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Cosmetic Valley Promotes Eco-responsibility
By: Claire Thévenin
Posted: March 8, 2011, from the March 2011 issue of GCI Magazine.
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Developed in a exclusive global partnership with Promens Personal & Healthcare Packaging, Pierre Fabre’s dermo-cosmetics brand Avène Dermatological Laboratories (a top seller in French pharmacies) introduced the D.E.F.I. patented sterile closure on tubes of the brand’s Tolérance Extrême skin care line in late 2009.
D.E.F.I.—“Dispositif Exclusif Formule Intacte” (exclusive intact formula device)—is designed to guarantee the sterility of the formula, allowing the product to truly claim “no preservatives.”
The four-piece cap includes a membrane that rises when the tube is squeezed and resumes its normal position when pressure is released from the tube.
In 2010, the closure, as used by Avène, received four awards from trade publications and three from women’s magazines. Though initially produced for the Tolérance Extrême line (for hypersensitive and allergic skins), Avène D.E.F.I. will adopt its use for its baby care products in 2011, a brand spokesperson told GCI magazine. Other lines may follow.
Parisian Show Heading to NY
Hot on the heels of its Parisian “Make Up in Paris” show (the second edition of which will be held in June 2011), French company Beauteam will organize “Make Up in New York” Sept. 14–15, 2011. Show manager Sandra Maguarian told GCI magazine that there will be 20 stands, plus a few workshops where exhibitors can demonstrate products, and that she hopes 600 to 800 visitors will attend the company’s first B-to-B makeup show dedicated to the North American market. According to the organizer, the Paris event attracted 1,400 visitors from 26 countries, and there was a real demand from participants for a New York event. Beauteam is also working on a third project—tentatively scheduled for a third country it declined to name.