BEAUTY CARE

NSF International, Natrue develop standard for natural personal care products

BY Antoinette Alexander

ANN ARBOR, Mich., and BRUSSELS — NSF International, a U.S. testing and certification organization, has partnered with Natrue, the international natural and organic cosmetic association based in Brussels, to develop a national standard for natural personal care products.

The new American national standard aims to define the use of the term "natural" and protect the integrity of verified natural personal care products. Natrue’s natural personal care criteria (Natrue standard level 1) will be used as a foundation for the development of an American version, which will help establish a globally recognized definition of "natural" in such personal care products as cosmetics, oral care and personal hygiene.

"In the absence of a standard definition, consumers often question the term ‘natural’ on personal care products as to what it actually means," stated NSF International standards director Jane Wilson. "By collaborating with Natrue, consumer groups, industry experts and regulators, the American national standard for natural personal care products will define, in line with Natrue’s label approach, the use of the term ‘natural’ helping to protect and promote authentic and quality natural personal care products worldwide."

NSF International stated that it will develop the new natural personal care standard using a consensus-based process that allows for balanced participation from key stakeholder groups, including regulators, personal care manufacturers, trade associations and retailers.

The first stakeholder meeting to discuss the development of the new standard will be held March 10 at the Natural Products Expo West trade show in Anaheim, Calif.

This initiative marks the second U.S. national standard that NSF International plans to develop for the personal care industry. "A year ago, the NSF/ANSI 305 standard was introduced for manufacturers seeking to have their personal care products certified as containing organic ingredients. Developing a standard for natural personal care products will help delineate the two sectors for consumers and bring meaning to the term ‘natural,’" Wilson stated.

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Sealed with a kiss: Shoppers Drug Mart develops lip makeover app

BY Antoinette Alexander

CALABASAS, Calif. — Shoppers Drug Mart has partnered with FaceCake Marketing Technologies to create a new lip makeover mobile app that enables beauty mavens to use their iPhones to view a lipstick shade on their own image.

The app is debuting during the retailer’s Free Express Lip Makeover campaign in celebration of Valentine’s Day.

Lip makeover combines FaceCake’s proprietary image animation and interactive try-on technologies to bring the benefits of "TryVertising" to the consumer’s pocket. By choosing from the latest lipstick colors from such brands as Bare Escentuals, Dior, Smashbox and Lancome, customers can use the mobile application to preview their pucker with a number of shades. They then can animate and send their kisses to family and friends.

"The lip makeover application allows Shoppers Drug Mart to put a lipstick aisle in every purse," stated Lori Sroujian, manager of digital marketing for Shoppers Drug Mart. "We are thrilled that FaceCake extended our store’s reach to wherever our consumers are, while also providing a fun viral app."

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L’Oréal chairman bids company adieu

BY Antoinette Alexander

PARIS — French beauty company L’Oréal has announced the departure of Lindsay Owen-Jones, the company’s longtime chairman.

The company stated that Owen-Jones wished to complete the transfer of responsibilities to his successor, Jean-Paul Agon, before his 65th birthday on March 17, as planned and announced at the annual general meeting in 2005.

Owen-Jones has spent 42 years with the group, including 23 years as chairman. He has served solely as chairman since he relinquished the CEO role to Agon in 2006. According to L’Oréal, Owen-Jones has been appointed honorary chairman and will continue to be a director of L’Oréal and chairman of the L’Oréal Foundation.

"I am truly delighted that the great project I had formulated from the outset has become reality. I would like, in particular, to express my thanks to the board for the honor it has conferred on me with this distinction," Owen-Jones stated. "I have every [confidence] in the future of L’Oréal and in the ability of Jean-Paul Agon and his teams to successfully continue this remarkable adventure."

Added Agon, "I feel immensely proud. I am extremely honored and fully aware of the responsibility this appointment entails. I would like to express my heartfelt respect and gratitude to Sir Lindsay Owen-Jones for his support and his inspiration. L’Oréal has entered a new phase in its history: the universalization of beauty. We have all the resources for this new conquest as we continue the great L’Oréal adventure."

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