By  on November 19, 2004

LOS ANGELES — Italian cosmetics company Madina Milano made its debut Wednesday in a Victoria’s Secret Beauty store here. The test run brings the brand to 10 Victoria’s Secret beauty stores in Los Angeles, Houston, New York and Short Hills, N.J., through January.

National makeup artist Christian Concas gave in-store makeovers to customers at The Grove shopping center here and will appear at Willowbrook Mall in Houston today, Short Hills Mall on Saturday and at the Herald Square store on a later date. He focused on three looks: black-and-white eyes with a glittery finish, bronze skin with orange and gold accents and purple and pink lips and cheeks.

The nine-year-old brand with more than 1,000 sku’s hopes to make headway into the American market via Victoria’s Secret’s highly trafficked mall locations. The brand had previously made a debut with a store in New York’s SoHo district in 2001, six months after the 9/11 attacks, when the market was reeling and the store subsequently closed. “We’ve tried the freestanding store route with our SoHo location,” said Rachel Bryan, vice president of strategic marketing. “At the same time, we tested in Bergdorf Goodman. The products got a lot of press and were well received, but based on those experiences, we decided in-store displays in specialty boutiques was the strategy to pursue — for now.”

Founder Madina Ferrari created a 129-piece collection focused on bright colors and bronze skin for the launch, including products exclusive to Victoria’s Secret Beauty such as Instant Glitter Gloss, Eyeshadow Duos and Fashion Gloss. Retail prices range from $14 to $21.

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