BEAUTY CARE

Old Spice channels fine fragrances in Red Collection

BY Gisselle Gaitan

Old Spice is celebrating 80 years as a grooming brand by launching the Red Collection, a new line of premium scents. The line will feature antiperspirants, deodorants, body washes, body sprays and shampoos, and is inspired by fine fragrance trends and enhanced by the company’s Fade-Resistant Scent Technology, which provides long-lasting scents that resist fade.

With our new Red Collection and supporting ad campaign, Old Spice is shattering the belief that premium scents only come in fancy bottles with fancy price tags from fancy fragrance houses in France,” Janine Miletic, Old Spice brand director at Procter & Gamble said. “After all, we have some of the world’s most renowned perfumers on our team and we’re excited to democratize the premium scent experience by introducing scents inspired by fine fragrance brands to the Grammys and to guys everywhere in the male grooming aisle.”

The featured scents within the line will include:

  • Captain: The Scent of Command contains a modern scent with crisp top notes of water and citrus met with subtle green notes.
  • Ambassador: The Scent of Excellence features a classic masculine scent with warm, caring notes of creamy amber freshened by spicy, woody top notes.
  • Nomad: The Scent of Adventure contains an innovative, aquatic fragrance that captures classic elements of fougere with citrus and crisp watery fruits.

“Old Spice has been sailing the seas of men’s grooming longer than anyone out there and there’s a reason why we’re the No. 1 selling antiperspirant/deodorant stick and body wash brand with guys of all ages,” Miletic said. “We understand what guys want and what they are frustrated with today, which includes not being able to smell their product at the end of the day. These insights go directly into our product design and our new Red Collection is the perfect example of that, combining preferred scents and breakthrough technology. We look forward to continuing to evolve with guys over the next 80 years!”

The Red Collection is available for purchase at drugstores, grocery stores and mass merchants nationwide.

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Clairol redesigns formula, intros Nice ‘N Easy Color Care

BY Gisselle Gaitan

Clairol is redesigning it’s classic Nice ‘N Easy hair dyes with the launch of Nice’n Easy Color Care. The new line teams damage blocking technology with a revolutionary hair dye molecule, ME+, to create an allergy gentle formula that conditions in every step, the New York City-based company said.

The Coty-owned brand’s new patented permanent hair color technology helps block damage with EDDS technology, which encapsulates copper and prevents it from reacting with water and other free radicals to keep the cuticle healthy and smooth.

“Coloring your hair is one of the boldest ways to change your look and your perspective. Making that change at home, yourself, requires a lot of bravery and raises many questions,” Rosi Ajjam, SVP retail hair at Coty, and the architect of Clairol’s recent redesign said. “As a long-time category leader and innovator in at-home hair color, it’s our responsibility to partner with women in this process. Our first step was taking an in-depth look at people’s concerns — fear of damage or achieving an unnatural result; and annoyance with messy and smelly formulas. From there, we created a breakthrough product to tackle those concerns directly. Our intention for the new Clairol Nice ‘N Easy is to empower women to color fearlessly. From a technical perspective, this means blocking damage with conditioners at every step, in an allergy-gentle formula, for beautiful, natural-looking hair. On the emotional side, this means looking and feeling your absolute best, and hopefully tackling the day with a little less fear.”

The no-drip, cream Color Care formula features conditioners and antioxidants at every step of the coloring process, alleviating the feeling of dry, brittle hair, the company said. Clairol also has added foaming technology that the slows the rate at which ammonia evaporates, significantly reducing the odor and replacing it with a fresh, lily scent.

Every shade that previously existed in the Clairol Nice ‘N Easy collection will be featured with the new formula, and the company also will expand the range of products to 47 shades.

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L’Oréal Paris taps Camila Cabello as next Elvive spokesperson

BY Gisselle Gaitan

L’Oréal Paris has unleashed its second phase of its Elvive Hair Care line, which previously debuted with a commercial for its Comeback campaign featuring actress Winona Ryder. The New York City-based company has announced that singer Camila Cabello will front the Extraordinary Oil Collection — part of the product line, which targets dry and undernourished tresses.

“I think a comeback is defined as struggling through something and having the strength and resolution to push past it,” Cabello said. “For me, it was about taking chances, aiming high and believing that I was worth it. I can now finally hear everything my heart was telling me.”

A hero treatment within the launch is the Extraordinary Oil Treatment, which is a multi-use leave-in product infused with camellia and golden sunflower oils. With just one use, hair is left 10 times more moisturized with no greasiness or weigh-down, the company said.

“We are very proud to partner with Camila for the launch of Elvive,” Tim Coolican, president of L’Oréal Paris USA, said. “Elvive was designed to address the 80% of women in the United States who experience some form of hair damage daily. The line builds on L’Oreal Paris’ commitment to creating innovative products, services and experiences that help people look and feel their best every day.”

All Elvive products are available for purchase in mass food, drug and retail locations nationwide at the suggested retail price of $4.99, treatments on the other hand retail for $6.99.

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