BEAUTY CARE

Kashi, Burt’s Bees team up for Day of Change tour

BY Allison Cerra

LA JOLLA, Calif. Kashi on Tuesday announced the launch of its fifth annual Day of Change tour; but this year, the natural food company is joining forces with Burt’s Bees.

Kashi’s 2010 Day of Change tour is free and open to the public. The experience begins as guests receive a “Passport to Change” with helpful tips, along with food and product information, to guide them on their journey through natural living. Next, visitors may participate in four interactive sessions:

  • Taste Here: Participants enjoy a sampling of Kashi’s tasty, better-for-you foods, including both favorite classics and new innovations;
  • Nourish Here: Visitors are encouraged to refresh themselves with personal care products from Burt’s Bees, including skin care, face, lip and body products;
  • Explore Here: Individuals participate in interactive displays and fun workshops on sustainability, why and how to look for natural ingredients in natural foods and products, and holistic health and wellness; and
  • Little Steps Here: People are invited to join the Kashi Community and Burt’s Bees Hive for more little steps. Participants can initiate their own personal change by making a simple pledge online — such as to plan an all-natural meal, get a good night’s sleep, or walk for 30 minutes — as their first step to embracing a healthier lifestyle

“Our Day of Change tour is an established program that we’re proud to continue offering as a means to educate and inspire individuals to achieve optimal health,” said Keegan Sheridan, natural food and lifestyle expert for Kashi. “In celebrating our fifth year, we are excited to partner with an established leader like Burt’s Bees and introduce people to even more ways in which they can embrace a natural lifestyle.”

The 2010 Day of Change tour features more than 50 unique events in more than 17 cities across the country through September.

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CoverGirl, Vogue magazine beautify WAG shoppers with makeovers

BY DSN STAFF

WINTER PARK Vogue magazine. —Beauty shoppers at several Walgreens stores in Florida recently were treated to CoverGirl make-overs sponsored by

The CoverGirl makeovers were held at 14 Florida market Walgreens stores, with professional makeup artists demonstrating the new Lash Blast mascara.

During the event, Vogue also promoted the magazine’s latest sweepstakes—a chance to win an Andrew Marc Salina handbag—by distributing trend sheets to attendees.

The event offered customers a CoverGirl gift-with-purchase cosmetic bag, which helped sell more than 152 pieces during the event—a 62% closure rate, according to Cosmetic Promotions, a promotional and marketing company that executed the event.

A survey conducted during the event showed that 81% of surveyed customers had used CoverGirl before, and 99% of them wanted more makeover events at Walgreens. More than 59% of the customers were within the target age group (25 to 50 years) of the brand and the magazine.

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NPD Group study: Tween girls spending more bucks on beauty

BY DSN STAFF

PORT WASHINGTON, N.Y. —Attention beauty buyers: Tween girls could be your lottery ticket.

According to a recent report from market research firm The NPD Group, tween girls are using more beauty products, which means they represent an opportunity for the industry. But the really interesting point is that it doesn’t seem to have as much to do with a larger societal issue as you may think.

The “Insight into the Youth Beauty Market” report found that tween girls (ages 8 to 12 years) are reporting an increase in their usage of a few products, especially mascara and eyeliner. In fact, regular use of mascara nearly doubled in the past two years among tween girls (from 10% to 18%) as did eyeliner (from 9% to 15%). Overall, tweens reported using on average 4.5 different beauty products regularly, consistent with levels reported in 2007. The NPD Group defines “regular usage” as using at least once a month.

The evolution of beauty product use in tween girls appears to have less to do with diminished self-esteem or a larger societal issue, and more to do with moms and families, according to The NPD Group. The girls said they “look to their parents and siblings to see what they are using to help decide what to buy and use.”

Meanwhile, the report also found that among teens (ages 13 to 17 years), such skin care basics as facial cleansers and acne-spot treatment products, and such makeup products as mascara and lip gloss, significantly dropped in reported regular use versus 2007 levels. Among young women (ages 18 to 24 years), the pattern was similar. Foundation was the only product in the top 10 (ranked on overall reported usage) that showed no significant change in reported regular use for this age segment.

“As tween girls using beauty has now become a family affair, it is our opportunity and responsibility to ensure that these girls—and their parents—are educated on the role of beauty in the most responsible way,” stated Karen Grant, VP and global industry analyst for The NPD Group.

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