The Brand Born in 2001… By KevynAucoin: The Make-up Artist. Known for… Make-up application techniques translated into niche products and chic packaging. Awarded for… State of the art makeup tools, and high performing products. The Kevyn Aucoin woman…Alluring, Luxurious, Timeless, Modern.
The History From the mid 80’s until his untimely passing in 2002, Kevyn Aucoin revolutionized the makeup artist industry. Not content with just applying make up, Kevyn strove to transform a woman’s face through unique and customized application techniques – and, in doing so, established a cult-like following among celebrities and makeup artists alike. Kevyn spent years traveling the world over in search of quality formulas and materials to develop a classic color line. This insatiable exploration combined with his vision of “seeing beauty everywhere” culminated in the launch of Kevyn Aucoin Beauty in 2001, where Kevyn’s timeless legacy continues to live on.
The Vision Vision: To celebrate the philosophy and expertise of KevynAucoin, the artist, and put that gift into the hands of every woman. . Mission: To showcase the inner beauty of every woman by offering uniquely formulated products with superior performance, time-honored techniques and award-winning tools that enable all women to look gorgeous and feel…simply beautiful. 5-Year Strategy: Focus on the brand’sorganic strength, while utilizing creative direction to modernize product.
The Hero Products The Volume Mascara Long-wearing formula will not flake, drip, smudge, or melt Unique Japanese formula uses tubed-technology Wraps lashes individually Skinny brush finds, combs and coats every lash No clumping or flaking Perfect for contact lens wearers
The Hero Products The Precision Brow Pencil Thinnest and strongest lead on the market Gel formula glides on effortlessly Has a natural finish Perfect for “drawing” brow hairs Great for the minimalist who simply wants to define the eye area subtly Long lasting color adds depth and dimension Convenient, retractable mechanism Precision angled brush is also included for easy application and blending
The Hero Products The Eyelash Curler Allure Best of Beauty 2011, 2005, 2004, 2003, and 2002 Kevyn’s coveted eye lash curler is known for its proportioned, stainless steel mechanism that curls the lash quickly and precisely Designed to train, elongate and curl lashes; with a natural curl for straighter hairs The curler is equipped with a red rubber pad for visibility of the lash
The Hero Products The Sensual Skin Enhancer Kevyndeveloped; perhaps the most versatile skin-perfecting product on the market Can be used on face and body 16 shades Highly pigmented, blends seamlessly into skin Evens out skin tone & creates a luminous glow Covers imperfections from dark circles to rosacia Can be used as a concealer, foundation, and highlighter Crease-proof and waterproof Contains jojoba & honey as natural emollients A Pro Artist staple
The Hero Products The Celestial Veil Powder (Candlelight) Ultra fine pearl combined with micronized powder creates luminous, radiant skin Titanium dioxide coated mica platelets, create lustrous opalescent effects Highlights the face by adding light Formulated with nylon to promote “slip” for perfect, flawless application
The Hero Products The Curling Mascara Unique Japanese formula which is enriched with protein Revolutionary formula “shrink wraps” lash for a dramatic curl Nylon fibers work with the teddy bear brush to provide fullness to the lash to support the curl. Separates and defines each lash Smudge resistant and long wearing Blackest of black allowing optimum definition
The Hero Products The Eye Pencil Primatif Glides on with minimal effort and has long-lasting staying power The rich creamy kohl formula is firm enough to apply color where it is needed with minimal pulling packaged with an applicator smudge tip at one end of the pencil to help create a softer edge while still defining the eyes
The Hero Products The Essential Eye Shadow Set Pigment-rich shades Each set creates a natural, moderate and/or dramatic look Finely-milled powder shadows have a creamy texture for easy to blend application Kevyndesigned tools included for perfect application Yet another Pro Artist staple
The Hero Products The Celestial Bronzing Veil Ultra fine pearl combined with micronized powder creates luminous, radiant skin Bronze tones, never looks orange Gradated shades allow versatility Can be used as a bronzer, highlighter, eye shadow and contour Formulated with nylon to promote “slip” for perfect, flawless application
The Key Initiatives • Reinvigorate and grow awareness of the existing Kevyn Aucoin brand & story. • Introduce a modernized product line to address industry changes. • Execute strategic, precise and untethered expansion of distribution.
The Re-Launch Products, Packaging & Displays Maintain Kevyn’scolorway, yet modernize to updated plum/burgundy. Drive brand awareness through a focus on Kevyn’s own hero products. Create new categories based on the hero products. Lead with Kevyn’s “hero” products to realign product line focus with the brand. Introduce “best of” sets into product line. Update formulas. Re-engage prestige manufacturers used by Kevyn himself. Update the look and utility of display and tester units.
The Displays Tester Unit Focus Display
The Domestic Distribution • Unencumbered, yet strategic and precise, expansion to new distribution points • Strengthen and expand distribution in key market areas based on building territories in a cluster format; distribution channels will include the following; • Demonstrated • Non-demonstrated • Specialty doors • E-commerce