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Real Techniques unveils marketing program featuring Pixiwoo YouTube beauty stars

BY Antoinette Alexander

GURNEE, Ill. — Real Techniques, a Paris Presents brand, is calling all beauty lovers to reveal their inner artist through a sponsored marketing program with Allure magazine.  

They can try their hand at recreating a makeup look designed by Pixiwoo YouTube beauty stars Sam and Nic Chapman for a chance to win an in-person makeover by the sisters. The look — a bronze smoky eye — was inspired by the trending colors of the season and created using Real Techniques makeup brushes.  

One participant will win an in-person makeover with the sisters for them and a friend, including a two-night hotel stay. Two runners-up will receive a virtual makeover with the sisters, as well as an assortment of makeup and the full collection of Real Techniques makeup brushes, and 15 will walk away with a prize package of assorted Real Techniques products. Submissions will be accepted through June 30.

Real Techniques makeup brushes are designed with the expertise of the sisters, who together have worked fashion shows, editorials and celebrity shoots as professional makeup artists. Their YouTube how-to beauty channel, Pixiwoo, has 196 million video views and counting.  Each brush features super-soft bristles and an extended aluminum ferrule for light and easy application.  A color-coded system corresponds to the key steps of makeup application so you can create a base (orange), enhanced eyes (purple), and finish (pink) like a pro.

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Study: Flu vaccines prevent hospitalizations in seniors, even when vaccine effectiveness is low

BY Michael Johnsen

ATLANTA — A new study from the Centers for Disease Control and Prevention found that flu vaccines prevent flu-associated hospitalizations in people 65 years and older, even during seasons when vaccine effectiveness is low, the agency stated Friday. The study reinforces CDC’s existing recommendation for annual vaccination of adults 65 years and older who are at high risk for serious flu-related complications and often most-impacted by serious flu disease each year, resulting in hospitalization or death.

The study, published in Clinical Infectious Diseases online on May 6, used statistical modeling to estimate flu-vaccine-prevented hospitalizations in adults aged 65 years and older for estimates of vaccine effectiveness against medically attended influenza illness, ranging from 10% to 70%. Researchers used CDC flu surveillance data collected during the 2011-12 and 2012-13 seasons. The 2011-12 season was considered to be a mild flu season, whereas the 2012-13 season was characterized as moderate to severe. Using data from these two seasons, researchers were able to determine the varying impact that flu vaccination had in terms of hospitalizations prevented. 

Findings showed that during the more severe 2012-13 flu season, a flu vaccine with 10% effectiveness (and 66% coverage) would avert about 13,000 hospitalizations, whereas a vaccine with 40% effectiveness would avert about 60,000 hospitalizations. In contrast, during the more mild 2011-12 season, a flu vaccine with the same two effectiveness estimates would avert about 2,000 and 11,000 hospitalizations, respectively.

CDC estimates for overall vaccine effectiveness against medically attended influenza illness (across all age groups) for 2011-12 are 47% and for 2012-13 are 52%. The estimates for people 65 and older are 43% for 2011-12 and 32% for 2012-13. Vaccine coverage among people 65 years and older during 2011-12 is estimated to be 65% and 66% during 2012-13.

In addition to estimating hospitalizations prevented by vaccination during these two seasons, the study’s authors also analyzed how many people would need to be vaccinated to prevent one hospitalization. For the 2012-13 season, 476 people would need to be vaccinated to prevent one hospitalization, assuming vaccine effectiveness was 40%; whereas, for the 2011-12 season, 2,457 people would need to be vaccinated to prevent one hospitalization.

Therefore, the study showed that flu vaccination provides a greater benefit against hospitalization during moderate to severe seasons compared with milder seasons, and the number of people who need to be vaccinated to prevent hospitalizations is lower during moderate to severe seasons than during milder seasons. The reason for this is that more people are hospitalized during more severe seasons.

Researchers have known for some time that flu vaccine effectiveness generally is lower in the elderly than in younger, healthy adults. However, this research is reassuring that even when flu vaccination is associated with lower vaccine effectiveness, it can still have a measurable and significant impact on preventing hospitalizations in adults 65 years and older, the CDC stated.

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DenTek launches ‘Go Floss Yourself’ campaign

BY Antoinette Alexander

MARYVILLE, Tenn. — Oral care company DenTek has announced the launch of its "Go Floss Yourself" campaign and contest, inspired by the idea to encourage people across the country to be bold enough to tell a co-worker, friend or loved one that they need to go floss.

"The situation where a co-worker or family member has a piece a food stuck in their teeth happens more often than not," said Rachel Scharfman, brand director of DenTek. "This campaign was put in place as a way to relieve people of these embarrassing moments, like when you get home from work and realize you have lunch stuck in your teeth."

As a way to encourage people to start the conversation about protecting their smile and flossing, DenTek has partnered with Brickfish to launch the campaign and contest with a montage of videos highlighting different situations where loved ones or family members are finding the courage to tell each other to "Go F themselves" on GoFlossYourself.com. By leveraging relatable situations, DenTek is aiming to start a conversation about flossing and positioning flossing as a solution to stop possible embarrassment by making light of the problem that everyone encounters.

To further encourage the conversation, DenTek will be hosting weekly contests tied to the campaign to get people flossing, with the grand prize being a trip to San Juan, Puerto Rico or $5,000 cash. To enter the contest, users can submit a video or photo of themselves flossing with DenTek Floss Picks on GoFlossYourself.com between May 12 and June 23 , then share their entries and encourage friends and family to "like" and share their entries. Once the contest ends, DenTek will choose the winners from the top 20 entries with the most "likes" and "shares."

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