BEAUTY CARE

L’Oreal announces Brosnan as spokesperson, launches Web site redesign

BY Antoinette Alexander

PARIS L’Oreal Paris has appointed actor and producer Pierce Brosnan as its new spokesperson, representing the Men Expert skin care line in all continents apart from North America. The news came as the French beauty company also unveiled its revamped Web site.

Brosnan will join the family of L’Oreal Paris spokespeople, which includes such celebrities as Jane Fonda, Penelope Cruz and Scarlett Johansson.

“Pierce Brosnan seemed an emblematic spokesperson for the L’Oreal Men Expert line, with his unanimously renowned talent and his exceptional charisma. The brilliant, esteemed career of this daring actor is one worthy of much admiration,” stated Youcef Nabi, international general manager of L’Oreal Paris. “His self-assurance, allure and ‘understated’ virility make him an ideal spokesperson for our Men Expert skin care range.”

In other company news, L’Oreal has given its site, located at www.lorealparis.com, a makeover. The site, designed by digital agency R/GA, has interactive features such as the expert diagnostic tool that serves up personalized beauty recommendations. It covers four categories: skin care, hair care, hair color and cosmetics.

The tool prompts users to answer a series of questions, guided by videos of L’Oreal Paris experts. Once the questions are completed, visitors receive a customized solution. Other relevant content is presented as well, including educational video tutorials and expert tips. For example, someone wishing to color their hair red is given a “dream color,” along with other top color choices, plus tips, how-to’s, and tricks on achieving and maintaining their desired color.

The site also enables customers to compile a list of their favorite products; sign up for newsletters featuring on products, offers, celebrity news and beauty trends; and filter through the product catalog.

The new site officially launches in January 2008. New features, enhancements and updates will be added to keep the site fresh and relevant.

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Lexington International launches full-scale marketing campaign for HairMax LaserComb

BY Antoinette Alexander

BOCA RATON, Fla. Lexington International has announced the launch of its the HairMax LaserComb to more than 9,000 dermatologists in the United States.

The HairMax LaserComb is the first device of its kind to be cleared for marketing by the FDA for certain types of male Androgenetic Alopecia (male pattern baldness). It is available without a prescription.

The medical launch campaign originated with the creation of a Web site aimed specifically at physicians and health care professionals. The site, www.hairmax.com, provides information on the clinical indications and uses of the HairMax LaserComb.

Following completion of the Web site, the manufacturer began a direct mail program announcing the availability of the device to dermatologists. The mailer contained information on the FDA clearance of the HairMax LaserComb, which was supported by a controlled double-blinded study.

The next phase of the campaign will involve providing in-house support to medical professionals via Lexington’s Professional Services Department and utilizing a combination of physician directed journal advertisements, and other direct mail programs.

Future plans for the campaign include Lexington’s planned exhibition at the American Academy of Dermatology Meeting in February 2008, as well as future meetings directed at medical professionals.

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Bare Escentuals names Kristina Leslie to its board

BY Antoinette Alexander

SAN FRANCISCO Bare Escentuals, a maker of mineral-based makeup, has appointed former DreamWorks Animation SKG chief financial officer Kristina Leslie as an independent member of its board, bringing to nine the number of directors.

Leslie, who brings more than 15 years of private and public company strategic and management experience, worked for DreamWorks Animation SKG from its IPO in October 2004 through February 2007. Before that, she served in the same capacity at DreamWorks Studios SKG since the fall of 2003 and oversaw the corporate finance and strategic planning functions for the company since 1996. Prior to joining DreamWorks, she was director of financial planning at Viacom following its acquisition of Paramount Communications.

In addition, the company reiterated its previously issued fiscal 2007 diluted earnings per share guidance of a range of 89 cents to 94 cents on about 93.2 million shares outstanding and its fiscal 2008 diluted earnings per share guidance of a range of $1.13 to $1.18.

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