BEAUTY CARE

Maybelline New York encourages customers to ‘Be Sensational and Win’

BY Antoinette Alexander

NEW YORK Maybelline New York has partnered with CVS/pharmacy for the “Chicago” “Be Sensational and Win” contest.

Between March 15 and April 15 consumers can log onto the micro-site www.besensationalandwin.com for a chance to win a walk-on role in the Broadway production of “Chicago.” Contestants must perform their favorite song from Broadway musical “Chicago” and download the audition video for a chance to win. Live auditions will take place on March 22 at the Ambassador Theatre in New York, home to “Chicago.” There at the 42nd Street CVS/pharmacy, Maybelline New York makeup artists will be on hand to help contestants and consumers get Broadway-ready with mini-makeovers. They also can receive CVS/pharmacy coupons for discounts on Maybelline New York products.

The walk-on role will include lines depending on the winner’s ability, singing and dancing. The winner also receives a trip for two to New York City, a makeup kit from Maybelline New York a CVS/pharmacy gift card valued at $100 and more. Public online voting takes place from April 19 to May 7. Voters can also win prizes.

During the month of April, Maybelline New York will support the contest through in-store displays in more than 7,000 CVS/pharmacy locations featuring Lash Stiletto mascara and new Color Sensational lip color.

“CVS/pharmacy is thrilled to be the retail partner for the Maybelline ‘Be Sensational and Win’ program,” stated Cheryl Mahoney, VP beauty at CVS/pharmacy. “We applaud Maybelline for giving beauty consumers a fresh and fun way to experience the Maybelline New York brand.”

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Got2b gives products a new look

BY Antoinette Alexander

NEW YORK Hair care brand got2b has a new look that consumers will see on store shelves beginning this month.

The core line along with signature lines — smooth operator, fat-tastic, guardian angel, 2sexy and glued — now have a unified, modern look. Each mousse and spray will have a similar shape and look, no matter the line, so that the brand is instantly recognizable.

In addition, each product is now packaged in brushed silver canisters for a more unified effect.

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Solazyme, Unilever pen R&D deal

BY Antoinette Alexander

SOUTH SAN FRANCISCO, Calif. Solazyme, a renewable oil and bioproducts company, has inked a research and development agreement with Unilever to develop oil derived from algae for use in soaps and other personal care products, Solazyme has announced.

“Algal oil provides important benefits in personal care applications,” explained Jonathan Wolfson, CEO of Solazyme. “Solazyme’s algal oils can help meet the growing demand for completely renewable, natural and sustainable personal care products. Unilever is an acknowledged world leader in sustainability and we are honored to be working with them to develop this new renewable source of natural oils for their world class consumer products.”

Solazyme and Unilever are working to demonstrate a process to incorporate targeted algal oils into personal care products at a commercially relevant scale. The work will further develop Solazyme’s technology platform, which allows algae to produce oil and biomaterials in standard fermentation facilities quickly, efficiently and at large scale.

Among other sustainability initiatives, Unilever is exploring various next-generation sources of renewable oil for use in its products. Unilever’s collaboration with Solazyme represents a step in the company’s exploration of algae as a source of renewable oil.

“Unilever is committed to the highest sustainability and environmental practices and is working to drive industry change and set new standards,” added Peter Gallagher, VP global skin R&D, for Unilever. “Exploring sources of alternative natural oils is one of the most important aspects of our greater sustainable sourcing strategy and working with Solazyme’s algal oils is an excellent fit.”

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