The U.S. Food and Drug Administration (FDA) is considering implementing new guidelines for retail and promotional sunscreen later this year, potentially updating standards that have been in place since 1978. As part of its proposals, the FDA is looking at stricter rules to prevent misleading labeling, while also developing a rating system to measure a sunscreen’s effectiveness against ultraviolet A rays. “The FDA has been talking about new labeling for sunscreen for a dozen years,” says Bijan Hosseini, president of HandsFree Sunscreen. “I do think a rating system would be effective because of the technology that exists today.”

If the current proposals become regulations, companies would be banned from using terms like “sunblock” and “all-day protection” on labels. The maximum sun protection factor (SPF) that a product could claim would be capped at 50+ and a multi-star ranking system would be established, with a one-star rated sunscreen offering the least protection and a four-star rated sunscreen offering the most. “I think you’ll see a move to improve formulas,” says Larry Wilhelm, CEO of Custom HBC. “Sunscreens will be updated to provide broader spectrum coverage. We’ve done that with our sunscreen over the last year in anticipation of these rules.”

Since 2007, when the latest proposals were first discussed, the FDA has received thousands of comments from companies, including large retailers that are lobbying for testing standards that would benefit their individual product lines. Within the promotional market, the real concern about the proposals relates to the scope of the enforcement. “The FDA is vigilant and very thorough,” says Mel Ellis, president of HumphreyLine. “The system for domestically sourced product is sophisticated. The problem is there’s no apparatus for international sourcing.”

Besides updating sunscreen guidelines, the FDA is also considering approving the use of Tinosorb M, a popular ingredient in sunscreens found in Europe. Tinosorb M and similar ingredients appear to be effective against ultraviolet A rays, which cause wrinkles and cancer. Compliant and improved sunscreen products could be on the American market by 2012, according to an FDA spokesman.

According to an ASI study, the average cost-per-impression of an ad specialty item is $0.004, making them one of the most efficient advertising mediums ever. In addition, the study reveals 84% of people remember the advertiser on a product they receive and one in four said they are more likely to do business with that company.

Apropos was delighted when Broadway Plaza asked us to provide something unique for the Neiman Marcus groundbreaking party!  We got right to work and found these adorable chocolate shovels.  Delicious and elegant to match the Neiman Marcus image.  

See article in Contra Costa Times

• Organic fabrics use no pesticides, herbicides or insecticides during the growing cycle.
• Soy silk uses liquefied proteins (a by-product of making tofu) forced into fibers which are then spun.
• Ingeo corn fiber is created by extracting starch and then sugars from corn, and processing them into a form that can be spun into a yarn or woven into fabric.
• Fortrel EcoSpun polyester is made out of recycled plastic bottles. It is frequently used for fleece.
• Biodegradable fabric has the ability to naturally break down and return to raw material or to be absorbed by the earth. Federal Trade Commission guidelines say only products that contain materials that “break down and decompose into elements found in nature within a reasonably short amount of time when they are exposed to air, moisture and bacteria or other organisms” should be labeled biodegradable.
• Post-consumer materials have been discarded and used again in other products. Essentially, this is a fancy term for recycled materials.
• Sustainable products are made to last indefinitely and have the least negative effects on environmental health. Sustainable materials in clothing are easily recycled and/or last a long time.
• Natural bleaching means that hydrogen peroxide was used to whiten fibers, rather than a chemical such as chlorine.
• REHANCE, a process developed by TS Designs, is an environmentally friendly, water-based printing technology that alters a fabric’s chemistry so it won’t absorb garment dye. Traditionally, water-based inks could be successfully used only on white or light colors because of their transparency.

Like anyone, I really hope to “check out” of work while on vacation.   I know we all have lofty dreams of this, but somehow you can never truly escape especially if you do something you love.

Recently I was vacationing in Hawaii.  I found inspiration and the true definition of a brand truly reinforced by the Mauna Kea.   Not only does their brand somewhat remind me of Apropos (orange flower), but it forced me to think about why everyone there truly wanted to dawn apparel with this little orange flower.  Many of the people at the resort actually have private residences on the property and certainly can afford to wear any brand they choose.   After pondering and watching individual, after individual pass by, I once again confirm that it isn’t just because they like the orange flower, it is what that flower represents….The Experience.   The orange flower is the service, the orange flower is the beautifully manicured grounds, the orange flower is the great time they had reconnecting with their families, etc.    So, pause and think about what your “orange flower” represents.   I know I have!  Aloha

Check it out at Apropos Essentials today!

EBWC

The East Bay Women’s Conference was the place to be on Monday, March 1^st.   This was the 5^th Annual and received RAVE reviews by attendees.   There were so many great moments of the day, but my two favorites were Lisa Ling, journalist for National Geographic, as the key note speaker and East Bay local, Lorrie Sullenberger (wife of the hero pilot “Sully”).  They each were wonderful in sharing their heartfelt stories and experiences with an audience of 550 completely captivated women. It was a truly inspirational day

Apropos was fortunate to participate in this event at many levels.  I was on the committee of the event with some amazing women, we had a booth for display and we delivered swag (a travel set with TSA approved plastic bottles and case) for each attendee.

This was a great opportunity to spend the day learning, networking, and socializing with wonderful people.  Looking forward to next year and hope to see you there!