At the start of the month, P&G brought its Max Factor brand back the US for the first time in years. That company’s renowned global creative design director Pat McGrath put together “an assortment of products curated around a single look,” as Cosmetics Design reported.
The small collection, available online only, comprises product to create a “cat eye with a nude or rose lip…. I wanted to create a collection of essentials that give a fresh take on classic glamour,” McGrath explained to allure.com’s Sophia Panych.
Now the mass market German brand has arrived. Each item in the full range of color cosmetics is priced under $9.
Contextualizing the Catrice brand in her item about the US launch for racked.com, Cheryl Wischhover notes that, “Cosnova also happens to own Essence cosmetics, which has been available here for quite a few years. Think of Essence as the younger, cheaper, trend-driven little sister to Catrice.”
To build its consumer base here in the States, Catrice is reaching out to influencers. As Cosmetics Design recently reported, “beauty influencers create social content that resonates with consumers, but they aren’t all big-name stars.”
And Alexa Tonner, EVP of Collectively, affirms that “there's a whole range of digital influence, from ‘micro-influencers’ with less than a hundred fans to celebrity influencers with millions of fans.”
“They often have preferred platforms--in the beauty world, YouTube and Instagram are dominant with Snapchat on the rise,” she tells this publication.
For its move into the US market, Catrice is working with a selection of beauty influencers who each have under 100,000 followers, according to racked.com.