BEAUTY CARE

Madison Reed’s balayage kit simplifies the perfect highlight

BY Gisselle Gaitan

Madison Reed is making obtaining the highly-desired balayage hair trend much easier to obtain.

The San Francisco-based company is introducing consumers to the Light Works, its first ever, at-home highlighting kit.

Created by a team of experts from the brand, the product offers the same two-step process — lightening, then toning to refine color — that is used in salons for natural-looking, balayage highlights.

“Madison Reed was founded to improve the hair color experience for the millions of women regularly coloring their hair at home,” Amy Errett, CEO and founder of Madison Reed, said. “With the introduction of Light Works, we are now reinventing highlighting and making it attainable for women to achieve ‘lived-in’ highlights for hundreds of dollars less than you’d spend at a salon.”

Featured in the kit is a powder-free, clay-based cream lightener; patent-pending wishbone balayage applicator for a precise and drip-free application; and four demi-permanent toning shades to refine highlights.

Also included in the Light Works kit is one application of the brand’s Bond Building Cleansing Treatment, which fortifies highlighted hair and helps prevent future breakage, the company said.

“I have traveled the globe and worked in top salons for over three decades, and I’ve never seen an at-home highlighting kit that works like Light Works,” David Stanko, VP of technical design and education at Madison Reed, said.

Each kit is made without ammonia and contains no harsh odors, the company said. Light Works kits currently are available for purchase online at the company’s color bars for the suggested retail price of $44.95 and $35.95 for members. Light Works also will hit Ulta Beauty shelves at a later date.

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Cosmoprof hosts trend-directional beauty preview

BY DSN STAFF

Cosmoprof North America previewed several trend-directional beauty brands from across the globe at an exclusive sneak peek event held in New York City’s Library at NeuHouse.

The Putting Beauty on the Map event featured 11 specifically curated cosmetic products that represented three continents and were selected for their global appeal and unique attributes, the company said.

Featured brand in the presentation included 18.21 Man Made from Texas; 9Wishes and Botanic Farm from South Korea; Bijoux de Pele from Brazil; Eleni & Chris and Restorsea from Norway; O’o Hawaii, RealHer and Yuni Beauty from California; Pour Moi from France and Rodial from the United Kingdom.

Leading consumer, industry media, retail buyers, investors and social influencers were on-hand at the event, and attendees were able to explore each product with special beauty treatments and a gift bag that included all of the featured items.

All of the featured brands will be on display at the company’s annual exhibition, which is taking place in July at the Mandalay Bay in Las Vegas. Further information on the event can be found on CPNA’s website.

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CoverGirl announces first-ever flagship store

BY Gisselle Gaitan

CoverGirl is making some major moves.

On the heels of releasing a brand new line of lipsticks and lip liners, the beauty company, which is part of Coty’s vast portfolio of brands, announced that its first-ever flagship store will open in the heart of New York City — Times Square.

At 10,000 sq-ft., the store’s design and vision will reflect the neighborhood’s dynamic vibe and also be an experimental interpretation of its “I am what I make up” philosophy, which encourages consumers to use makeup as a tool for self-expression, the company said.

“It is our mission to show up for people wherever they are on their beauty journey and offer them innovation and experiences that inspire them to become whatever version of themselves they want to be in the moment,” Ukonwa Ojo, SVP of CoverGirl at Coty, said. “At CoverGirl, we believe that makeup is a powerful tool for creativity and self-expression. Opening a concept store will help bring this brand purpose to life in an immersive, elevated and multidimensional way.”

Included within the store will be an experimental beauty playroom with interactive elements, full-service makeup application, on-the-go services, digital experiences and exclusive innovation.

CoverGirl’s New York City flagship is part of the brand’s strategic overhaul to revamp how consumers experience the brand and will be opening in the fall.

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