Snippets: Coola as a Cucumber… Plump It Up… White Joins Maybelline…

Not much can stop Hollywood based-Coola, a new player in the sun care market.

COOLA AS A CUCUMBER: Not much can stop Hollywood based-Coola, a new player in the sun care market. The firm’s Pasadena warehouse recently burned down — thought to be a result of the fires destroying much of the neighboring region — and that left Coola’s husband-and-wife founders with a mountain of explaining to do to vendors. “We were basically getting product back from some vendors in order to fulfill orders to more high-priority vendors,” said Christian Birchby, who along with his wife, Kristian, founded the line after both sets of parents were undergoing treatment for melanoma. The line includes a Face SPF 30, enhanced with organic cucumber extracts; Total Body SPF 30, made with organic plumeria extracts, and Sport SPF 45, with organic mango extracts. Unscented versions of each are also available. Products retail between $28 and $30. The one good thing about the fire? “It gave us the opportunity to replace all formulas with PABA-free ones,” said Birchby.

This story first appeared in the December 7, 2007 issue of WWD.  Subscribe Today.

PLUMP IT UP: Continuing his brand’s mission to develop hair care solutions as if treating skin, Frédéric Fekkai is launching All Day Hair Plump within his existing Fekkai Advanced Hair Care range. The $95 daytime leave-in treatment is designed to be applied in the morning on damp hair to provide moisture throughout the day while “plumping up” hair cuticles to strengthen hair. Like several upscale skin cremes, Plump contains hyaluronate humectants for hydration, marine actin peptides to repair damaged hair, vegetable proteins to strengthen the hair and moringa seed and edelweiss extract for protection from pollution and UV rays. Plump will be sold in Neiman Marcus and Fekkai salons beginning in January.

WHITE JOINS MAYBELLINE: Maybelline New York has named model Jessica White as a new face for the brand. White is best known for her work in ad campaigns with Chloé and the Gap. In product news, Maybelline’s Define-A-Lash Volume mascara and VolumeXLSeduction lip color enter stores in January.

ROYAL BEAUTY: Liz Earle and Kim Buckland, co-founders of Liz Earle Naturally Active Skincare, were awarded MBEs (an honor awarded for outstanding achievement, which stands for Member of the Order of the British Empire) in recognition of their services to the beauty industry. Earle, a writer and broadcaster on the beauty industry, and Buckland, a beauty marketer, launched the Liz Earle Naturally Active Skincare range in 1995, a botanical-based skin care brand that now boasts its own London-based store. The company employs more than 200 people.

WIGGED OUT: Wigs are poised to overtake the hair extension craze, predicts Shevy Emanuel, founder and owner of Shevy Pro, the Brooklyn-based maker of premium wigs. Her wholesale and retail business has tripled in the past five years, she said, primarily because women and hairstylists are finding that hair extensions are unable to provide the quality wigs can. “The market is going away from extensions,” she said, moving instead toward wigs such as hers, which use only Caucasian, unprocessed hair from Europe — mainly Russia — and are hand-sewn at a manufacturing facility in China. Most extensions, she said, use either synthetic hair or hair from Asia or India, which largely yields dark hair that then needs to be dyed. Her 4,000-square-foot salon, Shevy, on Coney Island Avenue in Brooklyn, currently stocks between 4,000 and 6,000 wigs, in an assortment of hair colors, textures and lengths. Her wigs, which sell between $2,000 and $4,500, are sold in 300 salons worldwide. Shevy Wigs generates about $1 million a year.

ZIRH EXPANSION: Men’s skin care marketer Zirh Holdings LLC, which was purchased from Shiseido in August by a group of investors lead by the brand’s former owner, Brian Robinson, is bolstering its marketing and distribution efforts. Zirh has signed a deal with Quadrant Cosmetics Corp. for distribution of the Zirh brand in Canada, an agreement that will take effect on Jan. 1. Additionally, Zirh has named Alyssa Truppelli to the post of Internet marketing director. Most recently, Truppelli was e-commerce manager at MAC Cosmetics. Zirh has also named Sindhya Valloppillil product development manager. Previously, Valloppillil has worked at Johnson & Johnson and Limited Brands in various divisions.

PACKING A PUNCH: In a move to demonstrate the reality of packaging waste, British design agency Pearlfisher unveiled an exhibition entitled “Destination Landfill” last week. A gallery space at the firm’s London studio has been transformed into a waste pile littered with a mishmash of 386 products, some of which feature packaging designed by Pearlfisher. Nik Ramage, a mechanical sculptor, engineered three machines to haphazardly compress the “waste,” which includes Jo Malone fragrances, Nude treatment products, cartons of fresh milk and chocolate bars. Jonathan Ford, Pearlfisher’s creative partner, said the exhibit is meant to motivate clients and consumers to choose more ecologically sustainable packaging alternatives by simulating the life cycle of products. The exhibition, which

opened to the public Thursday, will run until Jan. 25.