BEAUTY CARE

Vita-K Professional line now includes treatments for deep facial lines, crow’s feet

BY Antoinette Alexander

LOS ANGELES — Freeman Beauty’s Vita-K Professional line is expanding to now include Vita-K Professional deep facial lines and Vita-K Professional crow’s feet treatments.

Like all products in the collection, the formulas feature the ProVita-K complex and anti-aging peptides (Matrixyl 3000) to help give skin a youthful and radiant appearance.

The ProVita-K complex combines the benefits of vitamin K and an amino acid/polypeptide complex that improves the appearance of skin tone and elasticity, according to the manufacturer.

Matrixyl 3000, a registered trademark of Sederma, is a blend of anti-aging peptides that are designed to promote collagen production and help decrease fine lines and wrinkles.

The new Vita-K Professional deep facial lines formula also contains vitamin A to help refine skin tone and fight free radical sun damage.

The new Vita-K Professional crow’s feet formula also contains hyaluronic acid to help attract moisture and plump skin.

Existing products in the Vita-K Professional collection include Vita-K Professional acne scars, Vita-K Professional age spots, Vita-K Professional blotchy skin and Vita-K Professional spider veins products. Each product has a suggested retail price of $14.99 each.

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Joe Mauer named latest Head & Shoulders brand ambassador

BY Antoinette Alexander

CINCINNATI — Procter & Gamble’s Head & Shoulders brand has welcomed Minnesota Twins All-Star catcher Joe Mauer as its newest brand ambassador.

The brand ambassador team also includes Associated Press Defensive Player of the Year, Troy Polamalu.

Mauer will be featured in an integrated marketing campaign that will include traditional advertising, public relations, a dedicated Head & Shoulders for Men Facebook fan page, in-store displays at major retailers and a consumer engagement movement set to launch in July.

"Sports are common ground for the people who use our shampoo, and having genuine and likeable star athletes like Joe and Troy can help guys become more aware of the importance of hair care and grooming," stated April Anslinger, North America brand manager of Head & Shoulders.

Head & Shoulders is the official shampoo of Major League Baseball.

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CVS/pharmacy’s Just the Basics line makes debut

BY Antoinette Alexander

WOONSOCKET, R.I. — As expected, CVS/pharmacy officially has introduced a new line of store-brand products called Just the Basics, which is comprised of household essentials. As previously reported by Drug Store News, the retailer unveiled plans to launch the new line during its 2010 analyst day in October.

The new product line, exclusively available at CVS/pharmacy, is comprised of nearly 100 items, and there are plans to expand the line going forward.

"We know our customers want an option to save where they can so they can spend where they want," stated Grant Pill, VP merchandising for CVS/pharmacy. "Just the Basics offers smart simplicity with a full line of basic products that customers need to get them through the day with even lower prices and the added convenience of shopping at CVS/pharmacy."

Just the Basics offers shoppers a large selection of practical items from a variety of categories throughout the store, including household, beauty, baby and personal care. The products start at 67 cents and can be found at store locations nationwide and online at CVS.com.

During the analyst day meeting in October, CVS executives told attendees that its private-label penetration is expected to grow to more than 20% in the next two to three years. To drive that growth and take a leadership role in private label, CVS hit the drawing board to develop the Just the Basics line.

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