LaunchPad - July 2012 - (Page 56)

INSIDE STORY Mineral Magic For those who know the eyes have it, Extra Lash and Extra Brow enhancing serums will be packaged promotionally with other Sormé and Refineé products to give an instant lift, while new gel eyeliners in four shades will be released in pot containers for easy application. (Refineé is a companion skincare line.) To achieve sun-kissed skin, just-released Baked Bronzers complement the company’s existing bronzer line and can be used wet or dry thanks to a silky formula baked on terra-cotta tiles. Finally, trend-seekers will be satiated with limited edition spring/ summer palettes in bold hues. “For summer, we introduced brights, such as amethyst and vivid green, and our future palettes continue to be on-trend,” Bosley relates. “We’re going to start offering more of these limited edition palettes.” Fall and holiday releases will be available later this year. Salons and makeup pros alike will be supported through a rollout of educational DVDs and instructional videos on the Sormé website, including intel on the products and how to use them to create everything from the latest red-carpet looks to a classic smoky eye to dewy skin—along with tips from pro makeup artists (including Melissa Schleicher, Carrie Underwood’s makeup artist, who swears by the brand). Meanwhile, salons purchasing full displays will receive posters, brochures, and in-salon education and events. “We’re also expanding our distribution and introducing gifts with purchases this year,” Bosley enthuses. “The company started out offering a single eye pencil in black, but we’ve definitely evolved from there!” —Tracy Morin Sormé Treatment Cosmetics launches new packaging, products and limited edition palettes for 2012—along with enhanced support for salons. Need proof that “good for you” doesn’t mean boring? After more than 17 years in business, Sormé Treatment Cosmetics is updating its offerings for 2012, rolling out new formulations, shades and products that beautify and better skin with botanicals, minerals and vitamins ( First up, prettier packaging for lipstick, blush and shadow containers, with windows to show off the shades inside. Additionally, a new antiaging formula, Dermaxyl Peptide, is featured in Fresh Start Primer to hydrate, support natural collagen, and smooth fine lines and wrinkles. “We’re not just a makeup line—we’re a treatment makeup line that improves the look of skin,” Erika Bosley, marketing manager, explains. HANDS FREE DISPENSER PERFECT PAPER • Strong grip with flow thru penetration • Total saturation and neutralization • Pre folded • Jumbo size 2 1/2 “ X 4” DISTRIBUTED BY: 888-965-2824 Available at Beauty Supply Stores everywhere 56 7.12 Still life: Armando Sanchez

Table of Contents for the Digital Edition of LaunchPad - July 2012

LaunchPad - July 2012
Editor’s Notebook
In Touch
Runway Report
Star Struck
First Look
Inside Story
Brand New
Color Lab
Male Order
Tool Talk
My Way
20 Questions
Salon of the Month
Free Launch
Beauty 911
Only Hue
Lash Lingo
American Beauty
Curls of Wisdom
Quick Tips
Advertiser Index
Look of the Month

LaunchPad - July 2012