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BEAUTY CARE

Volition’s skin care products hit Sephora shelves

BY Gisselle Gaitan

Crowdsourced and consumer-driven beauty brand Volition announced that it will be hitting Sephora shelves across the nation with two of its best-selling products and one new launch.

The line, which is free of sulfates, phthalates, parabens, nitrates, coal tar, formaldehyde, BHA and BTA, also is cruelty-free. Two fan-favorite products to launch at the retailer include:

  • The Turmeric Brightening Polish for Face and Body, which is formulated to addresses many of today’s skin concerns. The multi-purpose polish features turmeric to brighten, smooth and soften skin, sandalwood to tone and olive oil for hydration, Volition said. The scrub also reduces the appearance of fine lines, wrinkles and comes in a 4-oz. size that retails for $38; and
  • Helix AM/PM Eye Gel, which improves hydration, depuffs and smoothes skin. It features key such ingredients as snail mucin that Volition said improves the appearance of firmness, fine lines and wrinkles, allatonin, collagen and elastin for anti-aging benefits. The gel also helps rehydrate and renew the eye area and comes in a 0.5-oz. jar that retails for $52.

“I’m so inspired by the movement among women today to work together and empower each other. Volition Beauty is one of those examples where women are collaborating to express themselves and develop products to address real concerns — not those dictated to us by an industry that’s still largely shaped by a stereotypical notion of beauty,” Volition innovator Anuradha K., who created the product, said. “The idea for my turmeric face and body scrub draws
from an ancient skin care ritual from India that women use to this day. It’s an all-in-one product
 that every woman can use to help their skin stay
soft, supple and healthy.”

The latest addition to the Volition line that will launch at the retailer is the Prismatic Luminizing Shield SPF 50. The product contains a weightless, breathable formula with a natural scent that the company said provides broad-spectrum sun protection with titanium dioxide, zinc oxide and octinoxate. Also included are kiwifruit water and ku shen root to extract treat age spots and brighten skin, licorice extract which diminishes the look of dark spots, sodium hyaluronate that delivers moisture and an instant plumping effect and peptide to minimize pores and the appearance of fine lines and wrinkles. The product must be applied over the entire face 30 minutes before sun exposure and comes in a 1-oz. size that retails for $35.

“As a beauty editor, I’ve learned two hard and fast truths: 1) There are no rules. 2) Except for the one where you must absolutely wear SPF at all times. For most of us, it’s the Achilles heel of skincare. I wanted to create something elegant and skin- enhancing, above and beyond sunscreens that merely do their jobs but nothing more.” Prismatic Luminizing Shield SPF 50 creator Aja A. said.

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BEAUTY CARE

YouCam Makeup, Amway launch Artistry app

BY Gisselle Gaitan

Perfect, the parent company of YouCam Makeup, has entered a global partnership with beauty company Amway.

The collaboration resulted in the creation of a mobile application called Virtual Beauty, which the companies said was designed to redefine the shopping experience consumers shopping The app will be launching in Korea first, followed by Japan, Thailand and the United States throughout 2018.

“We are thrilled to partner with Artistry to elevate their customer shopping journey by integrating YouCam technology to best serve their customer needs,” Alice Chang, CEO of Perfect, said. “YouCam’s AR and AI innovations will help Artistry connect and engage with consumers in a faster, convenient, and more effective way, driving sales, and creating an all-together better customer shopping experience.”

The virtual beauty app will feature over 150 makeup SKU’s, which potential shoppers can test, discover and purchase instantly. Personalized skin care product recommendations based on the user’s skin concerns also will be available through the integration of YouCam’s artificial intelligence technology.

“The Artistry Virtual Beauty App is a fun and engaging way to bring an entirely new experience to how our Amway Business Owners try, share, and sell Artistry products,” Kelli Templeton, vice president of global beauty for Artistry, said. Partnering with YouCam puts the beauty counter right in the hands of our business owners and their customers for personalized beauty recommendations.”

Perfect and Amway’s virtual beauty app is now available for download through the App Store and Google Play.

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BEAUTY CARE

John Frieda adds ‘Riverdale’ star to influencer campaign

BY David Salazar

Kao USA’s John Frieda Hair Care brand has added a new influencer to its Your Hair Talks, Make a Statement Campaign. Camila Mendes, who plays Veronica Lodge in the CW’s “Riverdale,” has joined the New York City-based brand’s campaign as an influencer.

She will work with the John Frieda team to create content that highlights her personal hair story and the role it’s played in her life, the company said. Mendes also will host events and social activations over the course of her yearlong partnership with the brand.

“My hair has always been a definitive part of my personal style, so I love being part of a campaign that celebrates hair as a form of expression,” Mendes, who has 7 million Instagram followers, said. “I’m excited to join Your Hair Talks, Make A Statement with so many other bold, inspired women.”

Mendes has been a regular user of the brand’s Frizz Ease products since she discovered them in a magazine, the company said.

“Camila is confident and outspoken, which ties in perfectly to Your Hair Talks, Make a Statement,” said Heather Warnke, Kao USA director of marketing, said. “Her bold style and self-proclaimed lifelong passion for hair makes her an amazing addition to our campaign. We’re very excited to have her share her journey and unique hair story.”

John Frieda is the second Kao USA brand with a “Riverdale” onboard as an influencer, with Madelaine Petsch, who plays Cheryl Blossom on the show, acting as brand ambassador for the Cincinnati, Ohio-based company’s Bioré skin care brand.

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