BEAUTY CARE

Mack Elevation Forum to focus on growth through co-creation, strategic alignment

BY Anna Mcgrath

ELMHURST, Ill. Mack Elevation Forum, an up-and-coming sales strategy and business development training firm founded by Dan Mack, will be conducting its next Elevation Forum meeting Sunday, June 28, at Seaport Hotel in Boston.

Barbara Zamudio, VP merchandising for ULTA Beauty; Rob Kautz, industry merchandising and category management veteran; and Dan Mack are all scheduled to speak at the event.

Discussions will include such topics as beauty and health convergence in the new economy, possible tactics to improve senior retail executives’ performance and ways of optimizing and developing business through customer co-creation, among others.

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CoverGirl Queen Collection launches digital makeover application

BY Antoinette Alexander

NEW YORK Procter & Gamble’s CoverGirl Queen Collection, which was inspired by Queen Latifah, is partnering with Essence.com to bolster the site’s beauty offerings with a digital makeover application created for African-American women.

The tool, dubbed Makeover Magic, is designed to provide women of color with a virtual salon and makeup counter experience. Users can upload their photos, select from a diverse palette of cosmetics and “try on” relatable celebrity hair styles before clicking to purchase. Makeover Magic also provides users with the option to share, post or have their looks voted on within their social networks, via Facebook and Ning compatible widgets.

To further engage users, Essence and CoverGirl launched an online model search, which ends June 18, empowering women to celebrate their unique beauty characteristics and win the opportunity to be the face of Makeover Magic as a featured default model image within the tool.

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Reese Witherspoon, Avon to launch fragrance

BY Antoinette Alexander

NEW YORK The world of celebrity-backed fragrances just got a little bigger as Avon Products has teamed up with actress Reese Witherspoon to launch her first fragrance, according to published reports.

The fragrance, called Bloom by Reese Witherspoon, is expected to be out globally in November, reports stated.

For the past two years, Witherspoon has served as Avon’s global ambassador and brand spokesperson.

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