BEAUTY CARE

Startup oral care co. launches toothbrush with ionic technology

BY Antoinette Alexander

PLEASANTVILLE, N.Y. Startup oral care company Global Ionics has announced the launch of its new Ionic ProClean toothbrush.

The Ionic ProClean toothbrush uses ionic technology that, according to the company, has been proven to remove more plaque with less effort.

Plaque has a positive (+) charge; tooth enamel has a negative (-) charge.

The Ionic ProClean uses ionic technology to temporarily change tooth enamel to a positive (+) charge, the company stated. This reportedly loosens the bond of plaque so it can be gently swept away.

After rinsing the toothbrush under running water, the user touches a small silver strip on the handle and brushes normally with the toothpaste of his or her choice. By touching the silver strip, the body?s natural energy completes the circuit. A red light on the handle shines to confirm that the energy circuit is complete and the ionic action is working to remove plaque.

“Studies have shown that ionic technology reduces plaque and gingivitis, stated Ken Davidov, founder of Global Ionics.While this technology has been used in Asia and Europe for years, this is the first ionic toothbrush designed for the North American and worldwide market that neatly encases all the elements into one hermetically sealed brush, made from soft materials. It looks and feels like an ordinary toothbrush and doesn’t require unsightly charging equipment on the bathroom counter. Its function is absolutely silent and it costs less than $10.”

The Ionic ProClean is currently available online at www.ionicproclean.com for $8.95 plus shipping and handling. Orders of two or more brushes come with a free travel kit.

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L’Oreal committed to being green

BY Antoinette Alexander

NEW YORK In conjunction with the celebration of Earth Day on April 22, L’Oreal renewed its commitment to reducing environmental impact and resource use by setting green goals and promoting an eco-responsible business model.

“At the dawn of the 21st century, the world’s leading beauty company needs to be an authentic example in terms of sustainable development. This long-term, self-imposed commitment sets the bar high and we intend to put all our forces behind it to ensure that we rise to the challenge,” stated Jean-Paul Agon, CEO of L’Oreal.

In the field of sustainable development, L’Oreal has established three long-term environmental 2005-2015 targets for its factories and warehouses: Reduce greenhouse gas emissions, reduce water use per unit of finished product and reduce waste generated per unit of finished product.

Over the past year, the beauty company has reduced total CO2 emissions by 6.6% (-11.5% since 2005), reduced water use per finished product by 3.8% (-13% since 2005) and reduced water per finished product by 0.5% (-10.1% since 2005) while increasing its recycling rate to 95%.

In addition, L’Oreal stated that it makes use of several different internationally recognized environmental, occupational health and safety management systems including ISO 14000 and OHSAS 18000. The company stated that it is committed to “an eco-responsible approach focused on understanding all the impacts of its business and considers all stages in the research process and selection and procurement of raw materials, from dialogue with the suppliers to the end of the life of the finished products.” The company noted that this approach “demonstrates a new step in fulfilling L’Oreal’s commitment to address the environment expectations of consumers” worldwide.”

For these accomplishments and others, the beauty company has been recognized as one of the 100 most sustainable companies by Innovest and Corporate Knights in 2008 and 2009.

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Pure & Petal launches travel size hair fragrance

BY Antoinette Alexander

MONTREAL Pure & Petal has introduced its new travel-size hair fragrance that women can take with them wherever they go, including the airplane or gym.

The refillable 0.1-ounce fragrance comes packaged in a set with the full-sized 4-ounce fragrance and a tiny funnel for refilling the little bottle. The set retails for $49.99 and is sold at select retailers across the United States and Canada, as well as at www.purepetal.com.

The hair fragrances are available in four scents: Sublime Citrus, Heavenly Clean, Linden Blossom and Summer Passion.

“In these tough economic times, Pure & Petal wanted to give clients a good value,” stated Elizabeth Pyshnov, founder of the Montreal-based company. “The refillable fragrance saves clients money by eliminating the need to buy a new package every time, and it keeps our landfills free of unnecessary repeat packaging.”

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