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Entry #1 Women’s Wear Daily – November 1st, 2012

In the article Jeans Enter the Beauty Domain by Norma Quinto, Cosmetics and jeans pair up for an unlikely but beneficial combination. Denim brands are starting to add cosmetic qualities to aid in skin care, fight wrinkling, sagging, and weight gain. Different brands have been going on certain issues. For example Chilean brand Mohicano Jeans feature anti-cellulite properties by using aloe vera in the cotton fibers. The aloe vera releases various vitamins, amino acids, enzymes and antioxidants, when it comes in contact with skin which reduce the appearance of stretch marks and cellulite. They also stimulate cell growth, collagen and elastin. An amsterdam-based company Gsus Sindustries has also been using aloe vera in their jeans to combat aging. Both companies have done studies which show impressive results, the jeans start to lose their effects after about 30 to 40 washes. The Mohicano Jeans retail for $90, while the Gsus retail for about $120. Even Wrangler, a brand you typically don’t associate with fashion is using anticellulite and natural elements in their jeans. They put their jeans to the test in a study that showed two-thirds of women were happier with their thighs after four weeks of everyday use. Italian brand LeRock claims to reduce the size of hips and thighs 0.7 inches each time you wear them. How, you might ask? The jeans carry complex cosmetics which dissolve fat accumulation, promote drainage and prevent excess water retention. A study done with 20 different women is said to back up this claim. Unlike the other jeans these jeans life cycle is considerably shorter, only allowing for 4 washes. However, you may purchase a 50ml bottle to reinfuse your jeans, which will run you around $32 a bottle. The jeans themselves range from $235-275. All of these new jeans


are promise of a bright future for denim. This appeals to all women of many ages, demographics, and various incomes. I think brands like Wrangler are smart to join in this, because they are offering a similar product without a higher price-point. While you may only be able to make a jean in a limited amount of styles, by integrating things like cosmetics the possibilities are endless.


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