BEAUTY CARE

La Roche-Posay introduces less messy, less greasy sunscreens

BY Jason Owen

NEW YORK — La Roche-Posay has developed two new sunscreen formulas designed to address consumer concerns that suncreens are generally too messy, sticky or greasy. The company launched Anthelios 60 Ultra Light Sunscreen Fluid for face and Anthelios 60 Melt-In Sunscreen Milk for body, with a new technology: Cell-OX Shield XL.

The Cell-OX Shield XL technology provides dual protection against exposure to harmful UV rays that can lead to short-term and long-term damage to skin cells, including skin cancer and premature aging. This two-pronged approach incorporates a patented combination of five sun filters, as well as antioxidants to further protect skin on a cellular level.

The first line of defense features a combination of UV filters enhanced with a stabilizing performance booster to deliver photostable and broad-spectrum protection (SPF 60/PPD 26) against UVA and UVB rays. The second line of defense consists of an antioxidant complex that includes Senna Alata, a plant extract indigenous to tropical regions, which has a self-defense mechanism that protects against cell damage.

In addition to using fewer ingredients and Cell-OX Shield XL, Anthelios 60 Ultra Light Sunscreen Fluid and Anthelios 60 Melt-In Sunscreen Milk feature another improvement: they are now water-resistant for up to 80 minutes — the maximum time recognized by the FDA. Additionally, both formulas are paraben-free, noncomedogenic, fragrance-free and dermatologist-tested on allergy-prone and sensitive-skin.

La Roche-Posay Anthelios 60 Ultra Light Sunscreen Fluid with Cell-Ox Shield XL (SRP $29.99) and Anthelios 60 Melt-In Sunscreen Milk with Cell-Ox Shield XL (SRP $35.99) can be purchased at CVS/pharmacy, select ULTA, Walgreens, Duane Reade, Target locations, physicians’ offices and online at LaRoche-Posay.us beginning in April 2013.

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Dr. Fresh announces new foam toothpaste

BY Alaric DeArment

BUENA PARK, Calif. — Dr. Fresh has introduced a new toothpaste designed to be squirted directly into the mouth, the company said Wednesday.

The company said Firefly Fluoride Foam Toothpaste — along with the new FireFly Ready Go Brush — is designed to take the drudgery and mess out of brushing. The light, foamy formula flushes out bacteria and gets hard-to-reach spots, which the company said would appeal to children who wear braces.

"Kids and parents have asked us for a less-mess, more effective alternative to toothpaste," Dr. Fresh chief marketing officer Geoff Carroll said. "FireFly Fluoride Foam Toothpaste provides the superior benefit of getting the hard to reach places where problems start and is less messy than regular pastes. We know kids have much more fun this way than dispensing the product onto a toothbrush."

The company cited a National Children’s Oral Health Foundation study finding that pediatric dental disease was by far one of the most common chronic childhood conditions, second only to childhood obesity, affecting 44% of children in the United States before they reach kindergarten and the No. 1 reason for missed school and kids visiting the emergency room.

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Unilever launches men’s hair care line

BY Alaric DeArment

ENGLEWOOD CLIFFS, N.J. — Unilever is launching a new line of hair care products for men, the personal care company said Wednesday.

Unilever said the Dove Men+Care shampoos and shampoo-conditioners would make men’s hair three times stronger, based on the amount of breakage when compared with a nonconditioning shampoo. According to a 2010 AC Nielsen survey, 90% of men use shampoo in the shower, but only 5% use a shampoo designed for men’s hair care needs.

The line includes features designed to fortify sensitive scalp, provide a deep clean, fight dandruff and make men’s hair look and feel thick.

"Our brand is on a mission to give men simple, yet effective ways to care for their hair because whether it’s being tugged at while giving their child a piggy back ride, or suffocated by a favorite hat, men’s hair tends to lose resilience over the years," Unilever VP hair David Rubin said. "Men want thick, strong hair, but want to use as few products as possible. The new Dove Men+Care Hair line offers a range of solutions and two-in-ones to make grooming easy and keep hair healthy looking."

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