BEAUTY CARE

Derma e expands portfolio

BY Antoinette Alexander

SIMI VALLEY, Calif. Derma e Natural Bodycare, a maker of natural skin care products with distribution in such retailers as Wegmans, H-E-B, Whole Foods and Fred Meyer, has added five new products to its portfolio.

Building on its hyaluronic acid line of products, the new Hyaluronic hydrating facial cleanser and Hyaluronic hydrating mask are designed to deliver deep moisture and replenish dry, aging skin.

Derma e also has launched three new products to complement its vitamin A product line: vitamin A glycolic facial cleanser, vitamin A glycolic facial toner and vitamin A glycolic facial scrub. Vitamin A is known for its cellular renewal properties and these new formulas promise to help speed up exfoliation to reveal younger, plumper skin. Enriched with glycolic acid and detoxifying marine plant extracts, these mildly purifying products are designed to leave the complexion fresh, bright and radiant.

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Proactiv gets new face: Pop star Justin Bieber

BY Antoinette Alexander

PALM DESERT, Calif. Acne-fighting system Proactiv has tapped pop star Justin Bieber to be its newest spokesperson for the brand.

The Canadian-born YouTube sensation joins a line-up of celebrity spokespeople, including music artists Katy Perry and Avril Lavigne, actresses Jenna Fischer and Jennifer Love Hewitt and singer and professional dancer-actress Julianne Hough.

As a spokesperson, Bieber will talk to teens about being proactive about acne and skin care to prevent breakouts as part of the brand’s marketing campaign. He also will raise awareness for Pencils of Promise, a nonprofit organization started less than two years ago to build schools and increase educational opportunities in less fortunate communities around the world.

Former acne sufferers and dermatologists Katie Rodan, M.D. and Kathy Fields, M.D. developed Proactiv, which is sold direct to consumers. The brand is celebrating its 15th anniversary in 2010.

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Namaste expands Organic Root Stimulator line

BY Antoinette Alexander

CHICAGO Namaste Labs, the maker of the Organic Root Stimulator brand for ethnic hair, has developed the new Organic Root Stimulator Olive Oil Girls Built-in Protection Plus No-Lye conditioning relaxer system.

According to Venetta M. Coley, VP of marketing, “the Built-in Protection Plus technology delivers step-by-step protection with the help of nature. The whole process is enhanced by naturally protective ingredients like aloe, olive oil, but most of all, our commitment to empowering moms and girls about healthy hair care.”

The new product will be available at Walgreens, Walmart, CVS, Target, Rite Aid, as well as fine beauty and barber supply stores beginning Oct. 1.

The kit retails at $7.99. There’s also olive Oil Girls hair pudding, which is similar to a gel, at $5.99 and Olive Oil Girls moisturizing styling lotion, which can be applied to hair when blow-drying, for $5.39.

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