BEAUTY CARE

Noxzema ‘comes clean’ with new look, ad campaign

BY Antoinette Alexander

MELROSE PARK, Ill. Skin care brand Noxzema has a new look and is celebrating its new clean blemish control formulations, a new campaign and a new brand partner.

As reported earlier this year by Drug Store News, Alberto-Culver, which bought the Noxzema brand from Procter & Gamble in 2008, is giving the line a makeover with several new products and a new, restaged look. New to the nine-SKU portfolio for 2010 are the clean blemish control foaming wash and the clean blemish control daily scrub.

Partnering with Noxzema is New York City-based dermatologist Dr. Hilary Reich. Reich specializes in the treatment of acne for adults and teens, as well as general skin care.

In addition, the brand has unveiled its “Come Clean” ad campaign, which encourages women to fix their problems and not cover them up by flaunting their unblemished skin. The campaign will be complemented with an advertorial program, fearing actress Ginnifer Goodwin. The campaign will debut in July in print and online publications including Allure, Glamour, Self and Lucky.

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Mode to launch lip glaze collection

BY Antoinette Alexander

NEW YORK Mode Cosmetics is launching at retail in June its spring-summer 2010 lip glaze collection.

Available in nine flavors, lip glaze is a glide-on wet shine gloss that imparts a sheer shine with sweet almond and essential oils through the manufacturer’s proprietary formula of Potent Naturals.

This retro roller application system has been transformed, with the formula being housed in a recyclable crystalesque vial topped with a roller ball applicator.

The suggested retail price is $4 each.

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Lo Bosworth joins Nivea’s ‘Good-bye Cellulite’ challenge

BY Antoinette Alexander

WILTON, Conn. Nivea’s “Good-bye Cellulite, Hello Bikini! Challenge,” has tapped “The Hills'” Lo Bosworth, who will participate in the four-week program and document her progress via Twitter.

The program combines fitness, nutrition and skin care with Nivea Good-bye Cellulite products, such as the new Good-bye Cellulite fast acting serum and the Good-bye Cellulite gel-cream, to help visibly reduce the appearance of cellulite and increase bikini confidence.

Bosworth is encouraging women everywhere to join her in the challenge. Women can register to take part in the challenge by visiting www.Niveausa.com/bikini. Her progress will be documented via Twitter at www.twitter.com/lobosworth.

“Nivea is thrilled to have Lo Bosworth join the 2010 Nivea ‘ood-bye Cellulite, Hello Bikini! Challenge,'” stated Nicolas Maurer, VP marketing for Beiersdorf USA. “She is a rising star that women everywhere can relate to. With the help of our unique diet and exercise program and Good-bye Cellulite products, she, along with women across America, can see real results that lead to smooth and beautiful skin.”

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