UK's first Dermacie Centre revealed... UK's first ... - Beauty Magazine

Beauty-Magazine.co.uk 

AGAZINE 

A U G U S T 2 0 1 0 

£ 3 . 2 0 

Cosmo Beauty Awards: 

your sneak preview of 

the 2010 winners 

Haircare special: 

this season’s trends 

and top sellers 

UK’s first Dermacie 

Centre revealed... 

CLUB DERMACIE 

PHARMACY EXPERTS IN SKINCARE

Weight loss benefi ts 

beyond what the 

eye can see 

alli is the only non-prescription 

weight loss medicine licensed 

throughout Europe. A new 

three-month study* has shown 

that alli, when used with a 

reduced calorie, lower-fat diet, 

not only signifi cantly reduces 

total bodyweight but also 

harmful excess visceral fat 1 

that can contribute to diabetes 

and heart disease. 2 

Help customers understand the 

meaning of healthy weight loss. 

Talk to them about visceral fat 

and positive change with alli. 

alli is for overweight adults with BMI 28 kg/m 2 

*Open-label 3-month study in 24 individuals with BMI 28 kg/m 2 

and increased waist circumference. Visceral fat measured at 

baseline and endpoint. 

60 mg hard capsules 

orlistat 

Positive change from 

the inside out 

Product Information. alli 60 mg hard capsules (orlistat). anticoagulants, levothyroxine, antiepileptics, fat soluble vitamins, acarbose, amiodarone. Pregnancy 

Indication: Weight loss in adults BMI 28. Dosage: Adults and lactation: Do not use during pregnancy or lactation. Side effects: See SPC for full details. 

(18 or over): One capsule within an hour of each of three Predominantly gastrointestinal e.g. oily stools, urgency; usually mild and transient, risk reduced 

main meals. Max. 3 caps/day for up to 6 months. Use with by low fat consumption. Pancreatitis, oxalate nephropathy, hepatitis, cholelithiasis, abnormal liver 

lower fat mildly hypocaloric diet. If no weight loss within enzymes, anxiety, hypersensitivity reactions including anaphylaxis, bronchospasm, angioedema, 

12 weeks refer to HCP. Diet and exercise should start prior to pruritus, rash, and urticaria; bullous eruption. Legal category: P. Marketing Authorisation 

treatment. Contraindications: Hypersensitivity to ingredients; concurrent Holder: Glaxo Group Limited, Greenford, Middlesex, UB6 0NN. MA Number: EU/1/07/401/007, 009 

treatment with oral anticoagulants or ciclosporin; chronic malabsorption syndrome; cholestasis; & 011. Pack size and RSP (excl. VAT): 42s £28.65, 84s £43.43, 120s £51.02. Last revised: April 2010. 

pregnancy, breast-feeding. Special warnings and precautions: See GP if kidney disease, on References 1. GSK data on fi le 2010 (visceral fat 

amiodarone, levothyroxine or medication for diabetes or epilepsy. See HCP if on medication for study 1). 2.World Health Organisation. The challenge 

hypertension or hypercholesterolemia. Risk of GI symptoms increases with fat consumption. of obesity in the WHO European region and the 

Take multivitamin at bedtime. See GP if rectal bleeding. Oral contraceptive efficacy may be strategies for response 2007. Available at www.euro. 

reduced if severe diarrhoea; use additional contraception. Drug interactions: Ciclosporin, oral who.int/document/E89858.pdf. Accessed 14/1/10. 

alli is a registered trademark of the GlaxoSmithKline group of companies

PHARMACY EXPERTS IN SKINCARE 

Beauty-Magazine.co.uk 

Cosmo Beauty Awards: 

your sneak preview of 

the 2010 winners 

Haircare special: 

this season’s trends 

and top sellers 

UK’s first Dermacie 

Centre revealed... 

AUGUST 2010 

Club Dermacie 

AGAZINE 

AUGUST 2010 

£3.20 

CLUB DERMACIE 

E D I T O R I A L 

Editor 

Cara Whitehouse 

email: Cara@Beauty-Magazine.co.uk 

Tel: 020 7534 7211 

Editorial Assistant 

Gemma Huckle 

email: Gemma@Beauty-Magazine.co.uk 

Tel: 020 7534 7237 

Group Editor 

Carolyn Scott 

email: Carolyn@Beauty-Magazine.co.uk 

Tel: 020 7534 7212 

Contributors 

Jocelyn Bailey 

Sophie Beresiner 

Josephine Fairley 

Anjana Gosai 

Lee Kynaston 

Designer 

Tony Gummer 

Advertisement Director 

Carrie Culbertson 

email: Carrie@Beauty-Magazine.co.uk 

Tel: 020 7534 7215 

Publishing Director 

Paul Beard 

email: Paul@Beauty-Magazine.co.uk 

Tel: 020 7534 7236 

Head of Client & Education Training 

Lesley Johnson BSc MRPharmS 

Chief Executive 

Felim O’Brien 

Published by 

Communications International Group, 

207 The Linen Hall, 162-168 Regent St, 

London, W1B 5TB 

Tel: 020 7434 1530 Fax: 020 7437 0915 

E-mail: info@Beauty-Magazine.co.uk 

www.Beauty-Magazine.co.uk 

Subscription & Circulation enquiries 

The National Pharmacy Database, 

Precision Direct Marketing, Precision House, 

Bury Road, Bury St Edmunds, IP30 9PP 

Tel: 01284 718912; Fax: 01284 718920 

E-mail: subs@precisiondm.com 

No part of this publication may be reproduced without the written permission 

of the publishers. Published under licence by Communications International 

Group Ltd. © Groupe Eurocom Ltd. Repro by TSS Digital, Margate. Printed by 

Grange Press, Sussex. Unbranded pictures www.istockphoto.com. Some of 

the editorial photographs in this issue are courtesy of the companies of whose 

products they feature. The Publishers accept no responsibility for any 

statements made in signed contributions or in those reproduced from any 

other source, nor for claims made in any advertisement. Beauty Magazine is 

available on subscription to individuals who do not qualify within the terms of 

the controlled circulation. UK £70 US$185 €135. 

A Communications 

International Group 

publication 

welcome 

It’s been a month of ‘firsts’ here in the Beauty Mag 

offices. As you’ll have seen from our front cover, we’ve 

unveiled the first of many new certified ‘Dermacie 

Centres’ around the country following hundreds of you 

qualifying through the Club Dermacie training scheme. 

Congratulations to everyone – I hope it will make a 

difference in your stores and encourage customers to 

take advantage of your expertise! 

In our other ‘first’, I’m thrilled that we’re once again 

the first to let you know which beauty brands have 

scooped this year’s Cosmopolitan Beauty and Fragrance 

Awards. Even Cosmo itself won’t be publishing the 

results until its October and November issues – but 

we’ve got a rundown of key winners on page 4, and 

full details of all the victorious products online at 

Beauty-Magazine.co.uk/Cosmo. Make sure you take a 

look, as Cosmo readers account for 10 per cent of all 

skincare and cosmetics sold in the UK – so it’s worth 

knowing what they’ll be shopping for! 

CARA WHITEHOUSE • EDITOR 

contents 

4 NEWS 

Cosmo’s beauty awards winners – here first! 

11 GET THE LOOK 

Help customers get Kylie’s Greek goddess style 

13 CLUB DERMACIE 

Meet the team from the UK’s first Dermacie Centre 

16 COUNTER ASSISTANCE 

Be an expert with our certified training section 

20 STYLE FILES 

This season’s hottest hairstyles and how to get them 

22 HAPPY HAIR 

Help customers find their perfect shampoo match 

GIVEaway 

Get yourself a great 

smile with this month’s 

giveaway of Yotuel oral 

care products, including 

toothpaste, mouthwash 

and whitening gum. 

We’ve also got five 

bottles of Lacoste Style in 

Play, worth £24 each, for 

the best letters we receive 

this month. And don’t 

forget, too, that there’s 

still £150 worth of beauty 

booty up for grabs with 

our ‘Beauty Watch’ 

competition. Send your 

pics to us by September 

15 to be in with a chance 

of winning… Turn to 

‘Send & Receive’ on 

page 14 to see this 

month’s batch! 

Cosmo’s 

best in 

beauty 

PAGE 

4 

Dermacie PAGE 

Centre 

debut 

13 

Getting PAGE 

Kylie’s 

killer look 

11 

This 

month’s 

contributors 

Josephine Fairley 

Jo is a renowned 

beauty expert and 

co-author of the 

Beauty Bible 

series. This 

month, she 

bemoans beauty 

packaging. 

Jocelyn Bailey 

Former beauty 

editor at Woman, 

Jocelyn breaks 

down how you 

can match the 

right colourants 

products to the 

right customers. 

Sophie Beresiner 

Beauty editor at 

LOOK, Sophie 

checks out this 

season’s hottest 

hairstyles – and 

the products you 

can recommend 

to get them. 

Lee Kynaston 

Lee is grooming 

editor for 

Mankind and a 

regular blogger. 

This month he 

gets behind the 

smiles in the oral 

care category. 

Anjana Gosai 

An award-winning 

beauty writer, 

Anjana pens pieces 

for Elle, The Sunday 

Times Style and The 

Daily Mail. Here she 

looks at haircare 

heroes on the shelf. 

b e a u t y m a g a z i n e 

a u g u s t 2 0 1 0 

3

N E W S 

news 

WHAT’S HOT IN THE BEAUTY WORLD THIS MONTH 

BEAUTY 

This year’s Cosmo Beauty 

and Fragrance Awards 

winners – here first! 

Cosmopolitan itself won’t be 

publishing the results of its Beauty 

Awards until September, or its 

Fragrance Awards until October – 

but here at Beauty Mag, we like to 

keep you a step ahead of your 

customers. So we’ve got the 

lowdown on all of 2010’s victorious 

products now – so that you can 

make sure you’re stocked up and 

ready for the rush! 

Voted for by a mixture of experts 

and readers, the Beauty Awards 

honoured 80 products across 13 

categories. A judging panel – made 

up of the magazine’s editorial team 

as well as singers Sophie Ellis-Bextor 

and Amelle Berrabah, dermatologist 

Dr Nick Lowe, super-stylist Michael 

Douglas, make-up artist Lisa 

Eldridge, House of Fraser beauty 

buyer Tracy Van Heusden and 

beauty guru Marcia Kilgore – 

decided winners across 64 

categories, while Cosmo 

readers gave their Readers’ 

Kiss of Approval to another 

16 products. 

Two overall awards, 

judged by Cosmo beauty 

director (and former 

Beauty Mag contributor) 

Inge van Lotringen, were 

also given out. The 

Beauty Breakthrough Award 

was scooped by Lancôme Génifique 

Youth Activating Concentrate, 

while Elizabeth Arden Eight Hour 

Cream took home the Beauty 

Classic Award. 

In almost 30 categories, products 

were reclaiming a Cosmo Beauty 

Award, with Boss Bottled and 

Herbal Essences Shampoo and 

Conditioner picking up their 

seventh trophies in eight years, 

while Nivea Sun Moisturising Sun 

Lotion and Olay Regenerist Daily 

Thermal Skin Polisher picked up 

their fifth gongs. 

New products given the nod, 

meanwhile, 

included Dove’s 

VisibleCare Crème 

Body Wash, 

which boasts 

NutriumMoisture, 

a new technology 

promising superior 

levels of hydration 

and help to counter 

the drying effects of 

lipid and protein damage in 

the skin. 

Also picking up their first gongs 

were Max Factor False Lash Effect 

Mascara, Rimmel London Mono 

Blush and John Frieda Root 

Awakening Treatment. 

For a full winners list, go to 

Beauty-Magazine.co.uk/Cosmo. 

And make sure you’re ready for 

the rush when the results are 

officially published – because 

according to stats, Cosmo 

readers are responsible for 10 

per cent of all the skincare and 

cosmetics sales in the UK every 

year. Making them a valuable 

customer in your stores! 

