Kryolan Introduces New Slogan, Website, Ad Campaign, Packaging and Products this Fall
LONDON (October 5, 2012)—Kryolan Professional Make-up, the makeup brand that has provided outstanding products to theater, TV, film and fashion professionals for over 65 years, reveals a completely new look, feel and positioning for the brand under the new slogan, Kryolan: Make-up Is A Science.
The new slogan, Kryolan: Make-up Is A Science, provides the basis for the brand’s new website (launching early November), PR & advertising campaigns, brand visuals and packaging, as well as seven completely new products—all launching this fall. The new ad campaign features stunning makeup looks for fashion, film, TV and theater, all shot against a clever scientific backdrop designed to highlight Kryolan’s unique scientific background and approach to manufacturing.
The brand’s new positioning has been crafted to draw on Kryolan’s rich, independent heritage and experience innovating for makeup artists since the 1920s, when the line’s founder, Arnold Langer, a committed chemistry student heavily influenced by the artistic expression in Berlin, combined his passion for theater and science to create the revolutionary makeup brand. Today, Kryolan demonstrates to professionals across the board that the brand not only understands the everyday needs of makeup artists, but also continues to innovate to be the first to add groundbreaking products to their kits.
As a result of Arnold’s revolutionary and scientific approach to makeup manufacturing back in the 1920s, as well as Kryolan’s team of highly-skilled technicians that work in its Berlin-based labs today, Kryolan has the strength to pioneer technical breakthroughs and deliver an unprecedented array of formulas, colors and textures never before seen. Kryolan, which also makes products for body painting and medical makeup, currently boasts a range of over 16,000 products, including makeup engineered specifically for high definition and special effects work.
To coincide with its new look and feel, Kryolan is also launching seven new products this fall:
- HD Living Color in Silver and Silk Gold: Kryolan introduces these two stunning new colors to its range of vibrant pigments that give long-lasting results and can be used as eye shadow, color intensifier, or for creating the makeup artist’s own airbrush colors with the HD Micro Foundation On Air Colorless Base.
- HD Micro Primer: The lightest of primers, this product has been developed to smooth out pores and even the skin while enhancing makeup application.
- Faceliner: A 17.5 cm lip and/or eyeliner pencil with a new texture, formulated to achieve perfect lines that last.
- Nail Color: Hardwearing and chip-resistant, the new nail polishes from Kryolan come in a range of vibrant shades for the most imaginative of creations. For a perfect finish, use Kryolan Base Coat. For a matte effect, use Kryolan Nail Top Coat.
- Eye Shadow Primer: A new and improved formulation for any eye shadow that allows flawless blending and enhances durability.
- Lipstick in LC334: A striking and fashionable neon color, but more sheer than other Kryolan lipstick colors.
- Make-up Blend: A liquid to smoothen or dilute any cream makeup, from foundation to lipsticks. Just add 1-2 drops, mix and apply to the face or body.
Wolfram Langer, Kryolan’s managing director and son of founder Arnold Langer, says:
“We pride ourselves on our intimate knowledge of the fast-paced professional makeup world, and know that artists across all disciplines, from theater, to film, to fashion have all used Kryolan products throughout their careers. They know they can trust us to provide the highest standards in the market.
But we also know that we have to remain up-to-date with our image so makeup artists understand that we are not an old-fashioned brand making staple products; we are exciting. Our approach is fresh and our makeup is fashion-forward, advanced and different.
We are also an independently family-owned business. This gives us the freedom and the power to listen to the Industry and swiftly deliver what no other manufacturer can. Each of our products are designed and made by technicians at our Berlin headquarters, who share the family’s passion, know-how and desire to make outstanding items of makeup that deliver outstanding results.”
Kryolan at a Glance:
- Kryolan’s new website will launch in early November. The site (www.kryolan.com) will feature an online shop, the first for the brand.
- Kryolan is also available at its own shops and franchises in over 90 countries worldwide.
- Kryolan brought 10 new products to market last year as well as hundreds of new colors.
- By the end of 2012, Kryolan will have introduced another 10 products (and hundreds more new colors).
- All of Kryolan’s 16,000+ products are produced at its 2,500 square meter site in Berlin.
- Last year, 750,000 units of its best-selling product, the TV Paint Stick, were produced.
- Kryolan produces 60,000 lip glosses, 120,000 cake makeup units, 60,000 lipsticks and 200,000 eye shadows every year.
- Kryolan used 30 shades of white pigment in the manufacturing of its products in 2011.
- From Berlin to Burma, Kazakhstan to California, Kryolan air freighted 300 shades of product to over 90 countries last year.
- In the 1960s, Kryolan introduced color hairspray to the market.
- In the 1970s, Kryolan brought Tuplast scar material to the makeup world. Also in the 1970s, Kryolan introduced the TV Paint Stick (a reformulation of the original that was first introduced in the 1950s) to satisfy the needs of makeup artists grappling with the introduction of color television.
- In the 1980s, the Dermacolor collection was formulated to help people with skin discolorations face the world with confidence.
- In the 1990s, Fluid Make-up was introduced to give the more natural finish that was popular in this era.
- All of the above products still exist in Kryolan’s product range.
- Aquacolor is Kryolan’s longest standing product. It was formulated by Arnold Langer in 1947 and is still manufactured to his exact formulation today. Un-rivaled to this day, last year, Kryolan produced over 350,000 units of the small-sized Aquacolor alone.
- Kryolan was the first to bring high-definition makeup to professionals, back in 2007.
- The longest-serving staff member is the company’s founder, Arnold Langer, who has worked at Kryolan for 67 years and now works a four-day week at its Berlin HQ.
- Kryolan’s most unusual customer to date is the Milka Cow, who uses 10 white and 10 “Milka purple” color sprays to achieve her look.
