BEAUTY CARE

Supermodel Molly Sims partners with Unilever’s Pond’s skin care

BY Jason Owen

ENGLEWOOD CLIFFS, N.J. — Smartphones are turning every moment into a candid photo opportunity, which means a glowing complexion is more important than ever. That is why Pond’s skin care products is partnering with supermodel Molly Sims to help women look their best every day.

A fashion model, actress and new mother, Molly Sims knows a thing or two about looking radiant — even when there is no red carpet or runway in sight. "Every day is a photo opportunity, so I always want my skin to look its best. As a longtime fan of the Pond’s brand, I love the new Pond’s Luminous Line of cleansers and a moisturizer that brighten dull skin," said Sims. "They make my skin look bright and beautiful so I am always camera-ready."

This month, Sims joins Pond’s to help women experience the "luminous effect" that comes with having great skin. Together, they are launching the "Pond’s 30-Day Luminous Photo Challenge," a 30-day photo sweepstakes featuring daily challenges to inspire women to share photos of their happiest, most radiant moments. Thirty prizes will be awarded. From March 4 through April 2, women can upload pictures to the Pond’s Facebook page to enter the sweepstakes. They can also tag their photos on Twitter or Instagram by using the hashtag #LuminousEffect to be entered.


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L’Oréal Paris releases new mascara, digital campaign

BY Jason Owen

NEW YORK — In celebration of its recently launched Telescopic Shocking Extensions mascara, a new mascara that delivers the look of lash extensions, L’Oréal Paris is kicking off a nationwide digital contest inviting consumers to snap and upload a photo to LorealGetNoticed.com for the chance to be named the next "face" of L’Oréal Paris.

Throughout the duration of the six-week contest, one lucky winner per week will have their photographed look featured in L’Oréal Paris’ Shocking Extensions Telescopic Mascara online campaign. The six weekly winners also will receive a year’s supply of Shocking Extensions Telescopic Mascara and qualify to win a chance at the grand prize. One grand prize winner will receive an all-expense paid trip to New York City to be photographed by a notable celebrity photographer and featured in a national print advertisement. Additionally, the grand prize winner will receive a five-year supply of L’Oréal Paris cosmetics. The grand prize winner will be chosen by a panel of top beauty experts, including L’Oréal Paris Consulting Makeup Artist, Billy B.

"Telescopic Mascara delivers the bold look of extensions in a mascara to deliver a dramatic and shocking look," says Billy B. "It’s going to be really fun to see all of the diverse and captivating beauty looks submitted for L’Oréal Paris’ #GetNoticed contest and campaign — I’m thrilled to be a part of it all."

While judges will be on the lookout for shocking lashes and beautiful, on-trend makeup looks, it’s important that photos convey attributes like confidence, composure, drive, energy and charisma — all qualities possessed by L’Oréal Paris’ diverse set of brand ambassadors.

Entrants can follow the below tips to ensure they are taking, selecting and uploading their most shocking, get-noticed beauty look:

  • Let lashes take center stage by applying a couple coats of L’Oréal Paris’ Telescopic Shocking Extensions Mascara. This will ensure lashes have ultra-high impact length and shocking intensity — no false lashes permitted!
  • Use a high-quality camera that will deliver a sharp-focus image full of detail. Look for the right lighting — the brighter, the better; but avoid too-bright sunlight that may cause squinting.
  • Enlist friends to help you identify your best angle. Shooting yourself head-on, or from a bit of a downward angle is usually the most flattering way to go.
  • Consider adding cool photo filters to up the drama and intensity factor.
  • Finally, closely follow the instructions on LorealGetNoticed.com to learn how to correctly post and crop photo submissions into the magazine ad format provided, so that judges can see why you should be the next face of L’Oréal Paris.

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Julep, social media-fueled beauty brand, gets funding boost from Silicon Valley firm

BY Alaric DeArment

SEATTLE — A growing beauty brand led by a former executive from Starbucks has secured more than $10 million in financing from a Silicon Valley venture capital firm.

Julep Beauty, founded by Jane Park, said it received $10.3 million in Series B financing from Andreessen Horowitz, led by former Netscape co-founder Marc Andreessen. Maveron — the venture capital firm co-founded by investor Dan Levitan and Starbucks chairman and CEO Howard Schultz — participated in the funding.

"I started Julep out of a passion for connecting with my sisters and girlfriends through beauty," Park said. "For me, beauty is about connection, not competition. So my vision is to bring a new social approach to the beauty industry by having a two-way conversation online with our fans, incorporating their ideas directly into our rapid product innovation cycle."

Park has grown Julep as a multichannel brand fueled by digital and social media, the company said, saying that "unparalleled innovation" and speed-to-market, coupled with vocal social media engagement instead of traditional marketing, have enabled it to produce more products in 18 months than any other beauty company. In that time, the company has launched 52 new beauty products, including mascaras, lip glosses and glycolic scrubs, as well as 186 nail colors.

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