Laura Geller Makes Colorful Debut In Sephora
This article was originally published in The Rose Sheet
Executive Summary
Specialty makeup artist brand Laura Geller Makeup is debuting now in Sephora and could reach nearly 70 stores by the end of next year, the New York City-based company said
|
Specialty makeup artist brand Laura Geller Makeup is debuting now in Sephora and could reach nearly 70 stores by the end of next year, the New York City-based company said. The line is expected to launch in 18 of the retailer's doors by the end of this year, and will enter an additional 30 to 50 Sephora stores in 2007. The launch represents the brand's first foray into a retail chain, since it is currently sold only in the Laura Geller Makeup Studio in New York City, on the brand's Web site and through the QVC television shopping network. The launch will be promoted in Sephora by Laura Geller's new national makeup artist Johnny Ottavino, who will provide expert product knowledge pertaining to trend forecasting, ingredients and application, the company said. Simultaneous to the brand's expansion, the company will add two new face and lip products to the lineup. Cheek Sweeps is a two-product blush collection that creates a "youthful, energized glow." The line features Primrose Pop, a berry shade that imparts a natural flush on cheeks, and Peach Pop, a soft coral hue that enlivens cheeks with a natural glow, according to the firm. Packaged in a mini pot for on-the-go touch-ups, the creamy, rich blush goes on sheer but delivers high-impact color that lasts all day, Laura Geller added. Cheek Sweeps will retail for $29. Lip Shiners lip gloss delivers "brilliant shine, dazzling color and soothing moisture" in three versatile shades, according to the company. Formulated with a gel technology, special polymers, powerful antioxidants and moisturizing vitamins A and E, the gloss never feels sticky or tacky, according to Laura Geller. Instead, it hydrates and protects lips from free radicals and environmental damage, the firm claims. Lip Shiners will come in Bermuda Sand, Tropics and Just Pink shades for $15 apiece. Laura Geller also recently announced the launch of its Spring 2007 makeup collection (1 (Also see "Marketing In Brief" - HBW Insight, 16 Oct, 2006.), Marketing in Brief). - Melina Vissat |