December 2, 2020

Kevyn Aucoin Beauty Re-brands With Digital Focus

Fifteen years after the makeup artist created his namesake brand, Kevyn Aucoin Beauty is going under a re-brand to highlight Aucoin’s legacy with a more modern, digitally savvy approach.
“We looked at this opportunity to understand who was following the brand and we discovered this world of consumers, influencers and [makeup] artists that were passionate about Kevyn Aucoin,” said Hillary Solomon, chief executive officer of Kevyn Aucoin Beauty, which was acquired by Manzanita Capital in 2015. “With that we took a look at the brand, the inspiration and Kevyn’s legacy and discovered it was time to take the brand and make it relevant for today.”
The brand will be going full force on its various social media platforms and its relaunched e-commerce site, specifically with educational materials consisting of illustrated and video tutorials and digitized pages from Aucoin’s “Making Faces” book, which is also celebrating its 20th anniversary. According to the brand, Kevyn Aucoin Beauty has performed well among influencers and makeup artists, however it is embarking on this digital focus to attract a younger consumer who may not be familiar with the brand or makeup artist.
“[Kevyn] was really known for creating transformations,” Solomon continued on why the educational materials are important for

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