Beauty on the go is the next frontier for cult beauty label Too Faced Cosmetics LLC based in Irvine.
The company—edgy in its product-naming—opened its first airport retail counter two weeks ago inside Terminal 4 at New York’s John F. Kennedy International Airport.
The location was created in partnership with Hong Kong-based duty-free store operator DFS Group Ltd.
Parent company Estée Lauder Cos. Inc. said in a statement that it plans to add more Too Faced travel retail locations in the U.S. and overseas.
“With this new shopping experience, Too Faced hopes to introduce new customers to the brand and offer existing fans an opportunity to purchase their favorites in a fun, new duty free setting,” the company said in a statement.
The New York location features TSA-approved and travel-friendly sizes. It’s decorated in the brand’s signature pink-and-gold color scheme and will carry its best-selling products, such as the Born This Way foundation line, Hangover face primer and Better Than Sex mascara. The company said it sells the popular mascara product every 7.4 seconds.
Last week, it also announced on Instagram that it’s partnering with model and Kylie Jenner’s best friend, Jordyn Woods, on an exclusive shade for its Rich and Dazzling lip gloss collection, garnering more than 22,000 likes the day it was posted.
N.Y.-based Estée Lauder bought the makeup brand in 2016 for $1.45 billion. Too Faced was founded in 1998 by Jerrod Blandino and Jeremy Johnson.
Getting Dirty
OC Fair & Event Center announced next year’s fair theme, “Acres of Fun,” to celebrate the county’s agricultural roots with a focus on land and the environment.
The theme marks the last of a three-year initiative by the Costa Mesa organization to focus on agricultural topics to salute those involved in “raising and enjoying the fruits of agriculture.”
Chief Executive Kathy Kramer said fair executives are excited to show fairgoers how to have acres of fun this summer.
“We love showcasing agriculture and educating the public about our rich heritage—it’s our mission and our passion,” she said in a statement.
Last year’s theme, “Free Your Inner Farmer,” featured marketing materials showcasing animals dressed up as farmers, including an illustrated chick wearing a cowboy hat, and was supported by special events, such as instruction on planting a garden, and free admission for those wearing overalls. The 2016 theme was “Farm Fresh Fun.”
Visitors were certainly on board last year to kick up their heels and get dirty; the fair reported nearly 1.5 million guests, breaking the previous attendance record set in 2011.
It’s now working to create new menu options, including adding to its $3 taste-of-the-fair specials. OC Fair said it will also bring back popular promotions, such as the Free Till Three deal on opening day, and We Care Wednesdays, which offer free admission and a carnival ride to visitors who bring donations for local charities.
The fair is scheduled to run July 12 through Aug. 11. Tickets for concerts go on sale starting Dec. 1.
Bits & Pieces
Irvine-based Mazda North American Operations named Drew Cary senior manager of brand communications this month. He’ll be responsible for managing internal and external communications, social media and corporate social responsibility efforts. Cary was previously with public relations firm Edelman, where he served as lead on Volkswagen USA’s experiential marketing team. … Bradley PR and Marketing in Orange added client Silva’s Fresh Eatery and Churrascaria, a Brazilian bistro that opened in Santa Ana this month.
