Celebrity signings in the spotlight How to help ... - Beauty Magazine

Beauty-Magazine.co.uk
MAGAZINE
J U L Y 2 0 1 0
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Celebrity signings
in the spotlight
How to help
customers stay
safe in the sun
“Coenzyme Q10 is the most perfect, the most logical and the most
natural active ingredient introduced into cosmetics in the last 20 years”*
*Dr Len Mervyn, the eminent Biochemist

*Dr Len Mervyn, the eminent Biochemist
Beauty-Magazine.co.uk
Celebrity signings
in the spotlight
How to help
customers stay
safe in the sun
JULY 2010
Nivea Q10 Plus
MAGAZINE
JULY 2010
£3.20
“Coenzyme Q10 is the most perfect, the most logical and the most
natural active ingredient introduced into cosmetics in the last 20 years”*
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
Dr Emma Meredith
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
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A Communications
International Group
publication
welcome
Every year, industry cynics predict that the celebrity
beauty bubble is going to burst. At times, I admit, I’ve
been among them. But if the constant flow of new
celebrity tie-ups last month was anything to go by,
we’re a long way wide of the mark. From Hollywood
heavyweights to chart-topping songstresses, there’s been
more new signings than at a Premiership football team!
Take a look at the News pages for all the info on who’s
fronting what. And turn to page 14 to see how these
superstar signings can bring lucrative returns for the
brands involved – and for you at your tills.
Away from celebs, make sure you also check out our
Suncare Update (p22). Hopefully last month’s heatwave
has reminded consumers that the sun here in the UK can
be just as strong as it is abroad. Everyone should be
protecting themselves while they’re out and about – so
give your customers no excuse to go without by pairing
them with a product that’s perfect for their needs.
CARA WHITEHOUSE • EDITOR
contents
4 NEWS
Famous faces bag themselves new beauty deals
6 COMPETITION!
Win a pair of Ray-Ban Aviators with Lynx
9 SEND & RECEIVE
Win free products with our new-look readers’ page
12 GET THE LOOK
Supernatural style à la ‘R-Patz’
14 STAR ATTRACTION
How celebrities are topping the beauty charts
22 SOME LIKE IT HOT
Make sure your customers are sun safe this summer
GIVEaway
Following the launch of ‘Beauty Watch’ last
month, we’ve been inundated with pictures
of you out and about reading your Beauty
Mags… But we want more! And there’s
£150 of beauty booty up for grabs for the
best one we receive by September 15 – so
get them in to us now! We’ve also got 10
Naturally Upper Canada bodycare gift sets
worth £30 to give away, as well as five £50
vouchers to spend at online beauty store,
www.feelunique.com. So make sure you
turn to our new ‘Send & Receive’ page (p9)
now to see how you can win!
Burke has
the X Factor
for sure
PAGE
4
Star PAGE
pulling
power
14
Rock the PAGE
‘R-Patz’
look
12
This
month’s
contributors
Josephine Fairley
Jo is a renowned
beauty expert and
co-author of the
Beauty Bible series.
This month, she
muses how to
boost sun safety.
Jocelyn Bailey
Former beauty editor
at Woman, Jocelyn
breaks down how
you can match the
right suncare
products to the
right customers.
Sophie Beresiner
Beauty editor at
LOOK magazine and
former beauty editor
at CosmoGIRL!,
Sophie finds out
what’s hot in the
aisles for teenagers.
Dr Emma Meredith
A pharmacist by
profession, Emma is
head of scientific &
technical services at
the CTPA, the UK
trade body for beauty
manufacturers.
b e a u t y m a g a z i n e
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3

N E W S
news
in
WHAT’S HOT IN THE BEAUTY WORLD THIS MONTH
BEAUTY
Alexandra Burke
is a Sure
fire hit
X Factor winner and number 1
solo artist, Alexandra Burke,
has been unveiled as the face
of Sure Women deodorants.
The singer, whose version of
Leonard Cohen's Hallelujah was
one of the bestselling singles
of the decade, is the first ever
ambassador for the brand and
is appearing in TV and print
ads, as well as activity online
and in-store.
The TV creative begins in a
dance studio with Burke
applying Sure deo. It then
follows her through her busy
day, including dance rehearsals
and a stage performance.
She said in a statement:
“With my demanding
schedule, Sure is the only
deodorant I can trust to keep
me feeling 100 per cent fresh
and dry all day long.”
Katie Scott, Sure Women
brand manager, added:
“Alexandra is a glamorous and
confident woman with a really
demanding lifestyle and is the
perfect person to front the new
Sure campaign.”
SARAH HARDING STEPS OUT FOR VEET
Hard partying Girls Aloud star, Sarah Harding, is
showing her softer side as the new face of Veet’s
Suprem’ Essence Hair Removal range of wax strips
and creams.
She joins fellow band mates Cheryl Cole and
Kimberley Walsh in fronting a beauty line, and
appears in pictures shot by renowned fashion and
beauty photographer, Jonty Davies.
Harding said in a statement: “It’s really important
for me to take care of my appearance and Veet’s new
Suprem’ Essence range is brilliant for giving me
smooth, gorgeous legs.”
She will also be endorsing the brand’s Bikini and
Underarm Kit.
brief
Hugo Boss is launching a new
version of its iconic Boss Bottled
scent. Boss Bottled Night hits
shelves this month and will be
supported by a print and TV
advertising campaign starring
Hollywood actor, Ryan Reynolds.
Richer and edgier than the
original Boss Bottled, Night
features aromatic notes including
birch leaf and cardamom atop a
base of rich woods and musks. It
comes in the same iconic bottle
shape, but with midnight blue
and black colourings.
Tess Daly makes
it Nice’n Easy
Strictly Come Dancing host Tess Daly is to
front Clairol’s Nice’n Easy hair colourants
in a campaign designed to help boost
women’s confidence.
The ‘Confidence to Shine’
initiative will see the presenter
appear in a print ad and take part
in PR activity, including radio
interviews. She will also pass on
confidence tips to help women
make quick and easy changes
that can boost their moods.
Daly commented: “I’m really
excited to be working on a
campaign that empowers
women, especially mums, by
giving them confidence to
feel good about themselves.
As a busy mother of two, I
know how hard it is to find
the time to think about
things like hair colour, which
is an important part of looking
and feeling your best.”
4
b e a u t y m a g a z i n e
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Remington ensures a stylish festival
Festival goers at next month’s Big Chill festival at
Eastnor Castle in Herefordshire will be able to party and
pamper at the same time thanks to Remington’s Style
Bar located in the ‘Beauty ‘n’ Beats’ zone.
The fashion and beauty zone will bring some
glamour to festival fashionistas looking to indulge in
the beauty treatments, fashion shows and even cocktails
on offer! Professional stylists will be on-hand to create
the must-have styles of the moment, transforming wild
locks into chic dos using the new Remington Pearl hair
styling range.
The heated styling tools all combine advanced ceramic
coating with pearl to create glossy, smooth tresses and
fight festival frizz! Comprising the Pearl Straightener,
Pearl Wand and Pearl Pro Ionic AC hairdryer,
the products are all on shelf from this month
– and the styling possibilities are endless!
Dior has
signed
Hollywood
star Natalie
Portman as
its new
IT’S ON WITH ALEXA
CHUNG AND LACOSTE
Fashion favourite Alexa Chung has been
signed as the face of Lacoste’s new female
fragrance, which is set to hit stores in
January 2011.
The 25 year old TV presenter, who
topped Vogue’s Best Dressed List in 2009, is
the first female celebrity to endorse the
fragrance brand and is expected to appear
in ad campaigns for the new scent.
“I’m very flattered that Lacoste invited
me to model for its new female fragrance,”
said Chung. “I’ve always liked Lacoste’s
casual chic image, so I’m excited to be
representing the brand in this new
campaign.”
Tim Sayler, associate marketing director
for Lacoste Fragrances, added: “…she
perfectly encapsulates the brand’s youthful,
modern image: stylish and vivacious with a
free-spirited aura, she exudes an effortless
dynamism that makes her the perfect fit
with Lacoste.”
‘face’. She
follows in
the footsteps
of Charlize
Theron and
Sharon
Stone,
although it
is not yet
known which
products the
actress will
front.
Calling all beauty brands and Beauty
Magazine readers! If you want to get
your hands on one of this year’s
prestigious Beauty Magazine Awards,
then make sure you get your entries in
to us, quick smart!
As always, we’re after nominations
for the best new product launches and
best classic products of the year, as well
as entries from those readers among
you who think you deserve to be
crowned our Advisor of the Year!
We’ll be celebrating with all of our
winners at an exclusive London venue
in November. So make sure you look
out for further details in next month’s
issue of the magazine.
N E W S
BEAUTY MAG AWARDS 2010
STARTS HERE!
HOW TO ENTER: BRANDS
Our expert judging panel
of top beauty journalists
and leading beauty
retailers are waiting to
shortlist your entries.
We’ll be honouring the
best new launches and
the best classic products
in the business – see page
25 to find out which
categories you could be
in the running for.
The deadline is July 23
– so get your entries in
to us now!
HOW TO ENTER: READERS
Once again, we’ll be
recognising all the hard
work you put in on the
shop floor.
Make sure you pick up
next month’s magazine
for details of all the
categories and info on
how you can put
yourselves in the running
for these prestigious
accolades – which also
include a cash prize!
MACHO MEN SHUN
‘GIRLY’ SUNCREAM
It may come as no surprise to hear that men are still
reluctant to use sun protection. But a recent Superdrug
survey has revealed that as many as a third of British
blokes never wear sun lotion, with one in 10 claiming it
is because they don’t want to look ‘girly’.
The shocking study of 3,000 men also discovered
that 40 per cent of men put their lack of protection
down to ignorance or forgetfulness, while 33 per cent
claim they never burn. Disliking the ‘greasy’ feel of sun
lotion, wanting a ‘good tan’ and being too busy to think
about applying sunscreen were also among the excuses
given by men.
Martin Crisp, Superdrug superintendent pharmacist,
commented: “There is no excuse for ignorance when it
comes to sun protection – the dangers of sitting out in
the sunshine for any length of time without the
appropriate high factor sun creams are very real.”
The company plans to use the research to
target men with advice over the
summer months. Particular
emphasis will be placed on the
importance of protection in
the UK as well as oversees,
with four in 10 men only ever
using sunscreen when they are
on holiday abroad.
Crisp added: “We would urge
British men to think twice before
going outside without wearing sun
creams which can protect against
harmful UV rays – regardless of whether
they are in the UK or abroad.”
b e a u t y m a g a z i n e
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N E W S
Beauty Mag winner
makes Boots final
We knew she was a winner
when we crowned her our
Fragrance Advisor of the Year.
So it came as no surprise to hear
that Val Sherrington from Boots
in Chesterfield was among the
five finalists in Boots’s ‘Best of the
Best Consultant 2010’ award.
Having already scooped the
Regional prize back in January
and the Divisional (North) title in
May, Sherrington joined 3,500
other Boots employees at the annual store
managers’ conference at the Ricoh Arena in
Coventry, where she was presented with her
Divisional Finalist 2010 trophy (pictured).
Despite losing out on the overall crown to a
consultant from Plymouth, Sherrington told
Beauty Mag: “I still felt like a winner! It has been
such an exciting year, and it was a real privilege to
be among so many old friends and in the presence
of our company’s most senior executives.
“I’m sure my Beauty Magazine Award helped
me in the nomination process and the coverage
that followed in the Derbyshire Times has
certainly helped raise the profile of Boots in
Chesterfield and the great service we give!”
Congratulations to Val, whose charity work
in-store ensured she also reached the finals stage
in the ‘Community Hero’ category back in 2007.
And good luck to her with this month’s Fragrance
Masterclass evening, which she hopes will raise in
excess of £1,000 for Macmillan Cancer Support.
KIMBERLEY WALSH
LOCKS IN A NEW DEAL
Step aside Cheryl Cole. Fellow Girls
Aloud star, Kimberley Walsh, has
proved she’s also ‘worth it’ after
landing a deal to front the
Schwarzkopf Supersoft haircare range.
The singer, who has scored four
number one hits with her fellow
band mates, will be fronting a major
print campaign that will start at the
end of this month and run until the
end of the year.
Mark Beeby, Supersoft brand
manager, commented: “[Kimberley] always
looks great and has fabulous, glossy hair,
but it’s really her personality which made
us want to work with her. She’s happy in
her own skin and we think women of all
ages, shapes and sizes can relate to her.”
Walsh added: “I like the fact that with
Supersoft there’s a product to match every
hair type and style. It allows me to
channel all my favourite hair looks, from
Brigitte Bardot to Veronica Lake but also
cleanse and moisturise when I need it.”
She follows in the footsteps of Emma
Bunton and Lisa Snowdon, who have also
fronted the brand. also fronted the brand.
NO SWEAT FOR SURE!
Anxious sweaters can say goodbye to wet patches and odour
with the growing range of Sure Maximum Protection
antiperspirant deodorants.
Building on its successful Maximum Protection line, which
originally launched in a cream format, Sure has added the new
antiperspirant aerosol (APA) for those that prefer using a spray.
The launch is being supported by an extensive £4.7 million
marketing campaign which includes TV, print, digital and
outdoor advertising for high impact.
Katie Scott, Sure Women brand manager at Unilever UK,
commented: “Since its initial launch in January 2009 the range has seen great success
and has significantly grown the super efficacy category, with over £4 million value
sales in its first year… Extending the Maximum Protection range to include an APA
format will build on the success of the range and offer a better choice for consumers.”
Available on shelf now, the 150ml aerosols are priced at £4.99.
✆ Unilever: 0800 591 720
WIN
Send your sales sky high
with Lynx Dry+ Sensitive
Unilever UK is celebrating the launch of its first ever antiirritation
deodorant from the hugely successful male grooming
brand Lynx Dry+ Sensitive, which is available in store now.
Lynx Dry+ Sensitive is hitting TV screens from 12th July with a
Top Gun inspired advert to promote the new variant. To
celebrate, Lynx are giving away a case of the new antiperspirant
to help boost deodorant sales and introduce
your customers to the newest product in
the immensely popular Lynx range. On top
of this, one lucky reader will also win a
pair of stylish Ray Ban Aviators to keep
them looking cool this summer.
Lynx Dry+ Sensitive is the first ever anti-irritation deodorant
from Lynx, and the TV ad will form part of a massive £3.5m
marketing campaign which will include TV, VOD, cinema, digital,
in-store, sampling, PR and outdoor advertising.
To be in with a chance of winning new Lynx Dry+ Sensitive for
your store and a pair of Ray Ban Aviator sunglasses, all you
need to do is pop the answer to the question along with your
name, job title, company, business address, email and phone
number onto a postcard and send it to:
Lynx Dry+ Sensitive Giveaway, Beauty Magazine,
207 The Linen Hall, 162-168 Regent St, London, W1B 5TB.
Or text BEAUTY followed by a space followed by your
answer to 60066.
Question:
Which of the following hit 80’s films is the
inspiration for the new Lynx Dry+ Sensitive ad:
Top Gun
Back to the future
Ghostbusters
Terms & Conditions
1. Open to UK retailers and their employees aged 18+
2. Employees need permission of their employer to
participate
3. Closing date 14.08.10
4. One entry per person
5. First correct entry drawn from all entries received
by closing date will win a case of new Lynx Dry+
Sensitive for their store and a pair of Ray Ban
Aviator Sunglasses worth £100.
For full terms and conditions send an email to
beauty_lynxdrysenscomp@beauty-magazine.co.uk
6
b e a u t y m a g a z i n e
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New variant Lynx Dry+ Sensitive
Our first ever anti-irritation offering - bringing both
care and the legendary Lynx effect to guys underarms
£3.5 million media support package in 2010

