BEAUTY CARE

Vaseline asks consumers to identify mystery celeb

BY Antoinette Alexander

GREENWICH, Conn. Unilever’s Vaseline is inviting consumers to guess the identity of its “mystery” celebrity for a chance to win an all-expense paid trip to the Vaseline Reveal Party in February.

The effort is part of the Vaseline “Skin is Amazing” campaign that kicked off in late 2007. The campaign, which has featured skin photos of such celebrities as Minnie Driver, Hilary Duff and Dave Navarro, explores the personal relationship between the celebrity and his or her skin.

The campaign has now taken a new twist with a “mystery” celebrity. Consumers can submit their guess by visiting www.vaseline.com/skin or texting the word “SKIN” followed by the celebrity’s name to short-code 82222*. The deadline is Jan. 31, 2008.

Those who participate will be entered to win an all-expense paid trip for two to the Vaseline Reveal Party on Feb. 12 and “rub elbows” with the stars featured in the campaign.

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L’Oreal issues recall of hair color due to misprint of directions

BY Antoinette Alexander

NEW YORK L’Oreal Paris, a division of L’Oreal USA, has initiated a voluntary recall of its L’Oreal Paris Dream Blonde (Baby’s Breath Blonde #100 Ultra Lightening) Bleach and Lightening care kit because of misprinted directions.

According to the beauty company, all of the retailers have been notified and have removed the product from their shelves. The product was sold between Jan. 1 and 18. Affected consumers, estimated at a few hundred, will receive a full refund for returned product.

L’Oreal said the product itself is safe; however, if used according to the current misprinted directions, complications such as irritation or sensitivity could result so consumers should not use the product and return it to their retailer for a refund.

Those consumers looking for more information can call 888-241-9504.

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Regis announces acquisition plans for PureBeauty and BeautyFirst

BY Antoinette Alexander

MINNEAPOLIS The competition within the beauty industry is stepping up a notch as Regis Corp. announced plans to acquire PureBeauty and BeautyFirst salon operations—a move that will enable Regis to transform its Trade Secret stores from a retailer of professional hair care products to a boutique also offering skin, cosmetics and bath products.

Regis currently holds a 19.9 percent equity interest in PureBeauty and BeautyFirst. The deal is expected to close in February.

“Our customers have told us they want more than professional hair care products and, with today’s increased competition and diversion issues, it is critical that we execute on the transformation of Trade Secret to a beauty boutique,” stated Paul Finkelstein, chairman and chief executive officer of Regis Corp.

The company plans to rebrand most of its Trade Secret locations to PureBeauty and most of its Beauty Express locations to BeautyFirst. It will combine the “best of all of our brands, bringing together PureBeauty’s and BeautyFirst’s strength in skin, cosmetics and bath with Trade Secret’s existing professional hair care platform and exceptional real estate,” noted Finkelstein.

Steve Hudson, president and chief executive officer of PureBeauty and BeautyFirst, will become chairman of the division and will be responsible for the strategic oversight and execution of the transformation plan.

PureBeauty and BeautyFirst operations consist of 63 company-owned locations and 51 franchise locations operating in 20 states. Consolidated annual revenues total about $65 million. Including the sales of franchisees, system-wide sales are about $110 million.

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