The leading cosmetics manufacturer OFRA Cosmetics has undertaken a new rebranding exercise launching a campaign, ‘Glow Up with Us!’
The professional make-up and cosmetics kit manufacturer, OFRA Cosmetics launched its new brand campaign, ‘Glow Up with Us!’ touching every aspect from logo, to packaging, to e-commerce, to social imagery to beauty influencer event.
The company known for its liquid lipstick and highlighters focused on beauty professionals as its primary target audience for several years. The rebranding exercise, however, is in the context of the changing business environment wherein social media and bloggers exert tremendous influence on buying decisions. Two such famous examples are the popular Youtuber Kathleen Lights (KathleenLights) and the social media celebrity Nikkie de Jager (of NikkieTutorials) who make strong impressions on the minds of the consumers with their online beauty products and cosmetics related content.
OFRA Cosmetics president Ofra Gaito, a therapist and makeup artist, and also a social media star herself, collaborates extensively with beauty bloggers like Kathleen Lights and Nikkiede Jagar. With deep business knowledge and nearly 40 years of beauty industry experience, OFRA felt the need to move from B2B to Indie taking the brand to the next level. The new global branding that represents the company’s versatile and progressive image was launched in presence of OFRA’s team, distributors, and top beauty influencers at an event in Miami.
While OFRA will continue to promote all its vegan and cruelty-free products, they will be supported with the new, “Glow Up” branding. The company wants to position the brand for the beauty enthusiasts who are confident in their style and those that do not want their glamour to be just another routine but rather wish to perfect their beauty, every day, according to a company press communiqué.