With an eye on keeping the momentum building on the heels of collaborations with Kylie Jenner, SinfulColors is once again teaming up with a social media star.
Celebrity makeup artist and vlogger Kandee Johnson is the latest expert to lend a hand in developing a color palette while attracting a young and stylish audience.
Johnson, known for her cotton candy pink locks, has more than 1.5 million followers on Instagram. Millions also tune into her YouTube tutorials for makeup tips and tricks.
SinfulColors isn’t the only brand seeking her influence. McDonald’s is also using her to court a younger clientele for its all day breakfast initiative.
“We wanted to bring innovation and excitement to a declining category…and we didn’t need to look any further than Kandee! Her energy, her talent and her love of color is contagious to watch, which can be seen in the strong engagement with her fans, a fan base that spans across many demographics,” said SinfulColors’ head of marketing, Blake Decker. “In the early distribution, we are seeing high interest in the social sphere and at retail.”
Last week Johnson took to Instagram to tease her new colors. “We’ve been working on these for a long time, creating the colors — me changing so many details with them on everything from lettering, to slight different hues of the polish, to me naming them all,” she wrote.
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Her two limited-edition entries, Pretty Vintage and Vintage Anime, arrive on shelves this month and will be available through April.
Pretty Vintage includes 12 limited edition shades in both matte and sugar textures. Vintage Anime is also 12-limited time only hues inspired by street style with an Eastern edge. The suggested retail for Pretty Vintage is $1.99 while Vintage Anime is $2.99.
The Kylie Jenner SinfulColor limited edition entries last year helped move polish, buyers said. Still, the lacquer category is in the red, down 9 percent through the end of 2016, according to IRI data for multiunit doors.