Soap
BEAUTYMAGAZINE’SCOLUMNISWRITTENBYJOSEPHINEFAIRLEY,
BEAUTYEXPERTANDCO-AUTHOROFTHEBEAUTYBIBLESERIES
Nobody who saw the press reports
about a mother who allowed her
baby to acquire 40 per cent burns
on a sun-drenched Brighton beach
a few weeks ago can have failed to be
shocked and horrified by the incident. Those
of us in-the-beauty-know tut-tutted: surely
she was aware of the dangers of leaving a
baby exposed to the sun’s infamously
burning effects? Well, maybe not. For it
seems that we’re living in a culture where
many, many people still don’t get why they
should be using sun protection – despite all
the acres of space in glossy magazines and
newspapers devoted to its importance.
SUN[DON’T]CARE
What’s perhaps even more worrying is that,
according to a recent survey from Superdrug,
British children as young as six years old are
now keen to sport a tan. Results of the poll
revealed that 63 per cent of children aged six
to 16 years wanted a ‘nice tan’, with 39 per
cent declaring themselves keen to use every
opportunity to acquire that sun-kissed glow.
Half of them said that it was more
‘fashionable’ to be brown than to be pale,
and 58 per cent reported an extra feel-good
factor when they have a tan. (Having said
that, the other 42 per cent are probably
computer game addicts whose mothers
spend all of their days trying to prise them
away from Red Dead Redemption or
Facebook and propel them into the fresh air.
You probably can’t win.) Most scarily of all,
however, a fifth of the children and
teenagers polled said they’d be venturing
‘
Only a fraction of careless
sunbathers will go on to
develop skin cancer, but
100 per cent of those
who regularly bake will
age prematurely.
8 b e a u t y m a g a z i n e
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‘
box
Save our skins!
WHY PALE NEEDS TO BE INTERESTING
out without sun protection this summer, in
order to speed up the tanning process.
Parents are probably partly to blame.
(Over half of children say their mum ‘does
everything she can’ to get a nice suntan, and
40 per cent don’t think she wears sun
protection in the process.) But this tan
obsession among younger people also has to
be the influence of the media, which is aglow
with sun-kissed role models and WAGs (not to
mention Dale Winton). According to that
same Superdrug survey, Cheryl Cole tops the
teen ‘tan polls’, with Jennifer Lopez, Cristiano
Ronaldo and (heaven help us) Peter Andre and
Katie Price all being admired for their tans.
WHAT’S THE DAMAGE?
What we really need, I guess, are positive
paler role models (and not simply Nicole
Kidman). But what’s also required, I feel, is
not to freak kids out with frightening
statistics about malignant melanomas or
other skin cancers (show me a 13 year old
who doesn’t feel completely invincible), but
a fairly horrifying sun awareness campaign
which instead contrasts photos of people
with sun-damaged skin in later life,
comparing the faces and bodies of those
who’ve slathered on the SPF (or savvily
stayed in the shade) with those who chose
to bake and fry.
Now personally, until I was 16, the idea of
acquiring a tan wasn’t even on my radar. (I
then spent a couple of unhappy years
developing prickly heat every time I covered
myself in a suntan oil that was later removed
from the market because it was established
that ingredients in it actually triggered sun
sensitivity. Which came as no surprise to itchy
little me.) Today, at this somewhat later stage
in my life, I am deeply grateful that it was
basically impossible for me to get a tan back
in the day – because the
benefits are
showing
up. I can see
(and it’s not rose-tinted sun-specs) that I have
fewer lines and wrinkles than many other
women my age.
TAN TODAY, WRINKLE
TOMORROW
So I suggest that the real message which
should be promoted when it comes to sun
protection is this: while only a tiny fraction of
careless sunbathers will go on to develop skin
cancer (which is probably why so many
people are prepared to play Russian roulette
in the tanning stakes), 100 per cent of those
who bake from an early age will go on to age
prematurely. As someone now working on a
new book, The Anti-Ageing Beauty Bible
(which will appear next year), the one piece
of advice that I want to drum into every
reader is that it’s far, far easier to prevent
visible ageing than it is to tackle it – even
with the whiz-bang rocket-science-powered
‘wonder creams’ that we can get our
(age-spotted) hands on in 2010.
Superdrug and Cancer Research UK may be
working together in stores to offer skincare
assessments and sun awareness sessions with
a nurse or pharmacist, but it would probably
be much harder hitting if everyone who
walked into a store could see a computer
image of themselves fast-forwarded to 50, as
they’ll look if they don’t use sun protection –
and, more importantly, if they do. Sadly, I
don’t think that any ad campaign about the
risks of melanoma are going to put children,
young people and even careless Brighton
beach mothers off wanting to get a tan like
Cheryl Cole’s. But a ‘Tan today, wrinkle
tomorrow’ promotion – complete
with scary sun-damaged older
faces – just might…

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
Want to experience the clean waters and invigorating
vegetation that Canada has to offer? Well now you can with
the gift basket that Canadian botanical brand, Naturally
Upper Canada, is giving away this month! Ten lucky winners
will get their mitts on the Pressed Olive Avocado collection,
which includes a body butter, hand repair balm, hydrating
shower gel and a hand and body wash, worth £30 in total!
For your chance to win one of 10 Naturally Upper
Canada gift baskets, send a postcard to Beauty
Magazine/Naturally Upper Canada, or text BEAUTY
followed by a space followed by NATURALLY 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... Clearly you’re
keen to have more training – and feel it
would benefit your ability to sell more
products. Here are our favourite comments:
Training is key to delivering customer
expectations and is essential to sales success.
Knowledge is king. I receive excellent fragrance
training and can top it up with our e-learning
system and publications like Beauty Magazine.
However, faced with selling premium cosmetics, I
rely heavily on reading the box or the customer’s
own knowledge of the product. I could sell so
much more confidently if product knowledge
was cascaded via mini training sessions. We all
want our customers to receive the best – and
confidence usually translates in to a sale.
Val Sherrington
Boots, Chesterfield
We don’t get any training. Brands should
provide this for pharmacy staff. With so many
products on the market, it can get very
confusing. How are we to know which cream is
for mildly dry skin and which one is for really
dry? More to the point what’s the science
behind it? Only by knowing that will we be able
to convince the customer to buy it.
Uzma Chaudhry
Independent pharmacy, Oxfordshire
I don’t think brands provide enough training.
Which is a shame – because the money
manufacturers could invest in better training
WIN!WIN!WIN!
As always, the most opinionated letters will
be published. This month, the best five will
receive a £50 voucher to spend at online
beauty emporium, www.feelunique.com.
Offering over 11,000 of the best beauty
products for sale at great prices, you can
choose from brands
such as Clarins,
Elemis, GHD and
Lancôme across
fragrance,
cosmetics, skincare,
grooming and
much more.
would pay off with increased product sales. Big
brands should provide more training materials on
their key products – which would enable sales
advisors to recommend with more confidence.
This is particularly the case with new innovations,
where customers want details on how to apply
the product, how it works and how to get the
best results. The more confident and convincing
we are with our advice, the more likely we are to
win consumer trust and make more sales.
Vaishali Patel
Ronchetti Pharmacy, Enfield
I think that brands should send out training
packs with all of their new product launches. We
get so many new products appearing in-store
and sometimes the first time I actually see or
hear about them is when they arrive. When I
don’t know anything about a new launch, it can
then be very difficult to advise customers. If we
did receive the training before a product’s
launch, it would help us increase sales!
Kelly Vince
Tesco, York
There is not enough training about new beauty
products from the companies direct to stores. I
find out more information from your magazine
and from adverts on the internet. The only way
to see if a product works is to try it, so samples
are always a good idea. How can you
recommend something you have not tried?
Sian Jackson
Boots, Seaton Sluice
Do keep your emails coming in. This month we want to know:
Which are the tie-ups that most effectively help to sell products? Did World
Cup-linked items fly off shelf? Or are other associations more popular?
Email me at Cara@Beauty-Magazine.co.uk
Congratulations to everyone above, who won a Montagne Jeunesse pamper pack.
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…
2008’s Beauty
Advisor of the
Year, Michelle
Turley, makes
sure baby
Summer
Louise can
brush up on
beauty from a
young age!
Val Sherrington and Nicola Blant from
Boots in Chesterfield fight over who
gets to read Beauty Mag first!
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 over the next two
months, then announce who has won the £150
worth of products in the October issue.
b e a u t y m a g a z i n e
j u l y 2 0 1 0
9

