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Jane Cosmetics revamps brand and increases retail reach

By Simon Pitman+

22-Aug-2013
Last updated on 22-Aug-2013 at 17:42 GMT

Jane Cosmetics revamps brand and increases retail reach

Jane Cosmetics has announced a complete revamp for its color cosmetics and skin care brands, as well as forming a retail partnership with salon specialist Ulta Beauty.

The company says it is debuting its re-launched collection at over 500 Ulta Beauty outlets throughout the United States this week and will be launching in a further 65 of the retailer’s outlets during the course of October.

"In bringing back the Jane brand, we wanted to provide women access to the most innovative technologies in beauty, the most fashion-forward colors and designs, and the impeccable quality of high-end products to foster her confidence in her look and her choices,” said Jane Cosmetics owner and CEO, Lynn Tilton.

“More important, the brand carries a message of philanthropy and giving that collectively creates the visual of a thousand blossoms blooming.”

Company brought back from bankruptcy in 2009

After its owners filed for bankruptcy in 2009, it was announced the brand was being relaunched in the USA back in January of this year, after it was acquired by Tilton’s company, Patriach Partners.

Although Patriach Tilton owns 75 other companies, holding a diverse portfolio of investments has earned her a reputation as being a highly respected member of the Wall Street investment community.

Patriach also holds a controlling stake in Stila Cosmetics, another almost forgotten brand that it acquired in 2009 and has re-worked with a totally new line and retail distribution network.

Jane brand's reputation built on affordable and trendy concept

The Jane brand, which built up a reputation in the 90s as being affordable and trendy, now features a completely new line up of products with all items priced at under $10.

The new line hit US stores nationwide in March and includes a wide variety of color cosmetics products, including eye palettes, liners, lip gloss and concealers.

As well as being marketed in traditional drug and department stores, the line is also marketed on the brand’s dedicated website portal, with the latest announcement now putting it in the luxury focused salon beauty segment.

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