BEAUTY CARE

Pasta De Lassar arrives in the U.S.

BY Allison Cerra

EL SEGUNDO, Calif. — A diaper rash treatment and skin protectant has arrived in the United States, MarcasUSA said.

The company said Pasta De Lassar, which has been sold in Mexico for more than 45 years, now is available at Walmart, Kmart, Walgreens Rite Aid and in designated Hispanic stores across the country. The product is specifically formulated for a baby’s sensitive skin and does not contain any added fragrance.

MarcasUSA CEO Richard Phillips said the it is celebrating the brand’s expanded distribution through television and social media campaigns.

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Maybelline New York brings its Dream Fresh BB skin perfector to U.S. beauty market

BY Antoinette Alexander

 NEW YORK — Maybelline New York is launching at retail in June its Dream Fresh BB, an 8-in-1 skin perfector.

The Dream Fresh BB is the brand’s take on the beauty product phenomenon, BB cream or beauty balm. It’s not a foundation or a tinted moisturizer. Oil-free and 70% water, the multitasking formula offers skin care benefits plus immediate perfecting covering in one step.

“Maybelline New York’s Dream Fresh BB has been a phenomenal success throughout the world. We are proud to bring this innovation to our U.S. consumers,” stated David Greenberg, president of Maybelline New York-Garnier-Essie. “Today’s consumers are hyper-attuned to the latest global beauty trends. The introduction of Dream Fresh BB brings a new category to our face portfolio of products so that we offer our consumer the most comprehensive portfolio to address her face needs.”

Dream Fresh BB promises to improve the look and feel of skin with eight benefits in one: blur imperfections, brighten, even skin tone, smoothe, hydrate, enhance, protect with SPF 30, and has no harsh ingredients and 0% oils.

The formula is available in five shades and has a suggested retail price of $8.99.

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Coty launches new corporate website

BY Antoinette Alexander

NEW YORK — Coty announced on Friday the unveiling of its new corporate website, which modernizes the company’s digital presence and is designed to reflect Coty’s innovative "Faster. Further. Freer." corporate culture.  

Iris Worldwide — an independent, integrated marketing agency — created the new website, located at Coty.com. The new site incorporates the most current content from each of Coty’s 50+ brands’ Twitter, Facebook and YouTube pages, creating a continuously evolving site.

"The refreshed Coty website provides a live snapshot of a brand’s world through a real-time, socially enabled experience," stated Sean Reynolds, global creative director at iris. "The new site construction pays homage to each brand, granting them control over their individual pages in order to convey a unique brand personality."

Coty’s brands include Adidas, Beyoncé, Calvin Klein, Davidoff and Rimmel. The site highlights the company’s portfolio of fragrance, color cosmetics, nail, and skin and body care labels. Geared toward current Coty employees, prospective talent, media, investors and consumers, the site is unique in its wide range of audiences and serves as a looking glass into Coty’s unique corporate culture.

"We are thrilled to announce the launch of our new corporate website, which we feel better represents our culture, constantly evolving brand portfolio and rich history," stated Coty CEO Bernd Beetz. "By incorporating social media, we are bringing Coty content to a higher level, providing users with accurate, up-to-date information in one central location."

The site also features a newsfeed, located on the homepage, that will highlight brand news and press releases.

Iris Worldwide has been working with Coty since 2008. The agency’s previous work with Coty includes the creation and execution of Beyoncé Parfums global website and Facebook page; the Madonna Truth or Dare website; Faith Hill and Tim McGraw’s Soul2Soul website and Facebook page; and Rimmel London’s fully integrated social media strategy and activation.

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