UK colour cosmetics brand Jemma Kidd Make Up has partnered with the retailer Target to launch its new masstige diffusion range in the US.
JK Jemma Kidd will launch in 1,500 Target stores across the US at the end of this month and is aimed at a younger, more fashion-conscious consumer to the premium Jemma Kidd Make Up line, which launched in 2006.
JK Jemma Kidd will feature a range of eye, lip, cheek and face products inspired by catwalk glamour, with prices ranging from $14 -$36. In addition to the products, in store sampling units will allow consumers to experiment with the products, following Kidd’s step-by-step application guides.
“The strategy of creating a diffusion and masstige brand enabled us to extend our brand to a new consumer and market segment without devaluing or cannibalising Jemma Kidd Make Up School,” said co-founder and md, Grace Fodor. ”Jemma Kidd Make Up School brings high value return, while JK drives mass volume. With two clear and distinctive brands, we are able to fully exploit distribution channels and income streams.”
The new product line will be supported by a $15m marketing campaign for the first six weeks of launch.
