Brandstorm 2010

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Now,have longer eyelashes

Women may soon stop relying upon cosmetics like mascara to create the illusion that they have long and luscious eyelashes, a sign of beauty and glamour, thanks to a new scientific discovery.


Biologists at L’Oreal’s research laboratories in Paris have developed a gel that extends the length of time individual eyelashes grow for before they fall out, leading to longer and bushier eyelashes.

They have spent the past three years studying eyelashes, and comparing them to hairs elsewhere on the body.

While a human head hair will grow for up to three years, eyelashes grow for only three months before they fall out, limiting the length that they can grow to.

The researchers say that their lab studies showed that the hairs could be made to grow longer by increasing the growing time.

According to them, they were also able to increase the number of eyelashes present on the eyelid as a result.

“Modern mascaras create the illusion of longer eyelashes. When women take their make-up off, their lashes are still the same length,” the Telegraph quoted Dr. Patricia Pineau, scientific director at L’Oreal, as saying.

“Eyelashes are similar to other hair in many ways, but they have two key differences that we can exploit.

“The first is the speed of growth, which is much faster in eyelashes while the second is the amount of hair growing at any one time. In head hair, 70 to 80 per cent of the hairs are growing at any one time while in eyelashes only about 15 per cent are growing.

“It was clear by increasing the duration of the growing phase the eyelashes would grow longer while postponing the start of the resting phase, when the lashes fall out, means there are more lashes on the eyelid fringe,” she added.

He research team have observed that a combination of citric acid, an amino acid known as arginine, and extracts from a Mexican plant known as Centella asiatica had the best effects.

The researchers say that the treatment is applied to the roots of the eyelashes as part of a white gel, which is used each night for three months.

They revealed that a small three month clinical trial involving 32 women saw their eyelashes increase by an average of 20 per cent, while lashes increased in length and density by 30 per cent in some cases.

“Even we were surprised by the difference. Most of the women, about 80 per cent, have asked to keep using the serum,” said Dr. Pineau

L’Oreal hopes to market its product as a cosmetic

that would be available over the counter.

Professor Valerie Randall, a researcher in hair growth at Bradford University, said: “This sounds like an interesting piece of research. Until recently eyelashes have not studied that closely as there didn’t seem to be much that could be done with them other than putting on mascara, but the idea of promoting eyelash growth has now produced a great deal of interest in this area.”

Source: http://timesofindia.indiatimes.com/life-style/beauty/Nowhave-longer-eyelashes-sans-mascara/articleshow/4898853.cms

Body Shop ethics under fire after Colombian peasant evictions

Critics hit out at the eco-friendly cosmetics firm after a supplier cleared Colombian ranch land to grow palm oil– and riot police were brought in to enforce the removal of farmers.

The Body Shop, the cosmetics giant that claims to source ingredients from companies that protect local farmers' rights, buys palm oil from an organisation that pushed for the eviction of peasant families to develop a new plantation.

Daabon Organics, a Colombian firm that provides the British chain with 90% of all its palm oil, was part of a consortium that asked the courts to remove farmers from a sprawling ranch 320km north of the capital Bogotá with a plan to grow African palm. Police in riot gear evicted the farmers in July.

Now solicitors for 123 peasant farmers and their families are appealing against the decision with the backing of a British charity. They say that some locals had lived and worked on the land for more than 10 years and had already applied for the right to own it under Colombian law before the consortium bought it.

The disclosure will embarrass the Body Shop, which has claimed that it respects the rights of local farmers in developing countries and uses Daabon's oil to make the equivalent of 7.5 million bars of soap every year. It will also highlight the many battles between farmers and palm oil companies across the globe as the product becomes increasingly lucrative.

"The Body Shop should reconsider its decision to buy palm oil from Daabon in the light of this conflict," said Catherine Bouley of Christian Aid, which is backing the farmers' legal action. "The Colombian government would like to triple the area under palm cultivation, which will only exacerbate the problem of displacement." The dispute began in December 2006 when Daabon's subsidiary CI Tequendama and a partner company bought Las Pavas, a 1,100-hectare (2,700-acre) ranch in Southern Bolivar province. The consortium applied for an eviction order in January this year which was enforced in July.

Solicitors acting for the peasant farmers claim that the consortium should have been aware that the land had been home to families who had been cultivating crops including plantain, maize and squash for more than 10 years.

The peasants say they had previously been forced off the land in mid-2006 by paramilitary groups, but had moved back some six months later and made a legal submission to own it for good. Under Colombian law, ownership can be granted to farmers who have occupied abandoned land for more than three years.

