BEAUTY CARE

L’Oreal Paris to shutter U.S. retail stores

BY Antoinette Alexander

NEW YORK Less than five years since opening its first retail store in Los Angeles, which was soon followed up with a second East Coast location, L’Oreal Paris has decided to shutter both locations on Feb. 28.

“Our two U.S. retail stores located at Beverly Center in Los Angeles and at Westfarms Mall in Farmington, Conn., created a unique retail experience that allowed us to experiment with innovative merchandising concepts and new forms of communication to the consumer. We are now exploring new, alternative venues to reach consumers,” L’Oreal Paris wrote in a statement sent to Drug Store News. 

In a letter e-mailed to L’Oreal customers, the company wrote: “All of our customers are an inspiration to us and we thank you for your patronage and the time you have spent with us here at the store. We appreciate your loyalty to the brand and look forward to you continuing to enjoy our products. Please note that L’Oreal Paris products can be found at all food, mass and drug retail outlets.”

Looking to better understand its shoppers and their buying habits and, in turn, improve merchandising at drug and mass, L’Oreal opened in the first half of 2005 its second U.S. retail store in Westfarms Mall. The first such location opened in the Beverly Center Mall in 2004.

The bright, spacious 2,000-sq.-ft. store at Westfarms Mall, which was visited by Drug Store News shortly after its opening, offered shoppers the luxury of browsing the entire L’Oreal collection in one location, where trained beauty advisers were on hand to assist them. Aside from helping shoppers find the right product, the advisers offered makeovers, and, through an in-store computer, could use cyber-imaging technology to see how a specific hair color would look on a consumer.

The products were priced at the high end of what a local retailer would sell them for so as not to undercut any drug or mass retailers. The manufacturer stressed that it opened the stores not to become a retailer, but to learn more about its shoppers. As a reflection of that mission, the company commonly referred to the stores as “Living Labs.”

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Nature’s Gate launches new lotion

BY Antoinette Alexander

NEW YORK Nature’s Gate is launching for 2010 its new Glow Lotion, which moisturizes skin while gradually adding a hint of color for a natural looking glow.

The formula features dihydroxyacetone, a natural ingredient derived from sugar cane that won’t wash away with soap, water or sweat. The lotions are enriched with an exclusive blend of seven natural moisture boosters including sodium hyaluronate and vegetable glycerin. To protect the skin from signs of aging, the formula is infused with vitamin E and apricot kernel oil.

The Glow Lotion, available in light and medium shades, has a suggested retail price of $12.99 each. It is slated to hit stores in May.

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Shady Day to offer exclusive sun protection lip balm

BY Antoinette Alexander

NEW YORK Shady Day, a maker of sun protection wipes and face sticks, has teamed up with the Aim at Melanoma Foundation to offer an exclusive organic sun protection lip balm with a portion of the proceeds from sales going to support the foundation.

The Protect Your Pout lip balm, which is 82% organic, is currently available at Ricky’s NYC locations for $8. 

“The numbers surrounding melanoma among young women are frightening,” stated Jennifer Odell, president of Shady Day Inc. “We hope this new product and our support of the Aim at Melanoma Foundation will help fight the melanoma battle on two fronts. The fact is that more young women are putting themselves at risk everyday by not using sunscreen. And even those young women who protect their faces and bodies need to be aware of the dangers of sun damage to their lips.”

According to recent research released by the National Cancer Institute, the melanoma rate among young women had doubled between 1973 and 1980, and increased by another 50% by 2004. 

The foundation honors the memory of Charlie Guild, a young woman whose life was cut short by melanoma at age 26. Today, the foundation, started by her family, is dedicated to providing direction and focus on an international level to preventing, informing and finding a cure for melanoma. 

The foundation is at the forefront of legislative efforts nationwide requiring access to skin cancer education and protection and for more stringent regulation of sun tanning salons, in particular, requiring in-person, parental consent for minors. In addition, the foundation and its advisors are creating the world?s first melanoma tissue bank to provide researchers with access to actual melanoma tissue samples from around the world for research and study.

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