Germany-based professional make-up brand Kryolan has rebranded itself in response to growing interest from the mainstream beauty market. The 65-year-old brand, which was traditionally been used by make-up artists in theatre, TV and film, has unveiled a new look, feel and positioning under the strap line "Kryolan: Make-up Is A Science."
The new positioning is said to draw on both Kryolan's heritage and founder Arnold Langer's expertise in chemistry and passion for innovative beauty formulations.
Meanwhile, the brand has also responded to growing demand with the launch of a new website, which features an online shop. The e-shop will sell the brand's comprehensive line-up of products, along with new launches such as its new nail colour collection (£12.65 each), Eye Shadow Primer (£15.15) and Make-up Blend - a liquid used to smooth or dilute cream make-up formulations (£23.85).
Commenting on the rebranding project, Wolfram Langer, son of Arnold Langer and current md of the company said: "We pride ourselves on our intimate knowledge of the fast-paced professional make-up world, and know that artists across all disciplines, from theatre, to film, to fashion have all used Kryolan products throughout their. But we also know that we have to remain up-to-date with our image so that we are not an old-fashioned brand making staple products; we are exciting."