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

0%
0%
10%
Crow’s feet– 34%
Sagging eyelids – 32%
Lack of firmness – 29%
Uneven skin tone – 26%
Forehead lines – 24%
10%
Lack of firmness – 54%
Sagging eyelids – 42%
Cheek to mouth – 41%
Lines around lips – 40%
20%
20%
Crepey décolletage – 25%
30%
30%
40%
40%
CLUB DERMACIE
PHARMACY EXPERTS IN SKINCARE
50%
50%
60%
60%
* Over 1,000 women surveyed, May 2008
lub
UPDATE
B E A U T Y T R A I N I N G
We’ve just passed the half way
stage of Club Dermacie’s series
of skincare training modules. But
there’s still plenty more to look
forward to…!
THIS MONTH’S MODULE
For our fourth Club Dermacie module,
we’re concentrating on the booming
anti-ageing market. Now one of the
most valuable sections in the skincare
aisles, it’s expanded rapidly as women seek to
maintain their looks in a society obsessed with
youth. But the explosion of product choices has
made it a confusing sector to shop.
We explain what causes wrinkles, sagging,
age spots and other concerns that customers
may want to address. There’s also a glossary of
common ingredients and how they work – so
that you can help
customers who
are blinded by all
the science that is
used to promote
products.
Finally, we look
at some of the
ranges and regimes
that can help
women (and men)
‘treat’ their lines and
wrinkles and fend
off further signs of
ageing. From suncare and serums to night
creams and eye treatments, this module
explains why they’re necessary and how they
can be used to best effect.
MODULE 4
ANTI-AGEING
IN ASSOCIATION WITH
BEAUTY MAGAZINE
CLUB DERMACIE
PHARMACY EXPERTS IN SKINCARE
Become an expert – and
win a £2,000 spa break!
Congratulations to the many hundreds of you who have passed our first few
modules with flying colours! As if you needed any further incentive to keep up
the good work, we just wanted to remind you that everyone who passes all five
modules will be entered into the Dermacie Consultant of the Year award, the
winner of which will win a spa holiday worth £2,000.
Particular congratulations to the following Club Dermacie members, who were
among the first answers received from the hundreds of you who have so far
scored 10 out of 10 in the first two modules. Keep up the good work!
SUNCARE
* Karen Doris, Mall Pharmacy in Luton
* Jill Wentworth, Boots in Stony Stratford
* Pat Roberts, Nicholson’s Pharmacy in Widnes
* Suzanne Hays, B Payne & Son Pharmacy in Wirksworth
* Wendy Anderson, Leadgate Pharmacy in Consett
* Michelle Meggison, Boots in Peterlee
* Sharon Overy, J H Anderson Pharmacy in Hastings
* Teresa Hills, Marsh Pharmacy in Bexhill-on-Sea
* Mandy Poole, Rivermead Pharmacy in Chelmsford
* Sally Barrett, C Percy Pharmacy in Hawkwell
EVERYDAY SKINCARE
* Genine Royal, Earls Hall Pharmacy in Southend-on-Sea
* Claire Rawlinson, Yogi Pharmacy in Dunmow
* Rajeshree Shah, John Wilson Pharmacy in Hendon
* Charlotte Culmer, Temple Pharmacy in Plumstead
* Carol Gittings, Sykes Pharmacy in Bolton
* Sam Rawlings, Andrews Pharmacy in Edgware
* Katherine Kitching, Boots in Petersfield
* Stacy Merrell, Scales Pharmacy in Worcester
Our suncare poster in
* Christine Parry, Superdrug in Birkenhead
action at Cwmfelin
* Anne Garton, Tesco in Sheffield
Pharmacy in Swansea!
MODULE 4 ANTI-AGEING
ANTI-AGEING
The pharmacy shelves are packed with products that
promise to reduce the appearance of lines and wrinkles,
but consumers are often confused about which to
choose, how they work and whether they’ll really
make a difference to their looks. What’s more,
the rule that ‘you get what you pay for’ isn’t
necessarily true, as several mass market
anti-ageing treatments have come out
ahead of more expensive premium
brands in consumer trials.
It’s important to remember that
the way skin ages is very individual
and depends on lifestyle as well as
genes and skin type – so different
products will suit different people.
But onething that won’t changeit
this: as anti-ageing skincare
products become increasingly
scientific, it’s crucial that you to
keep up to date with innovations
so you can explain benefits to your
customers and help them to keep
their skin looking its best.
OBJECTIVES
After reading this Anti-ageing skincare
training module, you will beableto:
• Explain what causes the signs of ageing.
• Understand how key anti-ageing ingredients in
skincare products work and be able to recommend the
right ones for your customers’ needs.
• Tell customers how they can protect their skin to help
prevent premature ageing.
• Know how to make link sales with related products in-store.
2
WHY WOMEN BUY
Theboom in anti-ageing
products looks set to
continue, with Mintel
forecasting 34 per cent
growth by 2013. Themarket
analyst also notes that
anti-ageing already takes 42
per cent of moisturiser sales,
having grown by 33 per cent
between 2006 and 2008.
This growth is in part due
to our ageing population, but
also to our youth-obsessed
culture. According to a survey
carried out for the RoC brand,
74 per cent agree there is
pressure on women to look
young and only 18 per cent
feel able to accept and
embrace the ageing process.
Yet few are willing to go under
theknifein their quest for a
younger face – only 1 per
cent of those surveyed
had undergone surgery,
compared with 65
per cent who’d
used anti-ageing
products.
TOP AGEING WORRIES
The ageing signs that concern women vary depending
on their age. The RoC brand survey* found that the top
five concerns for women between the ages of 36 to 45
and 56 to 64 were:
Women aged 36 to 45
Women aged 56 to 64
One of the best ingredients to look out for is retinol as there is
robust evidence that, if used on a regular basis, it can help to
reduce the appearance of fine lines, wrinkles and brown spots. It’s
also good to look out for products containing antioxidants to help
combat the ageing effects of ultraviolet light and pollution-induced
free radicals and to use a daily moisturiser with at least SPF25 to
protect from further sun damage and wrinkles.
Dr Sue Mayou, consultant dermatologist and member of the
Neutrogena Skin Council
3
NEXT MONTH
Relax and enjoy a month off! Or use it as a
chance to catch up on any modules you still
have to complete. But don’t worry – that’s
not it from Club Dermacie! We’ve still got
one more module to come in September,
which will be looking at skin health, dry
skin and bodycare. Make sure you look out
for it so that you can complete the full
course of modules, and become an official
Club Dermacie Expert if you pass them all!
For more information about Club Dermacie and how you can get involved, email ClubDermacie@Beauty-Magazine.co.uk with your name,
the name of your pharmacy, the pharmacy address and its phone number, or go online at www.Beauty-Magazine.co.uk/Dermacie.
b e a u t y m a g a z i n e
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11

S T A R
S T Y L E
GET THE LOOK
‘R-Patz’ mania is set to take hold as 24 year old Robert Pattinson reprises his role as
Edward Cullen in vampire flick, Eclipse. Obsessed Twilight fans will once again be out in
force to catch a glimpse of the teen heartthrob as he is catapulted back into the spotlight.
Suggest your customers get his winning look with the following products…
Hair: He may have
recently gone for the
chop but ‘R-Patz’ has
managed to keep his
hair looking effortlessly
styled. Your customers can
also create natural texture by
working Toni&Guy Texture Paste
through their mane. Perfect for short to
mid-length styles, this paste has a
semi-matte finish that leaves hair looking
stylishly distressed. What’s more, it can be
re-worked throughout the day.
Skin: Vampires need to avoid
daylight to prevent their porcelain
white skin from burning, but
Edward Cullen (and your pale
customers!) could additionally slap
on some Piz Buin Active Long
Lasting Spray SPF 30 to guard
himself from the sun! The non-greasy,
fast-absorbing formula contains UVA
and UVB filters for broad-spectrum
protection, while the water and sweatresistant
formula means that active
people can still have fun in the sun!
Underarms: As the fastest moving
member of the Cullen family, Edward
needs a reliable deodorant when he’s
on the run. Right Guard Xtreme
Silver not only protects against
wetness, but it also harnesses
antibacterial silver molecules that
tackle body odour at its source for
48 hours. The skin-friendly formula
comes in four fresh, masculine
fragrances as well as various formats.
Image: NBCUPHOTOBANK/Rex Features
Teeth: His vampire
alter-ego needs the
best toothbrush he
can find to keep
those fangs clean!
But back in the real
world, discoloured
pegs are no more
with Oral-B’s
Professional Care 5000 Triumph with
SmartGuide, which works to naturally whiten
teeth in 21 days! This chic gadget not only has
built-in wireless ‘smart-technology’ which
provides feedback to maximise brushing
efficiency, but also removes twice as much
plaque as a manual toothbrush.
Beard: Even Hollywood stars like
Robert can lag behind on the
shaving routine, but when he does
pick up the razor, he’ll want to use a
balm afterwards. Oxy Post Shave
Repair Balm is perfect for stressed,
sore skin as the rehydrating formula
locks in moisture. Nicks and cuts are
repaired with the ‘CellActive-Men’
technology, while the anti-inflammatory
‘Phycosaccharide ACP’ complex helps
tackle and treat spots.
Body: Touring around the world to promote
the new film is sure to take its toll on
Pattinson, and with fans and journalists
wanting a piece of him, he’ll need to be
on top of his game! Tell customers
who also have a demanding
lifestyle to take Wellman Fizz for
an added boost. The effervescent
tablet supports the body’s natural
energy release, while vitamin C
and zinc help to kick-start the day!
12 b e a u t y m a g a z i n e
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P R O M O T I O N
Hot sales...cool customers
As summer kicks in, Beauty Magazine
speaks to Peter Griffiths from Cwmfelin
Pharmacy in Swansea to find out what’s hot
in the deodorant aisles
Beauty: What trends are you seeing in the deo
aisles this year?
Peter: New variants are very popular and we always see a surge
in sales for the latest fragrances. The trend for natural
ingredients and scents has also spilled into the deo category
and has been popular with women, while innovative packaging
and marketing is particularly successful for some of the men’s
deos and bodysprays. Advertising campaigns and promotions,
of course, are also a huge driver of sales.
[Beauty says: Match naturals fans with Sure Natural Minerals]
Beauty: Are people looking for more from their
deodorants – particularly now we’re into summer?
Peter: We make sure we have good stocks of the ‘stronger’
deodorants in the summer months as these do see a lift in
popularity. Products promising 24 hour or 48 protection
particularly appeal to younger customers who are going out
clubbing, or who are hitting the beach and want something that
will last.
[Beauty says: Point out Sure Maximum Protection]
Beauty: What drives men when they’re choosing a
deodorant?
Peter: Men are definitely influenced by marketing. There have
been a lot of grooming products linked to and advertised
around the World Cup and this does cause a peak in sales. Men
like the sport connection – it’s clever marketing because it
implies a product really works, while also having the automatic
appeal to anyone who likes to go to the gym. Innovation and
quirky ad campaigns also appeal to men, who often come in
asking for something specific that they’ve seen on TV.
[Beauty says: Show sporty types new SureMen Sport Defence]
Sure has a range of products to meet all customers demands. These are our suggestions
on keeping cool as summer heats up:
Sure Natural Minerals
The natural market is
booming and Sure Natural
Minerals caters for the eight
out of 10 women* who are
interested in using natural
products. Combining natural
extracts with a natural
mineral, Sure Natural
Minerals provides 48 hour
protection and allows your
skin to breathe. It is available
in Pure (orange blossom &
cranberry) and Fresh (olive
leaf & pink pepper) in aerosol
and roll-on variants.
* NPD survey, Dec ‘08
Sure Maximum Protection
Almost a fifth of people in
the UK consider themselves
to be heavy sweaters which
can be very stressful in the
summer. The Sure Maximum
Protection range has been
developed with this in mind
to deliver twice the
protection against sweat
compared to the best-selling
anti-perspirant. This year,
we’ve added new aerosol
variants to the original
Maximum Protection cream
deos for both men and
women.
SureMen Sport Defence
SureMen is our number one male
anti-perspirant range* and our
latest variant is SureMen Sport
Defence. We decided to launch in
the build-up to the World Cup
and to run on-pack promotions
linked to the tournament to
capture guys’ attention and make
it stand out against other brands.
SureMen Sports Defence targets
active men who love their sport –
and who feel confident about
using brands with sporting
connections.
* IRI 52 week value sales
Nov 28 2009
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13

