BEAUTY CARE

Maybelline introduces first mineral makeup line

BY Antoinette Alexander

Maybelline New York has introduced its new Mineral Power, its first complete line of mineral makeup for the mass market.

The Mineral Power line consists of an entire beauty regimen from start to finish: liquid foundation, powder foundation with a kabuki brush, liquid concealer, powder blush and finishing veil loose and pressed powder.

The key ingredient in the line is micro-minerals, natural mineral pigments that have been triple-refined. Prices range between $7.99 and $9.99.

“We are thrilled to bring our consumers a complete line of mineral products at an affordable price point and look to take a leadership position in this category,” stated Cheryl Vitali, senior vice president of Maybelline New York/Garnier. “We are providing our consumers with the products and education to give them a flawless, naturally luminous look.”

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BEAUTY CARE

Lexington International launches full-scale marketing campaign for HairMax LaserComb

BY Antoinette Alexander

BOCA RATON, Fla. Lexington International has announced the launch of its the HairMax LaserComb to more than 9,000 dermatologists in the United States.

The HairMax LaserComb is the first device of its kind to be cleared for marketing by the FDA for certain types of male Androgenetic Alopecia (male pattern baldness). It is available without a prescription.

The medical launch campaign originated with the creation of a Web site aimed specifically at physicians and health care professionals. The site, www.hairmax.com, provides information on the clinical indications and uses of the HairMax LaserComb.

Following completion of the Web site, the manufacturer began a direct mail program announcing the availability of the device to dermatologists. The mailer contained information on the FDA clearance of the HairMax LaserComb, which was supported by a controlled double-blinded study.

The next phase of the campaign will involve providing in-house support to medical professionals via Lexington’s Professional Services Department and utilizing a combination of physician directed journal advertisements, and other direct mail programs.

Future plans for the campaign include Lexington’s planned exhibition at the American Academy of Dermatology Meeting in February 2008, as well as future meetings directed at medical professionals.

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Bare Escentuals names Kristina Leslie to its board

BY Antoinette Alexander

SAN FRANCISCO Bare Escentuals, a maker of mineral-based makeup, has appointed former DreamWorks Animation SKG chief financial officer Kristina Leslie as an independent member of its board, bringing to nine the number of directors.

Leslie, who brings more than 15 years of private and public company strategic and management experience, worked for DreamWorks Animation SKG from its IPO in October 2004 through February 2007. Before that, she served in the same capacity at DreamWorks Studios SKG since the fall of 2003 and oversaw the corporate finance and strategic planning functions for the company since 1996. Prior to joining DreamWorks, she was director of financial planning at Viacom following its acquisition of Paramount Communications.

In addition, the company reiterated its previously issued fiscal 2007 diluted earnings per share guidance of a range of 89 cents to 94 cents on about 93.2 million shares outstanding and its fiscal 2008 diluted earnings per share guidance of a range of $1.13 to $1.18.

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