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Boots has outlined some of its plans for the future.

BOOTS ANNIVERSARY: Boots has outlined some of its plans for the future. The health-and-beauty retailer looks to expand distribution of its Boots Laboratories skin care brand to additional markets following launches in pharmacies in France and Portugal. More Boots stores are also in the works in the Republic of Ireland and Thailand. A Boots Apotek format is planned for Norway and a trial of the format will hit The Netherlands. Boots, which operates 13 pharmacies in Waitrose supermarkets, will begin trialing some of its products in the chain’s doors this spring. Conversely, Boots will also start stocking some Waitrose items.

L’OCCITANE APPOINTMENT: L’Occitane has named Evangelia “Leela” Petrakis managing director for L’Occitane U.S. Petrakis was most recently general manager of Johnson & Johnson’s Neutrogena brand. In her new role, Petrakis will be responsible for leading the future expansion of L’Occitane in the U.S., the firm stated. Prior to joining J&J in November 2006, Petrakis spent 13 years in the beauty industry at brands such as Clairol, Avon, Revlon, L’Oréal Paris and Maybelline.

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TARGET GETS CURLS: The Curls organic hair care collection, launched seven years ago and sold primarily in salons, has created five new products for the mass market and is subsequently entering 220 Target stores in the U.S. beginning in March. The new items are based on formulas of their bestsellers, but tweaked to meet the budget of Target customers. Items include a Creamy Curl Cleanser, Coconut Curlada Conditioner, Lavish Curls Moisturizer, Curl Crème Brule Cream Styler and Goddess Curls Botanical Curl Gel, priced from $7.99 to $11.99.

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REBRAND FOR CALGON: Calgon is planning a total rebranding effort that will include new packaging, logos, product extensions and a new marketing campaign. Calgon, best known for its “Calgon, Take Me Away!” tag line, aims to reinvigorate the brand with “a more vibrant message of confidence and escape.” New Calgon products will launch in March in the U.S. and Canada. Ilex Consumer Products Group acquired the business in November of 2008 from Ascendia Brands.

CASH FOR CLUNKERS, BEAUTY STYLE: In January, Rusk is proposing to customers that for every old dryer or flatiron that’s given to their Rusk-partner salon, a discount of $20 will be applied toward the purchase of Rusk’s Go Green Dryer or Str8 Iron, bringing the price down to $59.95 from $79.95.

KERASTASE TAPS JAVIER: Kérastase Paris has partnered with hairstylist Ashley Javier to serve as spokesperson to both media and consumers. “I’m a true believer and user of this brand because you can always spot Kérastase hair. It’s the way it moves and the luxurious, healthy shine you just can’t get anywhere else,” said Javier of his new role.

MATRIX NAMES NEW VP: Elisa Fischer has been named vice president, marketing, Matrix U.S., responsible for strengthening the brand’s development, overseeing marketing, integrated communications, purchasing, promotional and creative development departments. Fischer joined the company in 2002 and for three years worked at L’Oréal Professionnel. In October 2005, she joined Matrix serving as director of marketing; then, she joined Logics as senior director of marketing. She succeeds Michelle Johnson, who left the company in November to purse other interests, the company said.

SUDZZFX SURVIVES STORM: SUDZZfx founder and chief executive officer J. Aris Koroyan, said sales of his hair care line this past year are up 19 percent compared with last year. Much of the increases can be attributed to an earlier repackage and relaunch, he said, but also because the products do what they say. Its ColourFix3 Complex, for example, uses nano emulsion technology, to act as a barrier to water. All SUDZZfx products now include ColourFix3 Complex.