LIVING FIRM AND LONG: Living Proof is expanding its distribution from Sephora and QVC to include Macy’s Impulse Beauty, Nordstrom and nordstrom.com. The move allows the brand to broaden its reach to the department store shopper. The firm has also launched Hold Firm Hairspray, which aims to provide all-day hold without being flaky or sticky. To create Firm, Living Proof scientists started with the blend of polymers they used to create Hold Flexible Hairspray and added polyfluoroester, the company’s patented and proprietary technology for humidity protection. It sells for $24 for a full-size container and $14 for a travel-size container.

MOVING ON UP: H2O Plus has promoted executives Elizabeth Maul and Consuelo Martinez in their marketing and sales organization. Maul joined H2O Plus in 2008 with a background in prestige marketing that included Beauté Prestige International, Lancôme and Yves Saint Laurent. She most recently served as H2O Plus’ director of global marketing and has been promoted to vice president of marketing. Martinez, previously senior international account manager, has been promoted to director, international accounts.

BEJEWELED CREAM: Carita Paris is launching Beauty Diamond Regenerating Midnight Concentrate, an antiaging cream that the Shiseido-owned brand said is infused with sapphires and diamonds. The luxe night treatment cream aims to leave skin feeling soft and supple with a concentrate that in clinical studies performed on 53 women was shown to have “potent antiaging and stress relieving” characteristics and that also “eliminates toxins and negative effects from the skin.” The cream will sell for $450 on caritadirect.com.

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