Louise Marsland’s (@Louise_Marsland) pick of new product, packaging and design launches.

Diesel design wins, sweet saga continues and calling young creatives.

Diesel design wins


L’Oreal has announced that Viktor & Rolf and Diesel have received an unprecedented three awards at the Fragrance Foundation France’s FiFi Awards in Paris.The Awards, which celebrate their 20th anniversary this year, are judged by the public and industry experts from Fragrance Foundation France. The prizes that Diesel and Viktor & Rolf collected were as follows: the People’s Prize for Diesel Only the Brave Tattoo; Best Selective Men’s Fragrance for Viktor&Rolf Spicebomb; Bottle Design Award, also for Viktor&Rolf Spicebomb.

Real women test new product

L Oreal laser renew

L’Oreal Paris has launched its new anti-aging skincare range in South Africa, the new Revitalift Laser Renew. It promises visible results in four weeks, and claims to re-plump, re-firm and refine skin, leaving it smoother and younger-looking.

Explains Alexia Baretta, L’Oreal Paris product manager: “Revitalift Laser Renew contains the naturally-derived sugar, Pro-Xylane, which has been proven in a six-month study to reduce the appearance of wrinkles, boost skin density and improve the skin’s natural elasticity and bounce. It also contains exfoliating lipohydroxy acid and moisturising hyaluronic acid. The result is visibly firmer, younger-looking skin.”

The launch also features a first for the brand – using real women in the campaign for this new product. As part of the campaign, 20 ordinary South African women between the ages of 35 and 50 were recruited to test the Revitalift Laser Renew range over a four week period. After the four week trial, L’Oréal Paris selected 10 of the women to represent the Revitalift Laser Renew brand and further share their Revitalift stories with South African women through various PR activations. “This is an innovative campaign in that it makes use of real women and shares their real experiences,” says Baretta.

*Declaration: this columnist took part in the product trial in 2012 prior to this column launching and is featured in the campaign.

Calling young creatives

Young creatives only have today to take advantage of a special offer from law firm Adams & Adams, for a free IP consultation in celebration of World Intellectual Property Day on Friday. The focus of WIPD this year, is on ‘Creativity: The Next Generation’ and its focus is also to promote the awareness of IP protection and enhance awareness of IP rights.

Bookings for the free IP consultation for young creatives on Friday, must be made by today, Thursday 25 April, by calling: 012 432 6000.

Sweet saga


In the first Shelf Life column for, we gave the Huletts Equisweet sweetner dispenser a fail for not working. According to the latest packs on shelf, it is new and improved.

But it still doesn’t work properly, sticking and breaking apart with hardly any provocation. Still a fail guys!

Louise Marsland– Shelf Life by Louise Marsland is a weekly column on MarkLives. Tweet new product, packaging and design launches to @louise_marsland or email her at louise.marsland at

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Louise Marsland has written about the FMCG, media, marketing and advertising industry for 18 years of her 25 year media career as a former Editor of magazines AdVantageMarketing Mix and Progressive Retailing; as well as websites and FMCGFilesShe currently edits the weekly Wednesday Media & Marketing Page for The New Age newspaper; and is the co-founder and Publishing Editor of SA’s newly launched industry trendwatching portal, TREND. at, in partnership with

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