FRAGRANCE 

WINNERS 

Also announced last 

month were the 

winners of Cosmo’s 

second annual Fragrance Awards. 

Decided by a mixture of reader 

and panel votes, the event saw 

expert judges give the nod to 12 

fragrances, while readers cast 

their votes on scents in 

eight categories. 

Gucci took top 

honours, scooping two 

awards for its new 

Gucci by Gucci Sport 

Pour Homme. The 

fragrance’s fresh blend 

of citrus and aromatic 

notes, rounded off by 

rich and woody 

patchouli, clinched the Sexiest 

Fragrance for Men accolade, as 

well as the Best Fragrance 

Packaging for Men award. 

Other perfume powerhouses to 

take home two awards were Dior 

and Guerlain, while Boss Bottled 

built on its Cosmo Beauty 

Award win with a Fragrance 

Awards gong, too. The classic 

scent, which has sold more 

than 50 million bottles 

since it launched 12 years 

ago, won the Readers’ 

Award for Sexiest 

Fragrance for Men. 

Marc Jacobs Daisy, 

Chanel No.5 and Diesel 

Only the Brave were also 

among the readers’ winners. For 

full details on all the victorious 

scents and runners-up in each 

category, go to www.Beauty- 

Magazine.co.uk/CosmoFragrance. 

4 


a u g u s t 2 0 1 0

N E W S 

in 

brief 

Katy Perry is to launch her first fragrance 

in November. Said to have been inspired 

by her Catwoman stage costume, ‘Purr’ 

comes in a cat-shaped bottle with 

jewelled eyes and features fruity top 

notes of peach nectar, forbidden apple 

and green bamboo. 

Jennifer Aniston made a 

personal appearance at 

London’s Harrods last 

month to promote her 

new fragrance. She spent 

an hour talking to fans 

and signing bottles of the 

scent, which has changed 

its name from Lolavie to, 

simply, Jennifer Aniston. 

SSL International, which owns 

megabrands including Scholl and Durex, 

has been acquired by healthcare giant 

Reckitt Benckiser. The £2.5 billion 

takeover will see SSL’s lines join the likes 

of E45, Clearasil, Veet, Nurofen, Lemsip, 

Strepsils and Dettol in the Reckitt 

Benckiser portfolio. 

Beauty Magazine 

Awards 2010 

starts here! 

Our product entries are being shortlisted 

as we speak, and we’ll be calling for our 

Beauty Advisor of the Year nominations 

next month! So all that remains is for us 

to tell you to put Wednesday November 

10 in your diaries! 

This year’s Beauty Magazine Awards 

will be taking place among the stars in 

Madame Tussauds, with a three-course 

meal from award-winning caterers and 

after dinner entertainment by 80s 

superstar Belinda Carlisle. 

The night, which is now one of the 

biggest in the beauty calendar, will also 

include a private screening in the Marvel 

‘4D Experience’ Stardome as well as free 

drinks all night! 

For more information, or to buy tickets, 

call Gemma Huckle on 020 7534 7237. 

We hope to see you all there! 

LYNX TAKES 

TO THE SKIES 

New Lynx Dry+ Sensitive has 

hit TV screens with a tongue 

in cheek Top Gun inspired 

advert to promote the new 

anti-irritation variant for men 

with sensitive underarm skin. 

Forming part of a £4 million 

media campaign, the advert 

sees two ‘pilots’ soar into the 

air with their arms stretched 

out as wings, before one of them 

scratches a sensitive underarm and 

plunges head first into the sea. As with 

all Lynx ads, beautiful women are also 

featured – this time as the ‘prize’ for 

maintaining power. 

Louise Brunt, senior male toiletries 

category manager at Unilever UK, 

commented: “We have launched Lynx 

Dry+ Sensitive, our first ever 

anti-irritation deodorant, in response to 

new consumer research which found that 

57 per cent of men have sensitive 

underarm skin that reacts badly to 

normal deodorants.” 

PAYDENS BECOMES THE 

FIRST DERMACIE CENTRE 

Paydens pharmacy in Broadstairs has become 

the UK’s first official Dermacie Centre under the 

Club Dermacie training programme. 

Louise Jewell, a trainee dispenser in the store 

and this month’s Beauty Magazine cover girl, 

became the first club 

member to pass three of 

the Dermacie modules, 

qualifying the 

pharmacy for its 

Dermacie Centre status. 

She told Beauty Mag: 

“I’ve really enjoyed the 

course so far. I 

definitely know a lot 

more and I feel 

confident that I’m able 

to give more advice.” 

Hana Prudka, her pharmacist and store 

manager (pictured above right with Louise), 

added: “I’m very proud that we’ve achieved 

Dermacie status and I think it will help to pull 

people in. It’s great to have dermatological 

expertise and to be able to offer a new level of 

skincare service that can really benefit the 

customer, as well as our store!” 

Congratulations to all those who have now 

qualified their stores as Dermacie Centres. Keep 

up the good work – and make sure you complete 

the course to gain Dermacie Expert status! 

Cat Deeley has returned to UK TV screens as the 

face of Pantene Pro-V. The presenter is fronting 

the brand’s new Aqua Light ‘Make a Swisssh’ 

campaign, which kicked off this month. 

Bloom-ing marvellous 

signing for Boss 

Hollywood heart-throb Orlando Bloom will soon hit screens in 

a new role – as the face of Boss Orange Fragrances. 

The actor, who has starred in two of only three films to 

gross more than $1 billion at the box office (The Lord of the 

Rings: Return of the King and Pirates of the Caribbean: Dead 

Man's Chest), will front the first male signature scent for Boss 

Orange. It follows in the footsteps of Boss Orange Woman, 

which launched last year with Sienna Miller as its face. 

Bloom said in a statement: “Boss Orange is a brand I immediately identified with 

because it has a laid back, spontaneous quality I relate to. The new campaign made 

complete sense to me and I am excited to be representing the brand.” 

Gerd von Podewils, global marketing director for Hugo Boss Fragrances, called Bloom 

“a perfect match for Boss Orange”, and added: “I can’t think of anyone to better capture 

the ethos of the brand and the irrepressibly optimistic nature of the new fragrance.” 


a u g u s t 2 0 1 0 5

N E W S 

Marc Jacobs 

creates a Bang 

Fragrance lovers will be seeing a lot 

more of Marc Jacobs than they 

expected this month as the hip fashion 

designer is unveiled as the star of a 

daring new ad campaign for 

his latest male scent, Bang. 

Lying on a bed of 

reflective material, 

Jacobs is pictured with 

nothing but a giant bottle of Bang to cover 

his modesty. “We tried it with clothes, but 

it didn’t work!” he said of the shoot. 

The sexy new scent, which is Jacobs’s 

first for men in a decade, boasts spicy top 

notes of black, pink and white peppercorns, 

while the heart and base combine masculine 

woods to create a warm scent that lingers on the skin. 

The collection also includes an energising after shave 

balm to leave skin smooth, revitalised and lightly scented 

(£27), a rich lathering hair and body wash (£20) and a deo 

stick (£15). 

Currently exclusive at Harvey Nichols, Marc Jacobs Bang 

will be available nationwide from August 25 and is priced 

£39 for 50ml and £49 for 100ml. 

Pretty in pink 

with Bourjois 

Finding the perfect pink lippy to 

complement your customer’s skin tone 

can be a tricky task, but thankfully 

Bourjois has come up with a clever 

self-adjusting lipgloss to create a 

personalised pink pout for everyone! 

Bourjois Rose Exclusif is enriched 

with ‘intelligent’ pigments that react 

to the pH of the lips, turning the 

transparent gloss into a unique shade 

of pink (varying from pale to bold 

pink) seconds after application. 

Bourjois says that the lipgloss’s 

extraordinary characteristic is that it 

perfectly adapts to the woman using 

it and suits the wearer ‘because the 

pH of each woman, like her DNA, is 

unique’. The non-sticky formula also adds 

shine and volume to smackers as well as 

moisturising lips to leave them soft, 

smooth and healthy. 

Available on shelf now, Bourjois Rose 

Exclusif is priced £6.99. 

Philips signs Jamelia 

R&B star Jamelia will be passing on her 

time saving beauty tips to women as the 

new face of the Philips Satin Perfect 

epilator range. 

The campaign was launched after a 

survey conducted by the brand revealed that 

four out of 10 women think more time, rather 

than more money, would help them become 

healthier and happier. 

Among other things, the signing sees the 28 

year old mother of two interview UK women on 

the street to find out if 

they’ve had enough time 

to prepare their legs for 

summer. The results have 

been posted on YouTube, 

as well as other sites. 

The ‘Superstar’ singersongwriter 

commented: 

“The new Philips Satin 

Perfect epilators are a 

must-have accessory for the summer – with a new and improved 

wide head, it’s so quick and it gives me super smooth legs for 

weeks. I’d recommend it to all the busy ladies out there who don’t 

have time to mess around with complicated beauty regimes and 

want to be hair-free quickly.” 

TIMOTEI IS BACK, NATURALLY 

With a swoosh of long locks, natureinspired 

haircare brand Timotei back! 

The classic line has been 

reformulated with 100 per cent 

natural herb, plant and flower 

extracts to leave hair feeling and 

looking more healthy and beautiful. 

Aiming to recapture former users of 

the 26 year old range, the company 

is also hoping to attract new, 

younger customers looking for 

affordable, natural haircare. 

Grant Yates, senior category 

manager at Unilever UK emphasised: “The Timotei relaunch 

will be aggressively supported in-store with targeted 

retailer specific promotions and customer marketing 

campaigns to create excitement at the point of purchase.” 

Unilever is also backing the launch with a television 

campaign featuring the ‘Timotei girl’ searching the world 

for the best natural ingredients, which are then 

magnetically drawn into the bottle. 

The eight-strong range of shampoos and conditioners 

are priced £1.99 each and come in the following variants: 

Fresh and Strong, Intense Repair, Vivid Colour, Golden 

Highlights, Dream Volume, Shimmer Shine, Deep Brunette 

and 2in1 Delicate. 

Sex Pistols punk scent 

Controversial punk rock band, the Sex Pistols have brought anarchy to the 

fragrance world by launching their very own scent. 

Famed for their anti-establishment stance, the group revolutionised the 

music scene back in the 1970s and initiated the British punk movement. 

Anarchy and rebellion are echoed in the scent, which has been described 

as ‘disregarding aromatic conventions’ with notes of fresh lemon, sharp and 

intense black pepper, aldehydes, leather, heliotrope and patchouli. The 

packaging captures the iconic front cover of their 1977 hit single ‘God Save 

the Queen’. 

Sex Pistols is priced £19.99 for 50ml and is available now exclusively at 

The Fragrance Shop. 

Jo Fairley 

writes scents 

Beauty Mag’s ‘Soap Box’ 

columnist Jo Fairley is 

now also indulging her 

passion for fragrance, 

writing a new blog called 

The Scent Critic. 

Twice-winner of the 

fragrance industry’s 

coveted Jasmine Award, 

Jo covers both niche and 

mainstream fragrances, 

as well as classics and 

new launches. She not 

only writes all reviews, 

but does the site’s 

photography, too. 

Check it out at 

www.thescentcritic.com. 

6 


a u g u s t 2 0 1 0

MEN ONLY! 

Radox has come to the rescue of men wanting to 

reclaim some space in the bathroom for themselves with 

the launch of a new shower range specifically for guys. 

Radox Men comprises two shower scrubs and two 

shower gel shampoos. Radox Men Deep Clean Shower 

Scrub comes in refreshing Watermint & Sea Minerals and 

Lime & Ginger variants to help ‘wake up’ skin in the 

morning, while natural particles contained in the formula 

additionally help to slough away dead cells. 

