BEAUTY CARE

Crest Pro-Health looks to ‘invigorate’ oral care category

BY Antoinette Alexander

CINCINNATI — Procter & Gamble’s Crest Pro-Health portfolio now includes the new Invigorating Clean toothpaste and mouth rinse.

"We wanted to give our consumers a new way to enjoy our products while providing them with the superior oral care benefits they expect from Crest," stated Robert Gerlach, research fellow for P&G worldwide clinical investigations. "The Invigorating Clean Regimen delivers amazing oral health protection and provides an invigorating signal with a lasting clean-mouth feel that helps to reinforce good behavior."

The new Crest Pro-Health Invigorating Clean multiprotection rinse offers consumers a rinsing experience with new flavor ingredients that provide an invigorating sensation during use and a lasting cool freshness after use, the company stated.

The Crest Pro-Health Clinical Gum Protection Invigorating Clean mint toothpaste includes an advanced formula that provides the company’s highest level of protection against the plaque bacteria that can cause gingivitis. According to P&G, the toothpaste is proven to help reverse gingivitis in four weeks and protects against the areas that dentists check most: cavities, plaque, tartar, sensitivity, stains and bad breath.

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Short film highlights John Frieda’s at-home hair color range

BY Antoinette Alexander

NEW YORK — Actress Katie Holmes stars in "The Decision," a short film in support of the new John Frieda precision foam color from Kao Brands.

The film, which premiered March 22 at a red carpet event in New York, offers a first look at the at-home hair color range. With a spectrum of 20 shades and foolproof foam texture, the formula promises effortless application and complete coverage for salon-quality results.

"The Decision" is a depiction of a universal experience with which every woman can identify: Is cheating on your colorist really worth the risk? Illuminating the anxiety and uncertainty behind at-home hair color, "The Decision" tells the story of Joan Hudson (played by Holmes), a high-profile actress who makes the choice to leave her colorist and color her own hair.

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EIF Revlon Run/Walk event to be held next month

BY Antoinette Alexander

LOS ANGELES — The 14th annual EIF Revlon Run/Walk for Women in New York is just around the corner, and once again Nate Berkus, host of "The Nate Berkus Show"; Jimmy Fallon, host of "Late Night with Jimmy Fallon"; and Dr. Oz, host of "The Dr. Oz Show," will host the April 30 event, according to beauty company Revlon, the Entertainment Industry Foundation and Lilly Tartikoff, co-founder of the event and co-founder of the Revlon/UCLA Women’s Cancer Research program.

Four-time Grammy nominee Keyshia Cole will present a special performance.

The following week, Academy Award winner and Revlon global brand ambassador Halle Berry and Alyson Hannigan, star of "How I Met Your Mother," will co-host the Los Angeles Run/Walk on May 7. "American Idol" finalist and recording artist, Kimberely Locke, will sing the national anthem.

The run/walk starts in Times Square and finishes in Central Park, attracting more than 20,000 participants. The EIF Revlon Run/Walk event is one of the nation’s largest single-day fundraisers to support women’s cancer research, counseling and outreach programs in New York and Los Angeles.

The 18th annual Los Angeles race takes place at the Los Angeles Memorial Coliseum at Exposition Park and attracts more than 40,000 participants each year.

The EIF Revlon Run/Walk for Women was launched in 1994 through the combined efforts of Tartikoff, Revlon chairman Ronald Perelman and EIF. Since its inception, more than $60 million in grants has been made from the combined events of New York and Los Angeles.

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