Banessa Estrada, a solicitor for the peasants, said that the families had formed a co-operative and submitted an official claim on the land in mid-2006, several months before the consortium's purchase. "It was an illegal eviction because they did not take into account the claim of the land made by the peasants," she said.

Another palm oil company had taken an interest in buying the land in 2006, but had backed down after discussions with the peasants, campaigners claim.

A small group of farmers returned to the ranch last week for the first time since their eviction – with a reporter.

Misael Payares, leader of the peasants' association, pointed to a row of recently felled trees by the side of a new road. "This is what a supposedly ecologically friendly company is doing," he said.

Ader Rojas, who grew plantain on the ranch, said much of the plot had been churned up. The wooden shelter he built near the plot had been destroyed and a bog near his land had been drained. "This was all I had," he said.

The evicted peasants have set up a camp in the schoolyard of the nearby village. Over open fires, they prepare meals of corn fritters and cheese for the 500 men, women and children with food donated by aid agencies.

The Body Shop, which is the world's second largest cosmetics franchise and has 2,400 stores in 61 countries, was founded by the late Dame Anita Roddick and is now part of L'Oréal group.

Its distinctive eco-friendly image – it was the first British cosmetics chain to introduce refillable bottles – has been preserved by L'Oréal and it continues to campaign for the rights of local producers. In June 2007, while announcing its deal with Daabon, The Body Shop called on manufacturers and retailers to follow its lead to help slow the drastic environmental and social effects of unsustainable production.

"We have changed our entire soap range to be manufactured using palm oil from one of the leading sustainable plantations – Daabon in Colombia," it said in a press release. "We have commissioned our own audit and visited the plantation to ensure the protection and welfare of communities, workers and the surrounding jungle is preserved.

"Production impacts on the rights of indigenous populations, often creates poor labour conditions and has severe health implications for women working on the plantations," it read.

The Body Shop has a current commitment to community trade by seeking out small-scale farmers, traditional craftspeople, rural co-operatives and even tribal villages, according to the company's website.

Daabon, a certified organic producer, is a family-run company that was set up in 1914 but has grown substantially over the past five years. It now has 714 office in Colombia and 28 offices in other countries including the US, Germany, Japan, and Australia. Alberto Davila, Daabon's president, has been photographed embracing Colombia's president Dr Alvaro Uribe Vélez.

The demand for palm oil has soared over the past 15 years and it is found in foods such as margarine, crisps and chocolate, as well as in soap, cosmetics and biofuel.

The oil is used as a hardener in a wide range of personal care products. It was present in 497 products launched globally in 2007 compared with 246 in 2006, according to market researchers.

But the growth has led to a backlash from environmental groups concerned that forests across the tropics are being cut down to make way for plantations, destroying habitat for endangered species and resulting in the displacement of local people.

Greenpeace says the palm oil industry contributes to carbon emissions when producers establish new plantations on peat bogs, which store carbon. Draining and burning peat bogs to establish plantations releases greenhouse gases.

The protests have taken some producers by surprise because five years ago they developed a certification system for producing environmentally sustainable palm oil.

A spokeswoman for Daabon said the company had never been involved in any other land disputes and was seeking to resolve the case through the courts and "community outreach". She said it had no knowledge of any claim by the farmers before it acquired the land and had taken all steps to come to an agreement with them.

She added that any preparation of the farmland since July would have ensured that any protected areas would not be affected.

"The Daabon group and its subsidiaries have never had any previous land conflicts and would under no circumstances knowingly violate the rights of legitimate land holders," she said.

"[A] consultation will focus on explaining the company's plans for an inclusive model which could offer better living standards and opportunities for communities in the areas, similar to that developed in the Magdalena region."

A spokesman for The Body Shop said that the disputed land has not produced oil for its products.

"The Body Shop is committed to the defence of human rights and trading ethically, and works closely with suppliers to uphold our values. We are aware of the allegations regarding land rights in Colombia and we are liaising with our suppliers in that region and monitoring the situation closely."

Source: http://www.guardian.co.uk/world/2009/sep/13/body-shop-colombia-evictions

L'Oreal launches roll-on foundation

L'Oreal is launching a foundation which has been created with a roller brush for consumers to apply it with.

The roll-on foundation will launch under the True Match brand - which looks like a small paint roller - is the latest product innovation from the cosmetic giant.

