Joe Fresh, Loblaw’s affordable fashion line, is branching out into makeup with its budget-friendly cosmetics line, Joe Fresh Beauty.
The brand is applying the same philosophy as it does to its clothing and accessories: top quality at affordable prices, said Elizabeth Margles, vice-president, marketing of Joe Fresh Style at Loblaw Companies Limited.
Just before the retail launch, Joe Fresh introduced the line to hundreds of professional make-up artists in Vancouver, Toronto and Montreal, said Margles.
“We benchmarked the quality against high-end products,” she said. “We don’t put something in the store that we don’t have 100% confidence in and that we wouldn’t back up.”
The Joe Fresh Beauty collection is fashioned after high-end beauty lines, but at a lower retail price: most items are $4 to $8, with brushes and accessories from $2 to $16.
Joe Fresh is supporting the launch with national print ads developed by its creative agency of record Bensimon Byrne.
Customers will receive a coupon towards their next purchase of Joe Fresh Beauty this month, when they buy an item of Joe Fresh clothing.
In addition, a “mobile beauty box” offering makeovers, tips, samples and gift cards will make stops at campuses, festivals, and other high traffic areas across the country. PR firm Jane Gill & Associates organized the mobile event.
Joe Fresh launched just over two years ago with clothing for men and women. Last year, it added a children’s line; and more recently, lingerie.
