BEAUTY CARE

Markwins Beauty Brands acquires Lorac Cosmetics

BY Gisselle Gaitan

Markwins is expanding its beauty portfolio by announcing its acquisition of prestige brand Lorac Cosmetics.

“Markwins’ expanding success is simple at its core: we respect that different people have different needs. Whether culturally or economically, we understand that we need to satisfy the global consumer by continuing to acquire and develop disparate brands — one brand can’t conquer the world,” Eric Sung-Tsei Chen, CEO of Markwins, said. “With Lorac, we’re thrilled to add its distinct Hollywood heritage and celebrity status. I have always had a bias toward California, and Lorac is yet another embodiment of the California beauty spirit.”

Founded two decades ago by professional makeup artist Carol Shaw, the Burbank, Calif.-based brand was created out of the need to develop products that wouldn’t irritate celebrity client’s sensitive skin.

“As the Founder of Lorac, a Pro Artistry brand, I am thrilled to see Markwins re-energizing the brand and taking it to new heights,” Shaw said. “Markwins recognizes the importance of honoring our pro heritage and continuing to develop high-quality products that create effortless, red carpet beauty for which Lorac is known.”

The City of Industry, Calif.-based company’s vast portfolio includes such brands as Physician’s Formula, Wet n Wild, Black Radiance and Lip Smacker. Shaw will continue to work with Markwins as lead consultant for the brand she created, the company said.

“Lorac is the original professional makeup artistry brand, and Markwins is excited to add its unique market-positioning to our expanding brand portfolio,” Stefano Curti, global president of Markwins, said. “With Lorac, Markwins enters the prestige channel with an iconic Hollywood mainstay — expert products created under the intuition of makeup legend Carol Shaw, resulting in technologies that compel even the sharpest of beauty enthusiasts’ critical eye.”

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Manscaped, Dr. Squatch Soap partner on limited-edition grooming kit

BY Gisselle Gaitan

Manscaped, a line created specifically for men’s distinctive grooming needs, has partnered with the team at Dr. Squatch Soap on a limited-edition men’s grooming kit.

“Our partnership with Dr. Squatch Soap Co. creates a truly dynamic collaboration between two male grooming brands focused on revolutionary products for men. This was a unique opportunity to create a limited-edition product kit at an incredibly low price point,” Steve King, CEO at Manscaped, said. “Manscaped is a male vanity company with the sole focus of helping every man be the best version of himself. With the help of Dr. Squatch, men now have additional options in health and hygiene.”

For a limited time, both San Diego-based companies will be offering consumers the chance the purchase the Tame Your Beats kit, which contains four grooming products and a free gift.

Dr. Squatch includes its pine tar moisturizing bar soap and soap saver, and Manscaped’s plow safety razor, crop preserver 24-hour non-powder deodorant and the magic mat’s four disposable shaving mats.

Both brands also have teamed up on the Tame Your Beast viral marketing campaign to promote the product, which will feature a series of entertaining videos, the company said.

“We are excited about the viral marketing campaign that will drive awareness of the Tame Your Beast Kit,” Ryan Fiore, VP of marketing at Manscaped, said. “Our video production team, led by Nathan King, was passionate about delivering a hilarious series of viral videos that will surely create a massive buzz. With this partnership, customers can expect to see hilariously entertaining videos and well-thought-out products to help “tame the beast” in every man out there.”

Further information on the kit, including pricing and availability, can be found on either of the company’s websites.

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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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