Whats New

Feb
2014

SÀFILO: Bobbi Brown Sun

PERFECT TEAMMATES

Bobbi Brown has teamed up with Sàfilo Group to become the first makeup artist to launch a signature line of eyewear and sunwear. Highlighted here, the sunglass collection consists of 10 women’s styles and four unisex designs. Brown’s goal in designing the eyewear is to teach individuals how to select frames that enhance their natural beauty. A three-step system is used to help women find the perfect pair based on style, color and face shape. Designed to mirror the iconic elements found in the Bobbi Brown Cosmetics line, frames incorporate details from her makeup, including the “B” hinge, screw details found on the makeup palettes and a gold stripe on the temple tip mimicking Bobbi Brown lip color. A 16-piece ophthalmic collection will be spotlighted here in an upcoming issue.

PHILOSOPHY: “We are very excited to partner with Bobbi Brown on a fresh new approach to the eyewear category. Bobbi changed the way women think about makeup. We are now about to do the same with eyewear,” says Ross Brownlee, president of Sàfilo Americas. Bobbi Brown adds: “Being a beauty expert, I’ve always been aware of how glasses can transform the face. I want to take the mystery out of how to choose the right glasses.”

MARKETING:  Merchandising materials include 24- and 48-place displays, a wall customization option displaying the color palette section of the three-step system, countercards, brochures and logo block. Each sunglass is packaged in a silver wristlet with small compartments for makeup and a small mirror.

PRICE POINT: $$$

CONTACT:
For additional information, contact Sàfilo USA, (800) 631-1188,
website: mysafilo.com

INSIGHT
Bobbi Brown launched her career in 1991 by creating 10 brown-based lipstick shades to fill the void of simple, wearable makeup. Four years later, cosmetics empire Estee Lauder Companies acquired Bobbi Brown Professional Cosmetics. With a presence in more than 60 countries, Bobbi Brown has expanded to a full range of color cosmetics, skincare and fragrance.

 

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