BEAUTY CARE

L’Oreal USA opens new headquarters

BY Antoinette Alexander

BERKELEY HEIGHTS, N.J. L’Oreal USA announced on Wednesday the official opening of its new headquarters in Berkeley Heights, N.J. The new facility marks L’Oreal USA’s second corporate office; the first is located in New York City.

The new facility is home to more than 400 employees, and it occupies 156,000 sq. ft. covering four floors. It was developed as a high-performance “green” building incorporating energy-efficient and sustainable design criteria.

Some of the building’s highlights include high energy performance windows, giving 90% of the building’s interior access to natural daylight and views: heating, ventilation and air-conditioning and lighting systems designed to maximize their energy performance; water-conserving plumbing fixtures serving to reduce the building?s overall water use by 30%; use of regionally extracted materials and low emitting materials; and use of FSA-certified wood from renewable forests. In addition, during construction 75% of waste was diverted from the landfill.

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Aquafresh honors ‘Amazing Moms’ in Phoenix area in contest

BY Allison Cerra

PITTSBURGH In celebration of mothers and the special role they play in their families’ lives, the makers of Aquafresh announced the “Amazing Mom” Celebration contest for moms in the Phoenix area.

The Aquafresh “Amazing Mom” Celebration invites children 6 years of age and older to write in and tell Aquafresh what makes their mom special. If selected, Aquafresh will treat her and 49 other moms to a day of relaxation and pampering at Spa Avania at Hyatt Regency Scottsdale Resort.

Aquafresh “Amazing Mom” Celebration contest entries are being accepted now through Nov. 2, at www.aquafresh.com/amazingmom. Fifty moms will be selected to enjoy a day of relaxation and pampering at Spa Avania at Hyatt Regency Scottsdale Resort on Dec. 5, complete with breakfast, a facial treatment, massage, manicure or pedicure, and lunch, hosted by Brenda Warner, wife of professional football player Kurt Warner.

“We spend a great deal of time making amazing Aquafresh products that help mom with her family’s oral care needs,” said Patrick Seiffert, senior brand manager, GlaxoSmithKline Consumer Healthcare. “Moms spend so much time and energy taking care of their children. This is our chance to recognize and pamper them in return.”

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Beiersdorf seeks to harmonize Nivea products’ logo

BY Antoinette Alexander

HAMBURG, Germany Beiersdorf has hired Interbrand Hamburg to harmonize the appearance of the various Nivea brand logos, a move aimed at more tightly managing the Nivea brand and strengthening awareness of it at points of sale worldwide.

Going forward, the Nivea and Nivea for Men logos designed by Interbrand will gradually be rolled out over the entire portfolio, covering existing ranges, new products and labeling at the points of sale.

The traditional Nivea lettering that is familiar from tins of Nivea Creme has been retained. However, the basic design of the Nivea and Nivea for Men logos will be clearly aligned with the preferences of their target groups: the universal Nivea logo, which is aimed at a predominantly female clientele, is curved and features the subtle use of silver, while the Nivea for Men logo reflects masculinity both verbally and visually.

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