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Laura Geller expands ‘Baked’ collection and more for the season.
September 1, 2014
By: Melissa Meisel
Laura Geller Beauty has a cult following on QVC and other retail channels due to its high-performance, multi-tasking and color-corrective products for Every Woman. The brand—well known for its award-winning Spackle and Baked in Italy franchises—is expanding its portfolio this season with a variety of cosmetic additions, recently revealed to beauty editors as a luncheon at Harlow in New York City. Geller herself was in attendance, as well as new company CEO Elana Drell Szyfer. “Consumer feedback is a key driver in Laura Geller Beauty,” noted Drell Szyfer at the event. “For Fall 2014, we have refreshed our look and are bringing innovation to every SKU.” This former executive at Estée Lauder, L’Oréal, and Avon is no stranger to the beauty business. Drell Szyfer also has joined Tengram Capital Partners, an investor in Laura Geller Beauty, as an operating advisor. In this capacity, Drell Szyfer will work with Tengram on its beauty portfolio (including Nest Fragrances and Deva Curl), take on board seats and consult on potential new investments. Laura Geller Beauty retails on QVC in the US, UK, Germany and Italy, at Ulta and Beauty Brands retail locations and online at www.laurageller.com. “I am very excited to welcome Elana on board. I am confident that her significant industry expertise and leadership will take the brand to the next level,” said Geller about the new CEO. There’s something for everyone in this new roster of products. Headlining is Baked Gelato blush, billed as an “innovative, next-generation hybrid cream-powder formula” embossed in a fresh 3D design. This pigmented blush creates a translucent, vibrant color for a flirty, natural-looking flush finish. Other products include StyleLash Intense Lengthening Mascara, designed to create flutter-worthy, flirty lashes that go the extra mile; a Simply Smoky Shadow & Liner dual-sided creamy formulation made with soothing aloe, cucumber and vitamin E; as well as a Baked Setting Powder with micronized spherical pigments said to diffuse light evenly to create a soft focus effect. “Like all of our Baked products, Baked Setting Powder starts as creamy liquid that is baked and hand-finished by Italian artisans into silky powder,” explained Geller. “Because Baked starts as cream, the products are not formulated with the additional fillers or binders that can dull pigments and feel dry or heavy on skin.” The beauty brand is well-known for its following of “Geller Girls” drawn to the company’s recently revamped website, as previously reported in Happi. “Our mission is to create the next innovation that solves problems for women everywhere,” said Geller.
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