The Radox Men Invigorating Shower Gel & Shampoo 

contains rejuvenating ingredients to stimulate the senses 

and leave skin tingling for a fresh start to the day, says the 

brand. Both the Mint & Tea Tree and Lemon & Tea Tree 

variants not only energise skin but also make showering a 

doddle with their added shampoo benefits! 

Available nationwide now, each product in the Radox 

Men range features the classic hook for in-shower storage 

and is priced at £1.99 for 250ml. 

& Radox: 01789 208 000 

N E W 

Super 

styler 

Parents wanting to tackle head 

lice in style can now opt for 

this clever styling gel from 

Vosene, which helps to keep 

lice at bay while letting boys 

experiment with their look. 

Specially formulated for boys 

aged between five and 11 years 

old, Vosene Kids Mega Hold 

Styling Gel contains natural head lice 

repellent ingredients lemongrass and tea 

tree oil to protect their hair in the 

classroom and when they’re being 

boisterous in the playground! 

The non-greasy, strong-hold formula 

fixes and holds styles through the most 

physical of playtimes. Chamomile extract 

leaves hair conditioned and the easy 

wash-out gel leaves no residue, making it 

perfect for everyday application. 

Recommended for use with Vosene 

Kids 3 in 1 Conditioning Shampoo and 

Vosene Kids 3 in 1 Leave-In Detangler 

Spray, Vosene Kids Mega Hold Styling Gel 

is available now and is priced at £2.49. 

& Lornamead UK Ltd: 01276 674 000 

P R O D U C T S 

WHAT’SIN • STORE 

NELSONS TO EXPAND 

ARNICARE RANGE 

The stresses and strains of everyday life 

can take its toll on the body, which is why 

natural healthcare giant Nelsons has added 

a new relaxation balm to its popular 

Arnicare range. 

Pitched as an everyday luxury, Nelsons 

Arnicare Arnica Bath & Massage Balm 

harnesses arnica Montana, 

a natural alpine flower, to 

help reduce inflammation. 

Lavender and grapefruit 

essential oils also help to 

calm and relax the senses, 

while primrose and sweet 

almond oil work together to 

leave skin hydrated. 

As the name suggests, it 

can be added to bath water to 

help soften skin and soak 

away tension. Alternatively, 

customers looking to ease 

aching muscles can massage 

the balm directly onto the 

skin for effective relief. 

Emma Woods, Nelsons 

Arnicare brand manager 

commented: “Our new 

Nelsons Arnicare Arnica Bath 

& Massage Balm is designed 

to appeal to consumers looking for an 

effective, natural, premium product with 

multiple benefits.” 

Available from next month, the balm has 

a recommended price of £7.95. 

& Nelsons: 0800 289 515 

LISTERINE STANDS GUARD ON ENAMEL 

An astonishing nine out of 10 people have cavities that are caused by tooth 

decay – so make sure that your customers step up their oral care routine 

to avoid becoming part of this statistic! 

Listerine Total Care Enamel Guard mouthwash has been formulated 

to help protect enamel, defending it against acid erosion and plaque 

bacteria, both of which cause tooth decay. 

Used regularly, the mouthwash promises to repair enamel by 

replacing lost minerals. It also provides 24 hour fresh breath protection, 

helps maintain healthy gums, kills up to 99 per cent of bacteria in the 

mouth, reduces plaque by up to 56 per cent more than brushing alone 

and helps to strengthen and keep teeth naturally white. Available 

next month it is priced at £2.49 for 250ml and £4.19 for 500ml. 

& Listerine: 01628 821 327 

Skin soothers 

As holiday season is in full swing and people spend more time 

in the sun, it’s likely that more customers will come into store 

looking to soothe skin that’s been exposed to the elements. 

AfterSun/Sea/Sport is a water-based hydrogel that cools and 

moisturises sore skin. By stimulating the body’s natural healing 

process, the odourless and non-sticky gel also helps to repair 

and soothe skin that’s been exposed to the sun and the wind – 

perfect for your sporty customers! 

Sun damaged, dry skin is also going to need some TLC and 

AfterBurn Sunburn Rescue Gel promises to give skin the extra 

care it needs. Unlike general aftersuns, which simply 

moisturise, this is clinically proven to help rehydrate and treat 

sun damaged skin, while also helping to reduce redness and 

the risk of peeling. 

AfterSun/Sea/Sport is priced at £5.99 (150ml) and AfterBurn 

Sunburn Rescue Gel is priced at £9.99 (75g). 

& Thornton & Ross: 01484 842 217 


a u g u s t 2 0 1 0 

7

BOOK YOUR PLACES NOW 

Sponsored by 

10 November 2010 

Madame Tussauds, London

• Arrival via the ‘Spirit of London’ ride 

• Pre-dinner drinks in the ‘A-list party’ suite 

• Private screening in the Marvel ‘4D 

experience’ Stardome 

• THE BEAUTY MAGAZINE AWARDS & DINNER 

ON THE ‘WORLD STAGE’ 

• Post awards party with personal appearance by 

BELINDA CARLISLE 

• FREE DRINKS ALL NIGHT and exit via the 

‘Chamber of Horrors’ 

TICKET HOTLINE: 

020 7534 7237

Soap 

BEAUTYMAGAZINE’SCOLUMNISWRITTENBYJOSEPHINEFAIRLEY, 

BEAUTYEXPERTANDCO-AUTHOROFTHEBEAUTYBIBLESERIES 

Being a bit of an eco-bunny, a lot of 

cosmetics packaging makes me wild. 

Blister packs; cartons that have an 

extra sleeve outside the carton and 

packaging which, to create the illusion that 

you’re getting more product for your buck 

than you actually are, has a ‘fill’ inside. (And 

don’t get me going on the plastic bags into 

which cosmetics are automatically stashed.) 

There may be waste directives in place 

aimed at reducing the amount of trash that 

goes to landfill, but it seems to me there are 

still huge swathes of the beauty industry 

where it’s ‘business as usual’ on the 

packaging front. And despite the fact that 

the global market for ‘sustainable’ packaging 

is nearing $88 billion (according to clean 

technology analyst, Pike Research), there are 

relatively few beauty brands which yet 

deserve a gold star for their greener 

packaging actions. 

ATTAINABLE SUSTAINABLE 

The exceptions, though, only go to show 

how much can be achieved in terms of 

recycling or the use of sustainable materials. 

Nude Cosmetics, for instance, uses PCR (post 

consumer recycled) packaging – as does 

Evolve, a new, more affordable ‘eco-brand’. 

It’s stylish, it’s more sustainable – and is there 

any trade-off, just because Evolve’s shampoos 

or body lotions are packaged in something 

that used to be a milk bottle? Not a bit of it. 

In the United States, meanwhile, Tarte 

Cosmetics is using a material called EcoPure, 

which will completely biodegrade in five 

box 

What a load of rubbish: 

WHY PACKAGING NEEDS TO BE GREENER 

years. Encouraging stuff – but why aren’t 

we seeing more of it…? 

Alas, the days of taking your own jar or 

bottle back to be refilled – which was a 

signature of The Body Shop, in its early days – 

has been banjaxed by good old health and 

safety. (Too much risk of cross-contamination, 

it turns out.) But eco-beauty brands like 

Aveda and Elysambre at least deserve a pat 

on the back for creating re-usable compacts 

(made of recycled metals) into which blushers, 

shadows and powders can be slotted. But I’d 

take it further than that and suggest it’s time 

to revive the good old powder compact and 

swivel-up lipstick (our grannies never left 

home without them), and even legislate that 

all companies’ refills have to be the same size. 

(I can dream, can’t I…?) And do let’s hear it for 

companies that actively encourage consumers 

to return packaging: Aveda, Origins, REN, 

Neal’s Yard Remedies (who’ll reward you with 

10p for each container brought back to their 

shops), or M.A.C., which will swap six used 

M.A.C. products for a new lipstick, gloss or 

eyeshadow. But why isn’t it happening in 

Boots, or Superdrug? Because on that scale, 

recycling could truly make a difference. 

DOING OUR BIT 

Personally, I have a thing about plastic. It 

strikes me that at some point, we may need 

every last drop of petroleum the earth can 

offer up to power our houses or run our 

ambulances – and so it seems a desperate 

waste to use it in the making of plastics to 

package razors, for instance. (Which seem to 

be one of the worst culprits in terms of overpackaging.) 

And following BP’s Gulf gusher 

pumping out hundreds of thousands of 

gallons a day, oil isn’t getting any less precious 

– so why wrap it around moisturisers…? I do, 

then, find it very encouraging that the 

packaging industry is working hard to come 

up with alternatives – using corn or wood 

pulp. Currently, they’re more expensive – but 

what is the cost to the earth if we don’t 

rapidly start using them, for everything from 

shampoo to mascara wands…? 

What I don’t buy into is the argument that 

in terms of the overall energy used to create 

the product, packaging has very little impact – 

because from where I’m sitting, every little 

helps. Which is always my riposte, too, when 

doubters tell me that companies who make a 

big thing about packaging sustainability are 

simply indulging in ‘greenwashing’. It all helps 

‘ 

We can all help reduce 

the amount of beauty 

packaging that goes into 

landfill by taking individual 

responsibility to become 

greener beauty consumers. 

to create a climate in which consumers shop 

more responsibly – and demand that brands 

act more responsibly, too. 

There is, of course, something we can all 

do to help reduce the amount of beauty 

packaging that goes into landfill – and that’s 

to take individual responsibility to become 

greener beauty consumers. Cardboard 

containers can all be recycled. Even those 

teensy instruction leaflets shouldn’t just be 

tossed in the bin, when they can be put out 

with the newspapers or – better still – recycled 

via office white paper collection, which is a 

more valuable commodity than newsprint. All 

plastic containers have a number on the 

bottom – but the the vast majority of beauty 

hounds never bother to check it out (much less 

to find out from their local authority where 

that plastic can be recycled). 

So while we wait for so many brands to 

‘clean up their act’ on the packaging front, 

remember: sustainability can start at home – 

in the bathroom... 

‘ 

10 b e a u t y m a g a z i n e 

a u g u s t 2 0 1 0

S T A R 

S T Y L E 

GET THE LOOK 

Pint-sized Aussie pop princess, Kylie Minogue, is looking every inch the gorgeous Greek 

goddess after recently launching her eleventh album, Aphrodite. Recommend your 

customers use the following products to get the 42 year old’s sizzling look… 

Teeth: Kylie has a lot to smile 

about since becoming an 

auntie for the first time! 

Customers looking 

to get a sparkling 

smile like hers 

should use Oral-B 

ProfessionalCare 

5000 to naturally whiten teeth in 21 

days. With built-in ‘smart technology’ 

that helps to improve brushing, 

customers can enjoy that dentist-clean 

feeling at home! 

Complexion: Anyone after 

Kylie’s healthy, radiant skin 

should apply Bourjois 

Bio-Détox Organic 

Foundation for a 

fresh-looking complexion. 

The super-light EcoCert 

certified formula contains 

chlorophyll, which not only attracts 

oxygen to allow skin to breathe but also 

filters pollution to help detox skin! The 

foundation instantly blends onto the skin 

for an even and smooth texture while 

natural reflections leave skin glowing. 

Nails: Kylie is right on-trend with 

her matt nails. If your customers 

are looking to freshen up their 

style this summer then suggest 

they brush Barry M Nail Paint 

in Matt White onto their 

talons. This polish is suitable 

for natural and acrylic nails 

and the quick-drying base 

formula means that she can 

paint and go in a flash! 

Skin: Recently quoted as saying that she’s 

ditched the Botox jabs in favour of 

Pond’s Cold Cream Cleanser, Kylie’s 

skin still looks fabulous, 

despite her 42 years! 

The rich facial cleanser 

deeply cleanses without 

drying out skin to leave 

complexions soft and 

smooth. Tell your customers to apply it 

generously and then remove with a warm 

flannel for extra freshness! 

