Targeting the Pro Consumer

For 67 years, Kryolan Professional Makeup has served Hollywood insiders and professional makeup artists a range of 16,000 items in 750 shades. Come December, Kryolan will be available to the masses. According to WWD, "...the brand will launch updated packaging, brand visuals, products and Web site all by the end of 2012..."

Kryolan, currently well received by professionals, is looking to expand their reach to a consumer interested in buying professional products. Kryolan will launch with the slogan, "Makeup Is Science" which speaks to the in house manufacturing of all products, “Everything we develop has a science and chemistry background.” said Dominik Langer, managing director of Kryolan.

This launch could impact pro geared companies like MAC, Smashbox and MakeupForever. We'll see!