BEAUTY CARE

SeroVital unveils two-step formula

BY DSN STAFF

SeroVital, a brand that focuses on creating and distributing hGH-boosting supplements, announced the launch of a new product.

The Salt Lake City-based company’s new SeroVital Hair Regeneres is a two-step system that aims to deliver melanin to hair roots, and impact scalp environment with external bioactives.

“At the root of SeroVital Hair Regeneres is a proprietary compound called Chromaviv,” Amy Heaton, director of scientific affairs of SanMedica International, said. “It is a novel, bioavailable compound that has been optimized to help regrow natural hair color. In a clinical trial conducted over 120 days, study subjects saw significantly darker — less gray — hair over time. In fact, 87% of subjects agreed their hair was less gray. In a 90-day randomized, double-blind, placebo-controlled clinical trial, subjects saw significant improvements in age-related hair loss, hair tensile strength, hair appearance, reduced hair fall, increased growth phase of existing hair, and reduced breakage.”

A 30-day supply of the product contains one bottle of the Advanced Hair Thickening serum and 60 Hair Renewal Softgels. SeroVital Hair Regeneres features complexes that deliver bioavailable keratin peptides, melanin, such herbs as rosemary and turmeric, vitamin B, biotin, pantothenic acid and minerals.

The product is backed by a 100% satisfaction guarantee, with a full refund if returned within 30 days of purchase, and will roll out to retailers nationwide in August.

Further information on the product can be found on its website.

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Garnier SkinActive receives Cradle to Cradle certification

BY DSN STAFF

L’Oréal USA announced that five products in its Garnier SkinActive line have achieved Cradle to Cradle’s silver recognition certification.

“As the largest beauty company in the world, L’Oréal has taken the responsibility of sustainability seriously, with multiple products from brands across its portfolio achieving Cradle to Cradle certifications,” Lewis Perkins, president of the Cradle to Cradle Products Innovation Institute, which administers the Cradle to Cradle Certified Products Program, said. “By using the Cradle to Cradle Certified product standard as a framework for the continuous improvement of the material health and impact of its products, L’Oréal is leading the beauty industry towards greater transparency and trust with its consumers.”

The brand’s certification was based on an evaluation of material health, material reutilization, renewable energy, carbon management, water stewardship and social fairness practices.

Garnier is the first mass market skin care brand to achieve this status for its products and it joins L’Oréals other brands — Biolage and Kiehl’s — to reach this milestone, the company said.

“The Cradle to Cradle certification is a multi-attribute certification that mirrors L’Oréal USA’s holistic approach to sustainable product development,” Danielle Azoulay, head of CSR and sustainability for L’Oréal USA, said. “We know our consumers value sustainability, and to us that means demonstrating sustainability leadership across the value chain, from formulation to manufacturing to renewable resources to social fairness. We are thrilled that Garnier is the third brand in our portfolio to achieve this major milestone and look forward to continuing to integrate this best-in-class certification across L’Oréal USA’s products.”

Cradle to Cradle’s certifications are awarded at five levels: basic, bronze, silver, gold and platinum. Five of Garnier’s products that made the cut include:

  • Garnier SkinActive deep pore facial Cleanser with green tea;
  • Garnier SkinActive refreshing facial cleanser with aloe juice;
  • Garnier SkinActive soothing cleansing milk with rose water;
  • Garnier SkinActive deep pore exfoliating face scrub with green tea; and
  • Garnier SkinActive refreshing cream cleanser with aloe juice.

All newly certified Garnier products were produced in the company’s Franklin, N.J., facility, which is powered with 100% renewable energy and features optimized vessel cleaning systems that have led to a reduction in water consumption, the company said.

“L’Oréal continues to set an incredible example for how the beauty industry can make our world a better place,” William McDonough, co-founder of MBDC, the originators of the Cradle to Cradle Certified program and assessors of the certified Garnier products, said. “Their commitment to design, develop and take to market Cradle to Cradle Certified products not only empowers customers to choose products that are good for the world, but also encourages other businesses to follow suit. L’Oréal is, in effect, inviting their industry to join them in collaborative advantage as they seek the highest standard.”

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Revlon taps Mette Towley as global brand ambassador

BY Gisselle Gaitan

Mette Towley may be known as a dancer and performance artist, but now she can add Revlon global brand ambassador to her list of titles.

The artist, who made a splash with her solo performance in N.E.R.D’s “Lemon” video, will be joining Gal Gadot, Ashley Graham, Adwoa Aboah, Imaan Hammam and Raquel Zimmermann as a face of the Live Boldly campaign.

“As we evolve Revlon’s Live Boldly campaign, we want to continue to celebrate and champion strong, talented and inspirational women,” Silvia Galfo, global brand president of Revlon, said. “Mette’s passion is present in everything she touches and she truly embodies the Revlon woman today. We are thrilled to have her join as a new Global Brand Ambassador.”

Towley grew up in rural Minnesota before moving to Los Angeles, where she’s spent the last four years touring internationally as a dancer with Pharrell Williams. She also works as a creative consultant and movement coach for artists on the rise, and aspires to broaden the spectrum of her expression into music and acting.

“I’m very grateful and excited to have received this opportunity to partner with Revlon, a brand that supports my passion for beauty and the arts,” Towley said. “I look forward to our partnership being a great catalyst to inspire others to embrace their individuality and live boldly.”

Towley’s first campaign for the brand will support Revlon’s Volumizing Mascara, which launched in May.

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