Bottom: Kylie’s bottom was famously 

catapulted into the spotlight thanks to 

the gold hot pants she wore in her 

‘Spinning Around’ video. Customers 

who also count their bum among 

their best assets should keep it 

looking its best with Palmer’s Cocoa 

Butter Formula Firming Butter, 

which blends ingredients to help 

nourish, tone and smooth skin while 

also improving elasticity and texture. 

Legs: With lots of performances lined 

up and revealing stage clothes to wear, 

Kylie needs her pins to look supersmooth 

at all times. Philips 

Satin Perfect Epilator 

features a wide epilation 

head to remove more stubble 

in one stroke. What’s more, a 

vibrating system lifts hair while 

ceramic discs gently grip and 

remove even the finest fluff for 

lasting smoothness. 

Ken McKay/Rex Features 


a u g u s t 2 0 1 0 

11

Nature gave oats the ability 

to hold moisture. 

Aveeno ® science activates that power 

to give you soft, beautiful, 

healthy-looking skin this summer. 

*Survey of 273 women, January and February 2010. For more 

information visit www.discoveraveeno.co.uk/aveenosurvey 

Daily Moisturising Lotion 

combines a concentration of finely 

milled, naturally active oatmeal 

with emollients. It quenches thirsty 

skin and moisturises for 

24 hours. Skin looks and 

feels healthier – 8 out of 10 

women agree.* 

www.discoveraveeno.co.uk

lub 

UPDATE 

B E A U T Y T R A I N I N G 

Congratulations to those of you 

who have now qualified as a 

certified ‘Dermacie Centre’. CARA 

WHITEHOUSE catches up with Louise 

Jewell from Paydens in Broadstairs, 

which officially became the first 

pharmacy to receive Dermacie status 

As the many of you who have now 

passed three or more Club 

Dermacie modules will know, 

you’ve qualified your store as an 

official ‘Dermacie Centre’. Kicking off the 

wave of pharmacies achieving this status 

was Paydens in Broadstairs, Kent, where 

trainee dispenser Louise Jewell became our 

first member to pass the first three modules. 

“I’ve really enjoyed the course so far,” she 

told Beauty Mag after her photo shoot for 

this month’s cover. “It’s nice to be able to do 

some beauty training! Partly because there’s 

not much out there, and partly because, as a 

female, it’s of interest personally as well as 

professionally! I definitely know a lot more 

and I feel confident that I’m able to give 

more advice. I’d like to think it will help me 

sell more products too!” 

Hana Prudka, Louise’s pharmacist and 

store manager, can already see the benefits. 

“We’ve had three members of staff doing the 

Club Dermacie modules, and it’s great to 

have skincare experts in-store,” she asserts. 

“Customers are happy to get good advice 

and are consequently buying. We’ve had the 

Dermacie suncare poster up and we’ve had 

great feedback from the public.” 

But the team aren’t resting on their 

laurels. Keen to make sure potential 

customers know that they can come into the 

store for first-rate skincare advice, Hana is 

planning to do a skincare window display to 

promote the store’s expertise. 

“I’m very proud that we’ve achieved 

Dermacie status and I think it will help to 

pull people in,” she says. “It’s great to have 

dermatological expertise and to be able to offer 

a new level of skincare service that can really 

benefit the customer, as well as our store!” 

David Mitchell, head of pharmacy at 

Johnson & Johnson and one of the brains 

behind the Club Dermacie concept, 

expressed his delight at the unveiling of the 

first official Dermacie Centre and the 

popularity of the club as a whole. 

“Many thousands of pharmacy staff, 

working in hundreds of pharmacies 

Louise Jewell in Paydens, Broadstairs, with 

her first three Club Dermacie certificates 

‘“It’s great to have 

dermatological expertise 

and to be able to offer a 

new level of skincare 

service that can really 

benefit the customer, as 

well as our store!” 

throughout the UK have joined Club 

Dermacie. Their active participation and 

positive feedback confirms our belief that 

pharmacy has an important and growing role 

in offering informed skincare advice and 

great skincare products.” 

He added: “Congratulations to Louise on 

becoming the first to complete three Club 

Dermacie training modules. I am sure there 

will be many that will follow her lead.” 

‘ 

NEXT MONTH 

Module 5 takes a look at dry skin, why it occurs, and how you can 

help customers manage the condition. We explain the difference 

between dehydrated skin and dry skin – and outline the different 

daily regimes customers should follow to help deal with differing 

levels of dryness. We’ve also got information on the different 

ingredients people with dry skin should look out for, as well as 

advice on how complete emollient therapy can help manage a 

condition such as eczema. 

Louise Jewell and Hana Prudka outside 

the pharmacy, our first Dermacie Centre 

OTHER DERMACIE 

CENTRES 

Congratulations, too, to the following 

pharmacies, who were among the first 

to qualify as Dermacie Centres: 

Dips Chemist in Chadwell St Mary 

Milton Pharmacy in Stoke-on-Trent 

Tesco in-store pharmacy in Trowbridge 

Ore Village Pharmacy in Hastings 

Boots in Bebbington 

Superdrug in Bangor 

D P Mark Chemist in London 

Sainsbury’s in Preston 

Rowlands in Tywyn 

Roys Pharmacy in Norwich 


a u g u s t 2 0 1 0 

13

R E A D E R S ’ 

P A G E 

SEND& 

RECEIVE 

ON THIS PAGE, IT’S ALL ABOUT YOU! 

Send us your views, and get your hands 

on some fab free products! 

SENT 

ITEMS 

Looking to improve your pearly whites? Then make sure 

you get your hands on Yotuel’s complete whitening 

programme which is up for grabs this month! It includes 

the all-in-one toothpaste, Whitening Mouthwash and 

Dental Whitening Gum, which all contain fluoride to 

help harden enamel, xylitol to protect against tooth 

decay and carbamide peroxide to whiten pegs! 

We’ve got 10 sets to give away this month. For 

your chance to win, send a postcard to Beauty 

Magazine/Yotuel, or text BEAUTY followed by a 

space followed by YOTUEL to 60066. 

Texts are charged at your standard network rate 

only. Please send all postcards to: 207 The Linen 

Hall, 162-168 Regent St, London, W1B 5TB. 

INBOX 

Thanks for all your emails. Tie-ups 

obviously work really well in-store and are 

a great way to help market particular 

ranges. Here are our favourite comments: 

The tie-up to the World Cup was astonishing. 

Male products were especially good sellers, even in 

Wales, and the promotion of razors, blades and so 

on was exceptional. We look forward to Olympic 

merchandising in the next couple of years! Tie-ups 

with films seem to be much shorter lived, and not 

given as much hype as big sporting events. 

Pete Griffiths 

Cwmfelin Pharmacy, Swansea 

Products that are associated with films, celebrities, 

charities or sports always sell. It doesn’t matter 

what it is. However, we did find that World Cup 

products sold faster than everything else. Products 

linked to a national event generally do, simply 

because of the hype surrounding it. 

Uzma Chaudhry 

Independent pharmacy, Oxfordshire 

World Cup merchandise has definitely flown off 

the shelves, especially the Gillette Fusion razor with 

the England flag and also accessory lines such as 

bracelets, necklaces, keyrings and earrings. The 

World Cup is a huge sporting spectacle that only 

happens once every four years. Even those who 

were not football fanatics were tempted to buy 

merchandise, just to follow the trend! 

Mayumi Sato 

Superdrug, Bracknell 

WIN!WIN!WIN! 

As always, the most 

opinionated letters will be 

published. This month, the 

best five will win men’s 

fragrance, Lacoste Style 

in Play. Worth £24, the 

scent contains fresh 

notes of green apple, 

subtle floral accents, 

delicate oriental 

jasmine, spicy cedar 

wood and patchouli. 

Gillette Fusion was hot around World Cup mania 

and Father’s Day. The special edition razor flew off 

the shelves with a great price tag, even for kids 

buying for their dads. Boots has also gone Sex and 

the City mad. All over the store products have 

been linked with the recent film and SJP’s new 

fragrance has sold phenomenally well. 

Michelle Turley 

Boots, Ashton-under-Lyne 

Celebrity tie-ups are always a huge success, 

particularly Sex and the City products. The SJP NYC 

fragrance and the SATC eyelashes by Eylure are 

proving to be big hits. Also, the Iron Man limited 

edition of Only the Brave flew off shelf. In October 

during Breast Cancer Awareness month, the 

various charity fundraising products and ALL things 

pink are on display and do help to boost sales. 

Val Sherrington 

Boots, Chesterfield 

Tie-ups with major events that have a lot of 

marketing behind them, such as the World Cup, 

do well – particularly with men. For women, I find 

celebrity tie-ups increase sales, such as products 

linked to Sex and the City 2. The range of media 

advertising and quality of point of sale materials 

make the products very easy to sell. Charity-linked 

products (for instance gift sets with a portion of 

the proceeds going to charity) do better at 

Christmas, the traditional ‘time of giving’, as 

opposed to all year round. 

Farhana 

Independent pharmacy, Leicestershire 

Do keep your emails coming in. This month we want to know: 

Are your beauty sales seasonal? Do you sell more in the summer 

months, or is there a steady flow throughout the year? 

Email me at Cara@Beauty-Magazine.co.uk 

Congratulations to Pete, Mayumi, Michelle, Val and Farhana, who won feelunique.com vouchers. 

BEAUTY 

WATCH! 

Want to get your hands on £150 worth 

of beauty booty? Then send us some 

snaps of you in the pharmacy, or out 

and about, reading Beauty Magazine. 

Whether they’re serious, funny or 

downright weird, we want to see 

them! Here are a couple that brought 

a big smile to our faces in the Beauty 

Mag office… 

‘I want to 

break free’! 

Pete Griffiths 

from Cwmfelin 

Pharmacy does 

his best Freddie 

Mercury 

impression – or 

maybe he’s just 

catching up on 

Beauty Mag 

while doing 

the hoovering! 

Val 

Sherrington 

and Nicola 

Blant from 

Boots in 

Chesterfield 

recreate last 

month’s 

Beauty Mag 

front cover! 

Send your pictures to: 

Cara@Beauty-Magazine.co.uk, 

or post them to Beauty Magazine, 207 The Linen 

Hall, 162-168 Regent St, London, W1B 5TB. 

We’ll publish the best snaps next month, then 

announce who has won the £150 worth of 

products in the October issue. 


a u g u s t 2 0 1 0

COUNTER 

A S S I S TA N C E 

YOUR GUIDE TO GIVING THE BEST ADVICE – AND GETTING 

CUSTOMERS TO SPEND MORE MONEY IN YOUR STORE! 

Haircare 

Objectives: 

After reading this 

module you will be 

able to: 

n Explain how shampoos and 

conditioners work and help 

customers choose the best 

products for their hair type. 

n Recommend the best styling 

products, depending on the look 

someone is trying to achieve. 

n Advise customers on how to use 

their products most effectively. 

n Make relevant link sales 

suggestions. 

Module 25: Haircare 

Hair is the ultimate fashion 

accessory. According to recent 

research from celebrity stylist, 

Andrew Collinge, the average 

woman changes her hairstyle 

104 times during the course of 

her life. So it’s no wonder that 

your shelves are almost 

buckling under the weight of 

products available to cater for 

her changing needs. Indeed, 

according to the Cosmetic, 

Toiletry and Perfumery 

Association (CTPA), the 

haircare market is now worth 

a staggering £1.56 billion. 

But with such a vast choice 

of lines to suit continually 

changing styles, customers can 

become confused about which 

products should be used for 

which job. So make sure 

you’re on hand to help them – 

and to boost your haircare 

sales in the process! 

