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Mirabella Targets Cosmetics Consumers at Spas and Salons

By: Leslie Benson
Posted: December 2, 2008, from the December 2008 issue of GCI Magazine.

Adrienne Kramer, president, Mirabella Beauty Cosmetics

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In addition, Pure Mirabella, the brand’s natural mineral makeup line, has outsold its other products eight-to-one, according to Kramer, and her long-term plan to embrace emerging technologies and packaging innovations for future product launches will only further the success of the line. “Mineral makeup is here to stay, both domestically and globally,” she says. “For the salon industry, this has been a rally cry for years, and it will be a strong focus of Mirabella.”

Growing business for natural and salon brands is a skill Kramer knows well. In previous positions, she successfully increased the profitability of businesses on the decline, and she boosted distribution for leading hair care brands such as Clairol, Revlon and Wella. Similarly, her plan for Mirabella is to improve supply chain management, to acquire complementary companies in parallel markets, and to partner with customers in a more meaningful way by offering salons hardware and testers at no charge to maximize their profitability.

But most of all, Kramer hopes to reconnect the appeal of buying color cosmetics at the spa or salon with the mass consumer. “In times of economic challenges like we are facing right now, women turn to things that offer immediate gratification,” Kramer says. “No one item meets that need more than a new lipstick. Every woman can throw a new lipstick in her bag and feel good about herself. Fulfilling that need is a role we plan to help salons meet on a daily basis.”