C E L E B R I T Y
B E A U T Y
Star
★attraction
The beauty sector is jam-packed with
celebrities peddling products – and
despite critics suggesting that the
bubble is beginning
to burst, there’s no
let-up in famous ‘faces’
joining the fray. Beauty Mag’s
GEMMA HUCKLE looks at the
pulling power of showbiz
Simply put, stars sell.
We buy their records,
their films and the
magazines they give
interviews to. So it stands to
reason that your customers are
also clamouring to get their hands
on the beauty products these
celebrities say they use to keep
themselves looking fabulous.
Cynics in the industry have been
predicting the celebrity bubble will burst
for a long time. But according to market
research group Mintel, the number of
shoppers attracted by celebrity
connections is continuing to grow at a
predicted rate of 7.1 per cent between
2007 and 2012.
CELEBRITY SELLS
Celebrities have been a major
driving force behind successful
products for over 50 years,
with brands realising that
pairing the hottest personality
with the latest product could
catapult sales. Revlon had its
finger on the pulse back in the
1940s when it signed Dorian
Leigh, who was regarded as one
of the world’s first supermodels.
An exceedingly smart move for
the company, Leigh went on to
front a number of iconic (and
commercially successful) campaigns
for the beauty giant, including ‘Fire and Ice’
and ‘Cherries in the Snow’. Revlon repeated
history in June last year when it decided to
re-launch the classic Cherries in the Snow
lipstick, which became the bestselling
lipstick in Superdrug that month.
THE FACE FITS
As anyone in the beauty arena knows, a lot
can ride on celebrity tie-ups, which is why
capturing the right stars at the right time
can really pay off. Superdrug’s beauty
director, Sarah Wolverson, couldn’t agree
more: “It’s vital that it’s the right celebrity.
We’re launching some limited edition
L’Oréal products with Cheryl Cole, which
we believe are going to benefit from the
power of good celebrity endorsement.”
On the flip-side, however, getting the
wrong celebrity can put people off a brand
altogether. Wolverson warns: “Sometimes
we’re offered celebrity-linked products
where you think, ‘I’m not sure that our
customers will go for that’.”
So how does the celebrity sell work?
And who are the hottest stars you should
be keeping an eye on in your aisles?
14 b e a u t y m a g a z i n e
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C E L E B R I T Y
B E A U T Y
Superstar signings
Getting stars to sign on the dotted line can
bring lucrative returns for cosmetic
companies, which is why they continue to
seek out celebs to become the ‘face’ of
their new campaigns and to generate high
profile interest in their products.
When brands get it right, the legacy can
be long-lasting. Who could forget Chanel’s
‘No. 5 The Film’ back in 2004, which got
tongues wagging after the fragrance giant
reportedly forked out millions of dollars for
Nicole Kidman to star in the three minute
commercial directed by Baz Luhrmann. Or
L’Oréal’s army of stars, which has included
the likes of Jennifer Aniston, Scarlett
Johansson and Cheryl Cole while they’ve
been at their hottest.
Here are some of the hippest
collaborations around today…
★ Party girl and one fifth of Girls Aloud,
Sarah Harding has landed herself a
new gig as the legs of
Veet. The hair removal
brand has inked a deal
for Harding to front the
new Suprem’ Essence
range, which includes
ready to use wax strips,
hair removal cream,
in-shower removal cream
and spray-on hair removal
cream. She will also
support Veet’s Bikini
and Underarm Kit. The
brand said it appointed
the singer for her
‘fun, sexy and
feminine’
personality.
★ The X Factor singing sensation
Alexandra Burke’s latest performance is no
sweat as she has been named the first brand
ambassador for Sure Women deodorant.
The TV campaign gives fans a glimpse into
Burke’s busy lifestyle as a pop star – and
how Sure keeps her cool, of course! The
21 year old said: “Because it’s my first
endorsement, I cried when I saw it. It
features my song All Night Long and is
really cool as it’s all about me.”
★ Last month fashion and
beauty house Dior snapped
up Hollywood actress
Natalie Portman. This is the
first beauty endorsement for
Portman, who follows in
the footsteps of Charlize
Theron and Sharon Stone as a ‘face’ for the
brand. Claude Martinez, president and CEO
of Parfums Christian Dior commented: “She
will symbolize with grace the values of
luxury and glamour of Dior.”
★ British Beauty brand Rimmel is famous
for its star-studded campaigns. In 2001 the
company was reinvented as Rimmel
London and was fronted by uber-cool Kate
Moss, who defined the brand for many
years and remains an ambassador today.
Rimmel has added three new
‘London looks’ to its
portfolio of brand
ambassadors. Beyoncé’s
younger sister Solange
Knowles, Puerto Rican
model, Alejandra Ramos
Munoz and Hollywood
starlet Zooey Deschanel
will all appear in
campaigns from next
month.
★ Vogue’s darling of fashion,
Alexa Chung, has clinched a
deal with Lacoste fragrances to
front a new female scent which
is due to launch in January.
The 25 year old TV presenter is
the first celebrity to front the
fragrance brand. Chung
commented: “I’m very
flattered that Lacoste invited
me to model for its new
female fragrance. I’ve always
liked Lacoste’s casual chic
image, so I’m excited to be
representing the brand in this
new campaign.”
★ Rising star on the
Hollywood scene, Leighton Meester, has
grabbed the attention of haircare giant,
Herbal Essences, which snapped her up as
a spokesperson for the brand.
Meester shot to fame after
winning a role in American
TV series, Gossip Girl, and
her sense of style means
she’s rarely out of the
fashion mags. The
actress said: “I’m so
happy to be working
with Herbal Essences.
It’s important for
me to work with
a brand that I
use every day
and I trust
and love.”
Word of mouth
Word of mouth can be extremely
important when it comes to product
choice – especially if the mouth it comes
from is a celebrity! When a star reveals
one of their beauty staples to the world, it
can create a buzz that leads to people
rushing into stores to get their hands on
the prized product.
So how do celebrity column inches
translate into sales? And which lotions and
potions get the nod from the stars?
★ When Kylie Minogue was
recently quoted as saying she uses
Pond’s Cold Cream, sales of the
budget beauty buy reportedly
soared by a whopping 120 per
cent. Beauty Mag reader Val
Sherrington, of Boots in
Chesterfield, witnessed the
knock-on effect
first-hand: “We
nearly sold out of Pond’s
Cold Cream on the
Saturday! The power of
celebrity just seems to
grow and customer loyalty
does not seem to diminish.”
★ Pregnant WAG and
fiancée of Jamie O’Hara,
Danielle Lloyd,
discovered SilDerm
Stretch Mark
Prevention Oil to help
keep her baby bump soft
and smooth while in
America. “Lots of my
friends in America had
told me about it, so I
bought some when I was
out there and haven’t looked
back. I’m so excited it’s now
coming to the UK,” she says.
David Bryant, MD of Cranage
Healthcare, adds: “We are
delighted to have Danielle
Lloyd onboard as an
ambassador for SilDerm
Stretch Mark Prevention
Oil… it is an asset to our launch to
have her promoting the brand from
personal experience.”
★ They might have access to
some of the most expensive
beauty creams in the world, but
apparently the likes of Cheryl
Cole and Amanda Holden swear
by nappy rash cream, Sudocrem.
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15