Haircare know-how 

Even if your customers are lucky enough to have naturally luscious locks, 

they’ll still need to follow some golden rules to keep them that way. On 

a day-to-day level, hair picks up dirt and pollution from the air around 

us, while the secretion of natural oils in the scalp can make hair feel and 

look greasy. Over time, tresses can also become damaged by the sun’s 

UV rays, harmful chemicals, or even a poor diet. Recommend the 

following regime to keep hair clean, healthy and glossy: 

Shampoo 

How it works: Shampoos clean the hair 

using tiny particles called surfactants. 

These attach themselves to dirt in the hair, 

then remove it as the product is rinsed 

out. It’s important that people wash all the 

shampoo out of their hair, otherwise 

surfactants left behind will ‘grab’ dirt from 

the atmosphere. 

When to use it: The frequency with 

which people wash their hair will vary. 

Those with greasy hair may prefer to wash 

it daily, while those with dry hair may opt 

for every other day. 

Conditioner 

How it works: Conditioners work to 

smooth the cuticle, thereby softening and 

smoothing locks. Moisturisers, oils and 

surfactants lie on the hair, creating a film 

over the top of it. This helps to protect 

hair, lock in moisture, create shine and 

make it easier to comb. 

REMEMBER 

Conditioners and 

conditioning treatments 

offer customers added 

benefits – and you extra 

sales. So remember 

to recommend 

them! 

When to use it: You should advise 

customers to condition their hair every 

time they shampoo it – especially those 

who currently choose to only use 

shampoo. Tell customers it’s best to buy 

the conditioner that matches their 

shampoo, as they will have been 

formulated to complement each other 

more effectively than a mismatched pair. 

Conditioning treatment 

How it works: Conditioning treatments 

are formulated to penetrate the hair shaft, 

and therefore work both on the surface of 

the hair and within it. They help to provide 

moisture and nourishment deep within the 

hair, filling in ‘chunks’ caused by damage 

and strengthening locks. 


a u g u s t 2 0 1 0

Cara Whitehouse, 

BEAUTY Magazine Editor 

MAGAZINE 

Lesley Johnson, 

BSc MRPharmS, CIG Healthcare Partnership 

When to use it: 

As a general rule, 

customers should use a 

treatment once a week to 

keep hair moisturised and healthy. 

This is particularly important for those with 

dry or colour-treated hair. Those with very 

dry or ‘damaged’ hair may even want to 

use treatments every time instead of a 

normal conditioner. 

Leave-in conditioner 

How it works: As the name suggests, 

these products are designed to be left in 

the hair, rather than rinsed out. They are 

light, moisture-rich formulas that help to 

nourish and detangle hair without 

weighing it down. 

Targeting particular hair types 

When to use it: Leave-in conditioners are 

good for extremely dry or tangled hair. 

They are also helpful for those with greasy 

roots, allowing users to target any dryness 

or ‘flyaway’ in the lengths of their hair 

without weighing it down and making it 

look lank at the top. 

Many customers will choose their shampoo and conditioner based on a problem 

they want to solve. Below are some common examples – and the types of 

products you can recommend: 

M O D U L E 

25 

H A I R C A R E 

Once you’ve read through this 

module, complete the multiple 

choice questions at the end to 

gain professional recognition 

and a certificate that can be 

kept as a CV highlight. 

BEAUTY 

COUNTER 


ACCREDITED TRAINING FOR IN-STORE BEAUTY EXPERTISE 

Anna Smith 

Has successfullycompleted 

Beauty Magazine’s training 

module on 

Allergies 

Awarded May 2010 



BEAUTY 

Anna Smith 

MAGAZINE 



module on 

Cosmetics 

Awarded June 2010 

COUNTER 





BEAUTY 



MAGAZINE 

Anna Smith 

Has successfully completed 


module on 

Hair 

removal 

Awarded July 2010 

COUNTER 







BEAUTY 

MAGAZINE 

Anna Smith 

Has successfully completed 


module on 

haircare 



Awarded August 2010 

COUNTER 



Hair type 

Dry hair lacks moisture and can be 

‘straw-like’, dull and easily damaged. 

Greasy hair is caused by the 

over-production of sebum (oil), which 

makes it look lank. 

Coloured hair can be very dry and 

easily damaged. Colour retention can 

also be a problem. 

Frizzy hair can be dry, coarse, rough 

and ‘out of control’. 

Dandruff is a common scalp condition 

that shows up as white flakes of skin, 

and can be embarrassing. 

Ageing hair is a fairly new category. It 

can be thinner and more fragile. 

Fine hair can look limp and lank. It can 

also be harder to style. 

Product solution 

Dry/Damaged ranges, which will 

hydrate and nourish locks. 

Greasy ranges, which help remove the 

oil; ‘Light’ ranges, which do not weigh 

hair down with extra moisture. 

Colour care ranges, which rehydrate 

dry hair. Many also contain UV 

protection to help fight shade fade. 

Frizz-fighting ranges, or ‘Smooth and 

straight’ ranges, work to hydrate and 

soften the hair for a smoother result 

that ‘tames’ frizz. 

Dandruff ranges contain special 

ingredients to help soften and shed skin 

cells on the scalp, decreasing flakes. 

Anti-ageing ranges are generally 

aimed at customers aged 60+ and 

contain skincare-inspired ingredients to 

revitalise and strengthen locks. 

Volumising ranges have light 

formulations that are designed to boost 

hair from the roots without weighing 

down locks. 

Top tips for selling 

n Find out what looks 

customers are trying to achieve. 

This will help you recommend 

the best products for their 

particular needs. 

n Ask customers about any 

problems they may have, as this 

will help you match them to 

solution products. 

n Try to find out about their 

routine – someone who 

regularly uses heated appliances 

or hair dyes may need to also 

buy extra protection or 

conditioning products. 

n Remember people may be 

embarrassed about certain 

problems, such as dandruff, so 

be sensitive. Use the 

consultation room if necessary. 

n Hair can be a good indicator 

of general health. If someone is 

experiencing sudden changes in 

their hair – such as hair loss – 

refer them to the pharmacist or 

their GP. 


a u g u s t 2 0 1 0 

17

The key to any finished look are styling products. But many customers will be 

confused about which products should be used for which look – and exactly 

how they should be used to get the best effects. Pass on this advice: 

BEAUTY 

MAGAZINE 

COUNTER 



Styling product 

Mousse 

Best for 

Creating volume, body and 

movement 

Apply to 

Towel-dried hair before styling 

Anna Smith 



module on 

haircare 

Serum 

Blow dry 

spray/lotion 

Smoothing flyaway hair and 

eliminating frizz 

Smoothing and straightening 

hair and protecting it from 

heat styling 

Dry hair as a finisher for 

definition; wet hair for 

additional protection against 

heat styling 

Towel-dried hair before styling 

Awarded August 2010 





Testing…Testing! 

Work through the activity (below left) to test 

your knowledge of the haircare sector. 

Curl crème 

Wax 

Putty 

Mud 

Hairspray 

Link Sales 

Encouraging curl and 

movement 

Creating texture in messy, 

ruffled looks 

Defining spikes 

Encourage shoppers to spend more 

money in-store by adding extra 

products to their basket: 

Supplements – Diet can boost hair 

health from the inside-out, so 

recommend haircare supplements 

with specially targeted nutrients. 

Accessories – Hair bands, brushes, 

grips, bows and clip-in extensions 

can help to control the hair or add a 

finishing touch to certain styles. 

Miniatures – Smaller versions of 

customers’ regular products are 

great for holidays, the gym, or for 

handbag touch-ups. 

Protection products – Anyone who 

uses heat stylers should also be 

buying heat protection products. 

Those with dyed hair should 

additionally be using lines with UV 

protection to help prevent their 

colour from fading. 

REMEMBER 

Recommend electrical stylers 

too! These are the only way 

someone can make a dramatic 

change to their hair – ie from 

curly to straight, or vice versa. 

Creating texture and shine 

Finishing and holding a style 

Activity 

Using the products in your store, what 

would you recommend to achieve the 

following looks: 

n Straight hair 

n Curls 

n Extra volume 

Towel-dried hair before blow 

drying with a diffuser 

Dry hair 

Dry hair 

Dry hair 

Dry hair 

ADVISE 

customers to 

start with a small 

amount of product and 

use more if necessary. 

They can easily add, 

but they can’t 

take away! 

Remember to include electrical items as 

well as styling products. Also think 

about what application tips you could 

pass on for each recommendation. 

To gain recognition for your training in 

this area, complete the six multiple 

choice questions (below) online at 

www.Beauty-Magazine.co.uk/Haircare. 

A certificate will automatically be generated 

for everyone who passes. These can be saved 

onto your PC and printed off for your files. 

1. How much is the haircare market worth? 

a. £1.56 million 

b. £156 million 

c. £1.56 billion 

d. £156 billion 

2. Conditioners help to: 

a. Smooth the cuticle 

b. Soften the hair 

c. Add shine 

d. All of the above 

3. Greasy hair is caused by: 

a. An overproduction of water 

b. An overproduction of sebum 

c. Hair being thin 

d. Hair being long 

4. Which of the following products should 

be used on wet hair? 

a. Mousse 

b. Hairspray 

c. Wax 

d. Putty 

5. What should you additionally recommend 

to anyone using heated stylers? 

a. Haircare supplements 

b. Clip-in hair extensions 

c. Heat protection products 

d. UV protection products 

6. What product would you recommend for 

someone wanting to create volume? 

a. Serum 

b. Mousse 

c. Mud 

d. Shine spray 


a u g u s t 2 0 1 0

H A I R 

S T Y L I N G 

Mane 

The 

attraction 

LOOK beauty editor SOPHIE BERESINER 

talks you through the four key hair trends 

you should be championing this season 

According to 

Mintel, the frequency with 

which women are visiting the 

hairdresser has dropped by 5 per 

cent in recent years. Make sure 

your customers can maintain the 

health and style of their locks 

between cuts by recommending 

heat protectors before styling, 

followed by hairsprays and 

glossing products to 

finish the look. 

THE RELAXED TOP KNOT 

The 2010 take on the top knot is perfectly 

dishevelled, as seen at Fendi, Chanel and 

Graeme Black. Customers can make it as 

stylishly unkempt as they want, but the 

basics will still require the same products. 

Suggest prepping hair with Fudge 

Body Builder Shampoo, which 

smoothes locks without weighing them 

down. Next, recommend Charles 

Worthington Dream Hair Total 

Transformation Vitamin Enriched 

Styling Spray, especially if it is clean, 

to get a workable texture with hold. 

Alternatively, for added volume, 

point out L’Oréal Paris 

StudioLine Silk & Gloss Volume 

Mousse, which contains silk 

micro-fibres to add natural lift while 

also smoothing locks to a glossy finish. 

Then they’ll need hair elastics, 

plenty of kirby grips, and even more 

hairspray to hold everything in place. 

You can’t beat L’Oréal Paris Elnett, 

but recommend the limited edition 

Elnett Satin Diamond Hold & Shine 

Featuring Cheryl (aka ‘ChelNett’) to add 

a bit more glam to the ’do. 

Richard Ward 

TOPTIP 

Celebrity hairstylist and ambassador for Herbal 

Essences, Ben Cooke shares a bit of know-how 

for the relaxed top knot: 

“The basics are very simple. First, tip your head 

upside down and pull hair together into a loose 

high ponytail, leaving a section of hair at the front 

to sweep to the side to create the softer look. 

“Next, take erratic sections of hair and wind them 

around the base of the ponytail, pinning securely 

with kirby grips. A good idea is to do it without a 

mirror so you really do get it looking messy! 

“Finally, carefully pull out very small wispy 

sections of hair to create the ethereal look and 

spray with a strong hold hairspray.” 


a u g u s t 2 0 1 0

H A I R 

S T Y L I N G 

TOPTIP 

TOPTIP 

TRIBAL TWISTS 

This is the perfect beach-to-bar ’do, or 

one for those wanting to have a bit 

more fun with their hair. These 

twists (think ballet bun gone wild) 

were done best at Amanda Wakeley 

– but advise customers that the look 

requires some strong hold. 