According to L'Oreal the roll-on applicator has been designed to blend the foundation to create 'flawless coverage and ultra-even results.

The new product, which launches this month, will be priced at £12.99 and is available in six shades.

An advertising campaign will communicate that roll-on foundation will deliver 'perfect uniformity'.

Source: http://www.marketingmagazine.co.uk/news/937374/LOreal-launches-roll-on-foundation/

Cheryl Cole to front LOreal campaign

Girls Aloud singer and X Factor singer Cheryl Cole will appear in a television campaign for L’Oreal after signing a one-year deal with the cosmetics company.

Cole will front the ads promoting a new range, Elvive Full Restore 5, which launches in the UK next month. The campaign was created by McCann Erickson.

The range is believed to be the first L’Oreal Paris has launched specifically for the UK market, while Cole is the first British woman the firm has signed since Kate Moss in 1998.

A spokeswoman for L’Oreal says Cole was chosen because she is “the nation’s sweetheart and is held in great affection by the British public”.

L’Oreal traditionally employs US celebrities for its campaigns such as Jennifer Aniston, Beyonce, Penolope Cruz
although it did recently sign Indian actress and star of the Oscar-winning movie Slumdog Millionaire, Freida Pinto

http://www.marketingweek.co.uk/cheryl-cole-to-front-l’oreal-campaign/3003888.article

L’Oréal Paris and Garnier sponsor Project Runway

Fans of Project Runway have probably already noticed that L’Oréal Paris and Garnier have been a part of the recently debuted sixth season. Following a sponsorship deal, this will continue into the seventh season as well.

In August, it was announced that the multi-season sponsorship deal with Lifetime Television, The Weinstein Company, L’Oréal Paris and Garnier was reached for Project Runway and Models of the Runway.

“With their strong brand awareness and equity in the beauty category, Garnier and L’Oréal Paris are ideal integration partners for Project Runway and Models of the Runway,” said Lifetime Networks Executive Vice President of Ad Sales Debbie Richman. “Garnier and L’Oréal Paris have long been at the forefront of shaping style in America, and Project Runway continues to provide the perfect platform to showcase their brands. Coupled with Lifetime’s powerful connection with women, their products will reach a large audience on-air and online in a fun, entertaining and energetic way.”

As part of this deal, “the L’Oréal Paris cosmetics line and the haircare, styling and haircolor brand Garnier will serve as the official category partners” for both shows. As the shows air, there will be product integration.

In addition, there will be “co-branded on-air promotion, advertising and print media; extensive digital media content, including a major online sweepstakes.”

L’Oréal Paris, which has been partnering with Project Runway since its inception, will provide a $100,000 contestant prize for Project Runway. The company will also provide a $25,000 prize for Models of the Runway.

“Aspiration and innovation are at the heart of L’Oréal Paris, so it’s a natural fit for the brand to be backstage at the hottest ticket in fashion,” said Anne Talley, Senior Vice President of Marketing, L’Oréal Paris. “We are pleased to award cash prizes to the winning model and Runway designer so they may express their creative visions, and ultimately, realize their dreams.”

This marks the first season that Garnier will be a sponsor.

“Project Runway provides a unique opportunity for Garnier to showcase its high performance, naturally-inspired haircare, styling and haircolor portfolio to a powerful and passionate Lifetime audience,” said Carolyn Holba, Senior Vice President of Marketing, Maybelline New York*Garnier. “The looks created in-show will inspire viewers each week – and drive them online, where celebrity hairstylist Philip Carreon will show them how to create those styles with Garnier products.”

Source: http://www.examiner.com/x-15970-Project-Runway-Examiner~y2009m8d30-LOreal-Paris-and-Garnier-sponsor-Project-Runway

Recession All smiles at L'Oréal and Boots as cosmetics buck recession

Foreign holidays, fancy nights out and new cars are among the many things that Britons have sacrificed in the face of the worst recession for decades. But there is one thing that it seems much of the population cannot go without – make-up.

L'Oréal, the French cosmetic company whose brands include Lancôme, Garnier and the Body Shop, today reported higher than expected profits of €1.37bn (£1.2bn) for the first half of the year. Shares jumped 10% on the news.

At Boots, the UK market leader, sales of beauty products have increased in recent months. Peter Bainbridge, commercial director of Boots' beauty business, which includes No 7, the biggest selling brand, said: "Customers are looking for an inexpensive treat to make them feel good and a small thing, like a lipstick, can make a big difference to someone's day."

According to analysts at research firm Mintel, the UK beauty market has continued to grow despite the recession.

