BEAUTY CARE

Julep develops at-home party set

BY Antoinette Alexander

SEATTLE — Julep, a boutique salon concept that offers manicure and pedicure parties, is looking to help beauty mavens enjoy pedicure parties at home with the launch of its new Julep At-Home Mani Pedi Party Set for Six.

"Girls and women all across the country can have a way to enjoy the magic of the pedicure parties that happen in our parlors," stated CEO and founder Jane Park. "I love hosting bridal showers, bachelorette parties, baby showers, Sweet 16 and 40th birthday parties in our parlors at Julep. Our new Julep At-Home Mani Pedi Party Set for Six is the perfect way to have a unique girls’ night in. And we’ve included four of our favorite nail colors with something for everyone."

The Julep At-Home Mani Pedi Party Set for Six includes: Julep basecoat, Julep fast dry topcoat, four Julep nail colors (Amy, Jennifer, Natalie and Catherine), Julep Nourish lavender-vanilla deep hydrating cream, six orange wood sticks, six nail brushes, six toe separators, six nail files, six pedi slippers and cosmopoliltan drink mix.

"We’re especially excited to bring our mission of empowering girlfriends to life through our Julep products by donating $1 of every product sold to organizations that support women," Park added.

Through Julep’s Powered by Girlfriends giving program, Julep Facebook fans can choose the charitable organization Julep donates to each month by voting at Facebook.com/julep.

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BEAUTY CARE

Nivea celebrates 100 years with massive campaign

BY Antoinette Alexander

HAMBURG, Germany — Beiersdorf’s Nivea brand is celebrating its 100th anniversary with a global campaign that launches May 15 called "100 Years Skincare for Life."

Nivea’s marketing budget for 2011 is around 1 billion Euros (about $1.5 billion), and roughly 70% of that is being invested in the new campaign. Nivea hopes that the investment will strengthen the brand and stabilize its position as the No. 1 skin care brand.

"We know that people only feel comfortable in their skin if they are happy about the way they look. According to a study, that is currently only around 10% of all women worldwide. This knowledge was one of the main factors in our decision to make skin the focus of our campaign," said Markus Pinger, Beiersdorf board member for the brands.

Serving as the voice of the Nivea anniversary campaign is singer Rihanna whose song "California King Bed" will accompany the campaign throughout. There will be consumer promotions with Rihanna concert tickets as prizes, plus 10 million online codes on products for exclusive Rihanna downloads from the Nivea website.

Nivea is looking to mobilize Rihanna’s fan community in such social networks as Facebook and YouTube and indicated that 10% of the campaign budget is dedicated to digital activities. Nivea is sponsoring Rihanna’s "Loud" tour of the United States and Europe and organizing a range of activities to address young consumers. A Nivea local blogger also will be reporting on the tour. It is expected that campaign activities on the Nivea websites will generate some 120 million messages and dialogues on social media platforms worldwide.

The digital campaign is flanked by a multilevel Nivea television and print campaign that initially focuses on Nivea cream in the blue tin. It will be followed by a product campaign featuring the Visage, Body and Deo product lines. Mega posters, billboards and city lights, will support all campaigns internationally.

The company also stated that the world’s biggest skin advisory tour in retail with more than 75,000 promotions also will be running. It is expected to generate more than 13 million consumer contacts, including around 1.7 million consultations with individual skin analyses.

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Report: Salma Hayek to launch makeup line at CVS

BY Antoinette Alexander

WOONSOCKET, R.I. — Actress Salma Hayek is stepping into the mass-market beauty business with a new makeup line exclusively for CVS/pharmacy called Nuance, which is slated to hit store shelves in August, according to published reports.

Hayek reportedly has been conceptualizing the initiative for a decade and took three years off from acting to create the collection, which ranges from makeup to hair care to skin care products. Products in the 100-SKU line are priced between $7.99 and $19.99.

It is estimated that Nuance could rake in $35 million in its first year alone, according to published reports.

The collection was inspired by Hayek’s grandmother, who was a Vichy Lab-trained cosmetologist and incorporated Native American and Mayan ingredients into her beauty treatments.

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