BEAUTY CARE

Whole Foods seeks to educate customers about natural body care

BY Allison Cerra

AUSTIN, Texas As part of its “Be Good to Your Whole Body” campaign, Whole Foods is focusing on its premium body care standards for products sold in its stores.

Beginning this month, the natural and organic food retailer said that it would host in-store lectures and podcasts by whole body department experts, which will help educate shoppers on Whole Foods Market’s premium body care standard. Topics include what to look for on labeling when selecting safer, more natural alternatives, how the premium body care standard defines “natural” for personal care and how this standard challenges product suppliers to reformulate their products and the overall impact this has on the natural body care industry.

“Our goal two years ago was to provide an easier way for customers to cut through the confusion when looking for natural personal care products,” said Jody Villecco, Whole Foods Market’s quality standards coordinator. “In the process, premium body care has pushed companies to examine the ingredients in their products and reformulate to meet our quality standards. As a result, we’ve seen an overall shift in the industry for safer, higher quality natural body care products and the availability of natural-based ingredients has expanded significantly.”

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Helen of Troy completes acquisition of Pert Plus, Sure

BY Antoinette Alexander

EL PASO, Texas Helen of Troy has closed its previously announced acquisition of the Pert Plus hair care and Sure antiperspirant and deodorant brands from Innovative Brands.

Pert Plus has a history as a leading brand in the $2 billion U.S. shampoo category through its development of the 2-in-1 shampoo and conditioner combination technology. Sure holds the position as a leading brand in the $1.7 billion U.S. antiperspirant and deodorant category.

“We expect to quickly integrate Pert Plus and Sure into our Idelle Labs division, which markets and manages our hair and skin care brands. We also expect the sales of the Pert Plus and Sure brands will be approximately $65 million on an annual basis, and the acquisitions will be accretive upon their integration,” stated Gerald Rubin, chairman, CEO and president of Helen of Troy.

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With the help of Swiss apples, Eclos seeks to fight wrinkles

BY Antoinette Alexander

NEW YORK Move over acai berry; there’s a new wrinkle-fighting player in town: the Swiss apple.

At least, that’s according to Eclos, a new Swiss Apple skin care line that is hitting the mass market. Eclos is available at Ulta, Rite Aid and Walgreens.com, and will be making its way to CVS and Walgreens stores in the fourth quarter 2010.

The Swiss apple, called the Uttwiler Spatlauber, is so rare that only 20 trees are in existence, according to the manufacturer. The Swiss apple has a self-renewal power that rejuvenates aging, saggy skin. In fact, researchers have noted that when these “super apples” are punctured they heal themselves. They also boast a long shelf life; they last four months longer than typical apples.

In clinical tests, the active ingredient in Eclos removes the appearance of wrinkles by 15% after four weeks of use. Eclos promotes the self-renewal capacity of the skin and stimulates the human stem cells, protecting skin and promoting skin rejuvenation.

 

Eclos uses the super apple to boost the production of human stem cells. It protects skin from stress, and decreases wrinkles for fresher looking skin. The natural, plant-based skin care line is comprised of restorative eye cream ($24.99), moisture therapy regenerative cream ($24.99), cellular activator face serum ($24.99), facial cleanser ($14.99), mask ($12.99) and scrub ($12.99).

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