C E L E B R I T Y
B E A U T Y
In fact, such was the buzz that these
celebrity confessions made, the brand
launched its 30g Sudocrem Skin Care
Cream to cater for the growing market of
‘grown-ups’ who were using it to tackle
spots and irritations on their own skin.
★ With an army of A-list fans, it’s no
wonder that Johnson’s Baby Oil has
become a cult beauty classic! Grammy
award-winning pop diva Beyoncé Knowles
is said to slather herself head to toe with
Johnson’s Baby Oil Gel, which contains
soothing camomile and gives skin a red
carpet sheen that keeps her body looking
(ahem) bootilicious!
★ Back
in February, Beauty
Magazine caught up with
Radio 1 DJ Sara Cox, who
was expecting her third child at the time.
She told us that she can’t live without
Bio-Oil: “I love Bio-Oil as it leaves my skin
really soft and I love rubbing it on my
bump!” Her other beauty staples included
Kérastase shampoos and conditioners and
Nivea Visage Anti-Wrinkle Q10 Plus Day
Cream and Night Cream.
Tinseltown tie-ups
No longer content to simply put their
face to someone else’s brand, celebrities
have formed some canny connections with
beauty companies that have resulted in the
launch of their very own lines. Fragrance
in particular has become the cornerstone
of many stars’ ‘empires’, with some
celebrities topping the beauty charts as
well as the music or movie ones.
Although the product itself must be
relevant and appealing to customers, there’s
no doubt that the popularity of particular
stars also counts for a lot. It’s a cliché, but
we all want to be our favourite celebrities,
and by offering up their own lines, stars are
giving people the chance to buy into a little
piece of their glamorous lifestyles.
Here’s some of the celebrity tie-ups that
have hit the spot...
★ The partnership between Girls Aloud and
Eylure really pushed lashes into the
spotlight last year, and customers raced out
to buy the falsies designed by our five
favourite songstresses.
Simon Zussman, MD of
Original Additions (which
owns the Eylure brand),
explains how the move
has been a winner: “The
success of the Girls
Aloud Lashes created by Eylure is a
testament to how powerful celebrity
collaborations can be. The lashes have done
incredibly well and have really helped inject
additional life into what was already a
booming lash market.”
★ Sex and the City fans looking to
experience the lifestyle of their New York
icons search high and low for SATC
inspired products, which is why Sarah
Jessica Parker’s fragrance line (created in
association with beauty powerhouse, Coty)
has proven incredibly popular. Her newest
scent, SJP NYC, was launched in line with
the second Sex and the City film – perfect
timing as the perfume is said to be
influenced by her on-screen character,
Carrie Bradshaw, and New York City.
★ Socialite heiress Paris Hilton joined
forces with Elegant Touch to launch her
own range of nails and lashes in May. So
has she hit the ground running? Simon
Zussman, MD of Original Additions (which
owns the Elegant Touch brand) thinks so:
“Working with Paris Hilton certainly helps
to generate high-profile interest in the nail
category. Working with
a personality that has
very specific, different
looks like Paris helps
demonstrate to the
consumer how versatile
our products can be.”
★ Considered one of the
most successful celebrity
fragrance launches, Glow
by JLo was Jennifer Lopez’s debut scent.
The chart-topping superstar struck a deal
with perfume house Coty in 2002 to
develop a fragrance and beauty line – a
move that kick-started the celebrity
perfume market as we know it today.
Lopez’s collection now consists of several
scents, including Glow, Deseo, Live, My
Glow and newest addition, Blue Glow. So it
looks like Jenny’s still on the block and
holding her place in the beauty charts!
★ Jennifer Aniston’s
debut scent Lolavie hit
Harrods last month
after the actress
reportedly spent two
years perfecting the
blend of citrus and
floral head notes with
a sensual base of
musk, amber and
wood. Due to hit
shelves nationwide
next month, the
fragrance comes in 30ml, 50ml and 85ml
bottles. The perfume is said to reflect
Aniston’s ‘personal library of scent
memories’. Watch this space to see whether
her enduring celebrity appeal translates
into sales at the till!
★ When Gwen Stefani launched her
Harajuku Lovers Fragrance collection in
2008, the cute miniature Japanese doll
bottles caught a lot of attention. The result
of another tie-up with Coty, and inspired by
the street scene in Tokyo, fragrances ‘Love’,
‘Lil Angel’, ‘G’, ‘Music’ and ‘Baby’ were
created as collectable fashion accessories,
capturing the lyrics from Stefani’s albums.
The concept behind the brand has really
taken off and limited edition seasonal
Harajuku Lovers continue to fly off shelves.
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B I G I N B E A U T Y
A beautiful business
As the UK emerges from recession into an age of
austerity, there’s no denying that times are tough. And
yet the beauty industry continues to thrive. Michael
Keech, UK and Ireland general manager at Kao Brands
Europe, tells Beauty Mag’s CARA WHITEHOUSE how
you can drive value from a downturn
KAO’S BRANDS
Kao Brands is a leading Japanese
company selling beauty, health and
home care products, among others.
Beauty brands it owns include:
■ John Frieda
■ Jergens Naturals
■ Bioré
■ Molton Brown
Michael Keech took the helm at
Kao Brands Europe back in
September 2008: the same
month that saw the collapse
of Lehman Brothers and the start of the
global economic crisis. But where other
companies and industries have buckled in
the credit-crunched wake of financial meltdown,
Kao, and indeed the beauty market as
a whole, has continued to thrive. So what is
it that makes our sector resilient? And how
has Keech managed to build his brands in a
climate where others have floundered?
CRUNCH TIME
“Beauty is very well placed to ride out a
recession. Along with food, it is often cited as
one of the most resilient industries in tough
times,” says Keech. “Women will often forego
big luxuries when money is tight, but they
keep spending on smaller pick-me-ups,
which strengthens markets like ours.”
But that’s not the only factor that has
stood Kao in good stead. “Female shoppers
are discerning and will only pay for
something that they know will do a good
job – so in recession, they often revert to
trusted brands,” he explains. Which, when
it has the likes of John Frieda in its product
portfolio, puts Kao in a strong position.
“We’re very proud that we actually grew our
DESERT ISLAND PRODUCTS
As GM at Kao, Michael Keech lives and
breathes beauty. So what would he take away
with him to the proverbial desert island?
John Frieda Root Awakening Shampoo –
for its invigorating sensation.
Kiehl’s Shaving Cream – introduced to me
by my wife, who worked there.
Jergens Naturals – it absorbs easily and is
very natural.
Floris of Jermyn Street – my grandfather’s
favourite scent.
Molton Brown body wash – another great
British classic.
value share for John Frieda last year – even
though there was less money around in
general,” asserts Keech.
INVESTING IN INNOVATION
So how does a brand become tried, trusted
and top of a shopper’s must-have list?
“Innovation and new product development
is key, because it recruits new customers,”
says Keech. “We also invest heavily in
understanding what consumers want.
Because if you’re clear on your growth
drivers, now is the best time to invest in
them, when perhaps other companies
can’t afford to.
“Kao UK as a whole probably spends a lot
less than many of its big competitors, but if
you can’t outspend them, you must out-smart
them, and we punch above our weight in
terms of spend vs market share.”
Certainly the success of recent products
such as John Frieda’s Go Blonder is testament
to this entrepreneurial outlook. Despite a
modest ad spend, Go Blonder proved such a
hit that the company had to pull out all the
stops to fulfil demand. And the hairdresserinspired
innovations for which the John
Frieda brand has become renowned continue
to win shoppers over in the aisles. Jergens
Naturals, too, has carved itself a 3.7 per cent
market share in the bodycare sector, despite
having only hit UK shelves last year.
Not a bad result for Keech, who must
have wondered what on earth he was in for
when he sat down at his new desk in
September 2008 and watched the financial
world crumble around him!
New on the shelves from Kao’s John Frieda brand:
John Frieda Root Awakening
Harnessing the nourishing power of eucalyptus, the Root Awakening collection
promises visibly stronger, shinier and healthier hair in just one week. Products
help to remove impurities from the root and scalp, enabling natural eucalyptus
and vitamins to ‘feed’ roots for improved strength, bounce and manageability.
The invigorating formula additionally stimulates the scalp with its cool and
tingly sensation, while lost moisture is replenished from root to tip.
The shampoo and conditioner is available in Normal and Dry Hair variants,
while a Strength Boosting Leave-In Spray nourishes locks throughout the day.
John Frieda Frizz-Ease Smooth Start
Taming frizz was how John Frieda made his name, and this new
shampoo and conditioner are designed to help tackle everything from
wispy ends to full-on frizz. The products start working in the shower to
eliminate flyaways by nourishing each individual strand of hair,
replenishing lost moisture, smoothing the cuticle and restoring the hair’s
natural defence against humidity. A patented ‘frizz-mending complex’
also works with olive oil to hydrate even the driest of hair types and
prevent frizz outbreaks throughout the day.
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17

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!
Hair removal
Objectives:
After reading this
module you will be
able to:
■ Help customers understand
the many different hair removal
options available, including new
‘permanent’ methods.
■ Reassure shoppers that modern
hair removal formats and
techniques have been significantly
improved in recent years.
■ Make effective link sales
suggestions.
Module 24: Hair removal
Women have been removing
unwanted hair in one form or
another for centuries. Driven
by social or religious reasons,
primitive methods included
sugaring and plucking – and
body parts ranged from
foreheads and eyebrows to
pubic regions. But hair
removal as we currently know
it truly started in the early
20th Century, influenced by
rising hemlines, the growing
fashion for sleeveless dresses
and magazine coverage that
increasingly championed
smooth, hairless skin.
These days, hair removal is a
key part of many women’s
beauty regimes, and shoppers
have many choices available
to them for long or short-term
results. So make sure you’re
clued up and able to help any
confused customers.
Hair removal: the choices
Many women will experiment with hair removal techniques –
particularly while they’re young. The choice generally falls between
quick, cheap, short-term solutions and those that are more time
consuming (and often more expensive), but produce longer-lasting
results. Wet shaving has traditionally taken the largest share of the
hair removal market, but recent developments in more ‘permanent’
methods of hair reduction and removal are dramatically changing the
sector. Here are the choices available to today’s women:
IPL machine
How it works: IPL, or intense pulsed
light, machines are the latest innovation to
hit the market – and could potentially
change the sector for good. Previously
only available in salons, they work by
‘zapping’ hair with a pulse of light that
disables the root and encourages hairs to
shed. With continued use, they promise to
help ‘permanently’ prevent hair from
growing back.
Advances: These at-home IPL systems are
relatively new, but already are competing
on portability and quicker flash times (to
make doing large areas like the legs faster).
Picture: Philips Lumea
Shaving
How it works: Razors work by literally
cutting the hair off at skin level. They come
in two formats: systems razors (which have
a permanent handle and replaceable
‘heads’ or blades) and disposable razors
(one-piece products that should be thrown
away once the blade is dull).
Advances: Shaving has been improved on
many levels. Recent innovations include an
increased number of blades to improve
cutting force, pivoting heads to hug skin
contours more closely and conditioning
strips to care for skin. Built-in trimmers
and lathering gels have also added
versatility and choice.
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Epilator
How it works: An
epilator is essentially
a motorised tweezer,
removing hair from the root. A
number of disks rotate back and
forth, plucking hairs as they go.
Advances: Recent launches have
included more efficient heads that
promise to catch more hairs
in one stroke, as well as pain
minimising features such as
massage and cooling elements.
Depilatory cream
How it works: These creams contain
ingredients to weaken the hair so that it
can be broken just below the skin’s surface
and scraped away.
Advances: Creams used to have a bad
reputation for smelling and taking a long
time. These days, they work in as little as
three minutes, with some variants even
suitable for use in the shower. Fragrances
have also been improved and skincare
benefits added.
M O D U L E
24
H A I R R E M O V A L
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.
About face
Many women may also want to
remove or treat hair on areas of
their face.
Waxing
How it works: Warm liquid wax sticks to
the hair and hardens. When it is ripped
away from the skin, it takes the hair with
it. Wax should be applied in a thin layer in
the direction of hair growth (eg knee to
ankle), and removed in the opposite
direction. This process removes hair from
the root.
Advances: Formats have become more
convenient and less messy, with products
such as roll-on kits and pre-waxed strips.
Ranges with skincare benefits, or targeting
specific skin types – such as sensitive skin
– have also increased product appeal.
Top tips for selling
■ Be sensitive. Some people may be embarrassed about a perceived excess of
hair, so be discreet.
■ Find out what sort of results people want to achieve – eg to last the length
of a holiday. This will affect what products you should recommend.
■ Advise customers that hair removal must become a routine if they want to
get the best results – particularly with waxing, epilating and IPL.
■ Make sure people carry out sensitivity and allergy tests where necessary.
■ Remind customers to follow product instructions. Certain products are not
suitable for particular skin types, areas of the body or for customers with
certain conditions.
SENSITIVE SUBJECT
Whether it’s the upper lip, stray
hairs on the chin or the side of
the face, women are likely to be
embarrassed about the problem,
so be sensitive to their needs.
There are products – particularly
waxing kits – that are specifically
designed to remove these hairs.
However, make sure customers
check their chosen product is
suitable, as some should not be
used on the face. Bleaching kits
are also available if women
want to lighten rather than
remove hair.
EYEBROWS
Another area women often
want to defuzz is the eyebrows.
Well-shaped brows have been
dubbed a ’15 minute face lift’ –
because if they’re well done, it
can help to frame the face and
open up the eyes. Specialist
eyebrow shaping kits are
available to make the job easy.
Or customers can opt for
tweezers if they’re confident
enough with the shape they’re
aiming for.
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19

