Beauty News

True or false? An SPF of 100 protects you twice as long as SPF 50. The answer is a resounding false, with the difference between the two being so little it can be considered negligible.

This is the issue that watchdog organizations such as the Environmental Working Group are hoping to make public on the coattails of the US Food and Drug Administration's recent update of federal requirements for sunscreen. The push, which was put into place last year, bans terms such as "waterproof" from sunscreen bottles, as well as enforces that formulas block both UVA and UVB rays. Consumer groups are now arguing that high SPF numbers are just as misleading and dangerous as terms like waterproof.

"The high SPF numbers are just a gimmick," Marianne Berwick, professor of epidemiology at the University of New Mexico, told the Associated Press. "Most people don't really need more than an SPF 30, and they should reapply it every couple of hours." High SPF numbers, on the other hand, lead consumers to believe that they can spend more time in the sun without reapplying. Find out the truth about SPF numbers when you keep reading.

Rooney Mara has been tapped by fragrance giant Calvin Klein as the face of the brand's latest fragrance: Downtown. The announcement came last night during Calvin Klein's Cannes party. "I am very excited to be included in the group of amazing women that have been featured in the iconic advertising campaigns for Calvin Klein fragrances," Rooney told WWD. "The Downtown fragrance holds true to the chic, confident, and simple feeling of the Calvin brand." And with notes of bergamot, violet leaf, incense, and velvet musk, as well as Downton's bright fuchsia bottle, Rooney's statement couldn't be more true.

Rooney's stint as Calvin Klein's Downtown chick includes TV spots directed by David Fincher, print ads shot by Jean-Baptiste Mondino, and a huge social media push. "We want to create a dialogue with consumers," Marc Rey, president of Coty Prestige US, said. Rooney's character for the campaign is a young woman who plays by her own rules. The fragrance is set to drop in select global markets in July, with US consumers getting their first glimpse in September.

Cate Blanchett has served as the recent muse for Giorgio Armani, frequently wearing his creations on the red carpet, but now her role is expanding into the designer's beauty brand, too. The actress has been confirmed as the face of Armani fragrances, according to WWD. The contract will include a print magazine campaign for the brand's new eau de parfum called Sí, slated to hit shelves by the end of the Summer. Cate will serve as the first celebrity to represent the Giorgio Armani fragrances, which has relied on models in previous years. Who better than the woman who inspires Armani's fashion designs to also front his fragrance offerings?

As a regular fixture backstage at fashion shows in New York and Paris, celebrity stylist Orlando Pita knows his way around a head of hair. That may be why stars like Madonna, Jennifer Aniston, and Anne Hathaway count him as one of their go-tos for their turns down the red carpet. But now everyone can get the Pita touch at home with his new Argan hair care collection. A shampoo, conditioner, and hair treatment oil work together to create lustrous shine and baby-soft strands at home.

Each product incorporates a potent cocktail of oils, including argan, avocado, coconut, and sweet almond. The result is frizz-free hair that's stronger, softer, and well-protected against thermal damage. Ready to get the Pita treatment at home? The Argan Gloss Shampoo ($25), Argan Gloss Conditioning Treatment ($25), and Argan Rejuvenating Hair Treatment Oil ($20) are now all available at Orlando Pita's new products website as well as Costco online and select Costco stores.

When we spotted the print ad for Amanda Seyfried's fragrance campaign with Givenchy, we should have guessed the commercials would also have a masculine vs. feminine theme. As the new face of the Very Irrésistible scent, Amanda dons a fedora cap and trench coat, taking on the role of the sexy stranger. However, designer Riccardo Tisci doesn't miss the opportunity to showcase Amanda's feminine wiles. The spot ends in a sultry striptease (a somewhat strange thing to see in the midst of a Parisian cafe).

Irina Shayk has graced the cover of Sports Illustrated's coveted Swimsuit Issue, walked the Victoria's Secret catwalk, and now she'll try her hand at being Avon's global beauty ambassador. In her new role, Irina will be the face of the new-and-improved Avon makeup line launching this Summer, and is set to star in various campaigns internationally. "I'm proud to partner with a company that is dedicated to improving women's lives and making a difference," she said in a statement. "I'm inspired by the millions of Avon Representatives around the world and the passion they have for both beauty and their businesses." The Russian model has already been featured in multiple Avon makeup campaigns in the past, but with this promotion she'll be joining the likes of Reese Witherspoon, who has been an Avon ambassador since 2007.

Kate Moss has solidified yet another beauty deal, signing on as the new face — or body — of St. Tropez. The British self-tanning brand has been well-known for tanning models before the catwalk and giving celebrities their red carpet glow. Kate has been using the products from the start, so this partnership is an easy fit. "Kate epitomizes St.Tropez's naturally glamorous approach to self-tanning and is a longtime advocate of the brand," Michelle Feeney, CEO of PZ Cussons Beauty, said. "Not only is she beautiful, but she has this amazing attitude. St.Tropez is about confidence." Kate already has a slew of beauty deals, ranging from cosmetics with Rimmel London to her more recent hair contract with Kérastase. Her résumé as a spokeswoman also includes iconic fashion houses like Saint Laurent and Dior, plus her own fragrance. You can't beat that beauty pedigree. See a more revealing (slightly NSFW) photo from the campaign when you keep reading.

Amanda Seyfried just landed another beauty deal: she's the new face of Very Irresistible Givenchy. As the current spokesperson for Japanese luxury brand Clé de Peau Beauté, playing a beauty muse is no new gig. But she's clearly excited to take part in a fashion house that she's been a longtime fan of. When asked to be the new face of the Givenchy fragrance, she said, "F-ck yeah," WWD reports. "I'm proud to be a part of [the brands I'm involved with] because what they do is really cool, especially Givenchy — they're so artistic."

The fair-skinned beauty just finished shooting the TV and print campaign ads, which were styled by designer Riccardo Tisci. You can expect to see them starting this Fall. And we're excited to see Amanda decked out in more Givenchy as she promotes her latest films, Lovelace and Epic. Now, if only she could score a hair care deal.

Fifty years after the arrival of the original Estée Lauder scent, Youth Dew, the brand is launching a new note in fragrance. Already a powerhouse in the beauty industry, the iconic company has been surprisingly absent from the fragrance arena in the last decade. Its last scent, Beyond Paradise, was released back in 2003. So, the arrival of Modern Muse this September is right on time. "This is the most important fragrance moment we've had in a decade," Jane Hertzmark Hudis, global president of the Estée Lauder brand, told WWD. "Modern Muse captures what it means today to be independent and confident in one's own sense of self and style."

The scent is a mix of jasmine and woodsy notes with lavender, lily, patchouli, and vanilla. It seems a coincidence that its spokeswoman for the campaign is Arizona Muse, who inked a deal with the brand last Spring. You'll notice Arizona wears a multitude of bows in the print and television spots (and there is one on the Modern Muse bottle itself). The bows actually honor the nine muses exalted by ancient Greek artists and philosophers. Arizona Muse plus the mythological muses yield one inspired perfume.

It's been confirmed that Twilight star Kristen Stewart will star in her second campaign for Balenciaga's Florabotanica fragrance, Vogue UK reports. The actress, who is already the face of the iconic brand's playful scent, has reportedly already shot the second campaign. It's slated to be released this Fall.

There had been rumors that Kristen had severed ties with the French design house since Alexander Wang took over as creative director. She has not been dressed by Wang since he's stepped into the role, and Kristen recently spoke out in support of former Balenciaga creative director Nicolas Ghesquière. No further details have been announced about the forthcoming campaign.