Face

NEW YORK -- Elizabeth Arden is celebrating strong women with a new multi-platform digital campaign paying homage to the entrepreneurial and inspirational voice of the brand's eponymous founder.

The campaign is part of the company's digital reboot, which aims to provide a fresh, personalized, behind-the-scenes consumer experience, while showcasing the brand's rich and storied New York-centric heritage.

A new beauty boutique opened in New York this month, and the retailer is more like Tesla and Whole Foods than Sephora. The New York Times reports that the new beauty retailer is selling more than beauty products; it is selling the idea that natural wellness creates beauty. (New York Times)

A popular brand of cosmetics either must prove its products really do plump skin, regenerate collagen and lighten age spots, or stop claiming they do, the Food and Drug Administration says. According to NBC News, the FDA sent a warning letter to Reviva Labs over eight different products that also claim to clear up acne-prone oily skin, erase spider veins and help eradicate bruises. (NBC News)

SAN FRANCISCO -- Skin care brand H2O+ Beauty has launched a reimagining of the brand that focuses on social media, a more user-friendly website and new products and packaging.

The brand's move may signal a shift from more traditional retail channels to direct selling on a new and improved, customer-focused e-commerce site.

Old Spice has launched a new digital campaign aimed at consumers who use fitness apps. According to Adweek, the brand has created a video and launched a mobile fitness website to promote Old Spice's Hardest Working Collection of men's bodywash and deodorants.

There are ample opportunities for up-and-coming cosmetics lines to squeeze onto mass walls as the industry awaits the transition of several lines from Procter & Gamble to Coty, along with the final verdict on whether or not Revlon is on the block.

BOULDER, Colo. — Hain Celestial worked with brand agency CBX to rework its Avalon Organics brand and freshen its positioning. Avalon Organics got its start back when organic personal care products were primarily purchased by well-educated, high-income females in their 30s or 40s with children, noted Gregg Lipman, managing partner at CBX. “Avalon Organics earned a reputation for offering the highest possible quality personal care products,” he said.