by Rachel Frantini; October 15, 2009
Crush Cosmetics will launch its brand new mineral makeup line, called Crush Naturals, on November 1, 2009. It will offer everything from blush to eyeshadow to mascara, in all new shades. Crush founder and CEO Rachel Frantini says, “We are extremely thrilled to introduce this product. We are proud to not only be making an exciting addition to our brand, but also to be offering products with health benefits to our users.”
Mineral makeup is in fact made from what you would think – finely ground minerals from the earth. Most dermatologists recommend using mineral makeup for many reasons. It does not include the harsh chemicals, dyes, or preservatives found in traditional cosmetics. It is kind to all skin types because there are no irritants such as fragrances, binders, synthetics, or alcohol. It is a hypoallergenic-free powder that has anti-inflammatory properties, both of which reduce allergy development and acne. Also, it feels light on the skin and does not clog pores.
“We are extremely thrilled to introduce this product. We are proud to not only be making an exciting addition to our brand, but also to be offering products with health benefits to our users.”
It is important to note that even makeup that has minerals listed as a primary ingredient is not necessarily completely natural. Frantini comments on this: “We took great care to be sure that Crush’s products are totally natural and do not contain the agent bismuth oxychloride. I can guarantee that.” Bismuth oxychloride is a mineral, but not a natural one found in the earth. While it gives makeup a glow, it is considered a skin irritant that can cause itching, rashes, and acne, especially in sensitive skin.
Crush Naturals will kick off its launch with sweepstakes giveaways, with prizes ranging from purses and other accessories to shopping trips in New York. Also, simply becoming a Facebook fan of the new line will get you a free sample in the mail. “We really want to get people excited about the launch, give them a chance to try out some of the products, and give back to our users,” says Frantini.
Crush Naturals will be available in all convenience, drug, grocery, and cosmetics stores where Crush is currently sold. For more information, visit www.crush.com.
Rachel Frantinirfrantini@bradley.edu
(815)555-6346