BEAUTY CARE

Manscaped, Dr. Squatch Soap partner on limited-edition grooming kit

BY Gisselle Gaitan

Manscaped, a line created specifically for men’s distinctive grooming needs, has partnered with the team at Dr. Squatch Soap on a limited-edition men’s grooming kit.

“Our partnership with Dr. Squatch Soap Co. creates a truly dynamic collaboration between two male grooming brands focused on revolutionary products for men. This was a unique opportunity to create a limited-edition product kit at an incredibly low price point,” Steve King, CEO at Manscaped, said. “Manscaped is a male vanity company with the sole focus of helping every man be the best version of himself. With the help of Dr. Squatch, men now have additional options in health and hygiene.”

For a limited time, both San Diego-based companies will be offering consumers the chance the purchase the Tame Your Beats kit, which contains four grooming products and a free gift.

Dr. Squatch includes its pine tar moisturizing bar soap and soap saver, and Manscaped’s plow safety razor, crop preserver 24-hour non-powder deodorant and the magic mat’s four disposable shaving mats.

Both brands also have teamed up on the Tame Your Beast viral marketing campaign to promote the product, which will feature a series of entertaining videos, the company said.

“We are excited about the viral marketing campaign that will drive awareness of the Tame Your Beast Kit,” Ryan Fiore, VP of marketing at Manscaped, said. “Our video production team, led by Nathan King, was passionate about delivering a hilarious series of viral videos that will surely create a massive buzz. With this partnership, customers can expect to see hilariously entertaining videos and well-thought-out products to help “tame the beast” in every man out there.”

Further information on the kit, including pricing and availability, can be found on either of the company’s websites.

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Madison Reed’s balayage kit simplifies the perfect highlight

BY Gisselle Gaitan

Madison Reed is making obtaining the highly-desired balayage hair trend much easier to obtain.

The San Francisco-based company is introducing consumers to the Light Works, its first ever, at-home highlighting kit.

Created by a team of experts from the brand, the product offers the same two-step process — lightening, then toning to refine color — that is used in salons for natural-looking, balayage highlights.

“Madison Reed was founded to improve the hair color experience for the millions of women regularly coloring their hair at home,” Amy Errett, CEO and founder of Madison Reed, said. “With the introduction of Light Works, we are now reinventing highlighting and making it attainable for women to achieve ‘lived-in’ highlights for hundreds of dollars less than you’d spend at a salon.”

Featured in the kit is a powder-free, clay-based cream lightener; patent-pending wishbone balayage applicator for a precise and drip-free application; and four demi-permanent toning shades to refine highlights.

Also included in the Light Works kit is one application of the brand’s Bond Building Cleansing Treatment, which fortifies highlighted hair and helps prevent future breakage, the company said.

“I have traveled the globe and worked in top salons for over three decades, and I’ve never seen an at-home highlighting kit that works like Light Works,” David Stanko, VP of technical design and education at Madison Reed, said.

Each kit is made without ammonia and contains no harsh odors, the company said. Light Works kits currently are available for purchase online at the company’s color bars for the suggested retail price of $44.95 and $435.95 for members. Light Works also will hit Ulta Beauty shelves at a later date.

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Cosmoprof hosts trend-directional beauty preview

BY DSN STAFF

Cosmoprof North America previewed several trend-directional beauty brands from across the globe at an exclusive sneak peek event held in New York City’s Library at NeuHouse.

The Putting Beauty on the Map event featured 11 specifically curated cosmetic products that represented three continents and were selected for their global appeal and unique attributes, the company said.

Featured brand in the presentation included 18.21 Man Made from Texas; 9Wishes and Botanic Farm from South Korea; Bijoux de Pele from Brazil; Eleni & Chris and Restorsea from Norway; O’o Hawaii, RealHer and Yuni Beauty from California; Pour Moi from France and Rodial from the United Kingdom.

Leading consumer, industry media, retail buyers, investors and social influencers were on-hand at the event, and attendees were able to explore each product with special beauty treatments and a gift bag that included all of the featured items.

All of the featured brands will be on display at the company’s annual exhibition, which is taking place in July at the Mandalay Bay in Las Vegas. Further information on the event can be found on CPNA’s website.

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