is the original professional makeup artistry brand, and Markwins is excited to add its unique market-positioning to our expanding brand portfolio," said Stefano Curti, global president of Markwins.
With the addition of Lorac
, Markwins will complement its already well-established mass beauty portfolio with the addition of this prestige brand.
The unit self-assessment tool is a 100 item check list, which is divided into five categories identified by LORAC
He's already overseen the purchase of Lorac
, established new distribution, set up an incubator to spark new ideas and chinned up innovation across Markwins' portfolio.
During the time Quibell started Lorac
Virtual Solutions she found there was so much to learn and do, at times it became overwhelming.
* Markwins has acquired Lorac
Cosmetics, LLC, propelling the privately-owned beauty company and owner of Wet n Wild and Physicians Formula into the prestige beauty space.
Not only has the company added such brands as Lorac
, The Balm, Pur Cosmetics and Bliss, it is putting resources behind training associates on the front lines, as exhibited by a recent Beauty Expo where the company's advisors came to learn the newest techniques.
The company said Bliss is one of many trusted brands to join Kohl's expanding portfolio of beauty offerings that includes LORAC
, Pur Minerals, CARGO Cosmetics and H2O Plus.
"The prestige market segment always has relied on simplicity and elegance to promote a high-end persona; however, some product lines like Josie Maran and Lorac
have ventured into the heavy metal look for their tubes, closely assimilating the higher-end 'mass affluent' category," Farley adds.
The company hopes to get back on track with Lorac
Cosmetics, a professional beauty brand it acquired last month for an undisclosed price.
Kohl's, for example, has burnished its image adding makeup chairs in stores and new brands including Lorac
, The Balm, Pur Cosmetics and Bliss.
For instance, Lorac
's eye shadow pallets are "wrapped" like chocolate bars, and packed in a luxe gold box, reminiscent of Godiva chocolate.