BEAUTY CARE

New Enchanted Life personal care site targets multicultural community

BY Antoinette Alexander

NEW YORK — Enchanted Life — a new, personal care e-commerce site where consumers can buy products, share beauty tips and learn about trends — is looking to meet the personal care needs of the multicultural community.

Enchanted Life aims to provide an opportunity for smaller brands to gain recognition by offering a national retail platform for companies and currently carries more than 75 different brands, including Ahava, Butter London, Bobbi Brown, Wahl, HYD for Men, Mixed Chicks Kid’s and Carol’s Daughter.

Through Enchanted Life’s effort to go beyond beauty, the site also features content in the Tanglewood Lane blog. Tanglewood Lane showcases the newest trends, products and solutions within the beauty, health and wellness community. The blog also will highlight some of the top professionals in the industry as they share their expertise and knowledge with consumers. Some of these contributors include founder and CEO of Bobbi Brown Cosmetics, Bobbi Brown; author and TV personality, Dr. Ian Smith; author and TV host, Lloyd Boston; and founder and CEO of Big Girl Cosmetics, Kiley Russell.

"Enchanted Life is unique to the market, offering the multicultural community a resource to use as a destination for beauty needs and questions," said Phil Williams, CEO and founder of Enchanted Life. "We believe we will provide an open forum on beauty, health and wellness within the multicultural community, something that hasn’t been available previously."

In spring 2014, Enchanted Life also will execute a mobile marketing tour with an Enchanted Life branded mobile unit, traveling to the top 10 cities across the United States, including New York City, Atlanta, Philadelphia and Miami. The mobile unit, which will be on the road for three months, will feature a DJ and beauty demonstrations from some of Enchanted Life’s top brands. Local experts will also be on hand providing such beauty services as manicures, hair care consultations and shaves for men. 

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Category management veteran Mike Cirilli joins L&R Distributors

BY Alaric DeArment

NEW YORK — A New York-based distribution, merchandising and analytics firm has hired a former executive from Rite Aid and Duane Reade.

L&R Distributors announced Wednesday the hiring of Mike Cirilli as VP category management and procurement. L&R distributes more than 30,000 general merchandise, health, beauty and cosmetics products, pointing more than 12,000 points of distribution across the supermarket, drug, independent and mass-merchandise channels.

With 30 years of experience in retail category management and merchandising, Cirilli previously managed private label and wellness brands at Rite Aid and introduced many improvements to the Wellness store format. He also worked as VP merchandising for Duane Reade for 16 years and as a senior director of supply chain for Krasdale Foods.

Cirilli replaces Charlie DeTorres, who has relocated to a sales role for L&R based in North Carolina.

 

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Creme of Nature creates new plant-derived relaxer system

BY Antoinette Alexander

JACKSONVILLE, Fla. — Hair care manufacturer Creme of Nature has announced that it is launching Straight from Eden, a new relaxer system that utilizes a straightening creme that is 100% derived from plants to make chemical straightening gentler on hair for better management with less dryness, damage and hair breakage. The product will be in stores beginning this month.

Straight from Eden utilizes two activators —  one liquid and the other a creme booster. Once combined, the pH rises to straighten the hair with a less damaging effect, according to the company.

"We have clinically proven that natural oils in the relaxer creme are alive and present at the point of activation," stated Shawn Tollerson, Colomer Beauty Brands VP of marketing. “This is the moment when the true benefits of coconut, avocado and olive oils penetrate the cuticle of the hair shaft for maximum benefit."

Straight from Eden’s formula does not contain lye, petrolatums, propylene glycol, formaldehyde, sulfates, parabens, mineral oil or alcohol. It uses the power of coconut to restore strength and protect hair from damage, avocado to fortify hair and promote overall hair healthiness, and olive oil to hydrate the strands and infuse necessary moisture, the company stated.

"Consumers who relax their hair love their styles and the manageability it provides, but they have been searching for a healthier, less damaging option," stated Tollerson. "After four years of research and development, we found a way to provide consumers with the straightening performance they demand, while also allowing the natural oils to penetrate the hair during the relaxer process. This is unprecedented."

Straight from Eden comes in two formulations: Hair Type A for fine, wavy, delicate hair looking to reduce frizz and improve manageability and Hair Type B for normal to thick hair. Both plant-derived hair care systems contain 100% plant-derived straightening creme, two activators, hydrating neutralizing shampoo, conditioning treatment and repairing oil.

Straight from Eden will retail for $7.99 to $10.99 at mass-market stores and beauty supply stores nationwide.

 

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