BEAUTY CARE

Orabrush completes investment round

BY Antoinette Alexander

SALT LAKE CITY — Tongue cleaner Orabrush has closed a $2.5 million investment round with True Ventures of Palo Alto, Calif., and returning investor 2x Consumer Products Growth Partners of Chicago. The funds will be used to help accelerate the company’s retail growth strategy, according to the manufacturer.

"This financing, made by savvy investment veterans with strong industry creditability, validates Orabrush’s platform as a rising consumer products player, as well as a transformative social media company," stated Jeff Davis, president and CEO of Orabrush. "This extremely smart money not only provides us the means to scale our online success with retailers globally; it also enables us to access and leverage the networks of both True Ventures and 2x Consumer Products Growth Partners to scale our capabilities far beyond that of a small startup company."

Last month, Orabrush became the second-most-subscribed sponsor video channel on YouTube, garnering more than 34 million channel views, the company stated. Created by Robert Wagstaff in 2000, Orabrush has parlayed its social and traditional media exposure into a retail brand, including most recently to retailers in the United States, Japan and United Kingdom. According to the Orabrush website, it is sold in nearly 1,400 stores. In addition, direct online sales have surpassed $1.4 million from consumers in 114 countries.

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NSF International, Natrue develop standard for natural personal care products

BY Antoinette Alexander

ANN ARBOR, Mich., and BRUSSELS — NSF International, a U.S. testing and certification organization, has partnered with Natrue, the international natural and organic cosmetic association based in Brussels, to develop a national standard for natural personal care products.

The new American national standard aims to define the use of the term "natural" and protect the integrity of verified natural personal care products. Natrue’s natural personal care criteria (Natrue standard level 1) will be used as a foundation for the development of an American version, which will help establish a globally recognized definition of "natural" in such personal care products as cosmetics, oral care and personal hygiene.

"In the absence of a standard definition, consumers often question the term ‘natural’ on personal care products as to what it actually means," stated NSF International standards director Jane Wilson. "By collaborating with Natrue, consumer groups, industry experts and regulators, the American national standard for natural personal care products will define, in line with Natrue’s label approach, the use of the term ‘natural’ helping to protect and promote authentic and quality natural personal care products worldwide."

NSF International stated that it will develop the new natural personal care standard using a consensus-based process that allows for balanced participation from key stakeholder groups, including regulators, personal care manufacturers, trade associations and retailers.

The first stakeholder meeting to discuss the development of the new standard will be held March 10 at the Natural Products Expo West trade show in Anaheim, Calif.

This initiative marks the second U.S. national standard that NSF International plans to develop for the personal care industry. "A year ago, the NSF/ANSI 305 standard was introduced for manufacturers seeking to have their personal care products certified as containing organic ingredients. Developing a standard for natural personal care products will help delineate the two sectors for consumers and bring meaning to the term ‘natural,’" Wilson stated.

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Sealed with a kiss: Shoppers Drug Mart develops lip makeover app

BY Antoinette Alexander

CALABASAS, Calif. — Shoppers Drug Mart has partnered with FaceCake Marketing Technologies to create a new lip makeover mobile app that enables beauty mavens to use their iPhones to view a lipstick shade on their own image.

The app is debuting during the retailer’s Free Express Lip Makeover campaign in celebration of Valentine’s Day.

Lip makeover combines FaceCake’s proprietary image animation and interactive try-on technologies to bring the benefits of "TryVertising" to the consumer’s pocket. By choosing from the latest lipstick colors from such brands as Bare Escentuals, Dior, Smashbox and Lancome, customers can use the mobile application to preview their pucker with a number of shades. They then can animate and send their kisses to family and friends.

"The lip makeover application allows Shoppers Drug Mart to put a lipstick aisle in every purse," stated Lori Sroujian, manager of digital marketing for Shoppers Drug Mart. "We are thrilled that FaceCake extended our store’s reach to wherever our consumers are, while also providing a fun viral app."

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