After 67 years, Kryolan Professional Make-up is unveiling a completely new look. Now under the slogan “Kryolan: Makeup is a Science,” the brand will launch updated packaging, brand visuals, products and Web site all by the end of 2012.
Founded by Arnold Langer, Kryolan has manufactured makeup for use in film, theater and television since its beginnings in 1945. Today, the brand continues to serve makeup artists and consumers in these fields, but is expanding its reach to the everyday consumer.
“Kryolan has reached a point where we are well-received by professionals,” said Dominik Langer, managing director of Kryolan and grandson of founder Arnold Langer, “but also by consumers who like to buy professional products. We haven’t changed in 50 years and we have to rebrand to become more fashionable.” While providing product for consumers, Kryolan will still craft products that address the challenges artists face.
The rebranding is centered on the new slogan of makeup is a science. “We manufacture all of our own products and we have a lot of chemists working for our company,” said Langer. “Everything we develop has a science and chemistry background.”
Kryolan’s newly designed Web site will focus on product transparency. Consumers will have the option to view different shades of Kryolan products along with their ingredients. Also, tutorials will be available to show customers how to use certain products.
In terms of its Berlin heritage, Kryolan plans to continue incorporating the Berlin art scene into its re-branding process. “We get a lot of feedback from makeup artists in film and theatre in Berlin,” said Langer. “That’s how we develop our products.” Previously silver with navy blue and white accents, the new packaging is now navy blue with silver accents and will affect both new and old stock. Additionally, Arnold Langer’s signature will grace the packaging and relaunched Web site. “The signature represents everything that goes into our company,” said Langer.
With over 65,000 total products, the brand will not discontinue anything throughout the rebranding process. Already launched in Europe, Kryolan will introduce a variety of new products to its flagships in Chicago and San Francisco. These include Eye shadow primer, new lip colors, loose powder pigments, 22 new nail colors, HD Micro-Primer, 17 new shades of Faceliner and Makeup Blend. The products, which range in price from $11.95 to $26.50, began their roll out this month.
In addition to Kryolan’s two flagships in the U.S, it also sells products through specialty boutiques such as Alcone Corporation, Nigel Beauty Emporium and Naimie’s Beauty Center. In early 2013, Kryolan is scheduled to launch an online shop in the U.S.
“Azzedine has been one of the biggest influences in my life. He has always been such a strong, loving, fatherly figure to me. I call him Papa. His designs are indescribably unique, they are pieces of art. He knew how to make the female form look its loveliest. I have so many memories of him; my favorite might be during my first show with him in Paris. He liked me and he wanted to help me get more work. He called all his friends at Kenzo and Comme des Garcons, and asked them to book me. They said, ‘But she can’t walk!’ And he said, ‘but she has such a great ass!' His friendship and support has been the great privilege of my career. I can't imagine life without him. Repose en paix mon Papa.” - @stephanieseymour tells @wwd. #wwdfashion (📷: @steveeichner) #alaia #azzedinealaia
Azzedine Alaïa, flanked by two of his closest friends, models Stephanie Seymour and Naomi Campbell.
He designed Seymour’s dress for her 1995 wedding to Peter Brant, and treated Campbell (who famously called him Papa), like a daughter. For more on the legendary designer, tap the link in bio. #wwdfashion #alaia #azzedinealaia
Azzedine Alaïa's “I-did-it-my-way” ethos stood out starkly at a time when brands are experimenting with consumer-facing fashion shows, coed formats and trans-seasonal collections – anything to perk up lackluster sales of ready-to-wear in an age of Insta-everything. “It’s not creation anymore. This becomes a purely industrial approach,” the late designer told WWD in an interview last year. “But anyway, the rhythm of collections is so stupid. It’s unsustainable. There are too many collections.” Read more about the iconic designer’s life and work on wwd.com, link in bio. #wwdfashion #azzedinealaia (📷: @WWD Archive, 1986) #alaia
Sneaker reselling app @goat’s latest exhibit, "The Greatest: New York," tells the story of New York's sneaker culture. To celebrate the exhibit, an intimate crowd gathered on Thursday night at the pop-up gallery space, located at Platform in Culver City, to hear guest speaker and illustrator @esymai talk about her own rise in streetwear and women in the business. "For me I'm just someone who is creative. I like to create things," said Chang. #wwdfashion
Azzedine Alaïa, one of the most iconic couturiers of the modern era whose body-con designs defined Eighties fashion, has died in Paris. The diminutive Tunisian-born designer, known for his structured knitted dresses with fitted waists and impeccably cut, figure-hugging second skin silhouettes was deeply admired by his peers, and counted supermodel Naomi Campbell - his adoptive daughter - among his inner circle, one of a gang of glamazons including Farida Khelfa, Carla Bruni and Stephanie Seymour who became ambassadors of his style. (📷: Alexandre Guirkinger) #wwdblast