BEAUTY CARE

Supermodel Claudia Schiffer becomes new face of Elizabeth Arden fragrance

BY Antoinette Alexander

MILAN, Italy Elizabeth Arden has signed supermodel Claudia Schiffer as the face of a new fragrance from Alberta Ferretti.

In January 2008, Elizabeth Arden entered into an exclusive, long-term global licensing agreement with AEFFE S.p.A. for the development, marketing and distribution of fragrance, cosmetic and skin care products with Alberta Ferretti. The fragrance and the campaign will debut in Europe in fall 2009.

“We believe we have created a fragrance that expresses the brand values that emanate from Alberta’s rich creative experience,” stated Ron Rolleston, EVP global marketing for Elizabeth Arden. “It was important that we stay true to those values in selecting a face for this sophisticated new fragrance. In Claudia Schiffer, we have found an ideal visual representation for the brand,”

Creative director Alex White collaborated with Alberta Ferretti on the concept for the campaign, which was shot by photographers Mert & Marcus.

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BEAUTY CARE

Dove anti-perspirant deodorant promoting the PitiCure

BY Antoinette Alexander

NEW YORK Unilever’s Dove anti-perspirant deodorant is promoting the PitiCure, a three-step process for the treatment of delicate underarm skin.

The PitiCure process includes:

  • Underarm exfoliation: Use a gentle scrub or wipe to cleanse underarmsand help remove impurities.
  • Rinse: Rinse off and gently dry underarms with a towel.
  • Apply Dove Visibly Smooth anti-perspirant deodorant.

The brand is inviting beauty mavens to experience the PitiCure treatment for free at The PitiCure Pavilion. This pop-up spa will be in Los Angeles at The Grove from June 10 to 14; New York at South Street Seaport from June 24 to 28; and Philadelphia at King of Prussia Mass from July 8 to 11.

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Beauty Innovations moves its headquarters

BY Antoinette Alexander

DARIEN, Conn. Beauty Innovations, a distributor of an international line of natural personal care products, has relocated to Darien. Previously, the company was based in Englewood Cliffs, N.J.

Beauty Innovations is a division of Scion International, headquartered in Dubai. Its U.S. operations are run by the company’s president, Lee Silvas. 

The company’s One Planet line, developed in 2007, is currently sold at pharmacies nationwide. The collection includes eau de toilette, deodorants, body spray, hair gel, face moisturizers, shower gel and shampoos, shaving oil and aftershave balms for men. The women’s line includes eau de parfum, body mist, deodorants, shower gels and face moisturizers.

The line uses 100% natural ingredients and natural extracts, such as sunflower seed oil, grapefruit seed extract and olive oil, and is not tested on animals.

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