Botanical ingredients are all the rage in today’s beauty products; they’re known for fortifying skin health on top of making a simple face powder or lipstick more naturally derived. Palladio Beauty Group of Hollywood, FL recently positioned itself for a global relaunch utilizing this angle. The new campaign features fresh product packaging as well as an updated logo and tagline as part of an aggressive strategy to reposition the brand and grow sales in 2015.
 
Products span from Lash Obsessed Mascara, a volume-bulding formulation ($10) to Line Out Loud glitter eyeliner with “intense” pigments ($7). Skin care is also on the menu by way of a foaming cleanser/makeup remover ($11) and the company offers an anti-wrinkle serum ($12) with hydrolyzed collagen and vitamin A.
 
Palladio Beauty Group— which is available at www.palladiobeauty.com and Sally Beauty Supply and is loved by lifestyle experts like Jamie Krell—will expand its existing stable of offerings with clever new makeup solutions for the modern day consumer as it continues to seek gains in market share among its competitors, said the company. The brand’s new launch plan includes an aggressive total of 82 SKUs in 2015!
 
The new direction marks the beginning of several branding initiatives to significantly increase global reach and enhance the positioning of its beauty products while maintaining Palladio’s value proposition of high quality cosmetics at an affordable price point, according to the company. The well-established maker of color cosmetics for the savvy beauty-lover is undergoing its makeover under leadership of president Tom Winarick.
 
“With the value beauty segment exploding globally, we are bringing the brand to the next level where we can compete with any brand regardless of price point,” said Winarick. “Our new look is modern, glam and sexy – it clearly raises the perceived value of the products and will appeal to the global consumer.”
 
Palladio once defined itself as “Herbal & Vitamin Enriched,” but will now use the phrasing “Botanical & Vitamin Infused.” The new language more accurately conveys the core beliefs of the line and its individual approach to formulation, according to Winarick. It will also unveil a new logo that will emphasize a fresh aesthetic.
 
“We wanted to maintain our emphasis on making products that are beneficial to the skin, while adding a glam factor,” Winarick added. “We are committed to driving brand awareness for Palladio’s Beautiful & Beneficial stance with our rejuvenated brand communication.”
 
Palladio anticipates that the enhanced launch strategy and re-branding will result in expanded retail presence with strong visual impact that pops at point of sale. Brand executives look to increase domestic same store sales by a minimum of 30% while dramatically broadening the brand’s international distribution, which is already sold in over 50 countries worldwide.
 
This is the first time Palladio has made changes to its logo and packaging since it launched in 1985. But, according to its president, the time is right to create a new buzz about the brand.
 
“We believe in our partners and look to support sales through promotional programming, marketing and our own investment in public relations,” said Winarick.