Mally Roncal’s namesake brand has come a long way since its 2004 inception, growing from about $10 million in sales in 2008 to an estimated $75 million at retail in 2011. And it’s about to get a new element: this week, the makeup artist is launching her first infomercial nationally.
The infomercial, which will appear on affiliates of ABC, CBS, FOX, NBC and CW in Baltimore, Los Angeles, Atlanta and San Francisco, as well as nationally on cable channels including MTV, Lifetime and Bravo, is designed to deliver Roncal’s down-to-earth makeup advice to a wider range of consumers. She describes it as unlike other beauty infomercials, with a “show vibe and a cinematic, sophisticated touch.” It has 19 segments where Roncal addresses the top beauty questions women ask her — including creating a smoky eye, how to apply concealer, etc. — and drives traffic to trymallybeauty.com, an offshoot of her main Web site, mallybeauty.com. Roncal also plans to post each of the vignettes on mallybeauty.com, where she has created what she calls “Mally TV” — videos with topics ranging from makeup application to how to have a successful marriage.
Hermès is launching a Laundromat pop-up shop in NYC - dubbed Hermèsmatic - where customers can bring their old scarves to be dip-dyed by an expert. Get all the details on WWD.com. #wwdnews (📷: @donstahl)