Brand Innovation

IFF launches PuraVita fragrance with sustainability certification

PuraVita, a leap forward for sustainable fragrance

By Deanna Utroske

At the recent Sustainable Cosmetics Summit in New York City, IFF launched a new fragrance, announcing that it meets stringent certification standards and stands as a perfume industry proof of concept for sustainability.  

H20 Plus relaunches in a big way

H20 Plus relaunches in a big way

By Deanna Utroske

The skin care company’s new identity isn’t a simple brand refresh, H2O+ Beauty CEO Joy Chen has changed distribution models, formulations, packaging, company headquarters, and more to revitalize the unprofitable business.

Max Factor ventures into augmented reality

Max Factor ventures into augmented reality

By Simon Pitman

P&G-owned Max Factor has teamed up with UK-based visual browser expert Blippar to make the beauty player's almost 500-strong product portfolio fully digitally interactive.

image courtesy of the brand

SheaMoisture disrupts traditional merchandising segmentation

By Deanna Utroske

This month the skin care and hair care brand launched the #BreakTheWalls campaign as a “call to action” and a “national awareness platform” to move the industry toward a genuinely diverse and inclusive consumer experience.

in-cosmetics 2016 Paris in pictures!

in-cosmetics 2016 Paris in pictures!

By Andrew MCDOUGALL

With day one over and two yet to come of the in-cosmetics Paris trade show, take a look through this gallery at a snapshot of some of the highlights so far...

Edgewell Personal Care signs up for Amazon Dash

Edgewell Personal Care signs up for Amazon Dash

By Simon Pitman

Edgewell Personal Care has taken its engagement with e-commerce a step further by becoming one of the first beauty and personal care brands to engage with Amazon’s new Dash concept.

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