the brand born in 2001… by kevyn aucoin: the make-up artist. known for… make-up application...
TRANSCRIPT
The Brand
Born in 2001…By Kevyn Aucoin: 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.
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 History
Vision:
To celebrate the philosophy and expertise of Kevyn Aucoin, 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 performanceperformance, time-honored techniques and award-winning tools that enable all women to look gorgeous and feel…simply beautiful.
The Vision
5-Year Strategy:
Focus on the brand’s organic strength, while utilizing creative direction to modernize product.
The Press
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 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 Sensual Skin Enhancer
Kevyn developed; 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 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
Kevyn designed 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
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 Key Initiatives
The Re-Launch
Products, Packaging & Displays
Maintain Kevyn’s colorway, 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