BEAUTY CARE

L’Oreal Paris’ Go 360 Clean kicks off college tour

BY Antoinette Alexander

NEW YORK L’Oreal Paris is supporting the launch of its Go 360 Clean deep facial cleansing collection with a college campus tour that kicks off this spring.

The Go 360 Clean collection is comprised of four cleansing formulas for all skin types and features the first-ever “scrublet” cleansing tool. This super-soft, flexible cleansing disk applies the cleanser with 500 extra-supple touchpoints that glide across the skin, activating the cleansing formulas on contact and creating a foamy lather for a deeper clean.

The “Go Beyond Clean College Campus Tour,” managed by Legacy Marketing Partners, will visit 10 campuses by April 27 to encourage product trial while generating buzz. Using a branded Airstream trailer and two battery-operated Global Electric Motorcars, trained product specialists will invite students to use mobile face washing stations featuring Go 360 Clean, enjoy a two-minute upper back massage and get a professional makeup application.

Additional activities include free morning yoga classes, evening study break snacks, a local sweepstakes to win the newest touch screen computer on the market and viral wakeup calls that encourage students to start their day with Go 360 Clean. Full-size product samples, branded spa headbands and $1 retail coupons will also be distributed to students.

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Burt’s Bees natural toothpaste hits store shelves

BY Antoinette Alexander

NEW YORK Natural personal care company Burt’s Bees has introduced a line of Burt’s Bees natural toothpaste.

The line now is on the shelves in major retailers including CVS, Walgreens, Target and Walmart. The toothpastes, which have a suggested retail price of $4.99 each, are available with or without fluoride and fall into three different platforms:

  • Adult multicare formulas: Multiple benefits to naturally care for teeth and gums and a peppermint flavor
  • Adult whitening formulas: Added whitening power to naturally brighten teeth in two weeks and a peppermint flavor
  • Kids’ formula: Natural berry and orange flavors and colors.

The toothpastes are SLS-free and do not contain artificial colors, flavors, preservatives or sweeteners. According to the company, they are the first and only natural toothpaste line of products to be certified by the Natural Products Association.

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King of Shaves revamps line for women

BY Antoinette Alexander

NEW YORK U.K. shave brand King of Shaves has redesigned and reintroduced its shaving line for women, taking a fun and flirty approach to the line that now flies under the Queen of… banner.

Hitting Target and Duane Reade stores during spring are the new Ta-da! shaving gel and Ooh la la! shaving gel products priced at $3.99 each.

Ta-da! shaving gel is a paraben-free formula that is infused with tea tree oil. Ooh la la! shaving gel is a paraben-free formula that is infused with aloe vera to soothe skin.

Currently available for men is the new King of Shaves Azor Advanced Shaving Gel and Azor System Razor. These two products are designed to work together for the ultimate close yet comfortable shave.

The shave gel is a black mentholated gel that has micro-magnetically enhanced particle technology to help the gel “stick” to the Azor razor’s blades throughout the shave reducing the chance of irritation or burn when shaving. The formula is free of sodium laureth sulfate and parabens and uses King of Shaves’ skin surface-enhancing technology and advanced lubrication system to help protect, moisturize and lubricate skin throughout the shave. The suggested retail price is $6.99.

Key features of the Azor System Razor include a flexible “reflex hinge” that allows the razor’s head to bend and flex with every contour and curve of the face, a soft rubber bumper that helps lift hairs to protect against nicks and cuts and prevent ingrown hairs, and four Endurium-coated blades that stay sharper for longer.

The suggested retail price starts at $8.99 (includes two extra blade cartridges). Replacement cartridges are $8.99 for four and $14.99 for eight.

The Azor System Razor and Advanced Shaving Gel are available at A&P, CVS.com, Drugstore.com, Duane Reade and Pathmark.

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