BEAUTY CARE

Nivea for Men develops online resource for grooming

BY Antoinette Alexander

WILTON, Conn. Beiersdorf’s Nivea for Men has launched its newest online destination, dubbed “The Groom Room,” which is a resource for men to find exclusive blog posts, grooming tips and trends, as well as articles on such topics as sports and entertainment.

“We are very excited to introduce ‘The Groom Room’ to consumers,” stated Nicolas Maurer, VP marketing for Beiersdorf USA. “Drawing on insights about the online habits and needs of its consumers, Nivea for Men created a one-stop destination to showcase content from trusted authorities so men can get informed about the topics that are most important to them. We are confident ‘The Groom Room’ will be a must-read for men everywhere.”

With original blog posts from Nivea for Men’s own blogger corps and syndicated articles from various men?s interest publications, “The Groom Room” aims to provide men with all of the grooming information they need in one online location.

The site can be accessed by visiting www.niveaformenusa.com/thegroomroom.

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BEAUTY CARE

Dr. Fresh debuts new hand sanitizer

BY Antoinette Alexander

LOS ANGELES Dr. Fresh has introduced Infectiguard, an alcohol-based hand sanitizer that promises to kill 99.99% of germs without the use of water, soap or towels.

Infectiguard was developed with the input of dermatologists and although it contains 62% alcohol, more than the 60% minimum the Centers for Disease Control and Prevention stipulates to effectively kill germs, it also features aloe, vitamin E and other moisturizing ingredients.

Infectiguard comes in a variety of sizes and formats including family, office, and classroom-friendly options (8-oz. pump bottles including a version for sensitive skin), as well as travel and on-the-go formats (1.8-oz. bottle with clip that attaches to backpacks, belt loops, and purses; spray two pack, and foil-wrapped wipes).  Combo packs include an Infectiguard Hand Sanitizer Trial Pack that lets consumers try the spray, bottle and wipe formats.

To target another fertile breeding ground for germs – toothbrushes – there’s also an Infectiguard Toothbrush Sanitizer, a storage case that sanitizes using an ultraviolet light.

Infectiguard products have a suggested retail price ranging from $2.49 to $2.99 and are available at mass-market retailers beginning in August.

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Hard Candy sets its sights on Walmart

BY Antoinette Alexander

NEW YORK Hard Candy, once known as an edgy, trendsetting beauty brand that graced the shelves of such stores as Sephora and Fred Segal, now is looking to rock the mass market through an exclusive deal with Walmart.

The 261-SKU collection is slated to hit Walmart in the third week of September and will be available at 3,000 stores. Prices range between $5 and $10.

Walmart’s beauty team, in partnership with beauty contract manufacturer NuWorld, developed the collection and unveiled the new, hip line to beauty editors at a launch event Tuesday in Manhattan. The retail giant is looking to leverage the brand’s cachet and it will build upon Walmart’s existing prestige beauty business.

With its fun and trendy packaging and catchy names like Button Your Lip liquid lipstick, Split Personality eye color duo and Curl Up & Dye mascara, the collection is likely to resonate with beauty junkies and existing Hard Candy fans.

The collection also includes a couple of iconic Hard Candy products such as Fortune Gloss lip gloss, which has a fortune telling ball in the cap, and Eye Candy, which is a sliding compact with cream glitter shadow coupled with a coordinating eyeliner.

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