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Case Study: Curating for the Holidays—Tarte’s 2011 Holiday Collection

By: Heather Ratushny, Director of Product Development, and Jessica White, PR and Artistry Relations Manager, Tarte Cosmetics
Posted: October 26, 2011, from the December 2011 issue of GCI Magazine.
Tarte's Puttin’ On the Glitz Limited-edition Color Collection & Clutch

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The Tarte holiday collection wouldn’t be complete without a lip collection. The Lip Service Limited-edition LipSurgence Collection was designed with variety and value in mind. We wanted to give our LipSurgence fans five limited-edition shades that were especially appealing for the holidays. Our inspiration for these shades were some of Tinseltown’s most iconic smiles, and these lip products pay tribute to some of those leading ladies. And, in keeping with our Old Hollywood theme, we packaged this giftable set with faux diamond detail for that extra touch of glamour. As far as value, we wanted to give our LipSurgence fans a chance to add a variety of shades (five) to their makeup wardrobe for nearly the cost of one, so they are suggested to be retailed at similar prices.

To complement the lips, we also created a colorful eye collection. The limited-edition SmolderEYES Amazonian Clay Waterproof Liner collection was designed with the starlets of yesteryear in mind. We wanted to give our customers fashion-forward shades—six jewel-toned colors, all infused with Amazonian clay, making them waterproof and budgeproof. The same diamond-studded, silver-laced box was used for this glam set to stay in step with the rest of our glitzy, sparkling holiday items.

As a final piece of this collection, we paid tribute to our bestsellers in a giftable fashion. The Shining Stars Limited-edition Best Sellers collection was created to unite four of Tarte’s best-selling products with travel-friendly packaging. We thought about convenience during this creation: something people could travel with, especially during the busy holidays, without giving up the luxury of their favorite products. So we designed three of our best-selling and award-winning lip, cheek and lash products in deluxe sizes—plus a full-sized eyeliner pot—with this in mind.