CATCH THE SHOW: Among the 30 or so educational seminars to be held during Cosmoprof North America between Sunday, July 27 and Wednesday, July 30, held at the Las Vegas Convention Center, will be a presentation on the evolution of human behavior in a beauty retail environment. Francesco Morace, a sociologist, writer and journalist will report his findings in a seminar called Worldwide Beauty Observatory, Monday, July, 28, from noon to 2 p.m. No less than eight different trends have been identified involving beauty products, retailers and customers, Morace said. Smelling and touching products are very important for visual merchandising and for big stores and chains, Morace continued, adding that it is very important to create an atmosphere where consumers can experiment in the store. “Consumers want to choose the best [product] in terms of sensorial gratification, in an active, not passive way.” Results from Morace’s seminar were derived from Milan-based Future Concept Lab, which employs 50 correspondents in 40 cities around the world to research human behavior in stores by observation and interviews.

BRUSH ON: Anisa Hunt, president of Anisa Brush Factory of Tianjin, China, isheading to Las Vegas this weekend to garner private label accounts at Cosmoprof North America. Hunt, one of the few female business owners in China, especially in the cosmetics brush industry, sells makeup artist quality brushes and brush sets to Estée Lauder, Procter & Gamble and L’Oréal, as well as for Sephora, Bobbi Brown and Hard Candy. Hunt likes to keep her brushes — which are made of goat hair — fun and kitschy. Her 11-year-old company also has headquarters in Atlanta.

COMPANY TO WATCH: Even though PureOlogy Serious Color Care won last year’s HBA Health & Beauty America’s grand prize packaging award — beating out Chanel, Gillette and Shiseido — the two-year-old professional hair care company still has a lot of growing up to do. Jim Markham, ceo and founder of Irvine, Calif.-based PureOlogy, is looking to grow the $15 million brand to $100 million in the next five years. At Cosmoprof North America, the firm plans to explain its future to distributors during a Sunday luncheon. “We normally attend [trade shows] to get more distributors, but this year we want to share some of the success we’ve experienced with our existing distributors and discuss going to the next level.” PureOlogy makes and markets upscale products specifically for color treated hair. Formulas contain antioxidants and sunscreens to prevent color fade. PureOlogy consists of 13 products, which retail between $16 and $20 for shampoo, stylers, hair sprays and conditioners. PureOlogy is sold in approximately 6,000 salons and spas across the country.DERMANEW TARGETS TEENS: DermaNew, the company that first launched personal microdermabrasion kits for home use, is now launching an at-home system to clear faces and bodies of acne. DermaNew’s Acne System will retail for $100 and will contain formulas that use salicyclic acid in a creme base. Products arrive in salons, spas and department stores in September, in time for back to school. DermaNew, which ended 2002 with $10 million in sales, is also now exploring getting its own counterspace at Macy’s — currently DermaNew shares a counter with DDF and MD Formulations. DermaNew founder Amby Longhofer will lead a presentation called “Leap of Faith: Re-Inventing Yourself and Your Business,” during Cosmoprof North America on Monday, July 28, beginning at 10 a.m. to 11:30 a.m. She will discuss how she turned her two-chair salon business into an international skin care company.

AHAVA’S ON TIME: Dead Sea Laboratories Ltd., maker of Ahava skin care products, is expanding into prestige skin care with an antiaging line called Ahava Time Line. Formulas are comprised of products from the Dead Sea, including Dead Sea water; dunaliella, a microscopic seaweed that lives in the Dead Sea; and desert plant extracts. Products include an Age Defying All Day Moisturizer, Age Defying All Night Nourishment, Age Defying Optimizer Serum, Age Defying 3D Essence Ampoules and Age Defying Continual Eye Treatment. Price points start at $35 for the eye treatment and reach $80 for the ampoules. Brett Goldberg, president of Ahava USA, expects Ahava Time Line to generate as much as $500,000 to $1 million its first year on shelves. Goldberg plans to support the line with print ads in beauty magazines this fall.

SMOKY EYES, SIMPLY: Warren-Tricomi hosted a party Tuesday night marking the launch of an eyeliner kit from former Bobbi Brown makeup artist Beth Bender. The product, a soft plastic stencil called Get in Line, offers four “very simple, no guessing,” looks including smoky eyes and cat eyes, said Bender. The kit, which is priced at $36, includes a compact with color. Get in Line is available at Warren-Tricomi’s three locations, including Rockefeller Center, West 57th Street and Greenwich, Conn., as well as on getinlinemakeup.com. “It’s for those who miss the mark or want [liner] to be perfect,” said Bender, who freelances in film and music these days. Future plans for the product include distribution in select department and specialty store doors.

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