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Coty’s Rimmel London brand in April unveiled its latest marketing push. For the Edge Your Look campaign, the brand has partnered with its well-known brand ambassadors — which include Cara Delevigne, Rita Ora, Georgia May Jagger and Kate Moss — as well as such beauty influencers as makeup artists Portia Ferrari and male teen beauty blogger Lewys Ball. 

NEW YORK — Viita hit Times Square this week in the rain to help pedestrians #StayDry. The company, which makes high-tech, absorbent lingerie that seeks to provide protection from bladder leakage, handed out as many as 1000 umbrellas with the hashtag #StayDry, alongside coupons for the product.

When Aimee O’Reilly opened the doors of O’Reilly Family Pharmacy in Worthington, Ohio, it was the culmination of about a year’s worth of pavement-pounding — as well as a longtime goal of owning an independent pharmacy — fostered through her work in independent pharmacies while in college, through internships and as a young professional.  

ENGLEWOOD CLIFFS, N.J. — Dove’s recently launched, Shonda Rhimes-helmed Real Beauty Productions on Monday released the first of its films aimed at telling the stories of real women. The film, “Meet Cathleen,” follows Cathleen Meredith and her passion for dance, as well as her work with her dance group Fat Girls Dance.

OXON HILL, Md. — Albertsons and Wegmans Food Markets were named by the Environmental Protection Agency as Safer Choice Partners of the Year for 2017, which honors outstanding achievement in the design, manufacture, promotion, and use of Safer Choice-labeled products over the past year. The awards were presented at National Harbor in Oxon Hill on May 15.

ECRM will host a free live, interactive webcast Tuesday, May 23, 2017, at 2 p.m. EST, with Perfect Corp. — makers of the YouCam augmented reality beauty app — to discuss how beauty brands can leverage mobile to engage the Millennial and Gen Z consumer.

POINT PLEASANT, W.Va. — Fruth Pharmacy announced the babies chosen to represent the company for 2017 as a Mister and Miss Fruth: Allison Egnor of Winfield, W.Va., daughter of Amanda Egnor; Leland Fugett of Parkersburg, W.Va., son of Mark & Christina Fugett; Cooper Wright of Nelsonville, Ohio, son of Tiffani Deffenbaugh and Josh Wright; and Novaleigh Taylor of Buffalo, W.Va., daughter of Tabitha Taylor.

Retailers expect the second half of 2017 will bring bounce to overlooked categories within hair care, especially styling aids and treatments. While shampoos and conditioners have squeezed out low single-digit gains over the past few years, the styling segment has been flat or down.