BEAUTY CARE

L’Oreal Paris gets new spokeswoman

BY Antoinette Alexander

PARIS L’Oreal Paris has tapped German-born actress, Diane Kruger, to be a celebrity spokesperson.

According to published reports, Kruger will represent hair care, hair color and makeup innovations, including Mat’Morphose foundation.

She will be joining a line up of celebrity spokespeople that includes Penelope Cruz, Beyonce Knowles, Frieda Pinto and Cheryl Cole.

“It’s a great honour and a huge pleasure to become a spokesperson for L’Oreal Paris. I admire the brand, not only for the quality and innovation of its products, but also because it represents diversity and excellence across the world, values which are very close to my heart. I am, of course, also delighted to be joining the other L’Oreal Paris spokespeople, an extremely talented, widely-admired group of people,” Kruger stated.

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Garnier to ‘lift’ hair into 2010 with HerbaShine

BY Antoinette Alexander

NEW YORK Garnier is taking haircolor to a new level in 2010 with the launch of its new Garnier HerbaShine color creme with bamboo extract, the first and only ammonia-free haircolor with bamboo extract that offers a “soft lift” in color in 10 minutes.

The product is neither a semi-permanent nor a demi-permanent, but is what Garnier refers to as a “soft lift” (level 2+) because it can lift hair up to a single level, covers gray (up to 70%) and provides natural results without an obvious root line. To give hair natural shine and softness, Garner HerbaShine is formulated with natural bamboo extract, avocado oil and shea butter.

There are 18 shades to choose from brilliant blondes, dimensional browns, reds and tones that turn on high shine. 

The new Garner HerbaShine will be available beginning December 2009/ January 2010 and will have a suggested retail price of $7.99.

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Mintel forecasts beauty trends for 2010

BY Antoinette Alexander

CHICAGO Mintel, a global supplier of consumer, product and media intelligence, has forecasted the top beauty trends for 2010.

“While 2009 brought its challenges for the industry, beauty brands and suppliers have continued to seek creative new ways to merge science, nature and sustainability for better results and more eco-friendly formulas and packaging,” stated Nica Lewis, director of Mintel Beauty Innovation. “In 2010, we will see more consolidation in the beauty industry and the evolution of old trends, as well as new ones, as consumer confidence returns.”

Among the top trends predicted for 2010: 1.   Mood beauty: In 2010, consumers will be able to enhance their mood through makeup and skin care, going beyond aromatherapy and simple use of scent. 2.   Nu Natural: In 2010, beauty products will evolve from today’s trend toward organic ingredients, revisiting attributes like authenticity provenance and local production. 3.   Pro-Tech’t: Beauty products have offered increasingly powerful shields against not just UV rays but also physiological and man-made factors. In 2010, Pro-Tech’t will strengthen this shield. Marketing language is already growing more robust, borrowing from computer technology (i.e. “firewalls”). Packaging will expand beyond traditional glass and plastic to materials like neoprene and concrete. In addition, Mintel Beauty Innovation expects growth in immune-boosting and skin-defending claims. 4.   Turbo Beauty 4G: In 2010, products will increasingly include medical- or pharmaceutical-grade actives and next-generation nanotechnology. In addition, clinical testing to substantiate claims and results will move from prestige into “masstige.”

Following the explosion of social media, Mintel also expects beauty manufacturers to start marketing anti-aging products in particular to “digital natives.”

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