BEAUTY CARE

Alterna Haircare announces actress Katie Holmes as global spokesperson, co-owner

BY Antoinette Alexander

NEW YORK — Alterna Haircare, whose products are sold at Sephora and Ulta, Sephora.com, Ulta.com, Beauty.com, QVC and salons, announced on Tuesday its official partnership with actress and entrepreneur Katie Holmes as co-owner and first-ever celebrity spokesperson.

Launched in 1997 and now owned by TSG Consumer Partners, Alterna has been recognized by beauty and industry insiders for cutting-edge formulations that are “free of” harsh chemicals and formulated with globally-sourced, often sustainable, and organic ingredients.  

Over the course of her multi-year relationship with Alterna, Holmes will be sharing her creative and consumer insights to help the brand continue to grow and expand its consumer following around the world, as well as inspire salon and retail partners.

Consumers will get their first glimpse at the partnership with the Spring 2013 integrated marketing campaign, which will appear in March women’s beauty, lifestyle and salon trade publications. This will be the largest ad campaign for the company since its inception.

In support of the campaign, Alterna will be distributing product samples and merchandising materials featuring the campaign image globally across all of Alterna’s distribution channels, including salons, specialty beauty retailers (Sephora, Ulta, select Nordstrom, Douglas) and all e-commerce outlets, including the brand’s own e-commerce site slated to launch in February 2013.


 

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BEAUTY CARE

Schick expands portfolio with new disposable razors for men, women

BY Antoinette Alexander

SHELTON, Conn. — Schick, an Energizer Personal Care brand, is expanding the Schick Hydro franchise of razors with the launch of new Schick Hydro 5 disposables and Schick Hydro Silk disposables.

Introduced in 2010, the Schick Hydro razor offered the first-of-its-kind technology. Available in three- and five-blade options, Schick Hydro utilizes technology including skin guards, a flip trimmer on the five-blade razor, an ergonomic handle and a hydrating gel reservoir to provide hydration throughout each shave. In 2012 the Schick Hydro Power Select, a powered wet shave razor, became available on the market offering a major advancement in men’s grooming.  The brand expanded with the launch of Schick Hydro Silk for women, a razor built upon the technology of the Schick Hydro brand. Using water-activated moisturizing serum, the Schick Hydro Silk razor hydrates skin to help replenish moisture shaving can take away.

With the introduction of the disposables line, Schick Hydro and Schick Hydro Silk promises to continue to innovate the category. These disposable razors hydrate skin throughout each shave and help protect skin from irritation. Schick Hydro 5 Disposables and Schick Hydro Silk Disposables come with a money-back guarantee and provide a shave that feels like a brand new disposable each time, the company stated.

Schick Hydro 5 Disposables razors feature technology designed to combat irritation and hydrate the skin throughout each shave with the following innovations:

  • Water-activated gel reservoir hydrates skin throughout each shave, helping to reduce friction and irritation;
  • Five blades with skin guards smooth skin while doubling the points of contact between the blades and the skin, for less irritation;
  • Flip trimmer flips back allowing all five blades to help trim tight spaces; and
  • Ergonomically-designed rubber grip handle for optimal control and performance.

Schick Hydro Silk disposables bring the technology of the Schick Hydro Silk razor into a disposable format, offering the following shave benefits:

  • Water-Activated moisturizing serum hydrates throughout each shave and for up to two hours to help replenish skin’s natural moisture;
  • Five curve-sensing blades deliver a close shave and glides over a woman’s curves;
  • Skin guards smooth the skin while shaving helping to protect from irritation; 
  • Compact oval cartridge shape fits easily into hard to reach areas and allows for easy maneuvering over a woman’s contours and curves; and
  • Ergonomic and soft disposable handle designed and optimized to provide a comfortable shave.

The Schick Hydro 5 disposables and Schick Hydro Silk disposables will be available beginning February 2013.


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BEAUTY CARE

L’Oreal USA launches site to promote careers in science for girls

BY Antoinette Alexander

NEW YORK — L’Oréal USA today announced the official launch of www.forgirlsinscience.org, a Web site designed to inspire and empower girls to pursue careers in science, technology, engineering and mathematics. 

Featuring everything from videos of women scientists on the job, a career personality quiz, facts on famous women in S.T.E.M., career opportunities in S.T.E.M. fields to summer and weekend camps, and more, the Web site serves up science, technology, engineering and math in a way that is engaging and interactive.

"At L’Oreal USA, we are all about science," stated Rebecca Caruso, EVP of corporate communications and external affairs.  "Ours is a company that is heavily committed to science.  It’s part of our DNA and, we know that it can turn the impossible into the possible a dream into reality, and reinvent the future.  We also know the depressing statistics about women in science and have been working to change them, first through our For Women In Science program and now through For Girls In Science. We are on the cusp of making science come alive for young girls in a compelling and relevant way."

The site was developed following a series of focus groups with girls ages 13 to 18, exploring their perceptions about S.T.E.M.  The focus groups validated that many young girls are passionate about science, technology, engineering and math but often fall off the path to pursuing careers in S.T.E.M. because they don’t see role models they can relate to or experience science in ways that are compelling to them.  The goal of the For Girls In Science Web site: To foster a community for young girls to see scientists that they want to emulate, to learn about careers that may interest them, to help them explore and connect with others with similar interests in science, technology, engineering and math.  L’Oreal USA also wanted to create a Web site where budding scientists can learn about S.T.E.M. in a fun and interactive way. 

Throughout L’Oreal’s 100-plus year history, science and research have been integral parts of the company.  For the past 14 years, the L’Oreal-UNESCO For Women in Science program has been recognizing accomplished women scientists around the globe.  In 2003, L’Oreal USA launched the L’Oreal USA Fellowships For Women In Science program.  Entering its 10th year, L’Oreal USA annually recognizes and rewards five U.S.-based women researchers with Fellowships to be put towards their postdoctoral research.  Looking to the future, L’Oreal USA wanted to build upon that program by reaching and encouraging the next generation of young girls. 

 

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