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Carmindy’s U.S. Makeover Tour

Mass market retailers aren't often privy to celebrity appearances.

NEW YORK — Mass market retailers aren’t often privy to celebrity appearances.

But Sally Hansen, now owned by Coty — a company that knows a thing or two about celebrity endorsements — made that happen with its new Natural Beauty Inspired by Carmindy color cosmetics line.

Well-known for her makeovers on TV’s “What Not to Wear,” Carmindy helped create the natural and 100 percent paraben-free Natural Beauty lineup. The line consists of 140-stockkeeping units formulated with minerals, natural extracts and active botanicals such as soy, bamboo, papaya and mango.

To help women see how easy applying Natural Beauty can be, Carmindy hit the road to Duane Reade, CVS, Longs and Ulta where she consulted with shoppers on how to make their best choices. She also gave “prescription cards” for colors and presented them with a $2 coupon. Coty distributed sample cards featuring Your Skin Makeup and Luminizing Face Primer.

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There are many unique items such as Luminizing Face Primer, which is designed to smooth and refine skin texture while hiding pores and fine lines in a product designed to be worn under makeup. There’s also Comfort Care Lip Color, which features high-impact color teamed with moisturizing properties. Having Carmindy show these items helped women in a self-service environment understand how they work. At the time of its launch, Sherry A. Saffert, divisional merchandise manager for beauty at CVS, praised the choice of makeup artist and the educational aspect of the line.

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The appearances were touted on morning TV shows as well as radio spots, newspapers and blogs in the markets. On TV, Carmindy made over a model using Natural Beauty products and discussed her philosophy on how women can achieve their own natural looks. According to a Coty spokeswoman, Carmindy had as much as four or five minutes of air time in some areas.

That exposure helped drive women to stores, executives said, and there were sometimes as many as 50 women waiting for a consultation. Many brought their copies of her recent book, “The Five Minute Face,” to be signed.

Often, said the Coty spokeswoman, customers purchased five or six of the suggested items that are priced from $7.95 for an eyeliner to $12.95 for Truly Translucent Powder. The chains selected the stores and the markets stretched from Los Angeles to New York for a period from July 10 through Aug. 21.

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Shoppers Drug Mart has unveiled the name for its previously announced new beauty concept. Starting this November, the Toronto-based drug chain will open 5,000-square-foot freestanding stores called Murale.

Murale stores will place an emphasis on advanced dermatological skin care and luxury beauty, an elevated level of expertise, personal service and unbiased advice. Murale’s professional service advisers will include an aesthetician, a pharmacist and a skin care professional.

Plans call for more than 200 select dermatological, luxury beauty, fragrance and niche brands that are new to Canada and some that are a first in North America.

“Luxury beauty isn’t about price, it’s about how a product makes you feel inside and out,” said Shelley Rozenwald, president of Murale, who assumed the post earlier this year.

The first store will bow in November in Ottawa followed by the opening of the first flagship in Montreal at the Galerie Place Ville-Marie. The concept expands upon the Shoppers’ Beauty Boutiques format launched in 2003 and now found in 140 units out of Shoppers’ 1,080 stores. Shoppers has traditionally been able to secure more upscale beauty brands than typically found in U.S. chain stores.

In addition to this new concept, the company plans to continue with the rollout of up to 40 additional Beauty Boutiques at select drugstore locations in 2008. The announcement comes on the heels of CVS releasing information on its stand-alone and in-store upscale boutiques called Beauty 360.