BEAUTY CARE

Splat focuses on bright, bold dyes with new campaign

BY Gisselle Gaitan

Helping consumers achieve those bright, bold hair colors that are currently on-trend is what Splat Hair Color is all about. For those who can’t find themselves able to commit to permanent bold hair, the company has two innovations that would be right up their alley — Splat 1 Wash and Splat 10 Wash, No Bleach.

The Splat 1 Wash features a water-based formula that delivers vibrant colors through a proprietary comb-in applicator. The product is mess free and contains no such aerosol overspray, and there is no dusting as with a hair chalk. Each kit includes a 3.0-oz. dye, applicator, comb, gloves, instructions and comes in six shades — piercing pink, red pop, bolder blue, vivid velvet, mango mash and eclectic green.

Splat’s 10 Wash is designed for those getting started in bold hair color or who find themselves inable to commit to one color. The dye is semipermanent, applies to dry hair in under an hour and lasts for 5-to-10 washes. Each kit contains a 6.0 oz. semipermanent dye, gloves, instructions and seven shades — pink pride, infrared, violet vixen, blue by you, peach fuzz, novelteal and mint shake. The hair color’s intensity is determined by how long users leave it in.

To celebrate these latest innovations, the company is launching a new campaign and video called “Your Life, Your Color,” which depicts rebellious young women breaking the mold of traditional beauty expectations to showcase their bright, bold tresses. There also will be paid social ads, YouTube integration and digital and print ads to bring awareness to the brand’s products.

Both of Splat’s latest innovations are available for purchase at Walmart, Ulta Beauty, Target, Walgreens, CVS and Rite Aid. The Splat 1 Wash retails for $6.99, while the 10 Wash can be purchased for $8.99. Further product information can be found on Splat’s website.

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Ouai sets the stage for relaxed, undone tresses

BY Gisselle Gaitan

The celebrity hairstylist and founder of hair care line Ouai, Jen Atkin, wants to help consumers achieve that effortlessly chic, undone look with their tresses by introducing the brand’s latest innovation, dry texture foam.

Free of parabens, sodium chloride and formulated without being tested on animals, this new product is infused with rice protein to add hold and memory for a soft, reworkable, beachy texture that may last for several days. Rice protein also protects hair fibers from oxidative damage due to solar radiation, and protects hair keratin from degradation, the Los Angeles-based company said.

Aside from protecting and styling, the dry texture foam also contains Ouai’s No. 2 fragrance, which features notes of bergamot, Italian lemon, Rose De Mai, magnolia, lily, blackberry, violet, cedar wood, amber, patchouli, sandalwood and white musk.

To use the foam, users need to apply a quarter-sized dollop onto their palm and apply to dry or damp hair from the ends up for a beachy lived-in style.

Ouai’s dry texture foam comes in a 4-oz. size that retails for $28, and is available for purchase on the company’s website, where further product information also may be found.

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L’Oréal expands digital footprint by acquiring ModiFace

BY Gisselle Gaitan

L’Oréal has announced that it will be acquiring 100% of augmented reality company ModiFace, which in the past has partnered with MAC Cosmetics and most recently CoverGirl on Samsung’s Galaxy S9/S9+ devices.

Founded by Parham Aarabi in Canada, ModiFace has developed advanced 3-D virtual makeup, color and skin diagnosis services using proprietary know-how, which tracks facial features and color.

“We are thrilled to welcome ModiFace to L’Oréal to become the heart of our digital services R&D. With its world-class team, technologies and sustained track record in terms of beauty tech innovations, ModiFace will support the reinvention of the beauty experience around innovative services to help our customers discover, try and chose products and brands,” Lubomira Rochet, chief digital officer of L’Oréal, said. “We at L’Oréal and ModiFace want to pioneer this new page of the beauty industry and serve our customers with innovative services and experiences.”

Toronto-based ModiFace will become part of the company’s digital services factory, a network dedicated to designing and developing new digital services for the Clichy, France-based group’s brands. The AR-focused brand also will work closely with the beauty conglomerate’s advanced research team and remain based in Canada.

“L’Oréal’s acquisition of ModiFace provides an incredible opportunity to innovate on beauty augmented reality, AR, and artificial intelligence, AI, at an unprecedented scale, the results of which will shape the beauty industry for the decades to come. Our entire team and I are extremely excited to be joining the L’Oréal family, and look forward to the AR/AI-enabled future that we will create together,” Parham Aarabi, founder and CEO of ModiFace, said.

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