BEAUTY CARE

Maybelline celebrates Great Lash anniversary with limited-edition collection

BY Antoinette Alexander

NEW YORK — Maybelline New York is celebrating the 40th anniversary of its popular Great Lash mascara with a special limited-edition collection developed in partnership with fashion designers Max Azria, Tracy Reese and Vivienne Tam.

The beauty brand has partnered exclusively with Target to distribute the Great Lash limited-edition collection for a limited time only starting in September. The suggested retail price is $6.99.

To celebrate women’s love affair with Great Lash, each fashion designer took inspiration from his or her own collection to create inspired, fresh takes on the iconic pink and green tube.

"Great Lash has always been a favorite among leading makeup artists and industry insiders, whether they are working on a celebrity client or backstage at Fashion Week," Maybelline New York-Essie president David Greenberg said. "For the product’s 40th anniversary, we’re celebrating Maybelline New York’s fashion heritage by partnering with sought-after designers to bring a new look to America’s most iconic beauty product. The designs of Max Azria, Tracy Reese and Vivienne Tam represent the spirit of the Maybelline New York woman — modern, confident and chic."

The iconic pink and green tube continues to be America’s No. 1 selling mascara, with more than 20 million pieces sold each year. Passed from generation to generation, devotees remain true to the formula. In fact, a tube of Great Lash is sold every 1.7 seconds in the United States, according to Maybelline New York.

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Salon Selectives gains trademark rights for Daily Defense hair care products

BY Antoinette Alexander

TORONTO — Salon Selectives, a division of CLT International, has acquired the trademark rights for Daily Defense hair care products.

Financial terms of the deal were not disclosed.

"We are extremely excited about the addition of this popular brand to our portfolio of personal and hair care products," Salon Selectives principal Jack Wilkinson said. "The addition of Daily Defense provides us with two world-class brands that we can offer at affordable prices to value-conscious women around the world."

New Windsor Brands was the previous gatekeeper of the brand, acquiring the brand from Procter & Gamble in 2009.

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P&G taps Alison Sweeney for ‘Life Opens Up Project’

BY Antoinette Alexander

CINCINNATI — Procter & Gamble announced on Wednesday that Alison Sweeney — "The Biggest Loser" host, author of "The Mommy Diet" and "Days of our Lives" star — has partnered with Crest and Oral-B brands to help launch the "Life Opens Up Project," a program that encourages individuals to share their personal stories showcasing how their healthy mouths have played a role in shaping who they are today.

"I’m so thrilled to be teaming up with Crest and Oral-B on such an empowering program," Sweeney said. "In my personal life, the health of my mouth plays an essential role not only in my on-screen profession, but also in how I interact with individuals as a wife, mother and friend. Your mouth is usually the first thing people notice about you, and when you have a healthy mouth that you can be proud of, that confidence shines through to the world."

Now through Sept. 15, participants can submit their healthy-mouth-empowered videos (up to two minutes in length) via LifeOpensUpProject.com. Sample videos, including one in which Sweeney shares her "Life Opens Up" moment, will be featured on the site, as well as Crest and Oral-B’s Facebook pages. Submissions will be available for viewing and real-time public voting at LifeOpensUpProject.com, Facebook.com/Crest, Facebook.com/OralB and Facebook.com/CrestWhitestrips.

Two winners will each win a trip for two to New York to appear on the "Rachael Ray Show" and up to $25,000 to help fulfill their healthy-mouth-empowered goal or dream.

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