Wal-Mart stores will be carrying a Hard Candy cosmetics range from September
Hard Candy is best known for putting user-friendly products into the coolest packaging. This fall Wal-Mart stores will be carrying a Hard Candy cosmetics range as the company looks to develop a prestige beauty line.
Bringing what’s hot, trendy, and totally cool to those craving fun and functional beauty, Hard Candy products proved hard to resist for beauty editors and makeup junkies. From playful palettes and tasty lip glosses to enticing eye shadows, Hard Candy is deliciously addictive. According to Wal-Mart, the cosmetics brand was a natural choice for the foundation of the developing prestige beauty line, as it has a strong reputation with good growth opportunities.
Wal-Mart has confirmed the search for new high end beauty and cosmetics brands is on. A number of analysts have interpreted this as an attempt by the company to cling on to the new customers it has won through the recession. Wal-Mart, like many other discount retailers, is in a stronger position than the department store as consumers trade down and look for cheaper products.
The new line consists of 261 items ranging from shimmer lip glosses (Plexi Gloss, Lip Tattoo), baked eye shadow duos (Kal-eye-descope), glitter liquid eyeliner (Walk the Line), volume mascara (Ginormous Lash) and eyeliner pencils that double as hair sticks (Take Me Out Eyeliner). Prices average $7. Several iconic Hard Candy items will return, such as the Fortune Telling Lipgloss and the Eye Candy sliding compact with glitter eye shadow and coordinating glitter eyeliner, according to Lauren Kahn, Hard Candy’s senior brand manager, adding that the brand has exited its current retail partners and that sephora.com is clearing out its existing Hard Candy inventory.
source: WWD
Will you try the new Hard Candy x Wal-Mart makeup collection next fall?
Thu, Aug 20, 2009
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