Forever Flawless Diamond-Infused Eye Care; Vaseline Clinical Care; Intact Root Securing Complex; New Skin And Hair Care In Brief
This article was originally published in The Rose Sheet
Executive Summary
Unwash launches eight new products to consumers short on time or water or simply wanting to break “the harsh cycle of traditional shampoo, condition, repeat,” while Daniel Alain introduces Intact Root Securing Complex to prevent shedding during at-home styling or salon services. Forever Flawless, MyChelle Dermaceuticals and Vaseline introduce new skin-care items across the pricing spectrum.
Unwash Expands Shampoo-Alternative Portfolio
Unwash, LLC urges consumers to break up with shampoo and avoid “the harsh cycle of traditional shampoo, condition, repeat” – i.e., “rethink clean” – expanding its hair-care lineup with eight new offerings. Available now at Ulta stores, Ulta.com and Unwash.com, the additions include Unwash Color Care Dry Cleanser, Curls Dry Cleanser and Volumizing Dry Cleanser Foam, priced at $25 to $28. Balancing Scalp Serum ($22), formulated with pre- and postbiotics, Color Intensifying Gloss Treatment ($27), a monthly masque treatment “for non-stop shine, color and dimension,” and Multi-Tasking Dry Oil Spray ($29), designed to detangle, condition and protect against heat and UV rays, figure among other new entries. Billed as an under-the-radar indie hair-care brand providing a healthy, efficacious option for consumers short on time or water, Unwash rode into Ulta stores nationwide in 2016 on the back of alternative hair-care trends such as co-washing. Batiste owner Church & Dwight Co. Inc. is another company that’s been capitalizing on the shift away from conventional hair washing. (Also see "Church & Dwight Sees ‘A Lot Of Runway’ In US For Batiste Dry Shampoo " - HBW Insight, 12 Sep, 2018.)
Intact Root Securing Complex
Newport Beach, Calif.-based Daniel Alain Inc., which markets Follea premium human hair wigs and TruMatch extensions and is developing a test for physicians to determine if a patient is likely to respond to topical minoxidil treatments for pattern hair loss, announced in October “a new category in hair loss solutions.” The firm’s Intact Root Securing Complex with PiliLock – $34 for a one-month supply at IntactHair.com – temporarily reinforces the hair matrix to reduce hair loss during routine at-home styling or salon services, according to the company’s announcement. Aimed at individuals prone to excessive shedding due to factors including stress, postpartum hair loss or genetic predispositions, the product activates within 10 minutes and lasts for hours, Daniel Alain says. "Defending the hair throughout the washing and styling process is vital as this is the exact time it is subjected to the most trauma, resulting in an abundance of lost hair in the shower, on the floor or in the hair brush," says CEO Daniel Hafid, adding, “The idea that a simple application can help minimize hair loss when it is most susceptible is a game-changer.”
Vaseline Clinical Care
Unilever PLC touts new Vaseline Clinical Care as “a breakthrough line of dermatologist-tested hypoallergenic body products aimed to rescue hard-to-heal dry skin.” Featuring the firm’s Barrier Repair Complex, the six-item range transforms skin in five days, unlike other lotions that only temporarily relieve surface hydration, according to the Oct. 29 announcement. Clinical Care offerings can be purchased online for under $6 each. In conjunction with the launch, Vaseline will be kicking off a multi-city “Save Your Skin” tour to emphasize the importance of year-round moisturization, noting that dry, irritated skin can be caused not only by cold weather, but also by stress, lack of sleep, even Daylight Savings, “where the circadian rhythm can be disrupted, leading to dry, dehydrated skin.” Actress Kate Walsh of “Grey’s Anatomy” and “13 Reasons Why” will help with promotions.
Forever Flawless Eye Care
Las Vegas-based luxury cosmetics company aims to return the sparkle to aging eyes with a new eye serum and eye cream, both infused with its extra-fine, natural diamond powder. Available exclusively at ForeverFlawless.com for $349 apiece, the products are meant to work as a system, exfoliating to pave the way for alpha hydroxy acids and plant extracts to fight premature aging and freshen the appearance of under-eye skin “after the very first application,” according to brand’s Oct. 17 release. The company’s portfolio includes various other diamond powder-containing formulas for face and body, as well as a men’s range and a $5,450 Paragon LED Light Photon Beauty Device. (Also see "Cosmetic Launch News: L'Oreal/David Beckham's HOUSE 99; Forever Flawless' Diamond-Infused Mask; More" - HBW Insight, 17 Jan, 2018.)
MyChelle Unveils Skin-Care ‘Dynamic Trio’
Perfect C Serum ($40), formulated with 17% stable L-ascorbic acid (vitamin C) and buddleja plant stem cells, and Remarkable Retinal Serum ($47.50), featuring ceramide 3 and orange plant stem cells in addition to IconicA (retinal), cooperate to improve skin tone and radiance, assist in the reduction of fine lines and dark spots, and help increase hydration, according to [MyChelle Dermaceuticals LLC]’s Oct. 22 release. Rounding out the company’s new “dynamic trio” is Sun Shield SPF 28 ($20), which contains mineral UV filters – “a safe alternative to harsh chemical sunscreens” – as well as soothing aloe and high-performance antioxidants to reduce signs of sun-induced irritation. MyChelle, founded in 2000, touts itself as a trailblazer in the natural industry for its early adoption of anti-aging plant stem cells, and says it’s the fastest-growing natural sun-care brand. (Also see "MyChelle Rebrands To Strike Balance Between Natural, Clinical" - HBW Insight, 1 Nov, 2010.) The Louisville, Colo.-based company sells its products at MyChelle.com, Whole Foods stores nationwide and regional natural retailers.