BEAUTY CARE

Pop star Katy Perry to be the newest face of CoverGirl

BY Antoinette Alexander

HUNT VALLEY, Md. — Procter & Gamble’s CoverGirl has tapped music star Katy Perry to be the newest face of the beauty brand.

Perry will make her first cosmetics campaign debut in the spring of 2014. Known for being innovative and irreverent in her style choices, #COVERGIRLKaty has rocked looks that have ranged from retro pinup to anime space princess to queen of the jungle, so it’s fitting that in her forthcoming campaign work with CoverGirl, she’ll be showing off a breadth of bold new beauty looks with products developed by the brand’s global creative director Pat McGrath.

“Katy is an amazingly talented singer, songwriter and performer who has always kept an open heart and been an ‘open book’ in communicating and connecting with her fans,” stated Esi Eggleston Bracey, VP and GM for CoverGirl cosmetics. “Never afraid to express emotion, strength, vulnerability or independence, Katy is the embodiment of a true CoverGirl — someone we root for, identify with and get inspiration from. We have been admirers of her music and her style for a long time, and are looking forward to a beautiful journey together.”

On the verge of releasing her third album, Prism, on Oct. 22, Perry remains more committed than ever to making powerful pop music infused with her characteristic honesty, accessibility and sense of humor.

Since its introduction in 1961, the CoverGirl brand has been a pioneer in providing women with the makeup tools needed to rock their everyday cover moments. The list of famous CoverGirls has included Christie Brinkley, Cheryl Tiegs, Rachel Hunter, Tyra Banks, Niki Taylor and Molly Sims. The current roster of CoverGirls includes such pop culture icons as Sofia Vergara, Queen Latifah, P!nk and Ellen DeGeneres, as well as rising stars Becky G, NERVO and Janelle Monáe.

 

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Oral-B develops new Black 7000 power brush

BY Antoinette Alexander

CINCINNATI — Procter & Gamble’s Oral-B has unveiled what it says is its most innovative power brush to date — the Oral-B Black 7000.

The Oral-B Black 7000 is designed to remove 100% more plaque than a regular manual toothbrush, the manufacturer stated.

Accelerating to top speeds faster than a race car, the new Oral-B Black 7000 features 40,000 pulsations and 8,800 oscillations per minute and provides a tooth-by-tooth clean. It was designed with a sleek, Black handle inspired by its target consumer and the latest trends in luxury and premium goods, including cars, cameras and high-end technology products. Oral-B Black 7000 offers six different cleaning modes, including a new tongue cleaner mode for fresh breath, and is compatible with a range of Oral-B brush heads to provide a personalized and targeted approach to brushing.

The Oral-B Black 7000 also interacts with Oral-B’s SmartGuide technology, a wireless display that acts like a dental professional in your bathroom, providing feedback as you brush, to help guide a two-minute brushing experience, as recommended by dentists. When using SmartGuide, people are five times more likely to brush for two minutes twice a day, and 9-out-of-10 aggressive brushers reduced their brushing force, the company stated.

“With the Oral-B Black 7000, we’re continuing to provide the best brushing technology available, created by German engineers with zero tolerance for plaque and a passion for innovation and design,” stated Rishi Dhingra, marketing director at P&G. “We believe that with this new introduction we’ll deepen our value in consumers’ lives, not just a superior cleaning tool, but as a must-have personal accessory at home or on the road.”

For brushing on-the-go, the Oral-B Black 7000 comes with a travel case. The brush can also be used along with the new Oral-B smartphone app. The app is ideal for users who choose to leave their SmartGuide at home, but still want to enjoy similar brushing guidance when traveling. The six cleaning modes provided by the Oral-B Black 7000 include: Daily clean, Deep clean, sensitive, whitening, massage, and the new tongue cleaner mode. It is also compatible with the following Oral-B brush heads: Precision Clean, 3D White, Sensitive, FlossAction and Deep Sweep.

The Oral-B Black 7000 is available in limited quantity via e-commerce through 2013, and available in department, retail and specialty stores starting in April 2014.

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Zelo Brazilian keratin smoothing system comes to drugstore.com

BY Antoinette Alexander

BOCA RATON, Fla. — Boca Cosmetic Group’s Zelo Brazilian keratin smoothing system is now available on drugstore.com, the manufacturer has announced.

Zelo promises to provide frizz and curl control resulting in the taming of rebellious hair to provide a smooth, polished look with more manageability. The Zelo hair care line contains natural ingredients, including Brazilian keratin, vitamins, exotic oils and emollients from the Amazon.

The Zelo line does not contain harsh chemicals or toxins, which makes it particularly attractive for women wishing to maintain their hair health and avoid formaldehyde found in many salon keratin treatments.

The line includes the Brazilian Keratin Smoothing System and supporting after-care products: Salt- and sulfate-free keratin shampoo, Intensive Care Keratin Conditioner and Velvet Hair Gloss.

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