Those with coarse hair should start 

with Herbal Essences Styling 

Mousse Strong Hold, which offers 

firm control for unruly textures. 

L’Oréal Paris StudioLine Silk & 

Gloss Fixing Extra Strength 

Hairspray is then great for a bit of 

shiny texture that will last. Or 

Tresemmé Ultra Fine Mist Hair Spray 

will give weightless hold to fine, flyaway 

hair. They’ll also need tonnes of kirby 

grips to hold the twists in place. 

Ben Cooke suggests: “Divide hair into sections on either 

side of the head, one on one side at the front, one smaller 

one at the opposite side at the back. Twist hair round and 

round until it twists back on itself and creates a knot. 

Secure at the base with fine bands or kirby grips.” 

LAID-BACK TOUSLED LOCKS 

They’re the laid-back girl’s beauty saviour. 

Tousled waves look fresh and relaxed, 

and they add a softness to the face. 

The only downside is that they look so 

effortless, no one would guess how 

much time might actually have gone 

in. Chloé goes for this look season 

after season, so get in on the action. 

Straggly texture won’t cut it for this 

look, so recommend customers carry 

out some intensive conditioning. A 

deeply nourishing mask like John 

Frieda Frizz-Ease Miraculous 

Recovery Strengthening Crème 

Masque is ideal. A good curling iron 

is also essential. The Remington 

Pearl Curling Wand is great for easy 

curling, then a fine hairspray like 

Aussie Dual Personality Volume + 

Gloss will finish it – and keep it there. 

Those after a more scruffy version can 

add extra texture, too. Charles 

Worthington Front Row Hair Rough & 

Richard Ward 

Tousled Salt Spray has a matte finish 

and is great for fine hair that needs some 

extra oomph. Or there’s Lee Stafford’s 

Messed Up Spray Wax, which is ideal 

for thicker, more coarse hair. 

Ben Cooke says: “Blow dry hair until it’s about 70 per 

cent dry and then let the rest dry naturally. Take sections, 

about 2 inches wide from around the face, and curl from 

mid-length to the ends with the tongs. 

“Leave to cool, then shake through the twists to be 

left with gently tousled hair. Finish with a fine mist of 

hairspray for hold.” 

SLEEK AND 

SOPHISTICATED 

This will never go out of fashion, and suits 

everyone (so long as they own a decent 

hair iron). The super-sophisticated 

Gucci version is side parted, pulled 

back and loosely plaited, but it looks 

equally hot long and loose. 

Key is the shiny texture, which 

requires heat protection. Recommend 

Herbal Essences Seductively 

Straight Heat Protection Intensive 

Cream. Then they’ll need a good set 

of irons. Those looking for more 

affordable GHD alternatives should 

try Babyliss Pro 230 Radiance 

Straightener. A paddle brush and 

strong hold styling product are next. 

L’Oréal Paris StudioLine Go Create 

Fixing Spritz gives all the hold and 

shine needed. She can finish it off with 

Pantene Ice Shine Hairspray to control 

remaining flyaways and top up on shine! 

TOPTIP 

Joico 

Ben Cooke recommends: “After 

shampooing, use a leave-in protection 

product and run it through from root to 

tip, then blow dry hair straight as you can 

with a paddle brush. Run straighteners 

through the hair to get rid of any kinks, 

then apply your styling product. 

“Use a fine-toothed comb, create the 

side parting and comb back into a low 

ponytail at the nape of the neck. A good 

trick is to use the smooth topside of a 

comb and sweep it over your hair. This 

will help take away the comb marks – 

leaving a perfectly smooth silk finish.” 


a u g u s t 2 0 1 0 

21


AWASH 

with choice 

DEFEAT DRYNESS 

Extreme weather conditions, excessive use of 

heated styling tools and over-processing with 

chemical treatments don’t do our hair any 

favours. They cause damage to the cuticle, 

resulting in a brittle texture, split ends and a 

lacklustre appearance. 

Customers suffering from this problem 

should wash their locks no more than every 

other day with a gentle shampoo, which is 

labelled for dry and damaged hair. 

Recommend new John Frieda Root 

Awakening Strength Infusing Shampoo 

& Conditioner for Dry Hair, as it comes 

pumped with natural eucalyptus, which 

fortifies locks and drenches hair with moisture. 

An intensive mask or deep conditioner is 

also a good suggestion for anyone with 

straw-like strands. These work by penetrating 

the hair and strengthening it from the inside 

out, while also adding shine to its surface. 

They should be used once a week (or more 

often, if necessary) to help repair and hydrate. 

Point out Herbal Essences Hello 

Hydration Deep Nourishment & Shine 

Intensive Mask, which has a creamy 

texture enriched with essential moisturisers 

to help mend damage and boost gloss. Or if 

your customer has severely distressed tresses 

suggest the Naked Rescue Repairing Hair 

Treatment, which harnesses vitamin E-rich 

argan oil and sunflower extract to help 

nourish and protect. 

Those with dry locks should avoid using 

heated styling tools, but if your customer 

refuses to part with hers, she must prep 

the hair beforehand. Aussie Take the 

Heat Cream contains jojoba seed oil 

to help to guard vulnerable hair 

from heat damage, while Charles 

Worthington Results Sensitive 

Leave-In Detangling Spray offers 

round-the-clock hydration thanks to 

the added aloe vera and cucumber 

extracts in its formula. 

FIGHT THE FRIZZ 

All hair types are subject to frizzing and one of 

the main causes is humidity. Our locks soak up 

moisture from humid air, which causes the hair 

shaft to swell and kink. Top stylists swear by using 

hydrating conditioners and styling 

products, as they provide a 

protective veil over the hair to 

stop frizz-inducing moisture 

from getting in. 

Advise your customer to slather 

their hair with a conditioning 

treatment at least once a week to 

help coat the cuticle. Those with 

thick locks will be more suited to 

an intensive conditioner, which 

comes brimming with concentrated 

ingredients that leave behind a 

smoothing film on the hair strands to 

prevent frizz. Andrew Collinge 1 

Minute Wonder Deep Conditioning 

Treatment will make rebellious locks 

much easier to manage by injecting 

them with moisture and 

restoring strength and softness. 

Customers with fine locks should 

go for a pre-shampoo hot oil 

treatment such as VO5 Moisture 

Soak Hot Oil Elixir – which does the 

same as an intensive conditioner, but 

won’t weigh the hair down. This one 

contains oils to help hydrate, smooth 

and repair hair. 

Hairdryer fans, meanwhile, should 

consider an ionic version like the 

Remington Pearl Pro Ionic AC Hair 

Dryer, as it helps to reduce frizz, add shine 

and decrease drying time (and therefore the 

amount of heat damage). Before exposing hair 

to heat, advise her to use a spray such as 

Pantene Ice Shine Heat Protection Spray, 

which forms a veil over tresses to shield against 

damage. In addition, Realhair Weightless 

Serum will always come in handy for taming 

any last remnants of frizz. 


a u g u s t 2 0 1 0


There’s more to washing 

your locks than you might 

think… ANJANA GOSAI 

explains how you can 

rescue your customers 

from bad hair days 

GET RID OF GREASE 

Those prone to greasy locks tend to have 

fine hair. Oil from the scalp generally 

travels down thin, straight hair much 

quicker, so daily shampooing is a wise 

move. When washing, tell customers to 

concentrate on the roots using a mild 

formula like Neutrogena T/Gel 

Shampoo for Greasy Hair, which 

will sweep away grime without 

weighing down the locks. 

When it comes to 

conditioning, this 

hair type will 

benefit from a 

light textured 

product 

applied to the 

ends only. Put 

forward new 

Pantene Pro-V 

Aqua Light 

Rinse-Off 

Treatment, as it is lightweight and made 

with a clever technology that allows the 

formula to be rinsed off faster. 

Alternatively, if your customer has 

combination hair (greasy at the roots 

and dry at the ends), Charles 

Worthington Results Balancing Act 

Shampoo and Conditioner cleans 

away grease but won’t strip away 

essential moisture, and will add 

nourishment without overloading. 

Finally, remember that dry shampoo 

is ideal for mopping up excess oil. 

Recommend Batiste Nude to refresh 

the hair in between washes and add 

some ‘oomph’ to limp locks. It boasts a 

100 per cent natural, fragrance-free 

formulation that should be applied 

directly to the roots, massaged into the 

scalp and then brushed out. Of if 

customers prefer a spray, they can opt 

for Batiste Original. 

SHAKE THE 

FLAKES 

Whether it’s the flakes or the itchy 

scalp, no one wants to be dealing 

with dandruff. Recommend a 

medicated shampoo like Vosene 

Anti-dandruff Frequent 

Shampoo, which contains the 

dandruff-blitzing ingredient zinc 

pyrithione to help immediately 

remove flakes. Its gentle pH 

formula also contains 

ingredients to nourish 

and recondition the 

hair and scalp. 

CARING FOR COLOUR 

To ensure hair that has 

been coloured looks 

vibrant and glossy, it 

needs to be maintained 

well. Unfortunately colour 

fade is inevitable, with the 

main culprits being oxidation 

and sun exposure. However, 

customers can increase colour 

longevity by picking products 

specifically developed for this 

hair type. 

Suggest new Timotei Vivid 

Colour Shampoo and 

Conditioner – both harness 

nourishing acai oil, camellia extract 

and roobios leaf extract to care for 

coloured hair and boost shade 

intensity. Alternatively, Clairol 

Nice’n Easy ColourSeal Gloss 

Conditioner forms a protective 

film over the hair shaft to prolong 

colour, while Daniel Hersheson Ready 

to Wear Gloss Shine (available for 

blonde, brown and red hair) helps to 

brighten locks. 

The other tip to pass on to customers 

with dyed hair is this: just like our skin 

needs to be protected from the sun, so 

does our hair. Even the slightest exposure 

to UV rays can start to break down the 

colour molecules within the hair, leading 

to fading. To prevent this, a product 

containing UV filters, such as L’Oréal 

Paris Elvive Colour Protect 

Conditioning Spray, is essential for 

those who are beach-bound. 

Finally, to shield against daily damage, 

tell your customer to spritz her locks with 

a leave-in conditioner, which provides a 

barrier against everyday aggressors. 

Phyto’s PhytoMist is perfect for 

minimising breakage, protecting colour 

and adding shine. 


a u g u s t 2 0 1 0 

23

H O M E H A I R C O L O U R A N T S 

THE 

The home hair colourants market is booming as consumers cut back on trips 

to the hairdresser. JOCELYN BAILEY finds out what your shelves have to offer 

those after DIY dyes 

Nearly two-thirds of UK women 

dye their hair, whether it’s for a 

hint of warmth, to cover greys, 

or to totally transform with 

head-turning vibrance. But for newcomers 

to the home hair colourants market, the 

choice and technology involved can be 

confusing. So when customers are looking 

bewildered, start by asking what effect 

they’re after. 

Picture courtesy of Senscience 

Effect: Covering up to 30 per cent 

grey; subtle, short-term colour 

changes; no roots 

Colour virgins and commitment-phobes often 

prefer straightforward semi-permanents that 

wash out within six to eight washes. They’re 

good for subtly adding warmth or depth but, as 

they contain no bleaching ingredients, they 

cannot lighten hair. Fortunately, this means no 

regrowth problems. 

Tip: Tell customers they should never 

underestimate the effects of small changes: 

think of the impact of mascara. 

