Carson Revitalizing Dermablend Brand Following Decision To Retain Business
This article was originally published in The Rose Sheet
Executive Summary
Carson Products will support its Dermablend corrective cosmetics brand with an advertising campaign slated to break in September. The company will then back the brand with a "much larger" push in January 2000, Dermablend CEO Tim Hogan said.
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Dermablend
Puerto Rico sales exceeded $30,000 following the brand's June debut in the country, a rate that tracks above the domestic average per door, Carson reports. Dermablend is available in eight Sears and two J.C. Penney doors in Puerto Rico, with a Macy's launch possible for spring 2001. The Puerto Rican entry was backed by a $50,000 advertising and public relations campaign heavily supported by Sears, Carson says. While the entire corrective cosmetics line is available in Puerto Rico, the shades were modified for the local market, the company notes. Carson also plans to move the brand into Brazil and Argentina (1"The Rose Sheet" June 14, 1999, p. 6)
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