Pure News

There's plenty happening in the world of beauty retail this month. Here is a selection of stories from this month's Pure News pages. For the full story this month, and every month, you can subscribe to Pure Beauty.

Testing times

Concerns are growing among natural and organic brands after it was revealed that new EU legislation could force them to test products on animals. REACH, (Registration, Evaluation and Authorisation of Chemicals) is demanding that all chemicals used within the EU become part of a complex database proving they have undergone safety tests. As part of these tests many chemical ingredients could be required to undergo animal testing, forcing brands against such testing to re-formulate their products. Simon Duffy, founder of Bulldog Natural Products, recently organised a conference in collaboration with Whole Foods Market, for brands concerned about the new legislation. He says: “We wanted to discuss the legislation and to draw attention to the possible implications for increased animal testing. Many industry stakeholders shared our values and concerns, and following the enthusiastic response to the conference we will be forming a REACH working group for natural skincare companies and other concerned parties.”

Vegan stamp for Kitten Vixen

Kitten Vixen Cosmetics has been awarded Vegan certification for its Put Your LipsTogether range of organic lip glosses. Leading make-up artist and founding partner of Kitten Vixen Cosmetics, Geraldine Shaker, says: “Kitten Vixen recognises that consumers are increasingly conscious of what they put on their skin, so our range is free from synthetic fragrances, flavours and colours, contains no animal products and is not tested on animals.” Founding partner and marketing consultant Shani Shaker adds: “We are delighted to have been awarded the vegan stamp of approval for our lip glosses. The integrity of our products is essential, and where we can use a natural or organic ingredient without compromising the performance of our products, we will.” The lip glosses feature hydrating formulas infused with essential oils, for a soft, glossy finish.

Wilkinson Sword sponsors Movember

Shaving brand Wilkinson Sword is sponsoring the Movember campaign - the charity moustache growing event that aims to increase awareness of men’s health issues and raise money for The Prostate Cancer Charity. The massive £2m investment will see the launch of a brand new Mo’s Moustache Emporium in Kensington, where professional barbers will groom and style men’s moustaches, and an integrated communications campaign featuring innovative online ads, engaging new digital techniques such as Facebook and Twitter, and the launch of www.lovethemo.co.uk, designed to drive sales of Wilkinson Sword’s Quattro Titanium Precision razor and Quattro Titanium blades. Karen Williams, Wilkinson Sword product manager, says: “We’re very proud to be supporting the event for the second year running and it’s great to be able to raise money and awareness for serious men’s health issues while driving sales.”

Murenu joins John Frieda

John Frieda has appointed legendary stylist Luigi Murenu as its global creative consultant, bringing his sought-after expertise and trend-setting sensibility to the hair care brand. Celebrated for the iconic looks he creates as well his visionary approach to hair, Murenu will apply his creativity, foresight and expertise to the brand. Arnaud Meysselle, Kao Brands global vice president, hair care, says: “This is a bold move which, particularly in this global economic landscape, underscores our commitment to ongoing innovation and excellence. Like John Frieda, Luigi continues to break beyond the boundaries of the expected, with a passion for originality, creativity and quality that defines new standards.” Murenu adds: “I am truly excited about working with John and the John Frieda brands. John’s creative approach is, and always has been visionary, but he has also succeeded in creating one of the most successful hair care brands in the world.”

Oxy on TV
OXY has launched a two-month TV campaign costing more than £800,000. Adverts emphasising the brand’s efficacy and male-specific formulations will air during the X Factor, MCH TV, GMTV and TV on Demand, while being supported with online ads on the GMTV and Good To Know websites. OXY brand manager Matthew Jamieson says: “Shows such as the X Factor have been chosen because they are dual audience; they are watched by the teenagers who will use the products and by mums who will be buying them.” The TV ad still features a young man (pictured) walking along the street with girls drawn irresistibly towards him, but it has been updated to focus on the unique four-way action brought about by the breakthrough active ingredient phycosaccharide, which kills p.acnes, eliminates excess oil and reduces redness, and the keratolytic ingredients which remove dead skin, together helping to ensure skin remains clear.

In the Press
 Vogue (October 2009) featured Estée Lauder’s Sensuous Gold Signature Eyeshadow Quad in Rose Amethyst (rsp £29) in a feature on Rose Gold, which it touts as this season’s’ hottest metallic shade.

Media speak

Beauty talk across the Press

Too much fake tan has been dubbed the Biggest Beauty Blooper of the 20th Century, according to a recent poll. The Daily Star (12/09/09) reported the ‘tangoed’ look was voted worst beauty mistake in a survey of 3,000 women undertaken by Superdrug. Despite the orange look being sported by the likes of Jordan, Chelsy Davy, Jodie Marsh and Christina Aguilera, fake tan came unequivocally bottom. The list comprised the worst possible beauty faux-pas to have occurred over the last Century. Shaved eyebrows with pencilled-in replacements, as seen on Pamela Anderson and Liza Minelli, came in second place. In third was excessively thick foundation, and fourth was bright blue eye shadow, often seen on Hollywood screen legend Dame Elizabeth Taylor. The top ten beauty horrors, which were answered by women between the ages of 18 and 65, also featured hairy legs, over-plucked eyebrows and too much blusher. In total, a list of the worst 50 beauty mistakes was constructed, which included the use of dark lip liners, tooth gems, hairy upper lips and monobrows. Favourite beauty trends of the 1980s also made the hit list, including crimped hair, fake beauty spots and clumpy mascara.