Each method of hair removal has its own advantages and disadvantages.
Once women settle on one type of product, they’re generally very loyal to it.
However, for those who are confused or undecided, here are some of the pros
and cons they should consider:
IPL
Advantages
* It is the closest thing on the
high street to permanent hair
removal.
* Provided users continue with
regular ‘maintenance’
treatments, hair regrowth can
be significantly reduced, if not
eliminated entirely.
* Once hair is removed,
treatments are required only
once or twice a month.
Disadvantages
* IPL machines are expensive,
costing around £300-400. But
this is cheap compared to salon
sessions (which might amount
to £000s) – and in the long
term can be very cost effective
compared with other high street
hair removal products.
* They’re generally not suitable
for anyone with naturally
blonde, grey or red hair, or very
dark skin types. Tanned areas
are also unsuitable for
treatment.
BEAUTY
COUNTER
A S S I S TA N C E
ACCREDITED TRAINING FOR IN-STORE BEAUTY EXPERTISE
Anna Smith
Has successfullycompleted
Beauty Magazine’s training
module on
Hair
removal
Awarded July 2010
Cara Whitehouse,
BEAUTY Magazine Editor
MAGAZINE
Lesley Johnson,
BSc MRPharmS, CIG Healthcare Partnership
Testing…Testing!
To gain recognition for your training in
this area, complete the six multiple
choice questions (below) online at
www.Beauty-Magazine.co.uk/HairRemoval.
A certificate will automatically be generated
for everyone who passes. These can be saved
onto your PC and printed off for your files.
Epilators
* Results can last between four
to six weeks, with hair said to
grow back finer and sparser
with continued use.
* Unlike waxing, a layer of skin
is not removed – ideal for those
with a tan.
* Epilators can initially be
expensive (around £30-100) –
but in the long term can prove
cost-effective.
* In-growing hairs can be a
problem.
* It can be painful.
1. Which customer should NOT use an
IPL machine?
a. Someone with fair skin
b. Someone with dark hair
c. Someone with Afro-Caribbean skin
d. Someone with lots of hair
Waxing
* Results can last between four
to six weeks, with hair said to
grow back finer and sparser
with continued use.
* In-growing hairs can be a
problem.
* It can be painful.
* It removes the top layer of
skin, including part of a tan.
2. Which of the following products remove
hair from the root?
a. Razor and wax
b. Wax and epilator
c. Epilator and depilatory cream
d. Razor and depilatory cream
Shaving
Depilatory creams
* It’s quick and easy.
* It’s cheap (per purchase).
* Waterproof variants mean it
can be used in the shower.
* Re-growth is said to be slower
and less prickly than shaving.
* Results don’t last long.
* Nicks and cuts are possible.
* Blades need regular
replacement.
* Results don’t last long.
* It can be more time
consuming than shaving.
Link Sales
Encourage shoppers to spend more by recommending additional products:
Refills – Those who shave should replace their blade every five to 10 uses, or it
will become less effective.
Shave preparations – Shave gels, creams and oils help to soften the hair,
making it easier to cut. They also help the razor glide more comfortably and
effectively over the skin.
Specific kits – Many brands sell kits that cater specifically for awkward or more
delicate areas, such as the underarms, bikini line and facial hair.
Exfoliators – Those who wax or epilate will need to exfoliate regularly,
otherwise they may get in-grown hairs. This happens when the hair can’t break
through the top layer of skin and consequently grows back into the skin. It can
cause bumps, spots or even infection. Recommend scrubs or exfoliating mitts.
3. A shave gel will:
a. Improve razor glide over the skin
b. Weaken hair at the root
c. Minimise hair re-growth
d. Prevent in-grown hairs
4. Exfoliating between waxing sessions is
important in order to:
a. Prevent hair re-growth
b. Encourage tanning
c. Minimise pain
d. Prevent in-grown hairs
5. Wax should be applied:
a. With the direction of hair growth
b. Against the direction of hair growth
c. In a thick layer
d. While it’s cool
6. Which of the following products claim to
reduce hair regrowth over time?
a. IPL machines
b. Waxing
c. Epilating
d. All of the above
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6
OF
THE
BEST...
With summer in full swing, the nation’s tootsies
need to be looking their best. Make sure your
customers get their hands on these feet treats…
FOOTCARE
PRODUCTS
H E A D I N G
NEUTROGENA NORWEGIAN
FORMULA REFRESHING FOOT BALM
Hot summer days mean sweaty, puffy and tired
tootsies, so recommend something to refresh her
feet, as well as rehydrate them! The non-greasy
formula is enriched with glycerin, which
intensively moisturises skin to leave it feeling soft,
while the menthol fragrance not only smells
divine but also puts a zing back into skin, bringing feet back to life!
CCS FOOT CARE CREAM
Dry, rough, cracked skin can be
painful and unsightly, so
recommend an intensive
treatment to help tackle the
problem. Hailed by professional
chiropodists and podiatrists,
the cream
harnesses 10
per cent of the
body’s natural
moisturiser, urea,
which helps to
keep the skin
soft and supple,
getting feet back
to their gorgeous,
healthy, sandalloving
state!
MS. PEDICURE ROCK ’N SOLE
PUMICE STONE
If she wants to tackle stubborn and persistent rough
skin then suggest she invests in this mini marvel.
Perfect for use in the bath or shower, when feet are
already wet, she simply needs to gently buff the
affected areas to banish rough and flaky skin. What’s
more, it’ll also work to smooth dry patches on her
elbows and knees.
BOOTS GEL HEEL SOCKS
Suggest customers get some
beauty sleep for their feet by
slipping these
socks on before
jumping into bed.
Containing a
moisturising gel,
heels are said to
be smoother and
softer after only
one hour’s wear!
If she’s looking to
treat her feet to a
more intensive
overnight overhaul, then tell her
to slather on her favourite foot
moisturiser first for a deep
treatment.
LOVE YOUR SHOES
If she’s addicted to her heels, but
not to the pain they cause, then
tell her to use gel cushions like
these for some much needed
relief! The non-slip pads are
suitable for popping in heels,
sandals and boots – and if they
get mucky, all they need is a rinse
and she’s good to go again. The
selection of cushions in the range
help to ease burning pain in the
balls of the feet, tender heels,
rubbing and any bits that are
prone to soreness.
PROFOOT SOFTGEL
CORN WRAPS
We’ve all squeezed our feet into
shoes that are too small or
narrow because they are pretty –
but with pretty
shoes can come
painful corns!
These wraps
promise to
provide comfort
and help to
reduce pressure
and friction – the
main cause of
corns. Mineral
oils help to
soften the skin
while the easy fit
wraps are so slim
that they can fit
in any shoe – so she can carry on
partying without the pain!
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21

