The Comb Magazine


July 9, 2016


L'Oreal Targets Modern Consumers With Beaumojis

Unveils design contest to go with campaign

L'Oréal USA today announced the launch of "Beaumoji," the most extensive messaging keyboard designed to enhance and animate conversations around the world of beauty. The keyboard offers 130 playful and on-trend emojis created exclusively for the passionate and growing community of beauty enthusiasts.

Once downloaded, the Beaumoji keyboard is organized into categories including 'It Girl,' which features illustrations of current beauty trends like the ombré lip and pastel hair, 'Pampered Life' with characters indulging in beauty experiences, alongside symbols of 'Iconic' L'Oréal-brand products, such as Urban Decay's beloved Naked palette and Maybelline New York Great Lash mascara. Beaumoji also features categories titled 'beYOUtiful' which encourages users to embrace their personal style and express their unique beauty stories, and 'Love' which includes icons and gestures to express enthusiasm for all things beauty. Beginning July 7, the keyboard will be available for free on both iOS and Android, and consumers can expect seasonal upgrades with new emojis to reflect evolving beauty trends.

To celebrate the announcement, L'Oréal is also unveiling an emoji design contest, inviting consumers to create and submit their own Beaumoji using the hashtag #BeaumojiContest which will be judged by a panel of top beauty influencers. Three winners will receive a trip to New York City for a one-night stay and VIP ticket to Beautycon Festival New York (Oct. 1), where their Beaumoji will be revealed live on stage alongside some of the industry's most admired beauty influencers and in front of thousands of beauty industry enthusiasts.

L'Oréal USA was inspired to create Beaumoji by the growth of beauty-oriented conversations on mobile and through social messaging. Social platforms like YouTube, Pinterest, Instagram and Snapchat have completely transformed the way consumers learn about, engage with and relate to the beauty industry. By leveraging social listening tools, L'Oréal saw a surge in these online conversations and the use of the few relevant emojis currently available like the Unicode lipstick and nail polish icons. L'Oréal's mission was to fill the gap between the growing desire to communicate in new ways about beauty and the visual tools available to best illustrate it.


July 5, 2016

Enter ÉClair

Using the best of what nature has to offer and selling it at an affordable price point, Éclair Naturals, Chatsworth, CA, is the latest brand to enter the beauty and personal care space. The extensive range of personal care products has rolled into Rite Aid stores nationwide, looking to fill a gap in the personal care category, according to the company founder.  

“The main void we wanted to fill was a natural body care line that was both luxurious and efficacious. We want to appeal to traditional consumers and show them that if you use the best natural ingredients, a natural body care product can be great. It's just like a great meal—it must start with great ingredients,” said John Matise, co-founder and CEO of this rising brand.  

The company sports a "Never Any" seal on its products and vows that its offerings are made in the US, non-GMO, certified cruelty-free by Leaping Bunny and follow in lockstep with major “free-from” claims. But, knowing consumers are much more critical of such statements these days, Matise knew the brand had to provide proof.   “Unfortunately, consumers are rightfully a bit skeptical of companies that are claiming they are natural. As a result, we focus on third party verifications and certifications to show our commitment. For example, our products are tested by independent labs to verify they are GMO free and gluten free.”   

Éclair publishes those results on its website.  

Matise says Éclair’s formulation team has avoided ingredients like sulfates, phthalates or phenoxyethanol as well as gluten.  

According to Matise, while current culture can sometimes portray adopting a gluten-free diet as a trend, for some, the need to stay gluten-free is much more serious. The autoimmune condition can lead to a plethora of illnesses from ingesting or even coming in contact with gluten.   Éclair, which touts many products certified gluten-free by the Celiac Support Association, is working with actress Jennifer Esposito, who suffers from severe celiac disease and is a strong advocate for education about the condition.  

A mutual friend introduced Matise to Esposito.   “When we met it was an absolutely perfect fit,” Matise told Happi. “What we were doing in body care she was doing with food at her bakery in New York. I started talking and she was literally finishing my sentences. She is incredibly knowledgeable about natural products and the challenges with making gluten free products.”    “I am truly thrilled to be a brand advocate for Éclair Naturals, a 100% gluten-free body care line,” Esposito said in a press statement. “As someone who suffers from celiac disease and cannot tolerate gluten, I have made it my personal mission to promote celiac awareness, share my story and educate on eliminating gluten and other harmful ingredients from your diet and skin care regimen. It’s not just what goes in your body, but what goes on your body, that counts. Éclair Naturals is a natural fit from their ingredients to their ethos.”  

Éclair Naturals covers 14 categories encompassing bath, body and select hair care. SKUs include handcrafted bar soaps, all over lotions, bath salts, body butters, shampoos, conditioners, shower gels and deodorants, to name just a few of the 55 products that are currently available. Almost all of the products in the Éclair Naturals line are priced under $10. They can be found at 4,000 Rite Aid stores nationwide.  

Matise says Éclair’s fizzy bath cupcake “embodies the brand and captures our belief in using food grade ingredients for luxurious body care products…These are great products that will relieve muscle tension and leave your skin feeling soft and smooth.” -