![]() This is our first foray for a big launch in the second half.” Laura Geller was acquired along with Julep and Clark’s Botanicals in December 2016 by Glansaol, which is headed by former Revlon Inc. We’ve scaled back and are focusing on fewer and bigger launches. “If I had to pick a word to describe the past year, it is focus,” said Martine Williamson, president and general manager at Laura Geller. ![]() The brand will concentrate on a full court digital strategy to support the launch, including a shade finder quiz on, custom shade matching through Instagram Direct Messaging, and a larger concentration on influencers through campaigns, sampling initiatives and seven influencer-focused events across the U.S. Geller said physical store distribution has helped build sales since many, especially younger shoppers, are discovering it for the first time.įilter First Luminous Foundation and Filter First Luminous Concealer represent the first of a strategy of launching fewer, yet more impactful, beauty products. The foundations retail for $38 the concealers $24. Filter First will be highlighted in August on QVC as a TSV special. The collection of 12 shades of foundation and six choices of concealers is rolling out to retail partners such as Ulta Beauty and Macy’s Inc., as well as on. ![]() “The biggest challenge when you have a business that’s been around as long as mine is that I can’t just do the same things I developed 20 years ago.” It is the most gorgeous, light-infusing, blurring foundation I’ve ever created,” Geller said.Įqual effort went into the concealers, which also have the crushed pearls, but were formulated to “not hug skin” and sink into fine lines.įor Geller, who has always been known for contouring, baking and highlighting - three trends emerging from upstart brands - the goal is to be ahead of the game. “We can’t believe we captured this light in a bottle. Geller said she feels this could be her biggest launch to date. The company did not comment on its revenues. Industry sources estimate the foundation and concealers could add as much as $10 million to the brand’s sales, which are estimated to be approaching $100 million. Department Stores Miss Out on Solid Holiday Start
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