Indie beauty brand RealHer Inc. is sharing the love.
The Lake Forest-based company is launching a monthlong campaign this month to support LGBT Pride Month in partnership with the LGBT Center of Orange County.
And it’s kicking off the initiative by releasing its first mascara and liquid liner. The label will also donate 20% of mascara and eyeliner sales from its website to the Santa Ana-based LGBT Center.
The new products follow the brand’s theme of motivational-phrase names. The waterproof liquid eyeliner is Eye Am OUTstanding, and the thickening mascara Eye Am Beautiful.
RealHer was founded in 2015 by Bill Xiang, who owns private-label beauty and skincare manufacturing company Senos Marketing Ltd.
Xiang was inspired to start the makeup label after the birth of his daughter, Yarie.
“I felt like I had a rebirth of myself after my daughter’s birth,” he said in a statement.
The company’s mission is to empower women to embrace their individuality.
Each package is labeled with the positive affirmations, such as “Be Your Own Kind of Beauty” on its eye shadow palette, and the “I Am Unique” lip pencil. Products are labeled as cruelty-free, vegan and natural, and prices range from $9 for eyelash adhesive to $60 for a makeup brush set.
It launched the online RealHer Sisterhood platform in March where users can sign up to share career advice and network.
Straight Talk
Kia Motors America released its latest ads for the summer sales season, and they reflect a different approach.
The Irvine-based automaker said it’s ditching the gimmicks and sticking to the facts to promote its most popular models, including Forte, Optima, Sportage and Sorento.
It features six-, 15- and 30-second television spots aimed at the general and Hispanic markets, as well as out-of-home and digital advertisements.
Shot on a white set representing a Kia dealership, two children dressed in Kia’s sales uniform make digs at traditional sales techniques, from showrooms filled with balloons to free donuts, saying buyers just “need a 10-year, 10,000-mile warranty and a 2018 IIHS Top Safety Pick award.”
The kids also made an appearance on last month’s taping of ABC’s “Jimmy Kimmel Live” The 60-second spot featured Guillermo Rodriguez, the real-life parking lot guard for the Jimmy Kimmel show and an occasional on-air sidekick, playing the part of a potential buyer. Rodriguez rattles off his requirements and is quickly given a contract. He asks about “all the shenanigans,” meaning the typical haggling, and the child actors reply that Kia “doesn’t need all the hoopla to sell a car.”
One Vision
Irvine-based real estate franchiser Realty One Group is ramping up marketing efforts, from purchasing video segments on five digital billboards in New York’s Times Square to hiring David King for the newly created role of chief brand officer.
King will oversee the company’s branding, communication and marketing initiatives.
Chief Executive Kuba Jewgieniew said King will help grow the brand and take it “to the next level.”
King, who’s moving from North Carolina, will be based out of the company’s Laguna Niguel office.
He previously served as chief brand officer of Charlotte, N.C.-based Movement Mortgage, helping to grow its marketing division from two employees into a 50-person staff and helping move it from a regional lender with $1 billion in loans to a national firm processing more than $13 billion in a variety of loan products.
Founded in 2005, Realty One is a family-owned real estate brokerage and franchiser with more than 10,000 real estate professionals and 113 offices in 29 states.
Second Lap
Public relations firm Miller Greer & Associates is getting cozier with Orange-based dental services provider Western Dental Services Inc.
The healthcare specialty PR firm is working on a second campaign with Western Dental this month after partnering on a project nearly six months ago.
The campaign will focus on informing minority communities about their increased risk for cavities, based on an April study by the Centers for Disease Control and Prevention.
Miller Greer & Associates Vice President James Chisum said the initiative follows the success of its first project, which was tied to raising awareness on expanded benefits for Medi-Cal Dental recipients. It was able to secure more than a dozen placements in outlets across the U.S. in less than three months, leading to a spike in traffic at Western Dental clinics.
