BEAUTY CARE

Maybelline offers perfect fit

BY DSN STAFF

NEW YORK —Maybelline New York is looking to revolutionize how women shop the wall for face makeup with its new Fit Me collection, available at retail beginning January 2011.

Using the Fit Finder tool, women can easily find the right shade of foundation and the corresponding shades of concealer, powder and blush. The wall is segmented into rows. Each row represents one intensity (i.e., light, medium or deep), and all of the products are numbered for a foolproof process. To find the right shade or number, place your wrist under the windows and find the shade that is the closest match.

Furthermore, the formula features an exclusive Skin Merge technology, which matches skin tone and makes blending easy.

The collection is comprised of 18 foundation and powder, six concealer, 12 blush and three bronzer shades.

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Crest Pro-Health introduces Complete Rinse

BY Antoinette Alexander

CINCINNATI Procter & Gamble’s Crest has announced the introduction of its new Crest Pro-Health Complete Rinse with fluoride.

Crest Pro-Health Complete Rinse promises to provide six benefits in one: rebuild enamel, help prevent cavities, clean teeth and gums, kill bad breath germs, and freshen breath.

"We wanted to create a mouth rinse that, when paired with brushing, would provide comprehensive oral care," stated Christine McGovern, brand manager at P&G. "Crest Pro-Health Complete Rinse provides benefits for your mouth with the added power of fluoride to help individuals improve their oral health. With the use of this new rinse, we hope individuals will have more confidence in the health of their mouths going into their next dental check-up."

Crest Pro-Health has partnered with Dr. Jamie Sands, a family and cosmetic dentist based in Studio City, Calif., to offer consumers tips and tools to help improve their oral health. Consumers can access information and expert advice from Sands, as well as test their oral health knowledge by visiting AOL Health’s Dental Health Care Center at AOLHealth.com. 

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Datamonitor notes knowledge gap, concern over natural personal care products

BY Antoinette Alexander

NEW YORK Many consumers worldwide believe that personal care products formulated with natural ingredients are better for them; however, they still are concerned about product efficacy, and most consider themselves unknowledgeable when it comes to the impact of chemicals on their health, according to recent research by research-firm Datamonitor.

More than half (52%) of consumers globally believed that natural ingredients were better for them, and they believed that synthetic ingredients could irritate the skin due to the chemicals used, such as phthalates, parabens and triclosan. They also increasingly are looking for natural alternatives, according to Datamonitor’s July/August 2010 consumer survey. It is this "healthy halo" that consumers feel when they use natural rather than synthetic ingredients that has driven the market for natural personal care products.

Globally, Datamonitor also found that 57% of consumers were either extremely concerned or somewhat concerned about knowing the ingredients used in cosmetics and toiletries. There was, however, a significant knowledge gap, as the Datamonitor survey found that only 16% of global consumers considered themselves highly informed about the impact of chemicals used in everyday products on their health.

Despite the growing concern over the ingredients used in personal care products, consumers also were found to be ambivalent about the efficacy of natural ingredients in personal care. Datamonitor found that 37% of global consumers agreed with the statement, "Health and beauty products formulated with natural ingredients are equally as effective as non-natural products." Meanwhile, 44% of consumers neither agreed nor disagreed. The data suggested that marketers still have some way to go to convince consumers that natural ingredients are just as effective as synthetic ingredients.

"Shoppers will not be prepared to sacrifice performance benefits when it comes to personal care, particularly as many are actively seeking to minimize the time spent on personal hygiene/grooming," stated Matthew Jones, consumer trends analyst at Datamonitor. "Price is also a factor, as consumers will find it difficult to justify any price premiums when there is doubt as to whether they will even see good results."

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