BEAUTY CARE

L’Oreal Paris develops sulfate-free EverPure hair care line

BY Antoinette Alexander

NEW YORK L’Oreal Paris is rolling out for early 2009 its new EverPure line of sulfate-free color care hair products.

EverPure is free of harsh sulfates, surfactants and salts that can strip and dull color-treated hair. In place of harsh ingredients, EverPure features an Anti-Fade System of shampoos and conditioners. According to L’Oreal, testing shows color to last up to 32 washes.

For an aromatherapeutic and spa-like experience, the 100-percent vegan formulas are infused with rosemary, juniper and mint extracts.

The collection includes EverPure Moisture, Smooth or Volume formulas. The conditioners and masques feature both UVA and UVB filters to help protect hair from UV rays. For additional coverage, there’s also a UV Protect Spray that can be used on all hair types. Suggested retail prices range between $6.99 and $8.99.

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Stiefel expands skin treatment offerings with launch of Revaleskin line

BY Antoinette Alexander

CORAL GABLES, Fla. Skin care company Stiefel Laboratories, whose brands include an acne treatment line called PanOxyl and a dry skin line called Impruv, is expanding its Revaleskin collection with three new products.

The Revaleskin line, which is an aesthetic physician-dispensed line, is formulated with CoffeeBerry extract, a potent super-antioxidant derived from the whole coffee fruit. The products have been clinically proven to improve the skin’s appearance in as few as 11 days, according to Stiefel.

The new products include replenishing eye therapy, intense recovery treatment for dry/damaged or post-procedure skin and chest/decolletage rejuvenating treatment for the neck and chest areas.

The replenishing eye therapy, which launched in August, retails for $80. The chest/decolletage rejuvenating treatment ($120) and the intense recovery treatment ($130) will be available in 2009.

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P&G opens temporary ‘pop-up’ store in New York

BY Antoinette Alexander

NEW YORK Procter & Gamble has jumped aboard the “pop-up” store bandwagon with the recent opening of its temporary store in New York City.

The temporary location, dubbed BrandSaver Live, opened on Black Friday and will close shop on Dec. 11. It is located on 57th Street at 6th Ave.

Inside, visitors are encouraged to experience some of P&G’s brands and receive a booklet with $45 worth of coupons for P&G products.

According to published reports, the concept was tested at shopping malls in Rochester, N.Y., and Dallas over the summer, before heading to Manhattan.

This is not the first time that a manufacturer has turned to experiential marketing. In recent years, there has been a flurry of pop-up venues where companies temporarily lease a retail spot to create a buzz and showcase products. Some companies that have taken part include Maybelline New York, which opened a temporary Beauty Studio in Manhattan; Unilever, which established the temporary “Can You Tell?” studio to promote Suave in Manhattan before traveling on to Chicago and Minneapolis; and Gillette, which took a similar approach when it opened its Venus Vibrance Leg Room in Times Square to celebrate the launch of the Venus Vibrance razor.

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