"A recession does not change people's insecurities about the way they look," says Alexandra Richmond, a beauty analyst at Mintel. "They may have given up their long-haul holiday this year but the reality is make-up is a small indulgence in the scheme of things."

The link between make-up and recession is not new. When an executive at Estée Lauder noted that sales of expensive lipsticks soared in the wake of the 9/11 terror attacks, he dubbed it the Lipstick Index, an alternative economic indicator which sees make-up sales rise in a downturn.

But just as the causes of recession are different this time, so are make-up choices. The consensus in beauty circles is that the Lipstick Index has been replaced by the "Foundation Factor" after L'Oréal noted a 15% sales jump as women sought the perfect skin tone above a glossy pout. "It's not about warpaint anymore, says Grita Loebsack, head of L'Oréal UK. "Today women prefer more of a natural look – what we call the 'make-under' – they are putting on a brave face and want to look their best."

The company said women told them they would give up a lot before they sacrificed products in their beauty regime: "They told us: 'I will buy a cheap shower gel for my family but I will not give up my Kerastase shampoo, I will hide it in the bathroom cabinet.' "

The market has not been immune to the downturn with the top end squeezed as even the wealthy shied away from the beauty counters in stores and at airports, at the height of the financial crisis.

L'Oréal, the world's biggest cosmetics firm, saw global demand for its premium brands such as Lancôme and Kiehl's drop sharply with the company suffering its first ever quarterly sales decline at the end of last year. But it sounded a positive note yesterday, stating that sales had started to recover as extra advertising – it has just hired Cheryl Cole as a new "face" – and new, cheaper products persuaded women they were "worth it".

The fastest growing areas of the market are anti-ageing creams, perfumes and mascara. Loebsack said the market was benefiting from structural change as life expectancies and the "science part" behind skincreams improved. Boots scored a major success with Protect & Perfect cream after scientists endorsed its efficacy. "If a product promises something it doesn't deliver consumers won't buy it again and that has repercussions for the brand," Loebsack said. "You can't over-promise or over-claim, especially when you are an established brand."

While classics such as Chanel No5, Elnett hairspray and Touche Eclat are fixtures on retailers' shelves, the market increasingly turns on new, more technical, products with vibration – in everything from mascaras to razors – currently a key feature. High-profile launches have included Oscillation, a "powermascara" from Lancôme with a wand that delivers "7,000 oscillations per minute", and the million-selling Garnier Eye Roll-on, which plumps up tired eyes with a caffeine infused potion.

Some analysts argue "trading down" is increasingly a feature of the consumer landscape – and here to stay – but Loebsack says women have always mixed luxury and value: "The overall make-up market is in very strong growth both in the luxury and mass market segment," she said. "When I am at the gym I peer into women's make-up bags and they will have a Lancôme mascara, a Max Factor foundation and a No 7 eyeshadow."

Making do with makeup

The correlation between a happy cosmetics industry and a miserable economy has been known for some time. "When lipstick sales go up, people don't want to buy dresses," Leonard Lauder, chairman of Estée Lauder Cosmetics, once said, but then he would say that (and he seemed to get the equation the wrong way round). 9/11, for example, was a good day to bury bad news and, as Lauder intimated, a very good day for lipstick, with brands like MAC seeing sales rise by 12% in the United States in the three weeks after the attacks while the rest of the economy tanked. This is known – no, really, it is – as the lipstick index.

Glossy magazines and, predictably, glossy cosmetic companies always posit this as though it were a fabulously feminine show of strength. I take a somewhat different view, perhaps having been nauseated for ever by the delightfully named Georgette Mosbacher, chief executive of Borghese Cosmetics, who, when asked to explain why her company's sales had risen post-9/11, replied – with a presumably painted po-face – that women were buying lipstick with "a sense of defiance that 'they' aren't going to disrupt our lives and take away our simple pleasures".

Yeah, take that, Osama!

The real story here is not just that women are buying more cosmetics but that they are buying less fashion. Cosmetics have always been the scaffold of the fashion world, with perfume buffering fragile clothing sales. Those sales are now wilting like a woman on an overly precarious stiletto, suggesting that many women are turning to cosmetics not because they are being "defiant", but because they have a special night planned but know it makes more sense to wear something they already have and compensate with new slap from Boots. This is less about "simple pleasures" and more about making do.

Hadley Freeman

Source: http://www.guardian.co.uk/business/2009/aug/28/boots-loreal-recession-makeup