BEAUTY CARE

‘Pretty Little Liars’ star Shay Mitchell joins Buxom family

BY Gisselle Gaitan

Buxom, the beauty brand best known for its lip plumping products, has named Pretty Little Liars star Shay Mitchell as its new global creative brand ambassador.

The actress, who is an influencer, author and lifestyle blogger, will make her first appearance on behalf of the brand in July for its new lip product.

In addition, she will actively collaborate with the Buxom team to help develop creative content, social media campaigns, new products and shade ideation, the company said.

“Shay Mitchell is a trendsetter who never fails to make a bold fashion statement, confidently speak her mind, or share her passion for adventure — fully embodying everything Buxom stands for as a brand,” Betty Kim-English, SVP of global at Buxom, said. “We are thrilled to have a unique partnership with Shay, who we plan to partner with closely to help grow Buxom globally, build brand awareness, and attract new customers.”

Content to be spearheaded by Mitchell will include YouTube tutorials, Facebook, Twitter and Instagram activations, which will engage her 29 million followers, the company said.

“I’ve kept Buxom products in my makeup bag for years and I can’t wait to share my love for the brand,” Mitchell said. “I’m obsessed with beauty and excited to help Buxom move into new makeup categories that I love and use every day.”

Further information, including a list of Mitchell’s must-have products, can be found on her own section on Buxom’s website.

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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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