Coty names new creative agency for Max Factor brand
NEW YORK — Coty on Monday announced that, following a review for its Max Factor brand, it has selected adam&eveDDB as the brand’s lead creative agency, effective immediately.
“The appointment of adam&eveDDB is an important step in the progress of the Max Factor brand,” Coty VP Ma Factor Karen Owen said. “Adam&eveDDB has the creative capability, drive and passion to bring a modern expression to the brand and deliver on our vision. Adam&eveDDB has demonstrated a smart strategic approach to this work and fantastic partnership and we’re confident they’re the right fit for Max Factor.”
Coty’s VP creative and integrated communications, Sam Southey, said that selecting a new creative agency is part of Coty’s strategy to drive a new level of insights and consumer engagement, in the aftermath of the company’s merger with Procter & Gamble’s specialty beauty business.
Previously, Max Factor’s lead creative agency was Leo Burnett.
“We thank Leo Burnett for the significant contribution that they have made to Max Factor over the years,” Coty said “While we have decided to part ways with Leo Burnett for the Max Factor brand, we wish them every success for the future.”
CVS Pharmacy brings 4 trendy, premium beauty brands to stores this spring
WOONSOCKETT, R.I. — CVS Pharmacy is keeping up with beauty trends with plans to bring four tough-to-find brands to its shelves this spring, several of which will be CVS exclusives.
As a follow-up to last year’s exclusive 500-store CVS launch of Wunderbrow from Wunder2, the U.K.-based high-tech makeup company will be expanding the Wunderbrow’s availability to 2,000 stores while introducing eight additional products from its collection in March. The products will include the company’s Wunderkiss Lip Plumping Gloss, making CVS Pharmacy the first place it’s available stateside.
As another exclusive, Tigi Cosmetics will bring more than 40 professional-level products to CVS Pharmacy in April, including some items that will be available at CVS for the first time outside of a salon. Key items include the brand’s Glow Blush, High Density Eyeshadow, Precision Black Eyeliner Pen, Diamond Lipstick and Luxe Lipgloss. CVS will showcase the items on its new trend wall, which is meant to showcase the hottest brands and products.
Also on the trend wall will be Vinylux’s 72-shade range of Weekly Polish. The nail polish features a two-step application that’s said to feature seven-day chip resistance, durability that increases with exposure to natural light and a fast-drying formula.
And with naturals seeing a growing interest among shoppers, CVS is exclusively bringing natural beauty and personal care company Mineral Fusion’s new product extensions to its stores. Mineral Fusion’s products — which include skin care, hair care, nail care and cosmetics — are free of gluten, parabens, phthalates, artificial colors, synthetic fragrances and SLS. They are also 100% vegetarian.
Allergan joins forces with Common for See America efforts
DUBLIN — Allergan, as part of its See America initiative to fight preventable blindness in the United States, rolled out its new video featuring actor and hip-hop artist Common. The video urges Americans to “stand in the way of darkness.”
“I'm proud to join Allergan in the fight against preventable blindness,” Common said. "Sight is something that far too many of us take for granted. I hope our message resonates with people across the country, no matter what age or background."
In the video, Common highlights the 61 million Americans who are at risk of going blind or experiencing severe vision impairment and the expectation that blindness and visual impairment cases will double by 2050. Common encourages taking time to prioritize vision health.
“We are excited to have joined forces with Common to raise awareness of the important issue of preventable blindness in America,” Allergan SVP eye care Herm Cukier said. “This video marks the first of many ways in which we aim to educate and engage the public. Common shares our bold approach to life, and we believe that this video will take us one step closer to nationwide appreciation for the gift of sight.”
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