REVITALASH LAUNCHES MASCARA: Given its reputation for lash enhancement, it was only a matter of time before RevitaLash launched a mascara. Athena Cosmetics Inc., the Henderson, Nev.-based company that released RevitaLash, one of the earlier lash enhancement formulas, is launching its mascara now to specialty retailers as well as professional channels. It will sell for $24. The mascara is housed in the same blue and silver packaging as the original eyelash conditioner, and uses a wand designed to separate and define lashes. While created to be used in conjunction with the lash conditioner, it can be used as a stand-alone product.
This story first appeared in the May 1, 2009 issue of WWD. Subscribe Today.
SKIN IS IN: Skin by Monica Olsen, the Valencia, Calif.-based all-natural skin, body care and baby care line, will be given a significant boost in distribution once it hits more than 250 Duane Reade doors, starting today. All 252 Duane Reade outlets in New York and New Jersey will begin carrying the line, launching initially with travel kits and then expanding to the brand’s 53 stock-keeping units. The roll-out will bump up current North American doors to close to 400. On a mass level, the line is available through Shoppers Drug Mart in Canada and its beauty offshoot, Murale. Skin by Monica Olsen, which sources said generates about $2 million in sales, is also available in specialty stores and apothecaries. “It’s a huge leap of faith on their part, but the fact they are giving us that sort of coverage is a big testament to the brand,” said Dino Guglielmelli, president of Skin by Monica Olsen.
PARTNERS FOR A CAUSE: L’Oréal Professionnel has partnered with Fashion Delivers Charitable Foundation Inc., a not-for-profit organization with a mission to unify fashion and home industry leaders to donate new, unused product in aiding victims of disasters. As part of a dedicated program throughout the year, L’Oréal Professionnel will be providing hair care products to those who need it the most. Additionally, L’Oréal Professionnel will join forces with its premium salons for Série Expert events throughout September to raise funds for Fashion Delivers.