BEAUTY CARE

Simple for sensitive skin enters U.S. market

BY Antoinette Alexander

ENGLEWOOD CLIFFS, N.J. — Unilever has introduced a U.K. facial skin care brand to the U.S. market with the launch of Simple Sensitive Skin Experts.

The brand’s debut in the United States and Canada is marked by the unveiling of 13 facial skin care items, making it the only mass facial skin care line specifically for those with sensitive skin, Unilever stated.

Simple is a brand with more than 50 years of heritage in the U.K. The line, including cleansers, moisturizers, eye care products and wipes, promises to deliver effective yet gentle skin care with no dyes, artificial perfumes or harsh irritants that can upset the skin.

Simple is supporting the launch with a full marketing plan, including television, print, digital, public relations and social media.

“Simple will further strengthen Unilever’s skin care portfolio and fill a void that currently exists in the mass skincare market,” stated Alison Clark, brand building director for Unilever U.S. skin care. “Sensitive skin is a concern for so many women yet somehow an overlooked category within the industry. We are confident that American women will embrace Simple, this iconic U.K. brand with years of history, and we look forward to delivering on the promise of effective yet gentle skin care for sensitive skin.”

New advertising for print, online and television will debut featuring bold imagery of pink dye splashing against a pure, white rose to underscore the brand’s “absence of” philosophy. The redesigned website — located at Simpleskincare.com and featuring advice from experts — coupled with Facebook, Twitter and YouTube launches, will help build the brand’s community and inject Simple into the online conversation around sensitive skin.

Simple is available at mass retailers, select drug stores and supermarkets nationwide starting as of February with a suggested retail price of $5.99 to $12.99.

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Merlot Skin Care to hit Duane Reade shelves

BY Antoinette Alexander

NEW YORK — Merlot Skin Care has entered the New York beauty market via its debut at Duane Reade.
 
“Women in New York are constantly on the go,” stated Michele Beckley, Merlot’s VP of brand development, “They need easy access to effective beauty solutions that will make them look and feel great.  That’s why we’re so glad Merlot products will now be available at Duane Reade.”
 
The products hitting Duane Reade, as of mid-February, include:

  • Merlot moisturizer: A lightweight, anti-aging formula with SPF; 

  • Moonlight Radiance night cream: An over-night formula to combat deep wrinkles and fine lines with peptides;

  • Grape seed facial cleanser:  A gentle cleanser that softens skin and removes impurities with a non-drying, soap-free formula; and

  • Purifying peel off mask: Rids skin of imperfections and soothes stressed skin with ginseng extract.

     

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New Borghese hair care line to hit mass

BY Antoinette Alexander

NEW YORK — Global cosmetic, skin care, fragrance and spa company Borghese has partnered with Primary One Brands, which provides salon-branded products to all classes of trade, to launch a new line of hair care products by Borghese.

Available at retail as of January, the new line of Italian-inspired products features a range of shampoos, conditioners and styling products. The products are formulated with Borghese’s proprietary Acqua Di Vita complex, the main age-defying ingredient found in many of the company’s products. This complex is found in mineral waters and volcanic mud in the Italian region of Tuscany, and is known for its rejuvenating effects.

The new line of Borghese hair care products includes Venetian volumizing shampoo and conditioner, Modena moisturizing shampoo and conditioner, Salermo silking hair oil, Tuscany thickening cream, Giovanni volumizing hair gel, Siena styling spray, Siena finishing hair spray, Milan volumizing mousse and Capri style-in conditioner. The price point ranges from $13 to $18.

IMC, a licensing and global brand management company, collaborated with Borghese and Primary One Brands in the launch.

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