BEAUTY CARE

JPC tapped as ‘Jumping the Broom’ hair care partner

BY Antoinette Alexander

DALLAS — Ethnic hair care company Johnson Products Co. has announced that it is the official U.S. hair care partner for Sony Pictures’ comedy "Jumping the Broom," which opens in theaters May 6.

JPC is using its newest hair care line, Ultra Care, a moisture maintenance and relaxer line, to support the comedy about two African-American families from divergent socioeconomic backgrounds who come together one weekend in Martha’s Vineyard for a wedding. The film features actors Angela Bassett, Paula Patton, Laz Alonso and Loretta Divine.

JPC will integrate "Jumping the Broom" into the spring national advertising and promotion of the Ultra Care brand. The company will promote "Jumping the Broom" in Ultra Care’s full-page print advertising running in Jet and Essence magazines in May. JPC also will promote the partnership on its Facebook page, and will give away Ultra Care gift packs via radio in more than 50 markets, as well as create a "Get The Style" PR component featuring actress Meagan Good, who also stars in the movie.

"We at Johnson Products Co. are thrilled to support ‘Jumping the Broom’ and its producers," JPC brand manager Delene Cormier said. "This partnership is a first for us and we hope it will introduce our great new Ultra Care line to a new audience of consumers in a creative and nontraditional way."

JPC’s collaboration with "Jumping the Broom" falls under the company’s strategy to deliver a 360 Degree° Lifestyle Marketing Mix to its consumers.

This type of marketing outreach allows for JPC to communicate to its consumers the features and benefits of its products by generating product and brand awareness in advertising and promotional campaigns.

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Nutra Nail expands portfolio

BY Antoinette Alexander

NEW YORK — Nail treatment company Nutra Nail has announced the launch of two new products — Instant Smudge Repair and Flex-Shield nail hardener.

Nutra Nail Instant Smudge Repair brushes away smudged, nicked, smeared or dented polish. Just brush over the manicure mishap and instantly restore polish to a smooth, shiny finish without removal or reapplication of polish, the company stated.

The new Flex-Shield nail hardener formula coats nails with a hard, yet flexible and invisible shield to reinforce nails and help prevent breaking, tearing and peeling. Patented technology keeps the shield flexible to better absorb daily abuse to the nails, making it chip resistant and longer lasting. Flex-Shield nail hardener can be used as both a base coat and over colored polish as a top coat.

Nutra Nail Instant Smudge Repair has a suggested retail price of $3.29 and is available at Walmart, CVS and other national drug store chains; Flex-Shield nail hardener has a suggested retail price of $4.98 and is available at Walmart and other national drug store chains.

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U.S. sales of cosmetics, toiletries rise above pre-recession levels

BY Antoinette Alexander

PARSIPPANY, N.J. — Sales of cosmetics and toiletries in the United States increased 2.4% to $36.5 billion in 2010 — which is above pre-recession levels — thanks to technological advances, promotional activity and rising consumer confidence, according to worldwide consulting and research firm Kline.

While the industry showed signs of recovery, consumers influenced by economic uncertainties continued to scrutinize their spending, shopped at venues with competitive pricing and sought out products on sale. The increased willingness to spend was captivated primarily by offers that provided extra value. Skin care kits, priced more favorably than individual products, and multifunctional products were among the core trends of 2010, according to data from Kline’s Cosmetics & Toiletries USA 2010 study.

In 2010, skin care remained the largest product class, accounting for 25% of total industry sales. Thanks to the emergence of high-tech facial treatment offerings, the product class also has remained one of the fastest-growing segments. The industry front-runner was makeup, which registered a 4.4% growth, according to Kline. Lending a strong hand to the success of the makeup category were nail polishes, which soared 20.4% in 2010 because of new product activity, adapted to achieving at-home salon results and easy application.

All trade classes registered a certain level of growth in 2010. While the specialty trade class — which consists mainly of mall-based stores, including Bath & Body Works and The Body Shop — posted the strongest gains, providing a good sign that consumers are back out and shopping again, the professional channel — encompassing salons, spas and physician offices — registered the lowest overall increase of 1.9%.

In the skin care segment, a host of products were introduced during the year that compared their results with those obtained at beauticians’ or a doctors’ offices. For example, at-home skin care devices used to treat fine lines and wrinkles, as well as tone and cleanse skin, have seen a significant growth in popularity.

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