Palladio Beauty is the latest brand to link up with an influencer for a limited-edition launch. YouTube vlogger Casey Holmes revealed her Matte Liquid Lip Colors on her social network.
Holmes has 1.6 million subscribers on her YouTube channel and one million Instagram followers. Last year her Spotlight Palette, a highlighting product for Smashbox Cosmetics, sold out before it even launched. Holmes said she’s often used Palladio’s makeup for her tutorials. “As a brand loyalist, I have shared Palladio makeup with my followers for years, especially the long-wear matte lip colors, so being able to create my own lip collection has been amazing,” Holmes said. She noted the lip colors flatter all skin tones and were named for some of her favorite things such as Georgia, her home state and Rescue, which is dedicated to her passion for rescuing dogs.
The Palladio Beauty x Casey Holmes collection, priced at $10, just launched online at PalladioBeauty.com and at Sally Beauty locations. Sally Beauty has been aggressive with influencer-based beauty. The company added its own entry last year called Collab designed by a cadre of influencers.
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This is the first partnership of its kind for Palladio, a fast-growing indie line also sold at Ricky’s, Forever 21, Zulily and select retailers nationwide. The brand is associated with its antioxidant and vitamin-enriched formulas. It illustrates the movement for more social networkers to team with brands or their own creations.
“Casey discovered Palladio in Sally Beauty and became an immediate fan of our Velvet Matte Liquid Cream Lip Color. We spotted Casey’s videos about our lip products and knew right away that we needed to reach out to her,” explained Shawn Haynes, Palladio’s chief executive officer. “The collection is the result of Casey’s genuine passion for cosmetics and Palladio’s expertise in delivering high quality products.”
Haynes said she was hands-on through every step of the process. He said it is the first lip collection for Holmes and Palladio’s first partnership with a content provider.