BEAUTY CARE

L’Oréal USA teams up with Telemundo to launch network fan club

BY Antoinette Alexander

MIAMI — L’Oréal USA has partnered with Telemundo to launch Club de Noveleras, the network’s official fan club. This initiative marks the first-ever for both companies of its scope and scale.

"This integrated program transforms viewership into relationship while connecting L’Oréal USA’s brands — like L’Oréal Paris, Maybelline and Garnier — to target consumers in an experiential and unique way," stated Jacqueline Hernandez, COO of Telemundo.

Consumers will be able to join an online community where they can interact with each other and with their favorite telenovela stars, while also finding rich beauty content, including a brand new dedicated beauty blog.

According to Marc Speichert, chief marketing officer for L’Oréal USA, the beauty brand will "create the first Hispanic community that allows users to engage with their favorite telenova stars [and] connect with others about beauty while earning rewards and free gifts for participating."

Registration for the loyalty program is free, and membership provides subscribers with opportunities to earn points and later redeem them to win prizes, Telemundo brand premiums and various products across L’Oréal USA’s beauty portfolio. Telenova fans will be able to interact with other fans on such social media sites as Facebook and Twitter, see exclusive content and learn beauty tips from beauty blogger Johanna Torres, former editor-in-chief of Siempre Mujer.

In addition, the program will extend to local market communities via 10 Club de Noveleras talent tours in 2011, featuring two events per market in Chicago, Los Angeles, New York, Miami and Houston. During the events, fans can get up close and personal with Telemundo novela stars, as well as get hair and makeup touch-ups with the latest Maybelline and Garnier products and receive sample products.

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Goody’s Reversibles line hits retail

BY Antoinette Alexander

ATLANTA — Hair accessories brand Goody has introduced for spring a collection of double-sided accessories called Goody Reversibles.

The collection includes snap clips, bobby slides and headbands. The double-sided accessories come in a variety of styles and finishes. To use: Snap the clip and flip to change the outer-facing side and reveal a whole new look.

"Reversibles accessories take Goody’s classic accessories to the next level," stated Amy Sleep, marketing director for Goody. "With a simple snap and flip, you can change your look in an instant, giving you double the possibilities without double the cost."

The Goody Reversible snap clips and Reversible headbands have a suggested retail price of $4.99 each. The Goody Reversible bobby slides are priced at $3.19. The collection launched in March at Target and Walmart stores nationwide.

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Elizabeth Arden head comments on death of Elizabeth Taylor

BY Antoinette Alexander

NEW YORK — Violet-eyed Elizabeth Taylor was a legendary actress who not only made a lasting impression on the big screen with her sultry screen persona but also had a tremendous impact on the fragrance industry with the launch of her first fragrance in 1987.

Taylor died Wednesday of congestive heart failure at Cedars-Sinai Medical Center. She was 79.

Commenting on her death, Elizabeth Arden chairman and CEO, E. Scott Beattie, stated, "It is with deep sadness that we learned of the passing of Elizabeth Taylor, the legendary actress, activist and businesswoman. As her business partner in the fragrance industry, we have held her in the highest esteem and have had tremendous respect for her extraordinary compassion, creativity and business acumen."

"With the launch of her first fragrance in 1987, Elizabeth Taylor’s Passion, she built a fragrance empire and one of the most successful brands in fragrance history," Beattie continued. "White Diamonds remains a best seller almost 20 years after its 1991 introduction, a testimony to her transcendent and enduring appeal. Our best tribute to Elizabeth Taylor will be to continue the legacy of the brands she created and loved so much."

"Her sense of humor, passion for life, never-ending dedication and generosity of spirit will be remembered by all of us. She will be deeply missed," Beattie concluded.

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