The Estée Lauder Companies has launched Too Faced’s ‘Better than Sex’ Eyeliner into travel retail.
It is now available in major airports, online and downtown duty free stores worldwide.
Too Faced’s Better than Sex Eyeliner is a liquid eyeliner that offers a sharp, fluid,and smudge-proof line. Its high-pigmented formula offers ultra-rich deep black pigment with a one-swipe payoff.
The long-wearing waterproof eyeliner lasts 24 hours and is non-fading and flake proof. It is also cruelty free, in accordance with Estée Lauder’s sustainability goals. The eyeliner follows in the same vein as its best-selling ‘Better than Sex mascara’. The mascara is the brand’s top-selling SKU, with one sold every 7.4 seconds.
As reported, make-up brand Too Faced made its travel retail debut in November 2018. It was acquired by The Estée Lauder Companies in 2016 for US$1.45 billion, which at the time was the largest acquisition made by the company.
Too Faced’s brand ethos of “being your best self and having fun while kicking ass”, has made it “one of the most dynamic makeup brands in the world” according to The Estée Lauder Companies President and CEO Fabrizio Freda.
The new eyeliner launch is part of the brand’s continued strategy to grow its market in the channel.
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Going strong on Globuy
As a lead business partner of The Moodie Davitt Report, Too Faced’s story will also appear in coming days in Chinese and with a consumer voice on fast-growing Chinese B2C WeChat social media account Globuy [玩转全球免税], as part of a new collaboration between Globuy owner Extra-Aile Media in Shanghai and The Moodie Davitt Report. Globuy aims to become “the KOL of Chinese travel retail” and already has 400,000 followers and a monthly audience of 1 million views for its WeChat social media platform promoting new launches, product availability, promotions and special offers. Underlining the strong affinity and complementary nature of the two companies’ work, Globuy has dubbed The Moodie Davitt Report “the KOL of travel retail B2B media” Under the agreement, selected stories from The Moodie Davitt Report.com’s lead brand partners in beauty, fashion, luxury, confectionery and premium spirits are also published by Globuy in Chinese. These include product reviews by the Globuy team. Globuy is promoting The Moodie Davitt Report’s platform to China’s travel retail sector and to its own consumer audience in China. The Moodie Davitt Report subsequently also publishes a curated selection of Chinese consumer feedback on the chosen stories and will reveal the results of regular consumer surveys conducted in association with Globuy. |
