L’Oréal Paris taps Camila Cabello as next Elvive spokesperson
L’Oréal Paris has unleashed its second phase of its Elvive Hair Care line, which previously debuted with a commercial for its Comeback campaign featuring actress Winona Ryder. The New York City-based company has announced that singer Camila Cabello will front the Extraordinary Oil Collection — part of the product line, which targets dry and undernourished tresses.
“I think a comeback is defined as struggling through something and having the strength and resolution to push past it,” Cabello said. “For me, it was about taking chances, aiming high and believing that I was worth it. I can now finally hear everything my heart was telling me.”
A hero treatment within the launch is the Extraordinary Oil Treatment, which is a multi-use leave-in product infused with camellia and golden sunflower oils. With just one use, hair is left 10 times more moisturized with no greasiness or weigh-down, the company said.
“We are very proud to partner with Camila for the launch of Elvive,” Tim Coolican, president of L’Oréal Paris USA, said. “Elvive was designed to address the 80% of women in the United States who experience some form of hair damage daily. The line builds on L’Oreal Paris’ commitment to creating innovative products, services and experiences that help people look and feel their best every day.”
All Elvive products are available for purchase in mass food, drug and retail locations nationwide at the suggested retail price of $4.99, treatments on the other hand retail for $6.99.
ORS hair care refreshes packaging, product formulas
ORS hair care, a line that creates products for various types of hair textures is revamping its look with new packaging and updated formulas. The Chicago-based company announced that users will be able to purchase a new line of olive oil infused styling tools that contain sweet almond oil for strengthening and coconut oil for a restorative shine.
“We’re continually engaging with our consumers to make sure we’re meeting their needs, and they’ve told us that they’re ready for more from their trusted Olive Oil products. This insight was the starting point for our refresh, which we’re excited to bring to life. We enhanced our products with additional ingredients that provide more moisture, more strength and more shine and we’ve updated our packaging,” Nicole Ray Robinson, category marketing head at Namaste Laboratories, said.
The first two tools to launch the line are:
- ORS Edge Control Hair Gel, which combines olive oil with almond oil to strengthen, protect and moisturize edges while delivering all-day extra hold. It is non-flaking, non-whitening, non-greasy and formulated without parabens, alcohol, mineral oil, silicone and sulfates. The 2.25-oz. size of the gel can be purchased for the suggested retail price of $5.49.
- ORS Olive Oil Nourishing Sheen Spray is also infused with coconut oil to moisturize, nourish and shine. The spray delivers a long-lasting shine, revitalizes dry tresses, contains nutrients, is lightweight and features a no-clog sprayer for easier application. The 11.7-oz. size can be purchased for the suggested retail price of $4.99 and the 2-o.z size retails for $2.59.
Both products are currently available for purchase at select retailers across the country including Walmart, Walgreens, Target, CVS, Rite Aid, Sally Beauty, Dollar General and Family Dollar.
CVS Health, ADA partner on oral health education
The American Dental Association and CVS Health have teamed up for a three-year oral care collaboration that the organizations said will make information about oral health more accessible. The Woonsocket, R.I.-based company will use its store base of 7,900 CVS Pharmacy locations to offer resources around oral health
“We are committed to making it easier for our customers to find the right products and expertise to help manage all of their health and wellness needs,” CVS Health vice president of beauty and personal care Maly Bernstein said. “Our partnership with ADA ensures that our customers have access to the best oral health resources, expertise and assortment of products.”
The partnership will kick off with a CVS Pharmacy circular on Jan. 28 announcing the collaboration to its shoppers. It will then roll out in-store signage with oral health information. Among the signage will be promotions for the ADA’s Find-a-Dentist online tool, which allows patients to find nearby ADA dentists.
The partnership also involves giving oral health products — including toothpastes, toothbrushes and mouth rinses — with the ADA Seal of Acceptance premium in-store and online placement and promotion. The company also will develop seasonal oral health programs and develop additional programs with oral health manufacturers. The collaboration also will include public awareness and engagement programs.
“This collaboration provides the ADA with a huge platform to send a message about the value of oral health to overall health,” said Joseph Crowley, ADA president. “Our aim is to provide all consumers with credible oral care guidance and clinically-validated information about over-the-counter dental health products.”