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Marketing In Brief

This article was originally published in The Rose Sheet

Executive Summary

Dermal Renu Sunshield: Cincinnati-based Wellness Formulations LLC launches Dermal Renu Sunshield daily wear SPF 15. The mineral-based sunscreen provides sun protection with titanium dioxide and zinc oxide and combats the signs of aging with anti-glycation agents pueraria mirifica extract, green tea extract and carnosine, which "promote natural collagen and elastin production in your skin," according to its Web site. Formula also features antioxidants niacinamide and silybum marianum fruit extract, as well as peptides palmitoyl penatapeptide-4 and carnosine. The lightweight formula is water-resistant and formulated to reduce skin damage due to environmental aggressors, firm says. Product costs $27.25 for 1 oz. at DermalRenu.com

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Eye makeup driving cosmetics sales: Eye makeup sales have risen 38% since 2004, compared with 11% increase in overall color cosmetics market, according to Mintel's July 7 release. The market intelligence firm says 65% of survey respondents reported using mascara, which is "one of the fastest-growing segments in color cosmetics." Senior Beauty Analyst Kat Fay offers insight: "The focus is now on more dramatic eyes. ... Mascara products are offering everything from serums to invigorate your natural lashes to iridescent particles that reflect light to bring out a woman's natural eye color." Markwins aims to undercut the competition with a $6.99 eyelash-growth serum launching in January 2011 from its wet n wild brand (1"The Rose Sheet" June 21, 2010). Revlon's Almay intense i-color products award "enhanced eye color" with firm's "light interplay technology" (2"The Rose Sheet" April 5, 2010, Marketing In Brief). Mintel says women are donning mascara five times a week. Meanwhile, 63% and 62% of women are using eyeshadow and eyeliner, respectively, firm notes. The most popular color cosmetics are still lipstick and lipgloss, with 76% of women using the products, reportedly. However, Euromonitor research suggests consumers have been making do with products they already have, rather than buying new ones, which explains the category's modest growth (3"The Rose Sheet" July 5, 2010)

OCA Applauds Organic Board's Recommendation To USDA: "Outlaw Nanotech"

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