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A Sea of Modern Beauty Introducing H2O Plus Color Cosmetics

By Anonymous

June 10, 2004 -- Fresh and globally-inspired, H2O Plus Color Cosmetics is a collection of 91-SKUs with an array of Lip Color, Lip Matte, Slipgloss, Lip Liner, Eye Color, Eye Liner, Cheek Color, Aquaperfect Foundation, Concealer, Loose Powder, Pressed Powder and Silk Mascara that are all non-comedogenic, hypo-allergenic and fragrance free.

The unique formulation point of difference in H2O Plus Color Cosmetics is the inclusion of an exclusive blend of five skin-illuminating marine algae called Phytlene 773 Complex. Extracted from nutrient-rich seawaters, Phytlene 773 Complex contains Wakame, Irish Moss, Aonori, Dulse and Ulva which deliver optimal levels of amino acids, vitamins A, B, C and E, polysaccharides and trace minerals, each of which provide exceptional moisturizing, anti-aging, and antioxidant protection.

"Our 15-year beauty heritage of creating superior, water-based, sea-derived skincare is enhanced with the exciting global launch of H2O Plus Color Cosmetics," explained Cindy Melk, CEO and Founder of H2O Plus. "The color line extends the principals of H2O Plus skincare and addresses the evolving needs of our consumer by blending the skin-nourishing benefits of marine ingredients into a make-up collection as luminous as the sea from which its ingredients are derived."

H2O Plus’ Color Cosmetics provide versatile, wearable shades and opulent textures that complement all women. For consumers' ease in making an artful color selection, H2O Plus divided the 37 Lip colors and 6 cheek colors into two easy shade categories of Neutral/Coral and Pink/Violet. Bikini, Lobster, Sarong, Paradise, Shrimp and Siesta are some of the 20 longwearing Lipcolor shades with Island Fever, Nude Beach and Sunset for cheeks.

H2O Plus' aquatic heritage is also reflected in the names of the18 Eye Colors such as Oasis, Soleil, Red Sea, Seagrass and Shell and the 6 Slipgloss shades of Island Girl, Water Sprite andVenus.

"The artistically mastered palette boasts shades ranging from subtle and classic to fashion forward and dramatic," explained Jason Lown, make-up artist and creator of the color line. "It is designed for effortless blending and high color payoff; each formula is fortified with moisture replenishing marine extracts and vitamins."

The clear, minimalist packaging is homage to the H2O Plus brand and today’s modern consumer. It is simplistic in design and prestige in weight. The crystalline structures float the colors and offer a protective environment much like the sea that inspires the H2O Plus brand.

Prices range from $12 to $20 (US) as detailed below:

Complexion   
Eyes
Aquaperfect Foundation: $22 USD/$32 CDN   
Eye color single: $14 USD/$21 CDN
Concealer: $14 USD/$21 CDN   
Eye color duo: $18 USD/$28 CDN
Loose powder: $22 USD/$32 CDN   
Eye liner: $12 USD/$16 CDN
Pressed powder: $20 USD/$29.50 CDN   
Silk mascara: $15 USD/$23 CDN
Lips    & Cheeks
Lip color: $14USD/$21 CDN   
Cheek color: $16.50 USD/$24.50 CDN
Lip liner: $12USD/$16 CDN   
Lip matte: $14 USD/$21 CDN   
Slip gloss: $12 USD/$16 CDN   

H2O Plus Color Cosmetics will globally launch simultaneously at all points of distribution including the 25 North American H2O Plus stores and 64 international H2O Plus stores the company operates in Australia, China, Chile, Greece, Hong Kong, Malaysia, Mexico, Puerto Rico, Saudi Arabia, Singapore, South Korea, Taiwan and Thailand.

The company will launch new products and palettes to bring freshness and seasonality to the brand - line extensions are planned for fourth quarter and Holiday 2004.

H2O Plus new color cosmetics, skincare and body care products are available through the company's 25 North American retail stores, catalog, and the company website at www.h2oplus.com or by calling 1-800-242-2284. For further information, please contact Harrison & Shriftman at 917-351-8600.



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