Posts Tagged ‘Too Faced Cosmetics’

UNDERCOVER AGENT REVEALED: LISA!

Thursday, August 16th, 2018

AGE:  49
CITY/STATE:  Knoxville, TN
PHILOSOPHY: You are never too old!
AM BEAUTY ROUTINE:   Wash with Derma e Nourishing Rose Cleansing Oil then exfoliate with either Aveeno Positively Radiant Skin Brightening Daily Scrub or Derma e Purifying Daily Detox Scrub before applying Ole Henriksen Uplifting Transformation Eye Creme and Boscia Oil Free Daily Hydration 15 SPF (now discontinued).  After moisturizer penetrates apply PUR Correcting Primer Prep & Perfect, LA Girl PRO Conceal (green for redness and orange for melasma), Too Faced Born This Way foundation (with an Aesthetica Cosmetics Beauty Sponge), Wet n Wild Photo Focus Concealer, Chella Eyebrow Cream and Anastasia Beverly Hills Brow Wiz pencil, Too Faced Chocolate Soleil Matte Bronzer, ULTA Mineral Blush, and Laura Mercier Translucent Powder. Occasionally neutral colors from the Morphe Pro 35N Eyeshadow Palette  or Urban Decay 24/7 Eyeliner Pencil with Benefit Cosmetics Roller Lash Mascara.  Then Glamglow Glowsetter or Cover FX Illuminating Setting spray, and the lip color of the day!
PM BEAUTY ROUTINE:  Just like the AM, I start with Derma e Nourishing Rose Cleansing Oil and then wipe makeup off with a tissue. Splash some water and add some Peter Thomas Roth Rose Stem Cell Cleansing Gel to my Vanity Planet Ultimate Spa Facial Cleansing System brush and clean!! I follow this with Pixi Glow Tonic, Mint Pear Collagen Serum, Perricone MD Neuropeptide Eye Therapy, Oil of Olay Regenerist Micro-Sculpting Cream on face, neck and decollete. Finally, Glossier Coconut Balm Dotcom on my lips.
CAN’T LIVE WITHOUT PRODUCT:  Derma e Nourishing Rose Cleansing Oil 
CAN’T LIVE WITHOUT COSMETIC:  Benefit Cosmetics Roller Lash Mascara
MOST EXPENSIVE PRODUCT:  Perricone MD Neuropeptide Eye Therapy
BEST BARGAIN PRODUCT:  Wet n Wild Photo Focus Concealer
FAVORITE BEAUTY TOOL:  Aesthetica Cosmetics Beauty Sponge or Vanity Planet Ultimate Spa Facial Cleansing System
MISC:  Start young and take skincare seriously! Or you will be my age and trying to undo damage!

TRUTH IN MARKETING: TOO FACED COSMETICS!

Thursday, November 9th, 2017
We’ve all either tried or read about Too Faced Cosmetic’s Better Than Sex Mascara.  For many, it is regarded as a cult beauty product; however, to The National Advertising Division of the Council of Better Business Bureaus, it is believed to be a case of industry hype.  NAD has recommended that Too Faced discontinues its claim of adding “1,944 per cent more volume” to lashes after application, which appears in product packaging and on-line content.  Challenging its before-and-after pictures, NAD believes that these assertions are exaggerated.

Speaking with WWD, Too Faced Cosmetics and its parent company, The Estée Lauder Cos. said, “Too Faced strongly stands behind its claims and has appealed the NAD’s decision in this case. The tests used to establish these claims were conducted using sound methodology at a highly regarded independent laboratory and the results support not only the 1,944 percent claim, but also the before and after photographs at issue.”

 

THE BUSINESS OF BEAUTY: TWO FACED COSMETICS

Wednesday, November 16th, 2016

toofaced-christmas-gift-sets_1Adding a new jewel to its crown, the Estée Lauder Companies, Inc. has negotiated a deal to purchase Too Faced Cosmetics, for approximately $1.45 billion, according to a recent article in Bloomberg.  The Los Angeles-based indie beauty brand, created by Jerrod Blandino and Jeremy Johnson, has a huge presence among millennials, with an impressive social media capture of more than 7 million Instagram followers.  With its Better Than Sex MascaraChocolate Bar Eyeshadow Collections, and Melted Long Wear Lipsticks, the brand is expected to exceed $270 million in annual sales.  As opposed to the traditional department store model, Too Faced is known for its strong internet business and relationship with specialty stores.

This follows a large trend in acquisitions among cosmetics companies.  In October, Coty Inc. acquired a large portion of Proctor & Gamble’s beauty division for $12.5 billion, while over the summer Revlon announced its intention to buy Elizabeth Arden for $419 million and L’Oreal SA agreed to purchase IT Cosmetics for $1.2 billion.  “We like the acquisition,” Jason Gere, an analyst at KeyBanc Capital Markets Inc., said in a report. “Estee Lauder has a demonstrated history of success in driving scale of smaller, high-growth brands on its global platform.”