BEAUTY CARE

Navarro gets in on private-label game with Vida Mia line

BY Antoinette Alexander

MIAMI — The push by retailers to offer and promote private-label brands remains strong as Navarro Discount Pharmacies unveiled its own private-label brand of Hispanic products across a range of categories, including beauty, over the counter, food, body and baby.

The new Vida Mia ("my life") line will feature bilingual packaging. It is being launched under Magellan Distribution Solutions, a wholesale and export company that is a wholly owned subsidiary of Navarro.

The new private-label products, launching in late summer 2011, will fully roll out to all 28 store locations and three additional stores that are slated to open within the next three to six months. To support the launch, Navarro has developed a campaign that includes in-store product sampling and coupon offers.

In addition to the store rollout, the Vida Mia brand also will be made available on a wholesale basis and online via e-commerce in about four to six months. Navarro has stated that it will offer the Vida Mia label as a licensing and manufacturing program to other retailers around the country who have a strong Hispanic customer base.

The product categories include:

  • Mi Casa (home) — household and kitchen items, coffee cups and paper goods;

  • Mi Cuerpo (body) — soap, shampoo and lotions;

  • Mi Salud (health) — OTC items and equipment;

  • Mi Bebe (baby) — diapers and baby items;

  • Mi Belleza (beauty) — cosmetics and beauty accessories; and

  • Mi Sabor (taste) — coffee, plantain chips, cookies, rice, sugar and other foods.

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BEAUTY CARE

ModiFace teams up with StriVectin

BY Antoinette Alexander

NEW YORK — ModiFace, a provider of virtual makeover technologies, has partnered with anti-aging skin care company StriVectin to launch a virtual anti-aging results tool on StriVectin’s site at StriVectin.com.

The tool allows users to upload a photo and then instantly applies facial recognition algorithms to detect the face and to simulate skin repair results after two, four and eight weeks of twice-daily use of StriVectin’s anti-aging products. These virtual results are based on the actual data points derived from StriVectin’s clinical studies for StriVectin-SD intensive concentrate for stretch marks and wrinkles and StriVectin-SD eye concentrate for wrinkles, the company stated. The resulting images can be shared via Facebook, email or Twitter.

"When launching the new StriVectin-SD formulas, we conducted extensive clinical studies with an independent lab and were amazed by the remarkable anti-aging results and incredible before-and-after photography. We wanted to find a compelling way to bring these results to women everywhere with a personalized interactive makeover tool, and our partnership with ModiFace has done just that," said Jill Scalamandre, StriVectin chief marketing officer. "We are very excited about the many possibilities of utilizing this tool across a variety of different platforms, including our website, our Facebook community and at store level with our retail partners, to reach our consumers."

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HappyMe celebrates acne-fighting products at Duane Reade

BY Antoinette Alexander

LOS ANGELES — In celebration of its newly launched acne-fighting skin care line at Duane Reade, HappyMe Skincare is throwing a bon voyage bash for blemishes during the week of April 11 to 15 at select Duane Reade locations throughout New York.

To bid farewell to pimples, the "HappyMe Going Away Party for Pimples" will offer attendees a free consultation with an esthetician, plus HappyMe samples. HappyMe also is giving away an iPad to one sweepstakes winner.

"This event is the perfect opportunity to showcase the new product line to the public," HappyMe spokesman Jeff Schroeder said. "The company’s passion and knowledge for skin care has led us to create products that don’t just deliver smooth, vibrant skin; they [also] create an experience with their products. HappyMe is so confident in the product they’ve produced, they want individuals to have the opportunity to feel it, smell it and experience it free at the Duane Reade celebration."

HappyMe targets acne-causing bacteria with natural ingredients like willow bark and olive leaf extracts, and nourishes skin with naturally healing lavender oil and other essential oils. HappyMe Skincare is free of harsh chemicals, parabens, sulfates, and artificial dyes and fragrances.

"Duane Reade is the pharmacy and drug store of New York. With hundreds of locations on the East Coast, it is the perfect retailer to launch the HappyMe Skincare line," Schroeder added. "For those hoping to improve the quality of their skin, HappyMe’s Going Away Party for Pimples will definitely be an educational opportunity, but more than anything, the event will be fun and full of surprises and samples."

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