TOO MOVE: Color cosmetics brand Too Faced has named Lynda Berkowitz as president of the firm, which was founded 10 years ago by Jerrod Blandino and Jeremy Johnson. In her new role, Berkowitz will oversee what the company calls “accelerated strategic planning” meant to grow the firm. Berkowitz, a 15-year veteran of the cosmetics industry, was most recently at Perricone MD Cosmeceuticals and, prior to that, worked at Bobbi Brown Cosmetics and Riviera Concepts.

BEAUTY 90210:
The Montage Beverly Hills, the ritzy city’s newest luxury hotel, has opened with a namesake 20,000-square-foot, two-story spa and a 1,800-square-foot Kim Vo salon. Designed by the HKS Hill Glazier Studio, the 17-room spa is heavily influenced by Spanish Revival and Moorish architecture. At its center is a coed relaxation area with a mineral pool enveloped by colorful tile mosaics. While the spa is owned and operated by the hotel, the 11-station Kim Vo salon is a joint venture between color specialist Vo and the Montage. Vo, who moved his outpost from the Sonya Dakar Skin Clinic to the Montage, believes that the Montage salon will rival his Las Vegas location at the MGM Mirage in terms of performance. Color services start at $200 and cuts start at $150.

DOUBLE DUTY: Kérastase Paris is launching Double Force Controle Ultime, a hair spray that is formulated to provide firm hold and UV protection, Double Force looks to complement the original Double Force hair spray, which is formulated to provide a working, flexible hold. Ultime contains ceramide, which the company said has cementlike properties that strengthen weakened hair fibers and seal the cuticle. The water-free formula also allows for faster drying time and control against humidity. Ultime, which sells for $36, is sold at Kérastase salons nationwide.

WORTH IT: L’Oréal Paris held its third annual Women of Worth program on Dec. 10 to honor 10 women for their volunteer efforts. Each woman received $5,000 from L’Oréal Paris for her charitable organization, plus a $5,000 matching donation made in her name to the Ovarian Cancer Research Fund, the 11-year-old charitable partner of L’Oréal Paris. Cindy Kerr of ConKerr Cancer, an organization she founded to help children with cancer after she lost her son to the disease, was named the Women of Worth National Honoree and received an additional $25,000 for her cause from L’Oréal Paris. Held at the CNN Inspire Summit at the Time Warner Center in New York City, the event also featured comedian Whoopi Goldberg as a guest speaker, as well as playwright and activist Eve Ensler.

BLINK ADS: Online beauty retailer launched a blink-and-you’ll-miss-it advertising campaign Wednesday. The e-tailer is turning eyelids into billboards by recruiting models who will have their peepers branded with the site’s logo starting next week. The human advertising spaces will each earn 10 pence, or about 15 cents at current exchange, per wink, up to a maximum of 100 pounds, or $155. “It’s a genuine marketing first, which encourages people to spread a feel-good winking moment and earn some much-needed extra income in the process,” stated Amy Rebours, the site’s marketing manager. “So far, it’s been brilliantly received with hundreds of people fancying a different kind of flutter and registering to be winkers.” While the firm has yet to decide how many models it will employ, it had received 500 applications by Wednesday evening, according to a company spokeswoman.

BEAUTY BATTLE: A new film to air nationally in March on PBS will report on the rivalry between two of the most influential beauty pioneers in American history: Helena Rubinstein and Elizabeth Arden. A presentation of South Carolina ETV, “The Powder and the Glory” is scheduled to air Monday, March 23, at 10 p.m. and documents the two women’s competition and how their companies helped define the beauty industry. The film is based on the 2004 book by Lindy Woodhead, “War Paint: Madame Helena Rubinstein and Miss Elizabeth Arden: Their Lives, Their Times, Their Rivalry.”

Hollywood Secrets has launched with television infomercials and is slated to premiere on HSN either next month or in February. The $89.95 Hollywood Secrets infomercial offer contains the brand’s signature 5 Minute Eye Transformation product, as well as a facial cleanser, hand and body moisturizer, and two face creams. The principal ingredient in Hollywood Secrets, which is owned by Los Angeles-based Zen United, is the peptide argireline, which is released into the skin via a patented delivery system called QuSomes. Zen United licenses QuSomes from Los Angeles-based company Migami. Pittsburg, Calif.-based BioZone Laboratories Inc. invented QuSomes, and the company’s co-founder and executive vice president, Brian Keller, appears in Hollywood Secrets infomercials along with actress Stefanie Powers. QuSomes are also in Aquafina Skincare and Space NK products. Marcus Englefield, a partner at Zen United, said Hollywood Secrets’ demographic target is women 40 to 65 years old. He expects to sell 225,000 units of Hollywood Secrets in the product’s first year on the market.

PERFUMER UP: Perfumania Holdings Inc. reported in a regulatory filing Wednesday evening that sales during the quarter ended Nov. 1 jumped 36.2 percent to $126.4 million, from $92.8 million in the same period a year ago. The firm, which was formerly known as E Com and merged in August with Model Reorg, also said gross profits almost doubled to $44.4 million from $23.1 million a year ago, a 92.4 percent increase. Year to date, sales reached $251.3 million, up 11.6 percent from $225.2 million in the nine-month period last year.

Alena LLC, marketer of the skin care brand Hydroderm, is going through a rough patch. The Culver City, Calif.-based company filed for Chapter 11 last week after accumulating liabilities in the range of $10 million to $50 million. The same week, the company released a statement retracting breach-of-contract accusations against actress Teri Hatcher. Alena had claimed Hatcher touted cosmetics brand City Cosmetics while under a $2.8 million contract with Hydroderm. Alena has been a legal target, as well. In October, cosmetics formulator Irvine, Calif.-based JRX Biotechnology launched a patent infringement lawsuit against Hydroderm. JRX contends on its Web site that Hydroderm incorporates its patented DermX Megasphere Delivery System and that Hydroderm products have notched cumulative retail sales in excess of $100 million. Alena’s chief executive officer, Brett Saevitzon, was the co-founder and former president of retail chain PureBeauty, which itself filed for Chapter 11 as it was being sold to Cameron Capital Corp. for about $10 million in 2006. Regis Corp. acquired PureBeauty earlier this year.

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