BEAUTY CARE

CVS introduces Beauty Board for ExtraCare Beauty Club members

BY Antoinette Alexander

WOONSOCKET, R.I. — CVS/pharmacy is further expanding the benefits for its more than 8 million ExtraCare Beauty Club members with the introduction of the "Beauty Board," a panel of beauty and style experts who will provide interactive content and advice for the CVS Beauty Club Facebook page.

The ExtraCare Beauty Club, which launched in January, is an extension of the CVS/pharmacy ExtraCare Rewards program and provides members with additional rewards on beauty purchases and other beauty-specific benefits. The Beauty Board members include:

  • Mickey Williams, a celebrity makeup artist and hairstylist, who often lends beauty expertise on a variety of leading national broadcast shows;

  • Nichelle Pace, the founder and editor of StyleMom, a blog dedicated to helping women maintain their style, beauty and self-identify after motherhood; and

  • Keiko Lynn, an emerging fashion designer and style writer who provides readers with style and trend advice through her personal blog.

The Beauty Board content is featured on a dedicated tab on the CVS Beauty Club Facebook page that includes welcome videos from each expert, video responses to fans’ beauty and style questions, how-to makeup and trend advice, and seasonal product recommendations.

Fans can interact with the Beauty Board by asking questions through the Facebook wall and through discussion tabs and monthly live chats. The Beauty Board also will provide beauty and style content for the ExtraCare Beauty Club email newsletter for members.

"With 8 million members already, and more joining each week, the ExtraCare Beauty Club takes the value of ExtraCare to the next level for our beauty customers by offering additional beauty-specific rewards," stated Cheryl Mahoney, VP beauty care for CVS/pharmacy. "The introduction of the Beauty Board allows us to expand the beauty benefits by offering interactive expert advice for our members’ specific beauty needs. The Beauty Board is the latest enhancement in our effort to personalize the beauty experience for our customers."

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Physicians Formula names Bruce Kanter to board

BY Allison Cerra

AZUSA, Calif. — Physicians Formula has filled a vacancy in its board of directors.

Following the departure of Padraic Spence, Bruce Kanter, who has been active on several boards and served as SVP and CFO of Neutrogena from 1980 to 1991, will join Physicians Formula’s board, as well as its audit committee, on July 1. Kanter’s election was recommended by the company’s nominating and corporate governance committee.

"I am excited to be joining the board of Physicians Formula. The company has the opportunity to continue to succeed in the marketplace by using its problem/solution approach to the consumer’s needs, and I look forward to using my experience in the cosmetic and skin care industries to help execute its strategy and expand its market position," Kanter said.

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L’Oréal Paris to launch iAd next month

BY Allison Cerra

NEW YORK — L’Oréal USA said it will utilize Apple’s new mobile advertising platform for its upcoming L’Oréal Paris campaign.

L’Oréal USA said its first beauty L’Oréal Paris iAd for iPad will feature a Lip Service Look Book and Shade Finder that provides users with a series of interactive evaluations related to skin and hair, while also offering recommendations for customized lip shades based on the user’s selections. Additionally, the iAd will feature exclusive footage of spokeswoman Gwen Stefani from the Infallible Le Rouge shoot, as well as lip looks and "how-to" instructions.

Last month, Lancôme and Maybelline both launched iAds for the iPhone and iPod Touch.

"L’Oréal is the No. 1 beauty company in the world, and millions of customers rely on the benefits of our products every day," L’Oréal USA chief marketing officer Marc Speichert said. "Now with iAd, our customers can further engage with all of our brand benefits interactively on iPad’s stunning display, allowing us to continue our legacy of using groundbreaking media to create new ways for consumers to interact with our brands."

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