Joe Fresh Style to Launch Cosmetics Collection
Joe Fresh Beauty hits shelves in spring ‘09
TORONTO, ON (December 15, 2008) – Joe Fresh Style, the epitome of affordable chic, today announced the launch of Joe Fresh Beauty, an inspired collection of stylish and well-priced cosmetics. The comprehensive range of face, lip and eye products will be available spring ’09 in 250 stores across Canada.
The Joe Fresh Beauty collection will remain true to the Joe Fresh Style brand of offering customers quality products that are both fashionable and affordable.
Joe Mimran, Creative Director, Joe Fresh Style, says “The approach we’ve used with the fashion collection translates beautifully to cosmetics. We want to dress our customers from head to toe and that includes make-up. For us, it’s always about value, style and quality.”
With these three attributes top of mind, the collection was created to be comparable to prestige lines that are frequently used by make-up artists, found in department stores and boutiques nationwide. Every item, from cheek tint to fine tip liquid eyeliner, is designed to have superior wearability and lasting coverage.
The collection will feature over 60 shades for lips and eyes. The colour palettes are designed to work effortlessly everyday with seasonal colour introductions to reflect the trends. Foundation shades will work for almost all skin tones and be consistent across all three formats: liquid, cream and pressed powder. To accompany the new cosmetics collection, Joe Fresh Beauty will also offer make-up brushes and other accessories.
The Joe Fresh Beauty collection will have 200 SKUs with prices ranging from $4-8 for make-up and $2-16 for brushes and accessories.
“The partnership with Joe Mimran and our design team lets us enhance the shopping experience of all of our customers,” says Elizabeth Margles, Vice President, Marketing, Joe Fresh Style, Loblaw Companies Limited. “The response to the Joe Fresh Style collections has been immediately positive, from apparel and jewellery to sunglasses and accessories. We want to continue to surprise and delight our customers with every shop.”