BEAUTY CARE

Creme of Nature creates new plant-derived relaxer system

BY Antoinette Alexander

JACKSONVILLE, Fla. — Hair care manufacturer Creme of Nature has announced that it is launching Straight from Eden, a new relaxer system that utilizes a straightening creme that is 100% derived from plants to make chemical straightening gentler on hair for better management with less dryness, damage and hair breakage. The product will be in stores beginning this month.

Straight from Eden utilizes two activators —  one liquid and the other a creme booster. Once combined, the pH rises to straighten the hair with a less damaging effect, according to the company.

"We have clinically proven that natural oils in the relaxer creme are alive and present at the point of activation," stated Shawn Tollerson, Colomer Beauty Brands VP of marketing. “This is the moment when the true benefits of coconut, avocado and olive oils penetrate the cuticle of the hair shaft for maximum benefit."

Straight from Eden’s formula does not contain lye, petrolatums, propylene glycol, formaldehyde, sulfates, parabens, mineral oil or alcohol. It uses the power of coconut to restore strength and protect hair from damage, avocado to fortify hair and promote overall hair healthiness, and olive oil to hydrate the strands and infuse necessary moisture, the company stated.

"Consumers who relax their hair love their styles and the manageability it provides, but they have been searching for a healthier, less damaging option," stated Tollerson. "After four years of research and development, we found a way to provide consumers with the straightening performance they demand, while also allowing the natural oils to penetrate the hair during the relaxer process. This is unprecedented."

Straight from Eden comes in two formulations: Hair Type A for fine, wavy, delicate hair looking to reduce frizz and improve manageability and Hair Type B for normal to thick hair. Both plant-derived hair care systems contain 100% plant-derived straightening creme, two activators, hydrating neutralizing shampoo, conditioning treatment and repairing oil.

Straight from Eden will retail for $7.99 to $10.99 at mass-market stores and beauty supply stores nationwide.

 

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ECRM unveils ECRM Data, a turnkey solution for promotional tracking and analysis functions

BY Michael Johnsen

SOLON, Ohio — Efficient Collaborative Retail Marketing on Wednesday unveiled the ECRM Data web site, ECRMData.com. ECRM Data is an industry solution that offers turnkey solutions for promotional tracking and analysis functions.

ECRM developed ECRM Data as an extension of the Ad Comparisons promotional tracking and analysis platform. In addition to the traditional tools offered through Ad Comparisons, ECRM Data is designed to include a variety of search functionalities, reporting capabilities and offers an enhanced user experience to better suit client needs.

“We are extremely excited to announce the launch of ECRM Data. We believe this solution will truly influence the industry in a substantial capacity," stated Scott Whalley, SVP analysis and software services at ECRM. "It is the ideal workspace for our current and future clients to evaluate promotional campaigns from all angles while considering the ways in which emerging technology plays into those decisions.” 

ECRM Data now includes a variety of report criteria selections that are displayed on a single page of the interface rather than scattered throughout multiple tabs. The new criteria options include rolling time periods, a selection of media types and several market selections all of which were not available within the previous Ad Comparisons website.

And reports are clearly defined to guide users to the data they are looking for and additional filtering options drill down to give deeper and more focused evaluations of the promotional landscape. Reoccurring reports can be scheduled by the user or an ECRM representative. These reports are delivered automatically based on the defined schedule and offer users a standardized evaluation process.

The complete lineup of the tools offered through ECRM Data includes the following:

  • Ad Comparisons — Evaluate analytical reports that are more accessible and tailored to client needs;
  • Social Analytics — Analyze how a marketing message is perceived through social platforms;
  • POS Analysis — Tie in POS data with powerful reports for deeper marketing campaign evaluation; and
  • Consulting — ECRM’s specialists use their industry experience to improve promotional campaigns.

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Reports: L’Oréal to stop selling Garnier in China

BY Antoinette Alexander

PARIS — Coming on the heels of Revlon’s decision to pull out of China, beauty giant L’Oréal appears to be following suit and, according to reports, will stop selling its Garnier brand in China.

According to a Bloomberg report, spokesperson Stephanie Carson Parker said the company will focus on marketing its L’Oréal Paris and Maybelline brands in China. The French beauty company introduced Garnier to China in 2006.

Carson Parker told Bloomberg that Garnier accounts for about 1% of L’Oréal’s Chinese sales.

 

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