The Covergirl brand is growing its consumer acceptance and loyalty, driven by the Jennifer Hawkins sponsorship along with great new technology and product initiatives. To continue consumer awareness of its great technologies and products, Cover Girl has recently appointed Drew Barrymore, who is very popular with our target consumers, as an additional global face of Covergirl.

Max Factor is executing new-look equity and imagery across Australia, with Carmen Kass, the new face of Max Factor, giving the brand a more contemporary look. The communications and media reinforce the backstage make-up artistry with behind the scenes ‘caught in the moment’ photography and catwalk extravaganza. Break-through technology, like the IFX mascara brush, great colour initiatives and new product launches, along with these new communication executions, have added to this the strong growth.

Bourjois, Heat’s newest cosmetic success story, was introduced into Australia in 2007. Launched in Priceline as an exclusive, the brand became Priceline’s fastest growing new brand and drove their ‘masstige’ category. Distribution of this quirky French brand is now being extended to include Target and Kmart. The brand is also a magazine editor favourite with all its exciting colour products and packaging.

Ulta3 continues to experience positive growth in the pharmacy channel. Dedicated to delivering a superior variety of colours, Ulta3 will be refreshing 40% of its Nail Polish Range next month, introducing new “must-have” shades. A further 15 new fashion shades will be launched in June 2008, bring Ulta3’s total nail offering to 80 highly sort-after shades. This is expected to bring further growth to the brand, increasing sales on an already high performing category.

The Elite brand, a first for Heat in the beauty and fashion accessory range, has made very positive in-roads into this very competitive personal care category. A licensed brand from the world’s top modelling agency Elite, it is the only brand in its category to have this beauty and fashion connection, with products endorsed and styled by leading models in France. In its short time in the country, Heat has been successful in ensuring the brand’s strong growth and excellent acceptance by consumers. The brand has a very distinct positioning in its media and its products are superior to competition despite similar price points. Heat expects to continue expanding the locations consumers can find the brand..

Beauty Editors and consumers have been delighted with the luxurious products redearth has to offer. The brand has gained acclaim across the world for its distinct combination of affordable, yet premium quality, beauty products. redearth’s products and packaging for seasonal collections are prestige in presentation and quality with limited editions being introduced each season becoming increasingly more popular with consumers. The redearth philosophy of ‘premium beauty made easy’, means products are prestige in their quality and look, yet simple to use – all products have a ‘how-to’ diagram included and they are also priced significantly lower than those of prestige brands.