Unlike many makeup artists who launched their businesses during the Nineties in the big specialty stores, Mally Roncal took her showbiz artistry straight to the people three years ago, via the QVC TV network. Now she is adding a new dimension to that effort by relaunching her Web site, complete with its own video programming. Acting like a mini television series, these videos feature product demos, beauty advice and behind-the-scenes glimpses of Roncal’s busy life. It is intended to tap into today’s reality TV and connect with the brand’s consumer base.

Roncal learned a great deal about beauty technologies and products while working as a makeup artist on movie sets and fashion shows during the last 15 years. It became her mission to develop products for a daily beauty regimen.

“I’ve taken the makeup artist tricks I’ve used on set and translated it for everyday women so they can feel that the products are easy to use, while achieving great results,” said Roncal. Pricing in her collection ranges from $12.50 for eyeliner to $95 for the brush set. “It’s about a high performance luxury where you can apply the products in the morning and it doesn’t come off until you take it off at night.”

Mally Beauty has been available through QVC since March 2005 and now the lineup, which includes more than 56 items, is also sold at Henri Bendel and Amazon.com. The brand also is available on QVC in the U.K. Roncal was drawn to QVC because it provided an opportunity to build a community of Mally customers, while at the same time teaching women how to use her products effectively.

“I wanted to go on television to educate women and create excitement over makeup,” said Roncal. “These are professional products so they might need that extra step, but it is worth it since they last.”

According to Allen Burke, QVC’s director of beauty and cosmetics, Roncal’s business has a “clear-cut focus from a product standpoint.”

“She is a force of nature and a consummate expert in the field with tremendous energy and ideas,” said Burke. “She has made QVC the focus of her business and has always been there when we needed her. We’re a growing brand based on all the product development she’s done.”

Although industry executives wouldn’t comment, industry sources expect the franchise to bring in more than $10 million in retail sales by yearend.

“We plan to build the business and grow in mid-double digits with up to a 30 percent increase in sales over the next two years,” said Don Pettit, chief executive officer of Mally Beauty.

Launching this month on QVC and qvc.com, the company has expanded its 24-7 professional franchise with a lip lining system and blush products designed for long-wear use. Available in two shades, the blush set contains a cream primer formula and color pigment. When the elements are combined, they activate one another and have long-lasting benefits. Inspired by a technique she used on movie sets by putting eyeliner on and setting it with powder, Roncal introduced the lip lining system. The combination of the two powder forms helps seal the liner to the lash line and is designed to boost the overall eyeliner color, said Roncal. While the blush retails for $35, the lip lining system will be sold for $25.

With the relaunch of mallybeauty.com, the Web site includes a blog and community section, demo and branded components, in addition to the newest arm, called Mally TV, which is the video segment of Webisodes showcasing Roncal in her different roles. The performances apparently are convincing enough to have attracted TV producers. Roncal said she has drawn the interest of producers of a reality TV show.

Another avenue to generate new customers is Team Mally, in which customers can sign up on the Web site and become part of a plugged-in community that shares information. There are also financial rewards if friends purchase merchandise.

Pettit remarked, “We see this as another way for customers to get involved and engaged with the brand.”

Previously, the Web site provided information only. This new stage allows the company to sell its products through the Web site with an e-commerce link. Executives predict that the Web site business will become 20 percent of the overall business by the end of the second year. Industry sources expect the site to bring in more than $1 million in sales in its first year.

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