BEAUTY CARE

Schmidt’s Naturals intros Tooth + Mouth Paste offerings

BY Gisselle Gaitan

Schmidt’s Naturals, which previously announced it had been acquired by Unilever, is introducing a new line Tooth + Mouth Pastes. The line will contain four flavor offerings, with a fifth to be added in February. Each of the oral care products is formulated with ingredients, such as superfood extracts, vitamins and magnolia bark extract, the Portland, Ore.-based company said.

“Our customers are seeking effective, high-performing alternatives to traditional personal care products and toothpaste is no exception,” co-founder Jaime Schmidt said. “With their preferences in mind, we focused on providing all the essential functions of a toothpaste, but taking it a step farther with supercharged vitamin and superfood ingredients to encourage overall mouth health. We’re innovating formulas that go beyond your teeth.”

Also found in each product are organic aloe leaf juice, tea tree and CoQ10. Like other offerings from Schmidt’s Naturals, this latest launch is free from controversial toothpaste ingredients, such as SLS, PEG, artificial sweeteners, flavors and dyes.

The newly launched flavors are:

  • Wondermint  contains the classic flavor of mint without a bitter aftertaste;
  • Activated Charcoal  an onyx grey paste that contains the mint flavor found in the Wondermint option;
  • Vanilla Chai  features a warm, mildly spicy and sweet vanilla taste; and
  • Coconut + Lime  combines the taste of coconut with citrus lime notes, while also containing an undertone of mint.

“Schmidt’s is pushing the category forward with products that prioritize significant technological and biological advancements in natural, using high-quality plant and mineral-derived ingredients. ‘Natural’ no longer has to be seen as reductive or overly simple — this is the next level of natural,” co-founder and CEO of Schmidt’s Naturals Michael Cammarata said.

Schmidt’s Naturals Tooth + Mouth Pastes are now available for purchase online and in select retail locations for the suggested retail price of $5.99.

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Head & Shoulders names Gus Kentworthy its latest ambassador

BY Gisselle Gaitan

Head & Shoulders has named U.S. freeskier Gus Kenworthy, who also happens to be the first openly gay action sports athlete, its latest brand ambassador. The Olympian will be featured on the Shoulders of Greatness campaign, which coincides with the Olympic Winter Games in Pyeongchang.

The Procter & Gamble-owned company’s campaign will highlight all of the things people carry on their shoulders, such as pride, pressure and expectations, and how it serves as a motivator to overcome any presented challenges in order to achieve greatness.

“I’m thrilled to be part of the Shoulders of Greatness campaign as it resonates with my journey,” Kenworthy said. “Before coming out, I was carrying so much pressure that I put on myself. It wasn’t until I made the decision to come out that I was able to release that weight off my shoulders and find the confidence to be myself, which allowed me to perform my best.”

Throughout February, Kentworthy will appear in 15-second commercials, as well as in-store and digital executions. The spots will explore all of the hurdles the athlete had to overcome, along with his relationship with long-time agent Michael Spencer, who helped him make the decision to come out publicly in 2015.

“Gus is the embodiment of Shoulders of Greatness,” John Brownlee, brand director at Head & Shoulders, said. “He has pushed through personal and social barriers to compete at the highest level…and at his personal best. We are so excited to be on this journey with him at the upcoming Olympic Winter Games, and we know he will inspire others to shoulder their own greatness, no matter what obstacles they face.”

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Target furthers beauty footprint, introduces fragrances

BY Gisselle Gaitan

Target is expanding its beauty portfolio by announcing the launch of its exclusive fragrance brand called, Good Chemistry. Four collections have been created by the Minneapolis-based company, with each one drawing inspiration from various personality traits.

The new collection will feature the Confident and Charming, Good and Grounded, Vibrant and Playful and Cool and Collected scents, all of which will be available in perfume, body spray and rollerball options.

“Beauty at Target is all about the joy of discovering products that work best for you, and we want to ensure this philosophy rings true in fragrances,” Christina Hennington, senior vice president of beauty and essentials at Target, said. “That’s why we are reinvigorating our fragrance collection by introducing Good Chemistry, an exclusive brand that is all about inspiring our guests to find unique scents that they love.”

Beginning Jan. 21, all scents will be available for purchase in Target locations throughout the nation. All products also are vegan, paraben-free and created with essential oils, the company said.

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