Supplier News Breaks
Kardashian beauty line to boost CVS store presence
February 1st, 2013
SANTA MONICA, Calif. – CVS/pharmacy is expanding the Khroma Beauty by Kourtney, Kim and Khloe Kardashian beauty care line to 2,100 stores after a successful initial launch of a limited-edition holiday collection.
Beauty licensing company Boldface Group Inc. said Friday that to increase visibility, it will showcase the Kardashian beauty collection products in March on power-wing units strategically placed in the beauty departments at CVS stores.
The full assortment of the Khroma Beauty line includes four mascaras, Joystick long-lasting moisturizing lipstick, and Honey Sticks wild honey flavored lip gloss.
According to Boldface Group, all of the Kourtney, Kim and Khloe products are designed to bring a luxury feel and quality to the mass customer, with formulas to emulate the eyes, lips and complexion looks for which the Kardashians are known — and at "very accessible" prices.
"We are proud to have CVS as a launch partner for the Kardashians' brand," stated Boldface Group chief executive officer Nicole Ostoyat, "and we look forward to providing whatever efforts are needed for maximum success."
Boldface Group announced last month that the Kardashian beauty line is slated to be carried at 138 Duane Reade stores this spring. Retailers offering the holiday collection late last year included CVS, Ulta Beauty, Sears, Kmart, Fred Meyer, Duane Reade, H-E-B, Meijer, Burlington and Harmon.
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