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.
“I think what’s so interesting about the #MeToo movement and this whole new wave of feminism in general, is that women are finally seeing, ’Oh I can start my own company, oh I can lear to code, oh I can leave my nine-to-five job and do the thing I want to do,” said @brooklyndecker ahead of her @sxsw talk for @createcultivate. The former model took the stage to share wisdom about networking and female-driven entrepreneurship. #wwdeye #sxsw (📷: @jgreenery)
“I was making the guacamole when my scout saw me,” says model @stuckinteenage on being discovered just six months ago while working at @chipotlemexicangrill. Since then Williams has signed with @dnamodels, walked in her first show at @calvinklein and landed on the cover of @vogueitalia – a high point of any model’s career. To read @lisajlockwood’s full interview with the model on her experiences thus far, head to WWD.com – link in bio. (📷: George Chinsee)
“I love the idea of dialogue, period. It’s where I’ve always gotten my inspiration from: hearing other women speak, their journeys and their paths,” said @hereisgina, who delivered the keynote speech at the @sxsw conference for @createcultivate, the online platform and conference series for women. For her two panels, Rodriguez chose female empowering, female-led and female entrepreneurs to focus on. Head to WWD.com to read more about her thoughts on Time’s Up, growing up in a family of women and why we “need a girls’ club.” #wwdeye #sxsw (📷: @jgreenery)
Leading luxury brand are shaking things up to keep up with streetwear. Case in point: the arrival of @mrkimjones as artistic director of @diorhomme. Jones, who succeeds @Kris_Van_Assche, is seen as one of the handful of designers who can actually straddle the luxury and streetwear worlds — which could lead to even more changes at established brands. What could this mean for the rest of the menswear landscape? Head to WWD.com to find out what experts predict #wwdfashion (📷: @franckmura)
“It’s like buying groceries. You’re going to buy the best mango, the best mozzarella, the best things. You have to, or others are going to take it all,” said @gabrielahearst on why she uses only the finest fabrics. Last week, Hearst received her first @cfda nomination for Womenswear Designer of the Year, and earlier this month she opened a permanent showroom in Paris. To read @jessiredale’s interview with the designer and find out why this is shaping up to be a big year for her, head to WWD.com. #wwdfashion (📷: @francoisgoize)
“It’s an interesting thing, playing a younger version of your mother. It’s an interesting concept. I adore my mom and love her in every capacity, but it was just something that had never crossed my mind,” says @anniemstarke on playing a young Joan Castleman in “The Wife.” The same role will be played by her mother Glenn Close. Read more about her growing up in the film industry as the daughter of producer John H. Starke and Close and what she has planned for the future #wwdeye (📷: @nataliamantini)
@asics is launching a new streetwear sneaker inspired by its latest ambassador, @steveaoki. The Hyper-Kenzen x Aoki, which will launch at @footlocker stores exclusively tomorrow, is a slip-on style that incorporates the brand’s proprietary Gel technology through beads integrated into the midsole for comfort and endurance. Read the full story on WWD.com.