L’Oreal kicks off search for ‘Editor-in-Gloss’
NEW YORK — L’Oreal Paris has rolled out its Editor-in-Gloss contest, a search for a guest editor for the brand. The winner will join the company’s team as a curator and content creator in 2016 for L’Oreal Paris’ digital and social platforms.
The contest is coinciding with the brand’s partnership with college music and ideas festival RECESS, which will facilitate campus discussions in the U.S. about digital and social media careers. The two initiatives are focused around the launch of the company’s Advanced Haricare Nutri-Gloss, the latest addition to its Advanced Haircare product line.
“At L'Oreal Paris, staying ahead of the digital curve and moving at the speed of culture is integral to everything we do,” L’Oreal Paris’ SVP marketing Malena Higuera said. “Through the Editor-in-Gloss program, we're excited to bring a socially-savvy digital enthusiast into our L'Oreal Paris family to collaborate with as we all forge ahead into the ever-evolving, extremely fast-paced world of online content. This opportunity will be as a significant learning experience for us, as much as it is for our winner.”
In order to be considered as the Editor-in-Gloss, consumers should create a blog or video blog post highlighting why they’re the right fit for the job, and follow the brand's social accounts. The person selected will contribute writing, videos, image and other content to L’Oreal Paris’ website and social channels. The winner will also receive a cash prize of $2,5000 and the ability to attend special events and learn from experts in the field.
Starting Oct. 1, campuses will host panel discussions about kick-starting careers in digital and social media. The panels will feature Career Sushi founder Shara Senderoff, video bloggers Katy Bellotte and Claudia Sulewski and L’Oreal Paris USA’s integrated marketing and communications team members. The list of stops are listed on the RECESS website.
Growing facial hair: Q&A with Universal Beauty Products’ Howard Brauner
With the growing popularity of beards among men, Universal Beauty Products is launching an all-natural line called Beard Guyz. Drug Store News recently caught up with Universal Beauty Products' Howard Brauner to talk about the new line and opportunities in male facial hair.
DSN: Tell us about the new line of beard/shaving products?
Howard Brauner: Universal Beauty Products is introducing a line of all-natural personal care products for men with facial hair — Beard Guyz. This line has been formulated with top-shelf ingredients: organic oils for moisturizing and natural butters for softening. All formulated ingredients are natural. The Beard Guyz products include:
- Beard Wash 35
- Deep Conditioner 25
- Beard Balm 25 for Fine/Medium Hair
- Beard Balm 25 for Coarse Hair
- Beard Oil 25.
(The number in the name relates to the number of active ingredients found in the product. For example, Beard Oil 25 is a blend of 25 organic and natural oils for skin and hair.)
DSN: What trends in grooming support this launch?
Brauner: The number of men with beards has been climbing year-over-year, with 17% annual growth since 2008. Currently 27% of all men are estimated* to have facial hair. At the same time, shaving products sales have declined, which independently confirms the trend.
Put simply: more and more men are growing beards. Beard Guyz satisfies the un-met market need for a quality line of beard care products.
DSN: How do you plan on supporting this launch?
Brauner: The Beard Guyz launch is supported by a fully integrated marketing program that includes: advertising in national magazines, online media, social media, event marketing, engagement marketing, product sampling and public relations.
DSN: What is the retailers’ opportunity?
Brauner: Beard Guyz gives the retailers a unique opportunity to provide a non-competitive product, while satisfying an unserved consumer need. Beard Guyz provides a high profit margin in a category where the margin is currently low. The steady decline in razor sales has caused a ripple effect for shaving preps. Now the retailer can replace lower-margin slow-sellers with a new product that provides higher penny profits.
* All grooming and demographic numbers are from Experian research.
Remington straightener earns Allure honor
MIDDLETON, Wisc. — Remington announced this week that it had been awarded one of Allure magazine’s Best of Beauty Breakthrough Awards. The Spectrum Brands division’s TIStudio PROtect hair straightener was the only hair care product on the list of 13 winners.
The straightener mists hair with water immediately before the heating plates are pressed together, which is aimed at reducing damage caused by straightening hair and reducing the amount of frizz, giving TISTudio PROtect users 90% more frizz control than other Remington straighteners, the company said.
“The exclusive technology we developed for the T|Studio PROtect Straightener alleviates a major consumer concern within the market – users no longer have to choose between heat styling and their hair health,” division VP personal care marketing Devon Smiddy said. “Remington is extremely proud to be acknowledged as an innovator with this launch.”
The straightener is available at Target, Walmart and Ulta, and online at Amazon.com, Target.com and Walmart.com.