BEAUTY CARE

Suave asks consumers to take challenge

BY Antoinette Alexander

NEW YORK — Unilever’s Suave brand of hair care products is showcasing its reformulated Suave Professionals line via a "Shameless" star challenge that asks women to put their hair care products to the test.

To launch the challenge, actress Emmy Rossum of Showtime’s "Shameless" Thursday is hosting a live event in New York’s Union Square, where she is asking consumers to take "The Suave Challenge" to see if they can tell the difference between hair styled with new Suave Professionals and hair styled with top salon hair care products.

The brand also is inviting women to put the products to the test themselves by giving away a free full-sized styling product to the first 200,000 visitors to Suave Beauty’s Facebook fan page. In addition, consumers can visit CanYouTell.com to compare new Suave Professionals with a top salon. Prizes will be awarded to anyone who can prove the brand wrong, Suave stated.

The new collection features 34 products, including a dry shampoo, volumizing root boost spray, Touchable Finish hairsprays, and black raspberry and white tea shampoo and conditioner, all with enhanced formulas and fragrances in salon-inspired packaging.

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BEAUTY CARE

Crest Pro-Health looks to ‘invigorate’ oral care category

BY Antoinette Alexander

CINCINNATI — Procter & Gamble’s Crest Pro-Health portfolio now includes the new Invigorating Clean toothpaste and mouth rinse.

"We wanted to give our consumers a new way to enjoy our products while providing them with the superior oral care benefits they expect from Crest," stated Robert Gerlach, research fellow for P&G worldwide clinical investigations. "The Invigorating Clean Regimen delivers amazing oral health protection and provides an invigorating signal with a lasting clean-mouth feel that helps to reinforce good behavior."

The new Crest Pro-Health Invigorating Clean multiprotection rinse offers consumers a rinsing experience with new flavor ingredients that provide an invigorating sensation during use and a lasting cool freshness after use, the company stated.

The Crest Pro-Health Clinical Gum Protection Invigorating Clean mint toothpaste includes an advanced formula that provides the company’s highest level of protection against the plaque bacteria that can cause gingivitis. According to P&G, the toothpaste is proven to help reverse gingivitis in four weeks and protects against the areas that dentists check most: cavities, plaque, tartar, sensitivity, stains and bad breath.

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Short film highlights John Frieda’s at-home hair color range

BY Antoinette Alexander

NEW YORK — Actress Katie Holmes stars in "The Decision," a short film in support of the new John Frieda precision foam color from Kao Brands.

The film, which premiered March 22 at a red carpet event in New York, offers a first look at the at-home hair color range. With a spectrum of 20 shades and foolproof foam texture, the formula promises effortless application and complete coverage for salon-quality results.

"The Decision" is a depiction of a universal experience with which every woman can identify: Is cheating on your colorist really worth the risk? Illuminating the anxiety and uncertainty behind at-home hair color, "The Decision" tells the story of Joan Hudson (played by Holmes), a high-profile actress who makes the choice to leave her colorist and color her own hair.

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