BEAUTY CARE

LIVE FROM MARKETPLACE: Shedding light on toothbrush sanitizing

BY Drug Store News Team

BOSTON Violight has melded sanitizing technology and fashion to bring to market the sleek Violight toothbrush sanitizer. Using a germicidal UV bulb — the same technology used in hospitals — Violight promises to remove 99.9% of toothbrush germs.

The product is available in a personal/travel size for on-the-go convenience or as a countertop unit with the capability to hold up to four toothbrushes. The countertop unit fits all sizes of toothbrushes, including children’s and electric heads.

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Nivea for Men introduces all-in-one product

BY Allison Cerra

WILTON, Conn. Nivea for Men formally announced new Active 3, an innovative 3-in-1 shower agent combining body wash, shampoo and shaving gel in one bottle.

This all-in-one product offers optimal convenience without sacrificing grooming power. Active 3’s thick, moisturizing formula contains more foaming agents and Vitamin F Complex than traditional products, leaving men feeling cleaner and fresher, while simplifying their shampoo, wash and shave routines.

“We are very excited to introduce our first 3-in-1 body wash, shave and shampoo product to the men’s grooming market,” said Nicolas Maurer, VP marketing, Beiersdorf USA. “Active 3 delivers great results while addressing men’s desire for simplicity and time-efficiency. We anticipate a strong response from consumers.”

Nivea for Men also is supporting the Active 3 launch with an online “Work Smarter, Play Harder & Win” Sweepstakes via www.NIVEAforMENusa.com/jklsweeps, which runs through Aug. 15. One grand-prize winner will receive a trip for three to Los Angeles where he will get an insider’s view behind the scenes of “Jimmy Kimmel Live,” and “work smarter” alongside Guillermo Rodriguez, the show’s celebrity gossip reporter. The winner and his guests will then “play harder” during a three-day/three-night stay in Las Vegas, along with a cash prize.

The broadcast integration will run in tandem with a national TV, print and online media campaign kicking off July 13, including two commercials to air during “Jimmy Kimmel Live,” a sweepstakes callout in Active 3 print advertising, national newspaper coupons, in-store displays and online marketing.

Active 3 is now available nationally at food, drug and mass retailers, with suggested prices ranging from $4.49 to $5.99. For more information, visit www.NIVEAforMENusa.com.

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LIVE FROM MARKETPLACE: RapidLash renewal serum improves lash, brow appearance

BY Antoinette Alexander

BOSTON RapidLash eyelash renewal serum promises to thicken and improve the appearance of lashes and brows in four to six weeks.

Polypeptides provide protection against breakage and support stronger lashes, while panthenol combined with minerals helps replenish and rejuvenate lashes.

The unisex formula also features moisturizing agents to lock in moisture and improve flexibility and elasticity. The product is suitable to use with eyelash extensions and, according to the company, is safe for contact lens wearers.

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