match
S U N C A R E U P D A T E
Making a
KIDS’ STUFF
The customer: Young skins are especially
vulnerable to UV-damage, so children always
need high protection numbers. However, they’re
notoriously fussy about texture and have minimal
patience with stickiness and rubbing-in. Speedy
application with multi-angle sprays therefore
become key selling points, along with sandresistance,
water-resistance, glide-on texture
and added ‘fun’ factors such as colour.
Recommend: Nivea Sun Kids Swim
& Play SPF30 and 50+, which gives
lasting water-resistance and immediate
protection. Ideal for waterbabies, its key
ingredient is dexpanthenol (already used
by long-distance swimmers), which locks
moisture in and UV-rays out.
Alternatively, there’s Simple Kids Sun
Sensitive Protecting Suncare Lotion
SPF50, which additionally helps to protect
against sun-induced allergies.
Assuming we get the record-breaking
summer we’ve been promised, we’re
forecasting high levels of suncare sales. But
the key is knowing which products to sell
to whom, says JOCELYN BAILEY
BUDGET
BEATERS
The customer: Wants high quality protection
at bargain prices.
Recommend: The fact that low prices in no way indicates
reduced quality or protection. Delph, which is renowned for
its accessible price tags, is listed on the UK Drug Tariff (so it
can be prescribed by doctors), and its products are also
supplied to schools, the NHS and our troops in Afghanistan.
Containing skin-nurturing shea butter and coconut oil, the
comprehensive SPF8 to 50 range features 4-star UVA
protection and is priced from £4.79. The Tesco Value
range, on the other hand, supplies even greater 5-star
UVA protection, whilst also being water-resistant,
dermatologisttested, moisturisingandanti-ageing.
Its SPF15 and SPF30 lotions are available
in bumper 400ml sizes priced
just £5 each.
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S U N C A R E
U P D A T E
WRINKLE-PHOBICS
The customer: She’s over 25, concerned about those
pesky lines and wrinkles, and wants to prevent more
from appearing. If she’s over 40, she’s anxious to deter
age spots as well.
Recommend: Specialist face products
such as new La Roche-Posay Anthelios
XL Extreme Fluid SPF50+. It offers
unusually high UVA protection (the rays
most associated with premature ageing),
providing a UVB/UVA ratio of 2.5:1,
instead of the more usual 3:1. It is also
fragrance free and has 15 per cent fewer
chemical filters, so it’s well tolerated by
sensitive complexions. There’s even a
tinted version to help even out skin
tone. Or, for better cosmetic coverage,
BareMinerals SPF30 Natural
Sunscreen contains pure titanium
dioxide mineral sun filters. Weightless,
non-greasy and non-clogging, it comes
in Light, Medium and Tan shades and has its own built-in
applicator brush.
Untinted anti-ageing suncare includes Tesco Soleil
Beauty Face Defence Matte Fluid SPF30 and SPF50,
which both contain collagen and an active anti-ageing
complex, or there is L’Oréal Paris Solar Expertise
Active Anti-Wrinkle & Age Spot Sun
Cream SPF15-50 featuring hyaluronic
acid for moisture, collagen and elastin
protection for wrinkle prevention and
melanin control to deter age spots.
Also worth recommending is the new
mattifying Vichy Capital Soleil
Protective Face Cream SPF50+ and
SPF25. They’re not only hydrating, but
also feature ‘DHC’ antioxidant
protection to help preserve the skin’s
regenerative ability and advanced
filters to prevent UV-damage,
premature ageing and brown spots.
THE FUSS FACTOR
The customer: Anyone resistant to using suncare, especially
men who hate sticky, conventional creams on hairy skin, or
who are too busy playing sport to remember to reapply.
Recommend: The new lightweight gels and sprays that
absorb instantly and/or long-lasting, sweat-proof
formulas. Garnier Ambre Solaire’s Light & Silky
Protection Mists all contain ‘hydrasilk complex pro’, a
combination of moisturised powder and microfine
particles. Available in SPF15, 20 and 30, they possess an
exceptionally light, smooth texture, whilst also being
non-sticky and water and sand-resistant. Alternatively,
the fast-absorbing Soltan Invisible Protection sprays
in SPF15 to 40 work from any angle and are both water
and sweat-resistant, while the Soltan Light Lotions, in
SENSITIVE TYPES
The customer: Adults and children whose skin doesn’t adapt well to
sun and heat. They usually have fair colouring, plus a strong tendency
to blushing, blotchiness, allergies, rashes, itching, prickly heat and PLE
(polymorphic light eruption).
Recommend: The relaunched Piz Buin Allergy range,
featuring SPFs 15 to 50+, which was developed with
dermatologists. Its key feature is a special soothing,
antioxidant complex called ‘calmanelle’ which is used
throughout the collection of water-resistant Allergy
Lotions, Sprays and Face Creams. Alternatively, L’Oréal
Paris Solar Expertise Sensitive Anti-Ageing Sun
Protection Lotion in SPF15 and 30 is hypoallergenic
and contains both titanium dioxide mineral filters
(which are kinder to irritable skins) and the brand’s
‘mexoryl XL’ filters.
For those with an eye on price, Tesco Suncare
Sensitive Lotions and sprays (also in SPF15-50) are
fragrance free, hypoallergenic and water-resistant. By
contrast, for fans of premium beauty brands, Clinique’s
SPF35 Targeted Protection Stick is pocket-sized and
travel friendly, and contains antioxidant vitamin E, plus ‘solarsmart’,
a 3:1 UVB/UVA-protection sunscreen. The sweat and water-resistant,
non-pore-clogging formula is suitable for both sensitive skins and
sporty lifestyles.
GOING
FOR GOLD
The customer: Unapologetic sun worshippers
who want fabulously bronze skin.
Recommend: Nivea Sun Protect & Bronze range, in
SPF20, 30 and 50, which contains ingredients to boost
natural melanin production, enhancing ‘tan-ability’. The
products are also light, non-greasy, water-resistant and
moisturising – and give immediate protection.
Alternatively, for lovers of the original oils, Garnier
Ambre Solaire Golden Protect Oil is available in
SPF30 for the first time. It has a deliciously satiny,
non-greasy sheen and, most importantly, the
same iconic rose-jasmine fragrance that, for
many, is practically synonymous
with summer.
SPF15 to 50, also feature smooth textures, along with
continuous moisturisation, instant absorption and
water-resistance. All have 5-star UVA protection, too.
For those who want a one-stop-shop suncream, Soltan
Once SPF50+ provides 5-star UVA protection that is
formulated to last six hours without the need for
reapplication. Or for surfer dudes, there’s Lancaster’s
Sun Sport range, which features glide-on, sink-in,
non-greasy textures that stay put both in water and on
sweat. Its Multi Protection Water+Sweat Resist
Express Mists (in SPF15 and 30), Easy On Gel (in
SPF20); and Cream & Stick (in SPF30) also contain
moisturisers to prevent dry-out, an antioxidant antiageing
complex and a tan-boosting activator complex.
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R E A D E R
I N T E R V I E W
Beauty CV
Name: Kelly Vince
Store: Tesco, York
Position: Beauty advisor
Award: Suncare Advisor of the Year
Sponsored by:
What is the best part of your job?
Every day for me is different, as I don't just give
advice on suncare, I advise across a number of
categories such as haircare, skincare, oral care
and cosmetics. I love meeting new people each
day and I really enjoy helping people choose the
right products for themselves. But what I find
really rewarding is when the customers come
back to me time and time again!
Are customers often confused by SPFs?
Yes, I think that customers are very confused
about which SPF to use as I don't think that
people in this country are educated enough on
the importance of suncare and the dangers of
not using sun protection. A lot
of customers that come into
store want to buy a low factor
as they think this will give them
a better tan!
How do you assess the
level of protection that
someone requires?
There are various things to
assess, but first of all I identify
the customer’s skin type.
People with pale skin, blonde
or red hair tend to burn quickly,
so for these customers I would always
recommend a high factor, while customers
with darker skin can normally go for a
lower factor.
Should people travelling to different parts
of the world use different products?
Definitely, if a customer is travelling to
somewhere that is really hot and closer to the
equator, they need to make sure they are using a
higher factor than they normally would. For
example, if the product was for a child in the UK
they could use SPF25, but if they were going
away somewhere much hotter like Australia,
then I would then recommend SPF50+.
Talking
WANT TO KNOW WHAT IT TAKES TO BE AN A-1 ADVISOR?
BEAUTY MAGAZINE’S GEMMA HUCKLE CATCHES UP WITH OUR
SUNCARE ADVISOR OF THE YEAR, KELLY VINCE
What types of products
do you recommend to
customers that have
sun-sensitive skin?
People with sun-sensitive skin
need special protection, so I always recommend
Piz Buin Allergy Sun Lotion SPF15-50+ as this is a
fantastic product for those that suffer in the sun.
Are facial sunscreens popular in your store?
Facial sunscreens are becoming more popular
because there are some really good ones on the
market now that have multi-purpose uses, such
as lotions that protect skin from the sun with
SPFs while also featuring anti-ageing ingredients
to help tackle and prevent wrinkles.
What’s the best way to apply
sunscreen?
Always apply sunscreen 30 minutes
prior to going out in the sun, and
make sure that you use enough
cream to cover the whole body – this
is where most people go wrong, as
they don’t apply enough. You should
apply about 30 to 45ml, which is
about three tablespoons, then re-apply
at least every two hours. If you sweat
heavily or use the pool during this
period, then apply more frequently.
How important is aftersun?
Aftersun is essential as being out in the sun all
day can dry the skin out. It’s crucial people
apply aftersun to hydrate skin and to prevent it
from peeling.
Would you say that self tanners have
increased in popularity?
Gradual tanners are definitely very popular
and sell really well as these are very easy to
apply. But traditional self tanners have
become easier to apply too, and new
streak-free formulas mean less mistakes.
Shop
My top 5...
SUNCARE
PRODUCTS
■ Hawaiian Tropic Aloha Kiss
Island Berry Lip Gloss SPF 20:
It provides UVA and UVB
protection, 12 hour
moisturisation, smells delicious
and adds a little
glamour on the
beach!
■ Tesco Kids Green
Moisturising Spray
Lotion SPF 30: A
great fun product
for children! It’s
also water
resistant, sand
resistant, and
photostable.
■ Piz Buin Allergy Spray SPF 30:
Fantastic for people who suffer
with sun sensitive skin and
prickly heat!
■ Tesco Soleil Beauty Face
Defence Matte Fluid SPF 30: A
great product to wear alone and
the light formulation makes it
ideal under make-up.
■ Garnier Ambre Solaire After
Sun Hydrating Tan Maintainer:
The self tan helps prolong
colour while vitamin E provides
great moisturisation.
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Beauty Magazine Awards 2010
Call for entries
Get your entries in to us for this year’s Beauty
Magazine Awards! Make sure your bestsellers are
in the running to be crowned the Best Launch or
Best Classic product or line in 2010.
categories
Reader voted
> BEST LAUNCH & > BEST CLASSIC PRODUCT OR LINE 2010
Bodycare
Cosmetics
Facial Skincare
Feet & Legs
Fragrance
Gadget/Accessory
Grooming
Haircare
Hands & Nails
Health & Wellbeing
Suncare
> BEST OVERALL LAUNCH PRODUCT OR LINE 2010
> BEST OVERALL CLASSIC
PRODUCT OR LINE 2010
Panel voted
> BEST BEAUTY INNOVATION PRODUCT OR LINE 2010
> BEST AD CAMPAIGN PRODUCT OR LINE 2010
> BEST BEAUTY TIE-UP PRODUCT OR LINE 2010
> BEST PACKAGING PRODUCT OR LINE 2010
For more information on how to enter, contact Gemma Huckle
on 020 7534 7237 or Gemma@Beauty-Magazine.co.uk

