BEAUTY CARE

L’Oréal Professionnel, ModiFace launch hairstyling app

BY DSN STAFF

After paving the way with makeup tutorials for various brands, such as MAC and Bobbi Brown, ModiFace is partnering with L’Oréal Professionnel to bring augmented reality to the digital hair space.

Together the two brands have announced the launch of Style My Hair, an app that allows users to try on various shades of hair colors, such as blonde, brunette and purple to see what it would look like in real time.

“Style My Hair 3D is our first initiative to illustrate how L’Oréal is leading the way in the service-oriented beauty marketplace. These tech collaborations enable our dynamic professional brands to enhance the expertise quotient in their services, while also providing consumers with a personalized brand experience and richer engagement,” L’Oréal chief digital officer Lubomira Rochet said.

With the help of augmented reality, the app is able to detect a user’s hair strand by strand without having to focus on the face. After the hair is captured, an instant transformation to any hair color can be seen, the New York City-based company said.

“Over the past 10 years, we have focused on creating the most realistic AR try-on capability for the beauty industry. The result is a revolutionary technology based on Artificial intelligence that allows us to get a high level of sophistication. This technology is now available on hair color exclusively with L’Oréal Professionnel,” ModiFace CEO Parham Aarabi said.

The Style My Hair app is currently available for iOS devices and will be launching soon for Android.

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Schmidt’s Naturals intros Tooth + Mouth Paste offerings

BY Gisselle Gaitan

Schmidt’s Naturals, which previously announced it had been acquired by Unilever, is introducing a new line Tooth + Mouth Pastes. The line will contain four flavor offerings, with a fifth to be added in February. Each of the oral care products is formulated with ingredients, such as superfood extracts, vitamins and magnolia bark extract, the Portland, Ore.-based company said.

“Our customers are seeking effective, high-performing alternatives to traditional personal care products and toothpaste is no exception,” co-founder Jaime Schmidt said. “With their preferences in mind, we focused on providing all the essential functions of a toothpaste, but taking it a step farther with supercharged vitamin and superfood ingredients to encourage overall mouth health. We’re innovating formulas that go beyond your teeth.”

Also found in each product are organic aloe leaf juice, tea tree and CoQ10. Like other offerings from Schmidt’s Naturals, this latest launch is free from controversial toothpaste ingredients, such as SLS, PEG, artificial sweeteners, flavors and dyes.

The newly launched flavors are:

  • Wondermint  contains the classic flavor of mint without a bitter aftertaste;
  • Activated Charcoal  an onyx grey paste that contains the mint flavor found in the Wondermint option;
  • Vanilla Chai  features a warm, mildly spicy and sweet vanilla taste; and
  • Coconut + Lime  combines the taste of coconut with citrus lime notes, while also containing an undertone of mint.

“Schmidt’s is pushing the category forward with products that prioritize significant technological and biological advancements in natural, using high-quality plant and mineral-derived ingredients. ‘Natural’ no longer has to be seen as reductive or overly simple — this is the next level of natural,” co-founder and CEO of Schmidt’s Naturals Michael Cammarata said.

Schmidt’s Naturals Tooth + Mouth Pastes are now available for purchase online and in select retail locations for the suggested retail price of $5.99.

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Head & Shoulders names Gus Kentworthy its latest ambassador

BY Gisselle Gaitan

Head & Shoulders has named U.S. freeskier Gus Kenworthy, who also happens to be the first openly gay action sports athlete, its latest brand ambassador. The Olympian will be featured on the Shoulders of Greatness campaign, which coincides with the Olympic Winter Games in Pyeongchang.

The Procter & Gamble-owned company’s campaign will highlight all of the things people carry on their shoulders, such as pride, pressure and expectations, and how it serves as a motivator to overcome any presented challenges in order to achieve greatness.

“I’m thrilled to be part of the Shoulders of Greatness campaign as it resonates with my journey,” Kenworthy said. “Before coming out, I was carrying so much pressure that I put on myself. It wasn’t until I made the decision to come out that I was able to release that weight off my shoulders and find the confidence to be myself, which allowed me to perform my best.”

Throughout February, Kentworthy will appear in 15-second commercials, as well as in-store and digital executions. The spots will explore all of the hurdles the athlete had to overcome, along with his relationship with long-time agent Michael Spencer, who helped him make the decision to come out publicly in 2015.

“Gus is the embodiment of Shoulders of Greatness,” John Brownlee, brand director at Head & Shoulders, said. “He has pushed through personal and social barriers to compete at the highest level…and at his personal best. We are so excited to be on this journey with him at the upcoming Olympic Winter Games, and we know he will inspire others to shoulder their own greatness, no matter what obstacles they face.”

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