Almay Re-branding Its Re-brand
Almay, the Revlon Inc.-owned hypoallergenic makeup brand that within the past two years overhauled its image to appeal to trend-savvy Millennials, is on the verge of re-branding its initial re-brand. A new product — biodegradable face wipes that began rolling out to retailers in the U.S. and Canada in late August — represents the first step in the process, said Kara Langan, the senior vice president of global marketing for Almay, Mitchum and Cutex as of August. The Biodegradable Cleansing Towlettes, $5.99 each for a pack of 25, come in two formulations, infused onto 100 percent biodegradable fibers — micellar and longwear makeup-removing. The eco-friendly wipes herald a new brand message for Almay that positions it as makeup containing “clean” formulations with an emphasis on sustainability. Another recent product — the Skin Perfecting Comfort Matte Foundation, $13.99 – is packaged in a recyclable glass container with a cap made of post-consumer recycled plastic. “It’s the introduction of where we’re evolving the Almay brand,” said Langan. “It started from a place of ‘do no harm’ on skin, but there’s a much broader opportunity within the marketplace to do no harm on skin and the planet.” On Almay’s redesigned web site, a landing page listing theFollow WWD on Twitter or become a fan on Facebook.
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