BEAUTY CARE

Curaprox introduces toothpaste made with charcoal

BY Gina Acosta

NEW YORK — The activated charcoal trend seems like it's here to stay, with products launching not only in skin care but now in the dental category as well.

Curaprox, the Swiss oral health brand, is launching a new product called the Black Is White Collection: a natural and gentle toothpaste powered by activated charcoal. 

Black in color, this toothpaste whitens teeth by effectively absorbing dirt and discoloration particles. The charcoal acts as a magnet by “pulling” stains off the teeth to restore a natural white smile. It contains low abrasive particles and no bleaching agents, plastic particles, triclosan or SLS (sodium lauryl sulphate).

The toothpaste ingredients include:

  • Activated Charcoal: Gives the toothpaste both its color and its name: “Black Is White.” It removes stains without abrading the enamel or using chemical bleaching agents. Instead, the activated charcoal absorbs stain particles and gently eliminates them.  It balances the PH of the mouth while protecting against the growth of pathogens and cavities. It’s an affordable, safe and effective whitening agent with double protection against tooth decay.
  • Prestige Sparkling Blue: The whitening effect of activated charcoal is supplemented by this optical blue filter to reduce yellow discoloration. This helps to make teeth appear whiter without the use of chemical agents. Its blue hue acts as a physical brightener, emphasizing the whiteness of teeth.  
  • Sodium Fluoride: A fast acting agent to neutralize the acid climate within the mouth – ultimately strengthening the teeth and decreasing the effects of acid and bacteria. 
  • Enzymes: Formulated with enzymes that occur naturally in the saliva. These enzymes enhance the saliva’s antibacterial and antiviral functions – also protecting against tooth decay and helping to combat dry mouth.
  • Nano-Hydroxylapatite: Has a protective effect because of its similarity to tooth enamel.  It serves as a protective layer on the tooth and has a remedial effect on damaged tooth enamel.  It can even fill in incipient cavities again.
  • Starphere: Provides a pleasant cooling sensation while cleaning, leaving the mouth refreshed.

The product will be available in two flavors: Black Is White: refreshingly lime-flavored
and White Is Black: extra mild taste.

The product will be available at retailers nationwide in November for a suggested retail price of $29.99.

 

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BEAUTY CARE

Out of Africa debuts skin care collection for baby

BY Gina Acosta

LOS ANGELES —The makers of the original Shea Butter skin care line, Out Of Africa, are launching a new line of baby products. 

Out of Africa says it has combined its Shea Butter from Benin, West Africa, with a few  natural ingredients to create Shea Baby, a collection that includes Bar Soap, Body Wash and Shampoo, Bubble Bath, Lotion, and Stretch Mark Cream.

Victor Lulla, founder and CEO of Out Of Africa, says the company took their time in bringing Shea Baby to market in order to find the right combination of natural ingredients that actually performed to expectations. 

“We wanted each and every mother that tried our products to be delighted by the experience.  From our unique containers to our soothing, calming, formulas, it was all about her perception and her baby’s happiness.  Pure, natural, organic Shea Butter combined with botanical extracts hydrate, nourish and protect baby’s sensitive skin AND our precious environment," Lulla said.

The company also plans to add Shea Mama Diaper Cream to the line later this year.

Out Of Africa products contain no mineral oil, sulfates, formaldehyde, parabens and are cruelty and gluten free. They are also hypoallergenic, tear free and dermatologist tested, as well as pediatrician recommended.

According to the company, manufacturers in Benin, West Africa, hand-harvest the area’s Shea nuts and extract pure, unrefined Shea Butter. Out of Africa uses this pure, unrefined Shea Butter in all their bath and body products, including their famous Out Of Africa Shea Butter Bar Soaps that are made in their own factory in Benin.

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SheaMoisture launches second phase of its #BreakTheWalls campaign

BY Gina Acosta

AMITYVILLE, N.Y. — Leading skin care brand SheaMoisture is building on its successful #BreakTheWalls national awareness platform by launching a new phase of the campaign that highlights the divisive constructs of beauty.

This time, the brand is launching a direct challenge to the beauty industry’s concept of standardized ideals by posing the short, yet powerful, question – “What’s Normal?” This phase includes a complete suite of assets designed to collectively support the effort across all media platforms and on-the-ground activations.

The elements include a 60-second short film; a 30-second spot; a first-to-market custom hair recognition tool (amillionwaystoshea.com); digital and social assets; and behind-the-scenes and interview footage that capture perspectives on what is considered normal in beauty.

"With SheaMoisture’s launch of #BreakTheWalls earlier this year, we furthered our 25-year mission to spark meaningful conversation and action towards true inclusion and a more empathetic mindset in the beauty industry and our society, which includes bringing down both literal and metaphoric walls,” said Richelieu Dennis, founder and CEO of Sundial Brands. “With our first iteration, we showed the physical walls coming down. With ‘What’s Normal?’ we are confronting the mental walls that encourage us to force-fit ourselves and others into falsely constructed beauty and ‘good hair’ ideals. By questioning the very concept of a normal standard, especially as it applies to beauty and to hair type or texture, we can begin to see how arbitrary, narrow and potentially destructive it is and course-correct ourselves on a path to where everybody gets love. Our forward track must focus on including everyone, embracing everyone, and celebrating the beauty – and normalcy – of everyone’s differences.”

As part of SheaMoisture's commitment to addressing women’s lifestyle needs wherever they are, the brand has also invested in the technology to build its first hair recognition tool of its kind on the market. The “Good Hair Day” tool provides each SheaMoisture community member and visitor the benefit of anytime, “at-a-click” personalized recommendations to easily match their hair need with a specific product and quickly navigate the vast hair offerings to find their “way to Shea.”

Specifically, the tool delivers individual product recommendations to each user based on their hair type, style, condition and goals. Once a user uploads a photograph or selfie on the site, it uses an innovative hair recognition technology that automatically identifies the user's hair type and/or style. Through a brief 3-step process, the tool then matches the user with a custom hair care regimen tailored to her specific hair needs around maintenance (cleansing/conditioning); treatment (restoring/renewing); and styling (shaping/finishing).

The “What’s Normal?” campaign and new tool continue to reinforce SheaMoisture’s focus on what it has coined as the New General Market, which is defined by inclusion and commonalities via need states. The New General Market approach ensures that all consumers, especially those who have been traditionally underserved, have an enhanced experience of accessibility, choice and inclusion according to their needs, not traditional segmentation. SheaMoisture has partnered with retailers, as well as other CPG and consumer companies, to lead the introduction of this problem-solution approach to the industry and impact the way they engage with their customers in a more meaningful way.

“One of the most exciting and humbling aspects for us during the creation of ‘What’s Normal?’ was the continued chorus of courageous, confident, defiant and self-accepting women who shared their stories, their insecurities and their triumphs with us,” said Dennis. “They were so deeply poignant that we were compelled to again develop the script for the film using a compilation of soundbites taken from our cast members’ interviews. So, we are still telling her story through her eyes and with her voice – and nothing is more powerful.”
 

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