BEAUTY CARE

Soho gets into makeup brushes

BY Antoinette Alexander

LOS ANGELES — The Soho brand, which is known for its soft-sided cosmetic bags and beauty cases, now is expanding into makeup brushes with a collection of ergonomically designed brushes for the mass market.

For spring 2012, Soho will release a new ergonomically designed, 18-piece collection of brushes developed in partnership with makeup artists and designers.

The collection is the result of a collaboration between Soho and Xavier Ricolfi, a French industrial designer who has worked for Philippe Starck and is the recipient of the Luxe Pack Monaco design award. Refined with feedback from a panel of Hollywood makeup artists and paired with Ricolfi’s exploration of unusual materials, finishes and cutting-edge technologies, the result is a collection that aims to raise the bar for makeup brushes and fill a void in the mass market.

Featuring both natural and synthetic hair brush heads and a longer handle for better application control, the Soho Professional Collection range includes a powder, blush, angled blush, highlighter, foundation, angled blender, all-over shadow, blender, crease, tapered contour, concealer, smudge, small shader, eyeliner, angled eyeliner, retractable lip and brow brush, as well as a kabuki brush with stand.

All brushes within the collection will be sold individually and packaged with beauty "how to" tips specific to each brush.

Retailing for between $7.99 and $19.99, the collection will debut at national retail chains in spring 2012.

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BEAUTY CARE

Boots names Sandra Gabriele as International Employee of the Year

BY Antoinette Alexander

NORWALK, Conn. — The United Kingdom’s pharmacy-led health and beauty retailer Boots — whose branded products are available in the United States at Target, Target.com, ShopBootsUSA.com, Ulta stores and at Shoppers Drug Mart in Canada — has named Sandra Gabriele, VP marketing and communications for Boots Retail USA, as its International Employee of the Year, part of the retailer’s annual "Best of the Best Awards."

In Gabriele’s position heading up marketing and communications for Boots Retail USA, she has been responsible for overseeing all of North America’s communications for the Boots brand, including advertising, events, marketing, promotions, publicity and social media, as well as website development and management. Her execution of integrated marketing and communications programs has raised the company profile and driven sales since the onset of Boots’ U.S. and Canadian introductions, the company stated.

In 2009, the public relations campaign behind the launch of No7 Protect & Perfect Intense beauty serum drove momentum for an immediate product sellout in Target, the brand’s major retailer. Gabriele was instrumental in relaunching the Boots U.S. website and fostering a strong social media platform.

Currently, with CEO Stephen Lloyd, she is helping to guide a retail expansion plan to include e-commerce functionality through ShopBootsUSA.com, beauty retailer Ulta and additional Target stores.

"Boots has seen extraordinary growth since its launch in the [United States] in 2007 by offering exceptional products, unparalleled service in our beauty adviser stores and talented people," Lloyd said. "Sandra epitomizes what having a truly dynamic person on your team means for the success of a brand, as her ability to integrate the best aspects of PR and marketing into our wider business plan has been a game changer for our organization. Her creativity, passion and drive for success are infectious within our company, and I’m delighted that her contribution has now been recognized with this prestigious international award."

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CVS introduces Beauty Board for ExtraCare Beauty Club members

BY Antoinette Alexander

WOONSOCKET, R.I. — CVS/pharmacy is further expanding the benefits for its more than 8 million ExtraCare Beauty Club members with the introduction of the "Beauty Board," a panel of beauty and style experts who will provide interactive content and advice for the CVS Beauty Club Facebook page.

The ExtraCare Beauty Club, which launched in January, is an extension of the CVS/pharmacy ExtraCare Rewards program and provides members with additional rewards on beauty purchases and other beauty-specific benefits. The Beauty Board members include:

  • Mickey Williams, a celebrity makeup artist and hairstylist, who often lends beauty expertise on a variety of leading national broadcast shows;

  • Nichelle Pace, the founder and editor of StyleMom, a blog dedicated to helping women maintain their style, beauty and self-identify after motherhood; and

  • Keiko Lynn, an emerging fashion designer and style writer who provides readers with style and trend advice through her personal blog.

The Beauty Board content is featured on a dedicated tab on the CVS Beauty Club Facebook page that includes welcome videos from each expert, video responses to fans’ beauty and style questions, how-to makeup and trend advice, and seasonal product recommendations.

Fans can interact with the Beauty Board by asking questions through the Facebook wall and through discussion tabs and monthly live chats. The Beauty Board also will provide beauty and style content for the ExtraCare Beauty Club email newsletter for members.

"With 8 million members already, and more joining each week, the ExtraCare Beauty Club takes the value of ExtraCare to the next level for our beauty customers by offering additional beauty-specific rewards," stated Cheryl Mahoney, VP beauty care for CVS/pharmacy. "The introduction of the Beauty Board allows us to expand the beauty benefits by offering interactive expert advice for our members’ specific beauty needs. The Beauty Board is the latest enhancement in our effort to personalize the beauty experience for our customers."

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