BEAUTY CARE

Edge expands men’s shave portfolio

BY Antoinette Alexander

SHELTON, Conn. — Edge is striving to change the way men shave with the launch of Edge Body Shave Cream and Edge Ultimate Shave Gels. 

Edge Body is the first men’s shave cream designed specifically for the increasing body grooming trend, and Edge Ultimate is a 6-in-1 shave gel designed for the modern man who wants to take care of his skin without spending extra time in front of the mirror, the company stated.

Edge Body shave cream promises to offer an advanced skin-protection solution for men’s grooming needs. It has antioxidants, vitamin E, and aloe, so skin below the neck is protected from razor burn and irritation. With a non-foaming formula, Edge Body shave cream won’t wash off in the shower, which is where men are most likely to body shave, according to the company. Edge Body shave cream is available in two formulations — Edge Renew and Edge Recharge.

Edge Ultimate shave gels provide six benefits in one step, the company stated. This 6-in-1 grooming and skin care product promises to deliver a smooth, comfortable shave while reducing irritation. Edge Ultimate shave gels are available in three scents: Edge Ultimate Achiever, Edge Ultimate Contender and Edge Ultimate Magnet.

Edge Body Shave Cream is now available for a suggested retail price of $3.99 and Edge Ultimate Shave Gels are available for a suggested retail price of $2.99 at food, drug and mass merchandise stores nationwide.
 

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Maker of Hawaiian Silky hair care targets Latinas with campaign featuring Nicole Suarez

BY Antoinette Alexander

CHICAGO — AFAM Concept, the makers of Hawaiian Silky, has named celebrity Nicole Suarez as the brand ambassador for its Hawaiian Silky Moroccan Argan Oil hair care line.

Suarez is a model, reality TV star and correspondent for Univision who placed third in 2011 for the popular model competition Nuestra Belleza Latina ("Our Latin Beauty"). Suarez was crowned Srta. Tolima in May of 2010, allowing her to compete for a chance at the Miss Universe pageant, in an event televised in 29 countries across the world.

Nicole will officially introduce herself as brand ambassador of the Hawaiian Silky Moroccan Argan Oil with a TV commercial done in Spanish and English, which will launch in second quarter, and print, transit and digital components will be added to the campaign.

Within the line, there are products like the Hydrating Sleek No Lye Conditioning Relaxer, shampoo, conditioner, Intense Repair Mask, Healing Oil Treatment, Shine Mist, Sleek Edge, Sheen Spray and the forthcoming Leave-In Moisturizer.

Hawaiian Silky is available in select beauty supply stores, including Sally’s Beauty Supply stores.
 

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New Bed Head styling iron aims to create smooth, defined ribbon curls

BY Antoinette Alexander

NEW YORK — Bed Head has introduced its new Twisted 1/2-in. Ribbon Styling Iron for creating smooth and shiny ribbon curls.
 
The Twisted Ribbon styling iron features a flat barrel design with a kink-free mini clamp. The mini clamp grasps the ends of hair, and allows users to tightly wrap hair around the flat barrel, creating smooth and defined ribbon curls and volume.

This Twisted iron features "tourmaline ceramic technology" for shiny, frizz-free styles; multiple heat settings; and high heat and rapid recovery for quick and easy styling.
 
The Twisted 1/2-in. Tourmaline Ceramic Ribbon Styling Iron is priced at $19.99.
 
 

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