T E E N A G E
B E A U T Y
The
young
ones
Whether she’s after old
favourites or exciting new
launches, the teen beauty
shopper is a customer worth
courting. LOOK beauty
editor SOPHIE BERESINER
takes you through your
paces, so you can out-savvy
the next generation of
beauty shopaholics
SKINCARE
Where skincare is concerned, it’s best to get
girls (and boys) young. By developing good
habits in their teens, your customers should
be able to look forward to healthier,
gorgeous-looking skin in their 30s, 40s, 50s
and beyond. Just repeat to yourselves, and
then repeat to your younger customers:
‘prevention is better than cure, prevention is
better than cure…!’
The most common mistake teenagers
make is letting their skin dry out. They’re so
afraid of shine and oil (and spots and
blocked pores) that they’d rather skip the
moisturiser altogether. DO NOT let this
happen! Not only will drying out the skin
send sebum production into panicked
overdrive – meaning more oil – it could also
lead to more wrinkles later in life.
The best thing teens can do for their skin
is to follow a regular routine of cleansing,
exfoliating and moisturising.
Recommend
oil-free
products if
shine is a
problem. And, of course, make sure they’ve
got a treatment product on hand to zap spots
if they do break out. Point them in the right
direction with some of these old favourites –
which are still going strong for a new
generation of teenagers!
OLD FAITHFULS
Clearasil: Still a popular choice for teens,
Clearasil recently launched a whole new
range – Clearasil Ultra Overnight. Including
a wash, face lotion and overnight serum, it
means your customers can treat spots and
reduce breakouts while they sleep. What
sweet teen dreams are made of!
Clean & Clear: Help teens get into the habit
of following a routine by recommending the
Advantage Spot Control Kit. This 3-step
system features a cleanser and moisturiser to
help prevent spots, as well as a Fast Clearing
Spot Treatment Gel to tackle pesky
pimples as and when they do rear their
ugly heads…
Sudocrem Skin Care Cream:
Mothers may have first known it as
a nappy cream, but their teenagers
are now turning to it as a blemish
blitzer. Handbag-friendly and with street
cred (thanks to celebrity fans that are said to
include Amanda Holden and Cheryl Cole)
this cream soothes spots and redness while
forming a protective barrier over the skin to
help keep out irritants.
Clinique: Ah, 3-Step. It’s an absolute classic
and top of many recommendation lists.
What’s more, the addition of the Anti-
Blemish Solutions 3-Step variant means it’s
ideal for teens wanting to move into ‘grown
up’ skincare. The recently launched Clearing
Concealer and Oil-Control Cleansing Masks
are also perfect complementary products for
spot-prone skin.
EMERGING BRANDS
Amie: Formulated as a gentle, natural and
affordable brand for teenagers, this range
comprises six products covering all the
essentials, from an eye make-up remover to a
matte finish moisturiser. Featuring an
average of 95 per cent natural fruit and
botanical extracts, as well as natural
antibacterials, you can now recommend a
‘Radiant’ or ‘Perfect’ Beauty gift set too, to get
tentative shoppers started with the basics.
26
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T E E N A G E
B E A U T Y
COLOUR QUEENS
Whether they’re following trends or
setting their own, this is perhaps the
most experimental of all age groups
where make-up and hair colour is
concerned – as demonstrated by the
numerous and diverse launches and
teen-specific brands taking up ever
more shelf space.
The newest and most newsworthy
launch this year is Topshop’s new
make-up line – and the high-colour
collection is going to see the high street
brands fighting to keep up.
Barry M
This classic teen brand is still just as hot as
it was when I was buying it (indeed, I still
do if the occasion requires something a
bit different!). If there is a colour
someone needs, Barry M will
do it. It’s the first to take
on catwalk trends, and
recently launched a
gorgeous mushroom nail
polish to rival Chanel’s
hotter-than-hot
Particulière shade. Bang
on trend.
Sleek
Designed for dark skins,
these bright-verging-ondazzling
products are perfect
for teens. A lot of make-up artists use
these palettes for colours that no one
Good Things: This is a brand new skincare
line from beauty journalist, Alice Hart-Davis.
Formulated especially for sensitive and
young skins, the products promise to be
gentle, simple and chemical free. The three
key skus are all teens need for a simple but
effective regime – Good Things Fresh Start
Creamy Cleanser, Good Clean Fun
Freshening Polish and Face the Day
Essential Moisturiser.
Elizabeth’s Daughter: Elizabeth Hallett is a
mother with a cosmetics background and a
history of problem skin. She created this
range with her teenage daughter’s skin in
mind and it’s become the premium choice
for teen shoppers with a more exclusive taste
in products. Evident in such additions as the
Skin Spritz and the Soothing & Glossing
else does. I love the fluro Acid i-Divine
Palette, which contains 12 highly
pigmented eyeshadows for something a
little bit different.
Twilight
The perfect brand for Twilight obsessed
teens. The movie saga-inspired beauty
products range from Venom Blush lip
stain to Mortal Glow powder, and this
year sees the addition of the Twilight Nail
Varnish range.
W7
A bit like Benefit for a more spendsavvy
generation, this range consists of
trend-led products that look as good
being pulled out of a handbag as they
do on the face. The Paintbox 77 Palette
was so popular it had a waiting list. I’m
impressed with the false lashes – budget
and beautiful at once.
Sun In
Come the teenage years,
come the experimentation
with hair colour. Those
looking to unleash their
inner blonde can try this
old-favourite, which comes
in a Super variant for full-on
beach blonde locks or Gentle
with Lemon for a more
subtle, sun-kissed effect. With
no need for mixing, it’s heat
activated by a hairdryer and
works with the hair’s own tones for a
natural result.
Balm, this is serious
skincare for the
discerning teen.
Cepton: This medicated
skin wash, lotion and
treatment gel harness the
active ingredient
chlorhexidine gluconate,
an antibacterial that helps to treat spots and
acne, quick smart. It works by killing the
bacteria that cause spots, while also helping
to reduce oiliness, blackheads and
inflammation. And if teens use the line
regularly, it also promises to help prevent
spots coming back.
WellTeen
Teenagers and healthy eating are
not phrases that often go together!
Point worried parents in the direction of
Vitabiotics WellTeen, a multivitamin that
provides a range of 25 nutrients to help
support a healthy system, boost energy
levels and protect against harmful free
FRAGRANCE
radicals. There’s
also WellTeen Plus,
which additionally
contains an
omega-3
capsule.
In the fragrance aisles, teens have become
key customers. They have much more
spending power than the generation that
preceded them, and even premium
fragrance houses are cottoning on with
diffusion versions targeting the younger
beauty consumer.
Vera Wang Princess
A light fruity floral offering from the US
style queen, this is a playful fragrance that
lets customers in on a bit of designer kudos
– while also appealing to the girl in them
with a cute ring included in the bottle top.
YSL Elle
A more grown up choice for the discerning
teen, this is a woody floral scent that is
everything you’d expect from such a luxury
brand. Contemporary but ultra feminine,
this is the pick of the designer bunch in
terms of prestige on a dressing table!
Chanel Chance Eau Tendre
The newest addition to the Chance range,
this fragrance is innocent and romantic – a
perfect blend for whimsical teens! And
who wouldn’t jump at the chance to spritz
on some Chanel at that age?!
Avril Lavigne Forbidden Rose
Another scent that includes a
wearable ring around the bottle’s
neck (this time in a punky silver
barbed wire design), Forbidden
Rose is a fruity floral number.
Underpinned by a woody base, the
singer’s edgy style is clear to see in
the packaging, which contrasts a
black rose with intertwined thorns
and barbed wire.
Beyoncé Heat
A sexy, spicy scent, this new launch from
Beyoncé ticks all the teen boxes. In the
singer’s own words: “Everything, from
the bottle design to the name and the
ideas for the commercials – that’s me. This
was my first fragrance, and I wanted to
make sure that it was something I would
love forever.”
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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
FUN OF THE FAIR FOR CTPA
Beauty Mag editor, Cara Whitehouse, joined the beauty industry’s great and good at London’s
InterContinental Grand Ballroom for the CTPA’s annual dinner. Guests, including Nicola Roberts
and Kimberley Walsh of Girls Aloud (who came with false lash partner, Eylure), enjoyed a
sumptuous three course meal, followed by fairground games. A magician and caricaturist were
also on hand to keep the crowd entertained!
Hook, line and sinker: guests try to snag a duck
Girls Aloud’s Nicola Roberts and Kimberley Walsh
On the cards: the magician wows Beauty Mag’s Cara
Whitehouse, CTPA’s Emma Meredith and Louise Vaughan
The CTPA team strike a pose for the camera!
Guests enjoy breakfast at Hix before the presentation
L-R: Origins UK’s Stephanie Sherman, Selfridges’s David
Walker-Smith and Jane Lauder open the new counter
Counter intelligence! Journalists applaud the opening
THE ORIGINS OF BEAUTY!
Jane Lauder, senior vice president and general manager at Origins and part of the Estée Lauder
dynasty, flew in to the UK to launch the brand’s VitaZing SPF15 Energy-boosting Moisturizer
and unveil its new counter at London’s Selfridges. Journalists enjoyed breakfast at Hix in
Selfridges, while Lauder was interviewed on stage by David Walker-Smith, director of
menswear and beauty at the store. The counter was then officially opened.
Breakfast booster: the new VitaZing moisturiser
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SMOOTH START
FOR JOHN FRIEDA
John Frieda put on a super-stylish
breakfast for journalists at London’s
St Martin’s Lane Hotel to showcase its
new Frizz-Ease Smooth Start collection.
The brand’s international creative
consultant, Kerry Warn, recreated
three catwalk-inspired looks, talking
guests through the techniques and
products he used – including Smooth
Start, which was used to prep each of
the models’ locks.
Hair heroes: Smooth Start takes centre stage
S O C I A L
NEUTROGENA’S
IN THE PINK
Beauty writers descended on London’s trendy
Sketch club to get the lowdown on Neutrogena’s
new Visibly Clear Pink Grapefruit range. The
‘grown-up’ medicated range was introduced by the
brand’s Ilan Arkin, who also unveiled actress Vanessa
Hudgens as the face of the line, before fragrance
expert Roja Dove explained the popularity of pink
grapefruit as a scent.
Catwalk creations: Kerry Warn shows how it’s done
A super-styled model shows off the final look
Good enough to eat: Neutrogena’s new Pink Grapefruit range
Warn applies the finishing touch
Patient pupils: beauty writers pack out the John Frieda masterclass
Beauty journalists catch up over some breakfast at the launch
SEX AND THE CITY NIGHT
It was ladies night for beauty writers as Nivea Q10 Plus laid on cosmopolitan cocktails,
cupcakes and a private screening of Sex and the City 2. Guests descended on the Everyman
Theatre in London’s Baker Street to nab the best seat and grab their tub of popcorn, before
settling down to the latest exploits from Carrie, Samantha, Charlotte and Miranda.
Diets were on hold for a girly night of cake and cocktails
Nivea took over the cinema for a private screening
Let them eat cake! Cupcakes were in good supply!
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29

E X C L U S I V E C T P A C O L U M N
By Association
It’s that time of year again! Dr Emma Meredith, the CTPA’s
resident sun protection expert, provides some facts for you
and your customers about summer skincare
The positive effects of sunlight are
well known, but the sun’s rays
can be harmful if they’re not
treated carefully; UVB rays cause
burning and UVA rays speed up the ageing
process, something that we don’t think
about in our teens.
Cancer Research UK and the
Department of Health recommend that
adults use a sunscreen with a minimum of
SPF15 plus UVA protection. Some people
choose to use a higher SPF product all the
time or start with a higher one and work
down to SPF15, depending on their skin
type. Those with very pale skin who burn
easily may want to start with a really high
SPF (e.g. 50), while people whose skin is
less prone to burning find that a lower
SPF, such as 15, is sufficient. However,
they should always check that the
sunscreen has UVA protection.
When it comes to children, it’s important
to try to keep sun exposure to a minimum
– especially for babies under the age of six
months, who cannot easily regulate their
body temperature. Tell your customers to
keep them in the shade whenever possible
and certainly during the hottest time of the
day. Active youngsters are best covered up
with t-shirts and hats, while sunscreen can
help during those times when they are
Beware ‘black henna’ tattoos
exposed to the sun. The British Skin
Foundation recommends a minimum SPF30
with UVA protection for children.
Cancer Research UK’s SunSmart website
(www.sunsmart.org.uk) provides tips on
choosing the right type of product for your
skin. Remember, sunscreens should never
be used to extend time spent in the sun
and they must be applied generously and
re-applied regularly to maximise their effect.
THE SAFE ‘TAN’
Sunless tanners are a safe and harmless
way of achieving the colour of a tan.
Unlike sunbathing and sunbeds, ‘self tan’
involves no exposure to UV light, the
harmful radiation which burns and can
cause skin cancer. Most self tanning
products contain the active ingredient
DHA (dihydroxyacetone), which creates a
‘healthy glow’ by reacting with the amino
acids in the dead layer
(the stratum
corneum) of the
skin’s surface. This
temporary reaction
is skin-safe and,
depending on the
individual product,
can last up to
10 days.
Remember to
tell customers
to exfoliate
before using the
product for
optimal
results.
Temporary ‘black henna’ tattoos can seem a fun way to decorate your skin while on a
beach holiday. But tell customers to beware! True henna extract is orange-red in colour.
Temporary or ‘black henna’ tattoos are not henna at all, but are mixed with a substance
called PPD (paraphenylene diamine). Whilst PPD is used safely and legally as an ingredient
in some hair colourants, it is banned under strict EU law for direct use on skin. When
applied directly to the skin in the high concentrations often found in illegal temporary
tattoos, it can trigger a painful allergic reaction called contact dermatitis, leaving a
swollen, sore, red rash and even permanent scarring.
Most self tan products contain
moisturising ingredients which keep the
skin healthy and supple, but remind
shoppers that not all sunless tanning
products contain UV filters – and without
them, they do not provide any sun
protection, regardless of how ‘tanned’ the
skin already looks. Always check the label
for SPF and UVA protection and
recommend a separate sun protection
product if there is none provided.
MORE MOISTURE
Hot weather can leave skin feeling dry and
tired, so summer is a key time for
customers to up their moisturising regime
to add water to the skin and keep it
hydrated. It also makes skin look visibly
healthier in just minutes, because adding
moisturiser means that a liquid fills the air
gap between the dry skin flakes and the
skin, rather than just air. This liquid helps to
transmit light rather than reflect it.
In order to help keep water in the skin,
moisturisers contain substances called
humectants. These are capable of
attracting water and help to conserve the
water in the skin. One of the oldest and
best examples is glycerin, sometimes called
glycerol. This has been the standard
humectant for many decades based on its
excellent safety record.
In the case of dry skin – which can be
brought on by summer sun and heat –
the skin cells are being shed too fast.
Rather than being shed individually these
come off in clumps that look like white
flakes. Repeated application of moisturiser
increases the water content and helps
return cell turnover to normal. Remind
customers they should use a moisturiser
regularly to maintain this healthy level
of hydration and cell renewal – especially
in the warmer months, when more skin
is on show!
For more facts about the skin and
suncare, visit the CTPA’s website,
www.thefactsabout.co.uk.
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