BEAUTY CARE

Mustela launches first digital ad campaign, reformulates products

BY Antoinette Alexander

NEW YORK — Mustela, a baby skin care and stretch marks brand, has introduced its first digital advertising campaign, which communicates the latest scientific discoveries about the vulnerability of babies’ skin and the subsequent reformulation of the Mustela Bébé product range.

 “In developing this campaign, we had two goals — reach moms where they are and speak to the needs of the American consumer,” stated Judy Carlo, managing director of Mustela. “Knowing the amount of time moms spend online and their thirst for information, we decided to launch this campaign as a purely digital endeavor, with the necessary balance of emotional cues and scientific information.”

The new campaign, entitled, “Scientific Revolution,” is grounded in the consumer insight that parents found the details of the scientific research behind the reformulation of the Mustela Bébé range “comforting,” the company stated. The campaign showcases this research as an advancement in protecting a new generation of babies for life, positioned as “Generation Mustela.” This reformulation also aims to demonstrate the brand’s commitment to creating products that are safe and effective, with a new standard of formulas that are made with an average of 92% ingredients of natural origin.

The immediate media plan for the campaign consists of banner ads, page takeovers, blogs and social media support on parenting and family sites. There are also plans to expand the campaign at the end of 2013 and beyond.

Mustela researchers analyzed babies’ skin starting from the first days of life, with a focus on not only the surface of the skin, but also within the epidermis. Using new, non-invasive in vivo technologies, Mustela was able to go beyond the traditional measurements of pH and hydration to study the changes in the skin barrier over time.

Findings indicated that at birth, skin contains a rich reserve of stem cells that contribute to maintaining skin’s overall balance. However, until the cutaneous barrier is fully formed (around 2 years of age), these cells remain extremely vulnerable and are easily compromised because of such daily stresses as air pollution, temperature variations and UV exposure.

With this knowledge, Mustela researchers set out to find a solution to provide parents with a new generation of formulas to protect skin at the earliest stages of life. The result: avocado perseose, a sugar capable of both supporting the development of the barrier function and protecting cells from day-to-day stresses. In-vitro testing conducted at the Expanscience Labs found that the presence of Avocado Perseose helped to preserve 80% of stem cell markers from one of the most aggressive external stressors, UV rays, the company stated.

Now, reformulated with avocado perseose, Mustela Bébé is a complete line of bath time, skin care, well being, diaper change and cleansing products for babies.
 

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New So Fresh So Clean line targets younger consumers

BY Antoinette Alexander

NEW YORK — Global Beauty Care has announced the launch of its new So Fresh So Clean skin care line for tweens, teens and young adults.

The collection includes:

  • Daily cleansing pore scrub: This salicylic acid-based formula helps treat existing blemishes and prevent future breakouts. It also features jojoba oil to help even skin tone;
  • Make-up remover cleansing towelettes: They are formulated with aloe vera extract, cucumber extract and tea tree oil to help nourish and soothe skin while cleansing;
  • Eye makeup remover pads: They are formulated with aloe vera extract, cucumber extract and vitamin E to help soothe the eye area while removing waterproof makeup;
  • Deep cleansing nose strips: They are formulated with Cananga odorata flower oil and witch hazel extract and bond with pores to lift away dirt and oil;
  • Oil blotting sheets: The blotting sheets remove shine and oil without removing makeup.

The collection hit retail shelves beginning in September, and each product has a suggested retail price of $3.99.
 

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ClarityMD line features new Clarifying Acne Treatment Pads

BY Antoinette Alexander

WESTLAKE VILLAGE, Calif. — Envy Medical has expanded its ClarityMD line with the new Clarifying Acne Treatment Pads made with a gentle, alcohol-free formula that soothes skin with aloe.

The Clarifying Acne Treatment Pads pack 2% salicylic acid in a skin-soothing aloe base, which is 100% alcohol free. The pads compliment the ClarityMD Acne Solution, an acne treatment launched earlier this year that is shown to blast blemishes up to three times faster than leading OTC and topical acne prescription products on the market, the company stated. In fact, ClarityMD is has been shown to reduce acne by 59% in seven days and more than 90% in 14 days.  
 
“These Clarifying Acne Treatment Pads are truly a breakthrough in acne therapy, whether you are talking about treatment at the prescription, OTC or retail level” noted Felipe Jimenez, Envy’s chief scientific officer. “ClarityMD represents a powerful acne fighting technology with efficacy that is simply unmatched, wrapped in high-end skin health formulations.”
 
The treatment pads, which are priced at $25, are designed to be used with the ClarityMD system alongside the Deep Pore Cleanser and Clarifying Gel in the morning and evening, the company stated.
 

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