oreal gets colorful with Essie deal

BY DSN STAFF

NEW YORK —In a move to bolster its share in the nail color and care market, L’Oreal USA is looking to acquire the Essie cosmetics business, a nail brand that today boasts more than 300 shades and is available in more than 250,000 salons and spas in 95 countries.

Financial terms of the deal were not disclosed. The acquisition, which is subject to regulatory approval, is expected to be completed within 60 to 90 days.

Essie Weingarten founded Essie Cosmetics in 1981. Based in Astoria, N.Y., the company’s portfolio includes nail colors, treatments, accessories, spa products and lip glosses. Essie’s net sales through the last 12 months were $28 million.

“This strategic acquisition will enable L’Oreal to increase our share in the nail color and care market, which has seen significant growth year over year,” stated Frederic Roze, president and CEO of L’Oreal USA. Wein garten and Max Sortino, CEO of Essie, will continue to play a pivotal role under a multiyear agreement.

“It’s a perfect match,” Weingarten stated. “This acquisition presents a tremendous opportunity to allow the Essie brand to grow even stronger. With Max and me as part of the team, we will be able to provide our customers with a greater level of service as we take the brand to new heights.”

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