BEAUTY CARE

RapidShield aims to amplify, prime lashes with daily conditioner

BY DSN STAFF

RapidShield is looking to condition, prime and protect the lashes of its users by launching the Eyelash Daily Conditioner. The product also amplifies the appearance of healthy-looking lashes, the company said.

Users are able to apply RapidShield to lashes in the morning for a natural look of volume and definition, or under mascara to help prime and protect lashes. The product also can be applied over mascara for an easy touchup.

The product is formulated with Hexatein 3 Complex, which hydrates and rejuvenates the youthful appearance of lashes. This blend, which is exclusive to the brand helps coat lashes with amazing shine, sheen and luster, the company said.

RapidShield Eyelash Daily Conditioner is expected to launch in May/June and be distributed to mass chain, drug, e-commerce, grocery and specialty stores nationwide.

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Rimmel London appoints new chief artistic officer

BY Gisselle Gaitan

Rimmel London has announced that global street artist, Indie184 has been named the new chief artistic officer for the brand. This news comes on the heels of the New York City-based Coty brand revealing British actress and model Cara Delevingne as its latest brand ambassador and relaunching the Edge Your Look campaign, which promotes a vibe fueled by cultural richness, diversity and a sense of freedom.

Indie 184

In this new role, Indie184 will continue to propel the brand’s edgy, creative and unique persona while also inspiring consumers to embrace their inner artist when creating their own beauty looks, the company said.

“I’m excited to begin a new artistic journey with Rimmel London,” Indie184 said. “As an artist, I have always appreciated the individuality that comes with creating a makeup look. Rimmel London is committed to utilizing makeup as a creative tool and finding beauty in the unique.”

Together Rimmel and Indie will work on the U.S.-focused Art of Beauty campaign, inspired by the artist’s style which is bold, graphic, characterized by bold colors, full of feminine accents and contains stylized images of prominent women from Elizabeth Taylor to Rihanna. Indie will translate her unique artistic perspective to edgy beauty looks that can be recreated with Rimmel products and consult on brand content creation to be rolled out in February, the company said.

Indie has been active in the graffiti culture for over a decade and a half. She quit business college to teach herself to sew, paint and product graphic design. Her work is influenced by abstract expressionism and pop art, Indie’s paintings are raptures of color and textures fused with her original graffiti and street art, imagery, and designs juxtaposed with personal messages. She’s had her work exhibited in El Museo del Barrio in New York City and Völklingen Ironworks Museum in Saarbrücken Germany.

“Indie184 is an amazing artistic talent and we are thrilled to have her creative mind as an asset to the brand.” Chandra Coleman, vice president of U.S. marketing at Rimmel London said. “Her work epitomizes the notion that beauty is art and art is beauty. Rimmel is all about redefining beauty standards and using our products to create your unique, bold and edgy look. We’re so excited about this rich partnership.”

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Dove targets dry skin relief, intros DermaSeries

BY Gisselle Gaitan

Dove is aiming to help those suffering from extremely dry skin by announcing the launch of the Dove DermaSeries line. All of the included products are hypoallergenic, fragrance-free and formulated especially for those with the driest skin. Everything from a non-foaming, milky face wash to nourish the skin along to an intensive balm for an instant, on-the-spot relief will be featured in the launch, the Englewood Cliff, N.J.-based company said.

Dove’s DermaSeries also focuses on containing mild skin cleansers, which help replenish skin-natural lipids and uses luxurious textures. Moisturizers found in the line help seal skin’s moisture and contain an active a protein found in the skin called, PPAR. The protein replenishes lipids and improves the skin’s outermost layer. To accompany the launch of the new line, the Unilever-owned brand is debuting the Make peace with dry skin campaign, which is focused on encouraging users to share their personal journeys on the road to skin confidence.

“You see perfect skin all over social media. But not everyone has perfect skin – whether it’s eczema, psoriasis, acne, or whatever, the more we show it, the more people will accept it. Nobody is perfect,” Mercedes Matz, Dove DermaSeries Real Woman said.

As part of the campaign, Dove DermaSeries is launching an Instagram community dedicated to changing the conversation around what it means to live with a skin condition while creating a place of support and daily inspiration for all. Users can participate by visiting @InOurOwnSkin on Instagram, using the #InMyOwnSkinImage hashtag, and seeking further information via the company’s website.

Dover DermaSeries is available for purchase at Target, CVS, Amazon.com and mass drug retailers nationwide.

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