Molly Sims is known as an actress, model, humanitarian and in her own words, a “hip mom.” That would seem to make her a likely fit for L’Oréal’s Garnier SkinActive.
Sims will serve as the Lifestyle Expert for Garnier SkinActive, a range of skin-care products developed for the needs and demands of a busy life.
She’ll appear in a multichannel digital and public relations campaign kicking off this month. Among her goals will be to educate time-starved women on how to adopt a healthy, yet simple, daily oxidant-rich skin-care regimen.
“As a working mom and wife, it is important to me to use skin-care products that work just as hard as I do,” said Sims, the mother of two young children.
The SkinActive lineup includes micellar cleansing waters, which help lift dirt and oil. Sims said she’s been a loyalist of micellar waters for many years from her modeling career.
SkinActive, which launched in January, also features brightening moisturizers, antiaging moisturizers, BB creams, basic moisturizers and cleansers. Garnier’s Web site features a problem and solution tool for consumers to discover the right product for a particular issue such as dark spots or wrinkles.
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The range is an update of skin care Garnier launched nine years ago. The skin-care category overall has lagged in sales growth lately with sales for the 52-week period ended Feb. 21, 2016 down a little more than 1 percent in multiunit channels tracked by IRI.
Retailers hope easy-to-use collections aimed at women who want quick results and formulas with super ingredients such as SkinActive will put sales back on track.