Pure Style Magazine

(Relaxnews) - Amazon is launching a new dedicated area for men's cosmetics products. 

Eschewing its usual color scheme, Amazon.com has gone with a classic black and white design for its new men's grooming portal, designed to get guys buying more of their health and cosmetics products online via the famous retailer.  

"The Men's Grooming store allows us to introduce a more curated shopping experience for men," Chance Wales, Amazon's director of health, beauty and personal care told WWD.

"We're very focused on providing a streamlined experience for the man who already has a grooming regimen and wants to be able to make purchases from one destination seamlessly. We are also offering a more editorial-rich experience for the man who wants to explore products, read reviews and change up his grooming regimen," added Wales. 

Men's grooming specialists Baxter of California and Men's Fitness will be providing the editorial content which mixes editorials with 'How-To Guides' which provide handy tips on topics like shaving, skincare and hairstyling, all laid out above a curated selection of products available to purchase. 

The product selection features plenty of men's grooming classics including Gillette, Hugo Boss, Axe, Panasonic (toothbrushes), American Crew, Ahava, Dove, and Nivea. 

Amazon is increasingly aiming to compete with specialized high-end male grooming sites like Grooming Lounge for a piece of the rapidly growing pie. According to recent studies, many areas of the men's cosmetics market are seeing double digit growth rates, with skincare and shaving tools major focus areas.  

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(AFP) - Unilever claimed bragging rights Monday to the most-watched Internet commercial of all time -- a three-minute study of women's self-perception that stars a forensic artist.

The Anglo-Dutch consumer products giant said its "Dove Real Beauty Sketches" has been seen more than 114 million times on YouTube and other video platforms in more than 110 countries "to surpass all previously recorded video ads."

It is also the most-shared video in more than a year and the third most shared of all time, the company said in a statement, citing data from Unruly Media, which tracks the popularity of viral videos.

Released last month, "Sketches" features San Francisco forensic artist Gil Zamora as he draws a number of women, sitting behind a curtain out of his view, relying exclusively on how they describe themselves to him.

He then produces a second set of drawings -- invariably more flattering -- based on descriptions provided by strangers. The video goes on to capture the subjects' startled reactions upon seeing the resulting images.

"The 'Dove Real Beauty Sketches' campaign struck an emotional chord with millions of women who recognize that they are their own worst beauty critic," Unilever said.

Nowhere does the ad mention Dove as a product, apart for an appearance of its logo at the end.

Unilever launched a so-called Campaign for Real Beauty nine years ago in Britain to pitch Dove, a moisturizing soap, to "real women" in a world of Photoshopped celebrities and models.

Its other brands include Axe, a range of men's grooming products known as Lynx in Britain and Australia, which it markets via social and traditional media.

(Relaxnews) - For those wanting lush, fluttery lashes, cosmetic eyelash extensions -- individual synthetic fibers glued onto the natural lashes one by one --  can give you the Bambi effect. But eye experts warn that adhesive cosmetics can cause health problems, a topic that has been hot in the media in recent days.

The American Academy of Ophthalmology (AAO) warned that the synthetic eyelash extensions and the adhesives used to apply them can cause infections of the cornea and eyelid, permanent or temporary loss of eyelashes, and eyelid swelling. Plus the organization cites a recent Consumer Reports magazine article that describes patients who suffered allergic reactions to formaldehyde-based adhesives used in the extensions.

In addition, false lashes can trap bacteria and cause eye irritation, and removing them also puts women at risk for thinning or loss of their natural lashes.

The AAO offered three tips to follow for those considering eyelash extensions:

• Be sure that the aesthetician is certified and working at a reputable establishment.
• Check that the aesthetician practices adequate hand washing and proper hygiene.
• Check the eyelash adhesive ingredients before use.

Anyone who develops an infection, allergic reaction or other irritation after using eyelash extensions or other eye products should immediately visit an ophthalmologist, the AAO noted.

The Association for Damage-Free Eyelash Extension reportedly issued a statement of its own, noting that hypoallergenic eyelash adhesive or those not containing formaldehyde are completely safe for use in extensions.


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(Relaxnews) - Ever wished your mascara could be completely sleepproof? Fans of clean pillows everywhere will be excited to hear that Max Factor has come to the rescue with a new mascara it says works like a long-lasting lash tint.

The Lashfinity 3 Day Mascara is completely waterproof, meaning it won't come off in the shower or in the sea (good news if you're hitting the beach this summer and planning on flashing your lashes), and the formula is said to have 72 hours of staying power. When you want to remove the product, it's as simple as using a cotton bud and the built-in remover.  

The product is set to launch online on June 5 and will hit stores on June 12. In fact there's already a waiting list for Boots customers in the UK, who will benefit from £3 off the RRP. International beauty fans will have to wait: for now the product is exclusively available in the UK at the top hundred Boots stores (those with specialist beauty consultants) for £18.99 (approx €22).  

If you're after something slightly less extreme, the XXL 24 HR Bold mascara by Maybelline ($9.49) also has a longlasting formula but will only get you through 24 hours. There's no need for special remover either: the product seals with a waterproof topcoat, but the washable basecoat comes off like a regular mascara. 

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(Relaxnews) - With the opening of the famous Cannes Film Festival this week, we take a look at some classic movie-star style from this year's red carpet. 

Nicole Kidman - Quiff/Ponytail 

Australian actress Nicole Kidman is one of the jury members at this year's festival, and the star hit the red carpet wearing a stunning Christian Dior haute couture dress with elaborate floral details. She wore her hair half-up half-down in a fresh look.

L'Oréal Professionnel Portfolio artist Jonathan Soons explains how to create a boho-style red-carpet quiff:

http://youtu.be/4Gx9ANy1a9o

Meanwhile, hair blogger BobbyGlam had another approach, which ties the hair into a ponytail behind the head: 

http://youtu.be/VlgSv_8k1CQ

Cara Delevingne - Red Carpet Vamp 

Burberry star and rapidly rising runway icon Cara Delevingne was also at Cannes for the festival opening, and the model didn't disappoint when it came to her red carpet look. Delevingne worked a strong red lip with a smoky eye for a vampish and seductive effect. 

Beauty blogger Michelle Phan has this handy guide to picking out a vibrant red lipstick to work with your skin tone:

http://youtu.be/jd_Qgcue3lU

Celebrity makeup artist Robert Jones also explains how to create a smoky eye in this ten-minute tutorial:

http://youtu.be/hUSBm-q5kqk

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