BEAUTY CARE

Loblaw and Joe Fresh Style launch cosmetics collection

BY Antoinette Alexander

TORONTO Canadian retailer Loblaw Companies and the Joe Fresh Style brand have teamed up to launch a collection of lower-priced cosmetic products dubbed Joe Fresh Beauty.

The collection of face, lip and eye products have been created to be comparable to prestige lines that are frequently used by makeup artists and can be found in department stores and boutiques. The collection features more than 60 shades for lips and eyes, and the color palettes are designed to work effortlessly with seasonal color introductions.

“The partnership with Joe Mimran [creative director for Joe Fresh Style] and our design team lets us enhance the shopping experience of all of our customers,” stated Elizabeth Margles, VP marketing, Joe Fresh Style, Loblaw Companies. “The response to the Joe Fresh Style collections has been immediately positive, from apparel and jewelry to sunglasses and accessories. We want to continue to surprise and delight our customers with every shop.”

The Joe Fresh Beauty collection has 200 SKUs with prices ranging from $4 to $8 (Canadian) for makeup and $2 to $16 (Canadian) for brushes and accessories.

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Personal care co. eos Products expands line, marketing campaign

BY Antoinette Alexander

NEW YORK Personal care company eos Products, launched about a year ago with environmentally friendly shave creams for women, is now expanding its portfolio to include lip care and is embarking on an extensive marketing campaign to bolster brand awareness.

For 2009, the company is now launching its new smooth sphere and smooth stick lip balms, which are both 95% certified organic and 100% natural.

The smooth sphere lip balms are available in honeysuckle honeydew, summer fruit and sweet mint fragrances. For those looking for a more traditional lip balm package, there’s the smooth stick in vanilla bean, pomegranate raspberry and sweet mint fragrances. The average price ranges between $2.99 and $3.49.

Later this year, eos is planning to also launch a line of body lotions.

The move follows the expansion in November of its shave cream collection. In November, eos added two new SKUs and, in January, added a fragrance-free formulation. Presently, the shave cream collection is available in pomegranate raspberry, lavender jasmine, island blue, cucumber melon, vanilla bliss and fragrance-free.

The non-foaming shave cream is enriched with natural aloe, oat and shea butter to soothe skin and can be used wet or dry. It is packaged in a soft-touch recyclable bottle that won’t leave a rust ring in the bathtub.

To support its product launches, eos has developed a multi-pronged marketing campaign that includes public relations, sampling at events such as the Sundance Film Festival and other celebrity outreach efforts, college outreach initiatives and in-store promotions.

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Drugstore.com partners with fashion designer to promote eco-friendly products

BY Antoinette Alexander

BELLEVUE, Wash. Drugstore.com, an online retailer of health, beauty, vision and pharmacy products, has partnered with fashion designer Jenni Kayne to offer a gift bag full of natural and eco-friendly products for mom and baby.

By visiting www.drugstore.com/jennikayne, shoppers can receive the designer Mommy Bag as a gift with a $75 purchase while supplies last. Kayne, who welcomed her first child late last year, created the canvas pouch as an alternative to a more traditional diaper bag.

Large enough to store products for a quick outing and small enough to store tidily into a stroller or slouchy handbag, the washable bag has elasticized pockets for bottles and snacks and offers a convenient way to keep baby travel basics separate and accessible.

The Jenni Kayne Mommy Bag is more than a $50 value and comes filled with full and deluxe-sized samples for mom and baby. Many of the products are from the drugstore.com Green and Natural store. The products include, but are not limited to:

  • Burt’s Bees Baby Bee Buttermilk Lotion
  • Belly-bar Vanilla Dreams Milkshake
  • California Baby Calendula Cream
  • California Baby Super Sensitive Shampoo & Bodywash
  • Susan Brown’s Baby Moisturizing Hand Sanitizer

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