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Maybelline NY, Brightline bring interactive runway beauty to the living room

BY Antoinette Alexander

NEW YORK — BrightLine, a provider of interactive television solutions for entertainment and advertising, and cosmetics brand Maybelline New York have announced the launch of a flagship collaborative experience amplifying NBC’s “Fashion Star,” showcasing Maybelline New York products and makeup artist tutorials straight from the “Fashion Star” runway.

The interactive experience allows viewers to go behind-the-scenes with celebrity makeup artist Julianne Kaye for runway secrets and how-to beauty videos from this season’s hottest makeup looks. Features include:

  • Hit the Runway: Viewers spotlight Maybelline New York’s featured products to reveal beauty details and are encouraged to click to “love” their favorites.
  • Makeup Grab Bag: In this arcade-style game, viewers are challenged to collect only the products used in the featured look of the week in their makeup case before time runs out.
  • Get Glamorous: Viewers input a level of difficulty, mood and occasion and are paired with a custom look and the steps to make it come to life with Maybelline New York products. Viewers also are invited to text in to receive the featured product list via mobile phone, making shopping a seamless extension of the interactive experience.
  • Enter the Sweeps: Viewers cast a bid for their favorite “Fashion Star” beauty look, and are entered for a chance to win a fully stocked Maybelline New York makeup kit.

“Reaching our core consumers through innovative and engaging media is vital in continuing the authenticity of the Maybelline brand. Together with BrightLine, we have carried this engagement into the interactive television space, inspiring fans to enter into a two-way dialogue with our brand,” stated Karen Mlynarczyk, VP media and integrated marketing for Maybelline New York.

The Maybelline interactive destination is live through May 13 on Dish Network channel 94 and DirecTV channel 111, coinciding with the conclusion of the second season of “Fashion Star.” New content will be added regularly to offer audiences the latest from the runway.
 

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Delhaize Group CEO Pierre-Olivier Beckers to retire by year-end

BY Antoinette Alexander

BRUSSELS, Belgium — Belgian international food retailer Delhaize Group, whose U.S. banners include Hannaford, Sweetbay and Food Lion, has announced that president and CEO Pierre-Olivier Beckers intends to retire from his executive role by the end of this year.
 
As part of Delhaize’s succession plan, Beckers will stay in his post until a new CEO is appointed and a smooth transition has taken place, the company stated. He will continue to serve on the board, in a nonexecutive capacity, after stepping down as CEO.

The board is now searching for a successor and will consider both internal and external candidates. It is working to facilitate a smooth and orderly transition of the CEO by the end of 2013.
 
Beckers joined Delhaize Group in 1983, has been a director of the company since 1995 and was appointed president and CEO in January 1999. In almost 15 years as CEO he has led Delhaize Group during a period of fast change in the global food retail environment.
 
Under Beckers’ leadership, Delhaize transformed itself from a Belgian company with an international presence to an integrated group sharing the same vision and values. Since 1999, the number of stores has grown from 1,904 to 3,411 in 10 countries on three continents, revenues grew from €12.9 to €22.6 billion. More recently, Delhaize Group has increased its growth profile with 30.7% of the stores now located in growth markets, generating 14% of the group’s revenues compared with less than 5% when Beckers took office, the company stated.
 
“While serving this company and working with the Board of Directors, great colleagues and great teams has been the most rewarding job I can imagine, the board of directors and I agree that the moment is right to put in place a successor who will lead the group and its evolution into the future. Until then I remain fully committed to leading and supporting the company and its 158,000 associates,” stated Beckers.

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New MBA Beauty nail care products rolling out to retail

BY Antoinette Alexander

PALM BEACH GARDENS, Fla. — MBA Beauty is looking to shake up the nail care segment with the rollout of its new tweets :), Waterworks and Dr Marvey lines.

Looking to target the tween/teen market, the beauty brand has developed tweets 🙂 nail color, which is a water-based, two-coat, full coverage nail color for the mass market. The collection is comprised of nearly 50 shades priced at $2.99 each.

In keeping with its name and further playing off its social media product positioning, the tweets 🙂 polish has a tag line that reads: “the nail color that communicates.” In addition, the shades bear such names as TBL (Text Back Later), SUP (What’s Up), CULA (See You Later Alligator) and AITR (Adult in the Room).

Waterworks
For the woman who is looking for a more natural nail polish, MBA Beauty has developed Waterworks. The water-based polish is odor-free and free of phthalates, parabens, formaldehyde, glutens, toluene and DBP. And it is not tested on animals. The Waterworks collection is comprised of more than 30 shades that are priced at $4.95 each.

Dr Marvey
The manufacturer also is looking to bolster the nail treatment category with its new Dr Marvey line. The line is comprised of five different solutions — Nail & Cuticle Care, Base & Top Coat, Repair & Recover (features three-step kits), Strengthen & Grow and Hardener. Each solution is color-coded to make it even easier for consumers to quickly identify the product benefit.

Dr Marvey is made in the United States and free of formaldehyde, toluene, DBP, camphor and gluten. The nail treatments are priced between $5.95 and $9.95.

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