BEAUTY CARE

New USDA seal helps consumers identify products made with renewable resources

BY Antoinette Alexander

WASHINGTON — The U.S. Department of Agriculture has launched a new product label to help consumers easily identify those products composed of — or partially composed of — renewable resources.

The voluntary product certification and labeling is for biobased products, which are those products composed wholly or significantly of such biological ingredients as renewable plant, marine or forestry materials. The label indicates that the product has been certified to meet USDA standards for a prescribed amount of biobased content.

In recent years, consumers have expressed a greater desire for eco-friendly products. However, consumer confusion also has been on the rise as more manufacturers develop products with natural or "green" claims. Furthermore, research firm Mintel predicted that the "’down-to-Earth" trend will impact beauty in 2011 as "free-from formulas — a key trend in 2010 — continue to evolve in an effort to avoid petrochemically derived ingredients."

"Today’s consumers are increasingly interested in making educated purchasing choices for their families," stated Kathleen Merrigan, USDA’s agriculture deputy secretary. "This label will make those decisions easier by identifying products as biobased. These products have enormous potential to create green jobs in rural communities, add value to agricultural commodities, decrease environmental impacts and reduce our dependence on imported oil."

With the launch of the label, the USDA BioPreferred program now is comprised of two parts: a biobased product procurement preference program for federal agencies and a voluntary labeling initiative for the broad-scale marketing of biobased products.

Through implementation of the BioPreferred program, the USDA already has designated roughly 5,100 biobased products for preferred purchasing by federal agencies.

The USDA estimated that there are 20,000 biobased products currently being manufactured in the United States and that the growing industry as a whole is responsible for more than 10,000 jobs.

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BEAUTY CARE

Bic’s new Simply Soleil shaver arriving in March

BY Antoinette Alexander

SHELTON, Conn. — Bic is launching in March its new Simply Soleil triple-blade shaver for women.

The Bic Simply Soleil is a triple-blade shaver that comes in two shades of pink. The shaver’s handle features a feminine floral die cut.

"Women will enjoy this triple-blade disposable shaver for the performance and value it provides, as well as the aesthetics of its handle," stated Linda Palladino, brand manager of shavers for Bic Consumer Products USA. "Bic will support the Simply Soleil shaver through a series of free-standing inserts featuring the Soleil brand during 2011."

The Simply Soleil women’s shaver launches in March and has a suggested retail price of $4.99 for a four-pack.

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BEAUTY CARE

SoftSheen-Carson expands Dark and Lovely brand, taps new spokeswoman

BY Antoinette Alexander

NEW YORK — Ethnic hair care brand SoftSheen-Carson, which is part of L’Oréal USA, is launching for the mass market in February its new Dark and Lovely Healthy-Gloss 5 relaxer and hair care system, which is positioned as the first hair care system to preserve and restore all five signs of healthy hair: moisture, shine, strength, softness and body.

To promote the launch, SoftSheen-Carson has tapped actress and model Bria Murphy to be the new global beauty ambassador for the brand. Murphy, daughter of model Nicole Murphy and Hollywood star Eddie Murphy, will be featured in upcoming TV and print campaigns promoting the new product launch and in-store merchandising, as well as host branded consumer events and participate in social media programs.

"We are so excited to have Bria Murphy as the new spokesperson for Dark and Lovely as we continue its legacy. Not only is she beautiful, [but] she [also] truly exemplifies the character of the Dark and Lovely brand and will inspire an entire new generation of Dark and Lovely women throughout the world," stated Angela Guy, general manager and SVP at SoftSheen-Carson.

The Healthy-Gloss 5 relaxer and hair care system features exclusive formulas designed to provide five times more conditioning power to each strand of hair. The system includes Healthy-Gloss 5 relaxer (regular, super and color-treated), Healthy-Gloss 5 moisture shampoo, Healthy-Gloss 5 moisture conditioner, Healthy-Gloss 5 moisture leave-in treatment and Healthy-Gloss 5 moisture hair cream.

The Healthy-Gloss 5 relaxer features a silk keratin serum to reload hair with inner strength and protection, as well as an exclusive SatinOil (for color-treated hair) to restore moisture, shine, strength, softness and body after one use. The suggested retail price is $7.49.

The Healthy-Gloss 5 moisture shampoo, Healthy-Gloss 5 moisture conditioner, Healthy-Gloss 5 moisture leave-in treatment and Healthy-Gloss 5 moisture hair crème are priced at $5.49 each.

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