BEAUTY CARE

SmartMouth expands line to include cinnamon-flavored rinse

BY Antoinette Alexander

ST. LOUIS, Mo. Oral care brand SmartMouth has developed a new cinnamon-flavored mouthwash slated for retail availability in early May.

“We went through many months of taste testing and refinement with very discerning cinnamon lovers and expect strong consumer acceptance. For our retail partners, it’s the first opportunity to bring cinnamon fans into the higher margin, premium mouthwash segment,” stated Susanne Cohen, CEO of SmartMouth parent company Triumph Pharmaceuticals.

The new SmartMouth Cinnamon will have a suggested retail price of $11.99 for 16 oz. Like its mint-flavored sibling, each SmartMouth Cinnamon package contains twin, eight-ounce pump bottles, enabling a freshly mixed and activated solution with every use.

SmarthMouth promises to provide 12 hours of fresh breath after each rinse.

It is 100% alcohol free and has no burning sensation. Its proprietary two-pump formula attacks bad breath in two ways, according to the company.

First it eliminates any currently present bad breath; second, its zinc ion technology neutralizes bacteria, preventing them from producing new bad breath for at least 12 hours after each rinse.

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BEAUTY CARE

SoftSheen-Carson launches natural hair care line

BY Antoinette Alexander

NEW YORK Looking to leverage the popularity of natural or “nature-inspired” beauty products, SoftSheen-Carson has launched for 2009 its new Roots of Nature natural-based hair care line.

The products, which are designed to combat damaged hair, are infused with a combination of organic shea butter and organic green tea to stimulate hair growth and moisturize and nourish hair.

The Roots of Nature line includes Strengthening Oil Moisturizer, Triple Repair Hairdress, Reconstructing Deep Treatment and Stimulating Scalp Oil.The suggested retail price is $6.99 each.

Also for 2009, SoftSheen-Carson’s ethnic hair color brand Dark and Lovely now offers a new line dubbed Color Confidence Haircolor for 100% gray coverage for women of color. The new line offers three levels of conditioning (before, during and after you color) in a no-ammonia formula that penetrates even the most stubborn gray hairs. The line is available in five natural looking shades and has an average retail price of $6.99 each.

Meanwhile, SoftSheen-Carson has enhanced its Dark and Lovely Relaxer to now include shea butter and propylene glycol to leave hair straight, soft and healthy-looking. The improved formulations will be available beginning in April and will have an average retail price of $6.99 each.

For men, the company has revamped its razorless Magic Cream Shave to now feature shea butter to moisturize skin, improved hair cutting performance and a masculine fragrance. It also has a modern look and feel and new logo. The suggested retail price is $3.99.

For those African-American men who prefer to shave with a razor, there’s the new Magic Bump Rescue. This daily moisturizing treatment is enriched with aloe and cocoa butter to reduce the appearance of razor bumps while producing even-toned smooth skin. The suggested retail price is $5.99.

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Garnier beauty products given as gifts at award ceremony party

BY Antoinette Alexander

NEW YORK Maybelline Great Lash mascara and Garnier Nutritioniste skin care were among the products that guests inside Elle’s “Beach Chic” Green Room lounge received during the 2009 Film Independent’s Spirit Awards held in Los Angeles in late February.

Elle magazine was a premier sponsor of the awards event, held Feb. 21, which champions achievements in independent film and supports actors and filmmakers in their endeavors.

During the ceremony, Elle hosted celebrity presenters, winners and VIPs in the “Beach Chic” backstage lounge. Guests received Swarovski encrusted Nutritioniste Bags, ear buds and Maybelline Great Lash from Elle’s 2009 Spirit Awards partner, Garnier, while VIPs walked away with Lacoste hats and sunglasses. In addition, celebrity guests were encouraged to sign the Elle-branded surfboard, which will be auctioned off with all of the proceeds donated to charity.

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