Cosmetics brand launched by Propaganda set to expand into US a year ahead of schedule after signing deal with huge retail chain
The US expansion of the brand comes after a deal was struck with the largest perfume and beauty product retail chain in the USA Sephora, which also has a huge network of stores across Europe. A 200 strong product and colour range of Illamasqua cosmetics will be introduced to selected outlets within the Sephora retail network from October onwards, with the Times Square store in New York being the first to debut the products. Speaking of the roll out of the brand Julian Kynaston, founder of Propaganda, said: The deal with Sephora has been done about a year ahead of any formal planswe had for the U.S. Without doubt the reason we have done the deal now hasbeen the phenomenal lobby from bloggers to get the Illamasqua brand to theUS. The noise was too loud to ignore - for us and Sephora."Propaganda's positioning work for the brand as a 'night time make up'combined with what we are convinced is best in class product is opening upopportunities all over the world."Perhaps the best news of all is that the UK counters are performing stronglywith our flagship counter at Oxford Street now setting record sales for usweek in week out."
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