BEAUTY CARE

Maybelline New York debuting new mascara

BY Antoinette Alexander

NEW YORK Maybelline New York is launching its new Falsies by Volum’ Express mascara at retail in July.

According to the manufacturer, the secret of the Falsies mascara is in the exclusive, spoon-shaped brush with its flexor stem wand designed to sit perfectly along the lash line, cupping and fanning out the lashes. The ideal amount of product, a pro-keratin fiber-enriched formula, is deposited and swept through lashes from corner to corner in one sweep. Lashes instantly will appear super-sized with full density and no visible gaps from any angle.

“Maybelline New York is making it easier for women everywhere to get the fullest, boldest, most dramatic lashes possible — from a tube,” stated Carolyn Holba, SVP marketing for Maybelline New York-Garnier. “Bold, dramatic lashes — once achieved only with the help of professional makeup artists or talented consumers — can now be attained with the stroke of the wand.”

Falsies mascara will be available in three washable and two waterproof shades. The washable shades are blackest black, very black and brownish black. The waterproof shades are very black and brownish black. The suggested retail price is $7.77.

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Noxzema ‘comes clean’ with new look, ad campaign

BY Antoinette Alexander

MELROSE PARK, Ill. Skin care brand Noxzema has a new look and is celebrating its new clean blemish control formulations, a new campaign and a new brand partner.

As reported earlier this year by Drug Store News, Alberto-Culver, which bought the Noxzema brand from Procter & Gamble in 2008, is giving the line a makeover with several new products and a new, restaged look. New to the nine-SKU portfolio for 2010 are the clean blemish control foaming wash and the clean blemish control daily scrub.

Partnering with Noxzema is New York City-based dermatologist Dr. Hilary Reich. Reich specializes in the treatment of acne for adults and teens, as well as general skin care.

In addition, the brand has unveiled its “Come Clean” ad campaign, which encourages women to fix their problems and not cover them up by flaunting their unblemished skin. The campaign will be complemented with an advertorial program, fearing actress Ginnifer Goodwin. The campaign will debut in July in print and online publications including Allure, Glamour, Self and Lucky.

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Plackers teams up with Oral Health America

BY Antoinette Alexander

SAN DIEGO Plackers, a brand of consumer oral care products, has partnered with Oral Health America, an independent organization dedicated to eliminating oral disease through access, education and advocacy, to donate dental flosses that will reach more than 30,000 children in need through the Smiles Across America program.

Plackers dental flossers will be sent to Oral Health America’s Smiles Across America program partners in Minnesota, Chicago, Denver, Maine, Las Vegas, California, West Virginia, New York City, Pennsylvania, Florida and Dallas, and many other locations via Smiles Across America Product Donation Program distribution channels.

Smiles Across America is a program created by Oral Health America to improve the oral health of elementary students who lack access to routine dental care by supporting oral disease prevention services in school-based or school-linked settings, and demonstrating to communities that oral health is integral to overall health.

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