To launch the new cosmetics line from Joe Fresh Style—aptly named Joe Fresh Beauty—the company invited 350 members of the fashion and beauty media to a cocktail party in the Joe showroom in Liberty Village Wednesday. “Normally we have whatever is in store here, and media are welcome to come anytime to look at things and to borrow items for shoots. We rarely use it for a party space, but we just thought it’s such a great, clean, open space so this is what we wanted to use it for. It really shows off the product,” said Liz Margles, vice president of marketing for Loblaw Companies Ltd.
Oversize posters of models from the company’s print campaign—including Canadian supermodel Lisa Cant—served to divide the long, all-white room. Round product images hung on the walls and makeup artists offered product demonstrations at stations throughout the space. Cant and Canadian makeup artist Simone Otis, who served as a consultant during the product development, mingled with guests, while DJ Sky Nellor spinned tunes and servers offered hors d'oeuvres from Lindsey Shaw Catering.
The product line includes more than 200 items and remains true to the Joe Fresh brand, which aims to offer fashionable and affordable clothing and accessories. “The approach we’ve used with the fashion collection translates beautifully to cosmetics,” said Joe Mimran, creative director of Joe Fresh Style. “We want to dress our customers from head to toe, and that includes makeup. For us, it’s always about value, style, and quality.”
Margles noted that all of the products are priced between four to eight dollars. “We really benchmarked our product prices against the mass makeup that you would see in a supermarket or a drug store, but because of our volume and our buying power, we were really able to benchmark the quality of the product against a much higher-end product, so the quality is higher end, [and] the price point is lower,” she said. “It’s the same formula we use for everything with Joe.”
Guests received a $5 Joe gift card when they arrived, and could snap their own photos at a small booth located just inside the venue. “You can get your makeup touched up, or not, and then go take your photo,” Margles said. “Not only are we projecting it onto a big screen, but you get a printout with the little Joe logo at the bottom, so it’s a cute little keepsake.” The collection, already available in about 12 locations, will be rolled out to 250 Loblaw stores across the country this month.