Products: Colour giant Clairol offers 14 shades 

of Nice’n Easy Non-Permanent, which last 

six to eight washes, while good old 

Harmony Temporary Hair 

Colourant comes in eight shades, 

all ideal for adding a rich but subtle 

gleam. Newest, however, is the 

recently reformulated Naturtint 

Reflex range, which now contains 

organically certified ingredients in six 

shades. Also worth pointing out is 

Irene Gari Cover Your Grey for 

Women, a novel colourant that looks 

like a lipstick and rubs onto the hair, 

then washes out in a single 

wash – great for covering 

greys and even disguising 

roots. It’s available in Light, Medium and 

Dark Brown, Black, Mahogany and Auburn. 


a u g u s t 2 0 1 0

H O M E H A I R C O L O U R A N T S 

Effect: Covering up to 50 per cent grey; medium colour changes 

that last well; no roots 

For covering a greater amount of grey and providing longer-lasting effects, 

demi-permanent colours (a.k.a. longer-lasting semis) contain chemicals that make the 

colour molecules swell slightly inside the hair. This helps them wash out more slowly 

and last up to 28 washes. 

Tip: Water is the main cause of colour fade (although UV exposure also breaks down 

colour), so advise customers to wash coloured hair less frequently. 

Products: Among the big brands, recent introductions include 

Garnier HerbaShine Luscious Rainforest Browns, five new 

shades ranging from Golden Mahogany to Darkest Brown, which 

bring the line to 21 shades. The dyes all work in just 10 minutes 

and come with a bamboo extract after-colour conditioner that helps 

to strengthen hair. 

Other classic demi-permanents include Clairol Nice’n Easy 

Non-Permanent 24 Washes (in 20 shades), and Garnier 

Movida (16 shades), both of which are ammonia-free and promise 

a natural-looking, high-shine result. There’s also the new L’Oréal 

Paris Casting Crème Gloss, Glossy Honey Collection, which 

equally boasts rich colour without the ammonia. And don’t forget, it’s 

not only women who dye their hair. For men, L’Oréal Paris Men 

Expert Excell 5’ is a new five-minute brush-in colour that works to 

put the pepper back into salt-and-pepper hair. In six shades from 

Natural Black to Natural Dark Blonde, it discreetly blends away greys rather 

than covering them entirely and, being ammonia-free, isn’t smelly to use. 

“ 

According to Tints of 

Nature by Herb UK, women 

can save £500 a year by 

colouring their hair at home 

instead of at the salon. 

“ 

Effect: Going wild 

For parties, rock festivals or simply shocking the parents, super-bright colours come in 

both temporary variants, which wash out instantly, and permanent tints. 

Tip: As with all colourants, advise customers start timing when the colour application 

begins, not when it ends. 

Products: For permanent brightness, Schwarzkopf Live Color 

XXL Hot Reds are three of the brightest reds around. Despite 

red’s reputation as the fastest-fading shade, Cool Scarlet, Hot 

Cinnamon and Dark Spice promise 90 per cent colour retention 

after 30 washes. L’Oréal Paris Féria also boasts five shades of 

vibrant red as well as purples and blacks, all of which promise 

intense ‘three-dimensional’ colour. 

Fortunately though, some of the most extreme colourants are 

temporary and wash out immediately. Lee Stafford’s Colour 

Xtreme One Night Strand sprays, for example, feature seven 

shades including Rockin’ Red, Ultra Violet, Graffiti Green and Snow 

White, most of which are also available as styling putties. 

Alternatively, ColourFX Sprays (fabulous for streaks) come in 11 

colours, while ColourFX Gels (which offer style control too) offer 

eight hues, including Punk Pink, Bizarre Blue and Glistening Gold. They’re literally 

special effects for hair, and a brilliant Christmas party recommendation. 

Effect: Covering up to 100 per 

cent grey; creating any shade; 

longest-lasting colour 

Permanent tints are mixed with special 

chemicals that swell the colour molecules so 

that they’re anchored firmly inside the hair 

shaft and won’t wash away. They also provide 

the widest possible choice of colours, including 

drastic lightening (or darkening) – however, 

root regrowth will need recolouring every four 

to six weeks. 

Tip: Highlighting kits, which only colour part 

of the hair, need less frequent root retouching. 

Products: One of the 

newest permanent tints 

on the market is 

Schwarzkopf Palette. It 

features 12 colours, from 

blonde to black, that were 

derived from the brand’s 

professional formulae and 

contain conditioning 

macadamia oil. Its website 

www.haircolourtips.co.uk 

features advice from twice 

British Colourist of the Year 

Anita Cox, including tips 

on choosing a new shade. 

For speedier colouring, Clairol Perfect 10 

works in just 10 minutes instead of the usual 

20 to 30 minutes. This is thanks to low-alkaline 

AminoGlycine technology, which also promises 

to make it kinder to hair. The five newest 

shades, in line with sophisticated brown trends 

for autumn, include a Medium Auburn and 

Light Chocolate Brown. Contrastingly, the five 

latest hues from Garnier Nutrisse are 

Radiant Blondes, (from Natural Ivory to 

Sun-kissed). They’re all ammonia-free and 

contain avocado, grapeseed and nourishing 

conditioners to help care for damaged hair. 

Also promoting blonde is Garnier Belle 

Color, whose new Luminous Blondes are 

again ammonia-free and work with the hair’s 

natural tonal variations and highlights for the 

most realistic effects. Containing jojoba and 

wheatgerm oil, the four shades comprise Ivory 

Blonde, Pearl Blonde, Shimmering Blonde and 

Champagne Blonde. Clairol Nice’n Easy is 

similarly highlighting blondes (so to speak) 

with five new shades. These feature the 

brand’s successful ‘colour blend technology’ 

for maximum tonal variation, as well as a new 

anti-brassiness ingredient, and brings its colour 

range to a whopping 50 shades. 

If customers would rather use a more 

natural option, point out Tints of Nature, 

which is now in new packaging. Available in 

24 shades plus Highlights and Lightener kits, 

it’s ammonia-free and contains certified 

organic ingredients such as aloe vera, comfrey, 

orange and grapefruit. Also containing hair 

caring vegetable extracts is Naturtint, which 

is free from ammonia, resorcinol and parabens, 

so it refers to itself as ‘chemical-light’. Its 

newest shade is Blue-Black. For the timid, 

recommend watching step-by-step podcasts 

featuring Marc Ramos (stylist to Lady GaGa 

and the Sugababes), which are available on 

www.naturesdream.co.uk. 


a u g u s t 2 0 1 0 

25

O R A L 

C A R E 

SMILE 

like you mean it! 

Sparkling, healthy-looking teeth have never been more 

popular – or sought after. LEE KYNASTON, grooming 

editor at Mankind, looks at the products designed to 

(literally) put a smile on your customer’s face 

Back in the 1970s the average daily 

oral care routine consisted of 

brushing your teeth with a blob of 

Crest toothpaste and a worn-down 

toothbrush. How times have changed! 

Turbo-charged by affordable tooth 

whitening, the rise of accessible cosmetic 

dentistry and all those magazine pictures of 

celebs with perfect gnashers, the oral care 

market is now worth an estimated £800 

million and is the fifth biggest category in 

the health and beauty sector. It even 

managed to defy the economic downturn 

last year by reporting a healthy 2 per cent 

growth, driven mainly by women (sadly, 

various market reports have shown men are 

still taking their oral hygiene cues from 

Austin Powers). 

It’s a market that has changed substantially 

in recent years, though, with oral care as much 

about creating the perfect smile as it is about 

preventing plaque or fighting tooth decay. 

What’s more, every day there seems to be 

another survey revealing the importance of a 

winning smile – in the boardroom as well as in 

the bedroom. An American Academy of 

Cosmetic Dentistry survey, for example, found 

that 85 per cent of people think an 

unattractive smile makes a person less 

appealing to people of the opposite sex and 

nearly three quarters of people think it can 

damage a person’s chances for career success. 

With stats like this, it’s little wonder the 

market has seen a shift towards products that 

can provide a ‘Hollywood smile’. “The oral 

care market is definitely becoming more 

beauty orientated,” says Dr Uchenna Okoye, 

clinical director at the London Smiling Dental 

Group and official dentist on Channel 4’s 10 

Years Younger. “More people buy a toothpaste 

with a whitening effect compared to years ago. 

Back then whitening was something of a 

novelty, but it’s now very much part of 

people’s regular beauty routines.” 

The biggest innovation, of course, has been 

the advent of the electric toothbrush and 

home whitening kits, but huge strides have 

been made with toothpastes and floss too. 

While whitening has seen the biggest boom, 

Okoye also expects the trend for sensitive 

toothpastes to continue because of an increase 

in tooth enamel erosion caused by our 

increased consumption of fizzy drinks. Floss 

too is becoming increasingly popular as more 

and more customers realise its beauty benefits. 

“Floss is definitely a key beauty bathroom 

secret and is especially good for keeping stains 

in between your teeth at bay,” she says. 

And for all those of you who find selling 

oral care products to customers a bit of a 

challenge, she has this useful advice: “People 

need to be encouraged to think of their teeth 

in the same was they do their skin and to have 

a Clinique-style 3-Step programme,” she 

asserts. “Having great-looking teeth comes 

down to great oral care, so a three-step beauty 

hygiene plan, with regular visits to the dentist, 

will ensure a great smile.” The three steps she 

suggests are investing in a good electric 

toothbrush (“it’s the ultimate beauty ‘tooth’ 

accessory”), a good toothpaste that contains 

sodium fluoride and xylitol (an ingredient that 

helps prevent decay) and a good fluoride 

mouthwash. Tell customers to follow this daily 

regime, and they’ll have teeth really 

worth smiling about. 

HOT PICKS FOR PEARLIES 

When a customer is looking for the perfect 

smile, point them in the direction of these 

oral care essentials: 

TOOTHPASTES & FLOSS 

Three big trends are driving the toothpaste 

market at the moment: sensitive pastes, 

whitening ones and flavoured ones. Although the 

likes of Sensodyne remain tried and trusted 

favourites, there are now more boutique and 

premium pastes than ever before catering – 

literally – for all tastes. Companies like Dawood 

& Tanner, for example, specialise in flavoursome 

tooth cleansers in fresh flavours like Sicilian 

Lemon and Brazilian Lime, while Melvita 

White Teeth Toothpaste is organic, 

whitening and mandarin flavoured. Yotuel, 

meanwhile, harnesses whitening and 

‘remineralising’ ingredients to help brighten and 

repair teeth. 

There’s also something for customers whose 

main concern is bad breath in the shape of 

Air-lift Toothpaste, which is designed to 

eliminate the compounds that cause nasty whiffs. 

RetarDEX Toothpaste does the same job, 

and it’s non-foaming, too, which encourages 

brushing for longer – a major incentive given that 

inadequate brushing has been recently linked to 

heart disease. 

On the floss front, there’s plenty on offer, too – 

from Colgate Total Premium Dental Floss 

to Oral-B Superfloss Dental Floss – a thicker 

variety that’s perfect for people with bigger dental 

Yotuel 

This daily use toothpaste boasts both a professional whitening agent 

and active ingredients (including calcium, phosphates and fluoride) to 

remineralise enamel, so teeth can be whitened and repaired at the same 

time. An alcohol-free Whitening Mouthwash and sugar-free Dental 

Whitening Gum also feature in the range. 


a u g u s t 2 0 1 0

O R A L 

C A R E 

Air-lift 

Formulated with extra virgin olive oil 

to help naturally fight bad breath, this 

range of six products work to trap the 

‘volatile sulphur compounds’ that 

cause odour, then flush them away, 

while keeping the natural balance of 

the mouth. Xylitol and fluoride are also 

harnessed to help reduce plaque and 

improve gum health. 

gaps. Alternatively, for customers who find 

flossing tricky, recommend Dentek Mint 

Flossers, which come on their own little handle. 

TOOTHBRUSHES 

Next to toothpaste, brushes are by far the 

biggest sellers in the oral care market – we spend 

over £240 million on them each year (even if we 

do only buy two new manual brushes a year 

instead of the recommended four!). The most 

exciting part of this market is premium brushes 

like the hyG ionic toothbrush. Costing just 

under £10, it features special technology that 

reverses the polarity of teeth from negative to 

positive, helping to loosen plaque in the process. 

