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Tweezerman, fashion designer Cynthia Rowley partner for limited-edition collection

BY Antoinette Alexander

NEW YORK — Tweezerman has partnered with fashion designer Cynthia Rowley for the 2012 limited-edition designer series collection, an annual compilation coveted by fashionistas, beauty aficionados and design enthusiasts alike.

Rowley has added sporty and graphic prints to this year’s designer series collection for Tweezerman, bringing her colorful chic aesthetic to the beauty tools.

These special-edition Sporty Foulard prints are available on the Slant tweezer in two special-edition colors: light blue and cobalt blue. The prints also are available on the Mini Slant tweezer and the Filemate nail file in signature red.

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Vichy’s new LiftActiv Serum 10 to hit select retail locations in September

BY Antoinette Alexander

NEW YORK — Vichy Labs has introduced its new LiftActiv Serum 10, an anti-aging serum that promises to go beyond fine lines and wrinkles to deliver visible results on wrinkles, pores, a loss of firmness and tonicity.


LiftActiv Serum 10 combines Rhamnose in a 10% concentration with hyaluronic acid, ceramides and antioxidant-rich Vichy thermal water. Rhamnose, a naturally derived plant sugar, is proven to simultaneously stimulate rejuvenation of all skin surface layers, the company stated.


One single drop promises to deliver an instant smoothing effect that leaves the skin firmer, tighter and velvety soft. After one month, skin is visibly transformed, with a clinically proven reduction on the appearance of the four main types of facial wrinkles: eye contours, crow’s feet, forehead wrinkles and laugh lines. LiftActiv Serum 10 also provides a long-lasting lifting effect while reducing the appearance of pores, yet is gentle enough for sensitive skin.


Vichy LiftActiv Serum 10 is priced at $52 and will be available beginning in September at select CVS/pharmacy, Duane Reade and Walgreens locations.

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Orabrush forms new advisory board

BY Antoinette Alexander

PROVO, Utah — Tongue cleaner manufacturer Orabrush has added David Kelley, founder and chairman of the global innovation and design firm IDEO, and Mikel Chertudi, senior director of global media and demand marketing at Adobe, to its recently formed advisory board.

As advisory board members, Kelley and Chertudi will lend their expertise to the Orabrush team as the company builds on the momentum created by its digital marketing strategy on YouTube.

After struggling with traditional marketing methods to gain traction with its patented tongue cleaner, Orabrush finally saw success after implementing what it calls its "reverse marketing model." Through this model, Orabrush was able to cultivate an online fan base through the use of YouTube videos. With more than 47 million channel views, the company has the third most-subscribed sponsor channel on YouTube — behind only Apple and Old Spice — and ultimately transformed that online support into nationwide distribution at nearly 30,000 retail locations around the world.

"We pioneered this reverse marketing model, and found tremendous success in a relatively short amount of time," stated Jeff Davis, CEO of Orabrush. "As we look ahead, we want to explore avenues that allow us to best capitalize on our inventive model while building a strong infrastructure to support growth. David is an icon in product design and marketing and has worked with the best companies in the world. Mikel has a wealth of knowledge in digital marketing and analytics. They will both bring expertise to guide us on the best path to take moving forward."

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