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Philips Sonicare unveils new FlexCare Platinum toothbrush

BY Antoinette Alexander

STAMFORD, Conn. — Philips Sonicare is looking to elevate the power toothbrush category with the introduction of its latest innovation, FlexCare Platinum.

With approximately half of American adults suffering from mild, moderate or severe gum disease, Sonicare FlexCare Platinum promises to remove up to seven times more plaque between teeth than a manual toothbrush and improve gum health in two weeks.

Equipped with sonic technology, the brush provides a cleaning action that gently and effectively reaches deep between teeth and along the gum line, the company stated.

Sonicare FlexCare Platinum’s plaque removal capabilities are thanks in part to the new InterCare Brush Head, which has bristles of different lengths to clean different parts of the teeth and gums. The extra-long bristles reach between teeth, while other bristles remove plaque from along the gum line, and polish and clean teeth for a whiter color. The American Dental Association recommends that users change brush heads approximately every three months for optimal plaque removal. So, the InterCare brush head also has reminder bristles that fade to indicate when it’s ready to be replaced.
 
To help guide the user experience and ensure optimal results, Sonicare FlexCare Platinum also addresses aggressive brushing, which can damage teeth and gums with an intuitive Pressure Sensor to guide proper brushing technique. The handle gently vibrates when too much pressure is applied, alerting the user that they are brushing too hard.

Just as dental professionals customize the treatment of their patients, users can customize their brushing experience with a total of nine possible brushing combinations. Users can choose from three individual brushing modes (clean, white and gum care) and three corresponding intensity settings (high, medium and low).

Sonicare FlexCare Platinum is available now at select retailers, with full retail availability by mid-September 2013, for a suggested retail price of $179.99. A model with a UV sanitizer that is designed to remove up to 99% of select bacteria from the InterCare brush head is also available for a suggested retail price of $199.99.
 


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Mintel: Hair relaxer sales down double-digits over past five years

BY Antoinette Alexander

CHICAGO — Natural may just be the new normal in the African-American hair care market as sales of relaxers continue to decline, according to new research from Mintel.

According to Mintel, relaxers account for just 21% of African-American hair care sales and the sector has declined 26% since 2008 and 15% since 2011 when sales reached $179 million — the only category not to see growth.

Mintel’s research estimates the relaxer segment will reach $152 million this year, down from $206 million in 2008. Furthermore, in the past 12 months, 70% of African-American women say they currently wear or have worn their hair natural (no relaxer or perm), more than half have worn braids, and 41% have worn locks.

“The natural hair trend is driving an increase in sales of styling products such as styling moisturizers, setting lotions, curl creams, pomades, etc., but the increase has caused the relaxer segment to decline in sales,” stated Tonya Roberts, multicultural analyst at Mintel. “A look at expenditures from 2008-2013 shows steady growth in the Black hair care category for all categories except relaxers/perms.”

Shampoo and conditioner formulated for African-American hair is estimated to reach $257 million in 2013, up from $211 million in 2008. The styling products segment has also increased from $220 million in 2008 to an estimated $268 million in 2013. Meanwhile, the hair color market is forecast to see sales of $36 million in 2013, compared with $32 million in 2008.

However, when it comes to achieving the perfect look, it seems African-American women are willing to shell out top dollar to change up their hair. More than half (51%) agree that it’s worth spending more on hair care products to achieve the best results while 39% say they like to experiment with new hair care products.

“Given their passion and love of hair, Black consumers represent a lucrative market for companies. Black consumers are always looking for new products to try and seeking information about hair care products,” noted Roberts. “Social networking is one avenue that has helped to garner trust, empowerment, individuality, and pride as it relates to hair care. Brands have been born and re-born using social networks.”

 So what’s the appeal of the natural style? Forty-eight percent of women believe natural or curly hairstyles exude confidence and the same percentage consider them daring. Meanwhile, 45% of African-American women think natural coifs are trendy.
 


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Rihanna aims to push boundaries with new Rogue fragrance

BY Antoinette Alexander

NEW YORK — Grammy-Award winning singer Rihanna has launched her newest fragrance, Rogue by Rihanna, Parlux Fragrances has announced.

A blend of powerful and playful, the fragrance encourages all women to live life on their own terms. Show your strength and beauty — go Rogue.

“We are thrilled to be introducing Rihanna’s Rogue to the world this fall. Every element of the fragrance reflects Rihanna’s dynamic spirit and relentless passion and strength. It is an amazing fragrance befitting this amazing talent,” stated Donald Loftus, president of Parlux Fragrances, the company producing all of Rihanna’s fragrances.

Rogue by Rihanna was photographed by Mario Sorrenti, styled by Mel Ottenberg, hairstyling by Yusef Williams and makeup by Lucia Pieroni.

Rogue by Rihanna became available beginning September at Macy’s, Dillards and Belk.
 


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