BEAUTY CARE

RapidLash joins ‘Wink Week!’

BY Antoinette Alexander

MASPHEE, Mass. RapidLash, which helps promote lush lashes and brows, is participating in the first-ever “Wink Week!”

Throughout the week of June 7 to June 11, RapidLash is encouraging women to celebrate their love for lashes by logging onto the RapidLash Facebook page and sending a RapidLash Wink to friends, family and fellow flirts. The application will be accessible on the page for the duration of Wink Week.

RapidLash also will be celebrating Wink Week on its Facebook page and on Twitter by sharing special content, quizzes and polls, and asking its community to share photos of their best winks and their tips on feeling confident, flirty and beautiful. For each wink up to 5,000, RapidLash will donate $1 toward cancer research in honor of Wink Week.

The manufacturer also is partnering with Match.com and is sponsoring the Wink functionality, where online daters send a wink to flirt with someone in whom they are interested. The sponsorship will run from May 29 to June 13.

RapidLash is an eyelash and eyebrow serum that promotes healthy, natural lashes and brows in 30 days. It is sold for $49.95 in the mass market.

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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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Female baby boomers get online, not in line, for beauty

BY Antoinette Alexander

CHICAGO —The online beauty market is poised to explode, and it’s likely that the techsavvy teen and young adult won’t be driving the significant growth. According to a recent report by Mintel, the female baby boomers will be behind the wheel—or the mouse, in this case.

“Female baby boomers are one of the largest beauty care segments, known for their spending power, proactive health habits and dedication to product research,” stated Kat Fay, senior analyst at Mintel. “In fact, these women spend 13 or more hours online a week, making the online market a powerful resource if retailers can get boomers to log on.”

In the Mintel “Beauty Retailing” study, 1-in-10 of the 1,020 female respondents—all ages 18 years or older—reported using some type of online retailer to purchase cosmetics and skin care aids, and as the female population ages, the female boomer population is expected to increase by 30.9% from 2005 to 2015.

When strictly looking at online sales, 8% of those surveyed visit mass merchandiser sites for beauty products, 8% order from Target.com, 8% from Walmart.com, 5% patronize such drug store sites as CVS or Walgreens, and 8% visit other unnamed online retailers.

Creativity of online beauty retailers has contributed to the continued growth of the Internet market. Fay noted that “innovations like virtual makeovers, new product tweets and online-only sweepstakes draw in consumers and provide them with benefits and discounts they can’t find in an actual brick-and-mortar store.”

Mintel noted that, with the continued popularity of Twitter, Facebook and VideoEgg, beauty retailers can use social-networking platforms to measure consumer preferences and tailor their sites to appeal to online shoppers.

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