No batteries are required either, making it perfect 

for festivals and travel. 

The competition in the electric brush market is 

Oral-B Vitality 

Priced at £29.99, this entry-level range of rechargeable 

brushes is ideal for customers who are thinking about 

trading up from a manual brush. There are five models, 

including ProWhite, Sensitive Clean and Sonic, each of 

which comes with a timer in the handle to maximise 

brushing efficiency. 

between two toothcare giants: Philips Sonicare 

(which uses patented sonic technology) and 

Braun’s Oral-B, the only rechargeable toothbrush 

brand approved by the British Dental Health 

Foundation. For customers worried that they’re 

not brushing their teeth correctly and for long 

enough, the top end Oral-B Professional 

Care SmartSeries 5000 with SmartGuide 

is perfect – it has a gadget that actually guides 

you through brushing! The Oral-B Vitality 

range, meanwhile, is perfect for teens or anyone 

seeking an affordable introduction to electric 

brushes. Electric brushes have been proven to 

deliver better results than manual ones, so don’t 

forget to mention this to customers thinking of 

making the switch. 

MOUTHWASHES 

Although mouthwashes still only make up a tiny 

part of the oral care market, they’re the fastest 

growing part, so clearly swishing is becoming 

increasingly stylish! Products like Listerine 

Total Care Sensitive (named Oral Care 

Product of the Year at this year’s Product of the 

Year Awards) and RetarDEX Oral Rinse (and 

the handy, portable RetarDEX Oral Spray) 

are ideal products for keeping breath fresh and 

for adding an extra dimension to anyone’s oral 

care regime. And for customers needing to tackle 

gum disease (the major cause of tooth loss in 

Beverly Hills Formula Total Enamel 

This paste promises to help remove stains for healthier 

and whiter teeth in just one minute. Said to be less 

abrasive than other pastes on the market, it also helps 

to protect against enamel loss, provide rapid sensitivity 

benefits and protect against acid attacking the teeth. 

adults) medicated mouthwashes like Corsodyl 

Mint and Corsodyl Original Mouthwash 

are essential. 

WHITENING 

According to a recent survey by Pearl Drops 

we tend to think that people with discoloured 

teeth are older than their true age, so it’s little 

wonder that whitening treatments like its Pearl 

Drops Instant White Ultra (a white veneer 

you brush on to teeth) and the most recent 

addition, Hollywood Instant Whitening 

Toothpolish, are popular. Other big-hitters 

include Beverly Hills Formula Total 

Enamel, which targets whitening and sensitivity 

as part of the relaunched premium tooth 

whitening range. Look out, too, for the revamped 

Brilliant Tooth Whitening Kit, which is 

peroxide-free and aims to lighten teeth by up to 

seven shades in a fortnight. 

Brilliant 

Sporting a new look, Brilliant’s range 

of peroxide-free whitening products 

includes a 2 Week Tooth Whitening Kit, 

which promises to brighten teeth by up 

to seven shades in just two weeks. A 1 

Week Kit and a 5 Minute Kit work to 

lighten teeth by up to four shades, 

while a Whitening Toothpaste helps to 

maintain results. 


a u g u s t 2 0 1 0 

27

S O C I A L 

DIARY 

BEAUTY 

W E B R I N G Y O U T H I S M O N T H ’ S E V E N T S & L A U N C H E S 

COSMO HAILS ITS BEST OF THE BEST 

Beauty brands gathered at London’s Kensington Roof Gardens to find out who had 

scooped this year’s prestigious Cosmopolitan Beauty Awards. Now in its eighth year, the 

breakfast event saw gongs given out to 80 winners (though, fortunately, they didn’t 

each come to stage to collect them!), before the Beauty Breakthrough and Beauty 

Classic prizes were awarded by Cosmo’s beauty director. 

CHRISTMAS COMES 

EARLY THIS YEAR! 

The sun might have been beating down 

outside, but Focus PR was putting its 

Christmas tree up and inviting journalists to 

discover what festive goodies its clients will 

have on-shelf this year. Brands including 

Elegant Touch, Eylure, Witch and Collection 

2000 showed their wares at the London 

venue. Guests were also given the chance 

to try products out themselves with 

professionals on hand to apply false nails, 

lashes and make-up. 

The finishing touches are added to Christmas in July! 

One of the sought-after Beauty Awards trophies 

Guests take some Cosmo goodies with them at the end! 

Lash experts were on hand to help writers try falsies 

Make-up artist Daniel Sandler with Cosmopolitan’s 

beauty director, Inge van Lotringen, and his award! 

Everyone who attended the awards breakfast was 

a winner – so there were celebrations all round! 

Gift sets from Eylure and Elegant Touch were on show 

L-R: Cosmo‘s publishing director, Justine Southall, 

Coty’s Kirsty Dale and Cosmo‘s editor, Louise Court 

Cosmo‘s Inge van Lotringen (R) with winning guests 

Christmas colours by Collection 2000 were out in force 


a u g u s t 2 0 1 0

The ‘dented’ Bang bottle makes it UK debut 

Saucy campaign pics featuring Marc Jacobs himself 

S O C I A L 

MARC JACOBS IS 

BANG ON TREND! 

A sultry summer’s eve set the backdrop to the 

launch of Marc Jacobs’ new men’s fragrance, 

Bang. Press sipped spicy cocktails as the 

peppery new scent (which will be nationwide 

at the end of this month) was unveiled by 

Coty Prestige’s Liz Garrett and Jacobs himself, 

via video clips from America. Guests then 

partied into the night with music from The 

Bang Bang Club – and more cocktails…! 

Coty Prestige MD, Liz Garrett, presents the new scent 

Guests pose for a pic before The Bang Bang Club played 

Live From Studio Five’s Kate Walsh joins the birthday party 

LASER TARGETING FROM CLINIQUE! 

Clinique invited beauty journalists to London’s Soho Hotel to unveil its latest skincare launch, 

Repairwear Laser Focus Wrinkle & UV Damage Corrector. Dr Tom Mammone, executive 

director of research and development for the brand, explained the science behind the new 

treatment, which promises to help visibly reverse UV damage, while guests got to give the 

product a go for themselves. 

The new Sugababes scents were on show during the day 

Clinique’s Dr Tom Mammone explains the science! 

Taking note: journalists get the scoop on the launch 

Beauty writers get to try the serum for themselves 

Very fashionable venue: a suite at London’s Soho Hotel 

Christmas coffrets and new launches filled the tables 

FESTIVE FRAGRANCES 

FOR 2010 FROM THE 

PERFUME SHOP 

More than 160 beauty and grooming journalists 

descended on London’s trendy 24 club to find 

out what The Perfume Shop has in store for 

Christmas 2010. Scents on show ranged from 

Paco Rabanne’s new Lady Million and Peter 

Andre’s Mysterious Girl, to Christmas coffrets 

from the likes of Gucci and Chloé. Invited 

guests then returned in the evening for a 

birthday bash celebrating The Perfume Shop’s 

18th year in business. 


a u g u s t 2 0 1 0 

29

R E A D E R 

I N T E R V I E W 

Beauty CV 

Name: Peter Griffiths 

Store: Cwmfelin Pharmacy, Swansea 

Position: Pharmacist 

Award: Grooming Advisor of the Year 

Sponsored by: 

What is the highlight of your day? 

Generally dealing with the customers. I love giving 

a one-to-one service and offering advice gives me 

great satisfaction, especially when our customers 

appreciate it, as it creates customer loyalty. 

Being a man, do you find it easier to give 

advice on male grooming? 

Yes I do find it easier as I 

gain most of my knowledge 

by using products myself. 

When a new product comes 

in, I make sure that I try it so 

that I can compare it with 

similar products and pass on 

my experiences to customers 

– this approach works really 

well. I find that men like 

asking me for advice as I can 

shed light not only using my 

product knowledge but by also 

using my personal experience. 

How do you go about advising your male 

customers in the pharmacy? 

Firstly I ask about their general grooming routine – 

depending on what they are looking for or what 

problem they may be having I can build up a 

picture and start to give them advice. Once I have 

this information I recommend one or two 

products and then ask them to give me feedback 

in case they need further help. This is a win-win 

situation as not only are you building a good 

relationship with the customer, but you’re making 

a sale. And by asking for feedback, you will gain 

loyalty so that they spend with you again. 

Which male celebrities are popular in 

your store? 

I would say sporty celebrities such as David 

Beckham and Lewis Hamilton create a lot of 

interest and are particularly popular with men. I 

don’t think actors or singers are as appealing to 

male consumers as they are to women. 

Talking 

WANT TO KNOW WHAT IT TAKES TO BE AN A-1 ADVISOR? 

BEAUTY MAGAZINE’S GEMMA HUCKLE CATCHES UP WITH OUR 

NEW GROOMING ADVISOR OF THE YEAR, PETER GRIFFITHS 

Shop 

Do you think men are 

taking more care when it 

comes to their skin? 

I have certainly noticed an 

increase in awareness over the 

past five years. Men are more willing to seek 

advice about moisturisers, hair products, 

shaving and so on. It’s a marked 

change from a few years ago, when 

a lot of men were put off as 

grooming and skincare was seen as 

a bit feminine. 

Can you see more men experimenting 

with niche products? 

Possibly in the future. I think once the 

market has developed and men start to 

experiment a bit more, they may dabble 

with products like concealers. But how 

big the market will be, I don’t know. 

What has been the most innovative product 

you’ve seen? 

The design of the King of Shaves Azor System 

Razor is fantastic! Our customers have given us 

great feedback on this product, 

complimenting the razor for its looks 

and shaving ability. 

What’s the one essential item that 

every man should have in his 

bathroom cabinet? 

As a general rule, it would have to be a 

good moisturiser. Using a post-shave 

product will help to keep the skin supple and 

fresh. But a top notch aftershave is definitely my 

personal must-have. 

Do you think that men are swamped with 

choice these days? 

No I don’t think so; it makes the market 

competitive and gives men a wider choice. My 

customers seem to want a bigger choice and I 

find they’re always looking to try new things. 

My top 5... 

GROOMING 

PRODUCTS 

n Gillette Fusion Power Razor: 

This is an excellent 

razor. The five blades 

along with the 

vibration function are 

really innovative. 

n Lynx Rise 

Bodyspray: Lynx has 

always been a good 

selling brand for us 

and this is a great 

new scent. 

n Gillette 

Fusion Power Blades: 

The fact that the 

lubrication strip 

changes colour when 

the blade is blunt 

prompts customers 

to purchase refills 

more often! 

n ckIN2U Him: A 

popular fragrance with our 

young, sporty, male customers. 

n Jean Paul 

Gaultier Le 

Male: Female 

customers 

tend to buy 

this fragrance 

as a gift for 

their partner. 


a u g u s t 2 0 1 0

Speed gently cleanses. 

Sweeps away daily dirt, oil and makeup. 

 

Speed cleans pore deep. 

When pores need deep down cleansing. 

*78% of participants during consumer testing agreed with this statement. ©2010 Neutrogena Corp. 

New Neutrogena Wave DUO power-cleanser. 

Two speeds. Two choices. 

It’s a whole new way to cleanse. 

Your skin will look noticeably softer in just one use.* 

Dermatologist tested. 

neutrogena.co.uk 

DERMATOLOGIST TESTED

Stay ahead of the game as more of your customers swap their Mach 3 for Gillette’s most advanced shaving system, 

Fusion and Fusion Power. Featuring the breakthrough 5 blade technology and Precision Trimmer blade, Fusion is now 

your customers’ clear favourite.* Make sure you stock the most up-to-date Gillette range and power up your profits. 

*Fusion blade vol share IRI L12W/E 17th April 2010-05-07

UK's first Dermacie Centre revealed... UK's first ... - Beauty Magazine

You also want an ePaper? Increase the reach of your titles

Delete template?

Save as template?