On-demand beauty app PRIV users can now get their legs ready for summer with a partnership with Coty Inc.’s Sally Hansen and its Airbrush Legs Leg Makeup.
Starting April 1 through August, consumers in New York, the Hamptons, Los Angeles and Austin, Tex., will be able to add a professional application of Airbrush Legs Leg Makeup with any order through the app or Web site. Airbrush Legs will be applied in the consumer’s home by an expert makeup artists who will also teach how to use the product. A complimentary bottle of the right shade of Airbrush Legs Leg Makeup is included. According to Sally Hansen, the product has always had a cult following, but the company realizes there is opportunity to build more users through education and greater exposure. A step-by-step tutorial will be taught by the makeup professionals during the application.
Launched in 2004, Airbrush Legs Leg Makeup ignited sales of a whole new category and, according to IRI data for multiunit doors, has sales approaching $20 million. Retailers praise the item because it delivered new users into mass market stores without siphoning sales from existing cosmetics lines. The formula has been enhanced over the years and now includes Palmaria Extract, which helps cover imperfections such as veins and bruises. The long-lasting and fast-drying formula is transfer and water-resistant. There are six shades: Fairest Glow, Light Glow, Beige Glow, Medium Glow, Tan Glow, and Deep Glow and is also available in a Lotion form. The suggested retail is $13.99 and Airbrush Legs Leg Makeup is sold in major drugstore and mass market doors.
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Users will be encouraged to share their experience with the program and the results on social media using the hashtag #airbrushlegs. PRIV is a one-stop destination for beauty and wellness needs ranging from blowouts to massages. Users can access the services anytime in multiple markets in the U.S. and U.K.