BEAUTY CARE

P&G to roll out eco-friendly packaging for beauty brands

BY Antoinette Alexander

CINCINNATI Procter & Gamble has announced plans to use renewable, sustainable, sugarcane-derived plastic on select packaging of its Pantene Pro-V, Covergirl and Max Factor brands.

The pilot packaging program will be rolled out globally over the next two years, with the first products slated to be on shelf in 2011.

Sugarcane-derived plastic is made from a renewable resource, unlike traditional plastic, which is made from non-renewable petroleum. The process transforms sugarcane into a high-density polyethylene plastic, a type commonly used for product packaging. It remains 100% recyclable in existing municipal recycling facilities.

P&G will source the sugarcane-derived plastic from Braskem SA, which manufacturers the material using ethanol made from sustainably grown Brazilian sugarcane.

“This innovation is truly consumer-driven. As we talk with women around the world, they tell us that they want to make themselves more beautiful without making their environment less beautiful,” stated Gina Drosos, group president of P&G Beauty. “With this new packaging innovation, women can have confidence that their favorite brands are helping to make a difference.”

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Proactiv gets new face: Pop star Justin Bieber

BY Antoinette Alexander

PALM DESERT, Calif. Acne-fighting system Proactiv has tapped pop star Justin Bieber to be its newest spokesperson for the brand.

The Canadian-born YouTube sensation joins a line-up of celebrity spokespeople, including music artists Katy Perry and Avril Lavigne, actresses Jenna Fischer and Jennifer Love Hewitt and singer and professional dancer-actress Julianne Hough.

As a spokesperson, Bieber will talk to teens about being proactive about acne and skin care to prevent breakouts as part of the brand’s marketing campaign. He also will raise awareness for Pencils of Promise, a nonprofit organization started less than two years ago to build schools and increase educational opportunities in less fortunate communities around the world.

Former acne sufferers and dermatologists Katie Rodan, M.D. and Kathy Fields, M.D. developed Proactiv, which is sold direct to consumers. The brand is celebrating its 15th anniversary in 2010.

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Mad Gab’s launches new lip shimmers line

BY Antoinette Alexander

WESTBROOK, Maine Mad Gab’s Wildly Natural Bodycare, which currently sells its products in select specialty shops in the United States and Canada, has introduced a new line of natural lip shimmers.

The natural lip shimmers (in moose, bear or zoo and aquarium animal graphics) provide a hint of color and are infused with shea butter and mango butter.

The shades include ballet pink, deep plum and light rose. The suggested retail price is $5 each.

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