To make H. Couture Beauty’s gold plated, Swarovski crystal encrusted mascara the “must have” cosmetic cache product of 2006. This be-jeweled mascara, which included lash guards and a personal mascara concierge with purchase, retailed for more than $500.00 per tube. Crystal encrusted lip color retailed for $150.00 + per tube.
During a time of perceived prosperity (pre-2008), we took the tactic of shock value by leaking to the media that a line of cosmetics was being developed to cater to the top 1% of beauty product consumers, catering to their endless quest for over-the-top luxury and concierge services (these were the days of the black Amex card craze). We sent out a beauty shot of the bejeweled mascara and lipstick tubing along with a graphic of a $500.00 price tag and a brief description of this new breed of bejeweled, concierge-service cosmetics. Media alerts went out to beauty packaging and beauty industry media, business media, and women’s fashion and lifestyle media.
In addition, we formed alliances with popular television personalities who were celebrated for their beauty and pop culture appeal. We strategically gifted product in exchange for detailed reviews, pictures and quotes to increase the line’s cache and to make it a “must have" for trend-hungry beauty product consumers.
H. Couture Beauty’s Swarovski crystal encrusted mascara and lip color tubes were featured in a half page editorial spread in Life & Style Weekly Magazine as a product integration tied to television personalities, Holly Madison, Kendra Wilkinson and Bridget Marquardt from E!’s hit series, The Girls Next Door.
H. Couture Beauty’s Swarovski crystal encrusted mascara and lip color tubes were featured in InStyle Magazine’s “Instant Style” section as the perfect high-end accessory to carry in one’s handbag.
H. Couture Beauty’s Swarovski crystal encrusted mascara and lip color tubes were featured in a holiday season gifts segment on cable television network, Wealth TV.
H. Couture Beauty’s Swarovski crystal encrusted mascara and lip color tubes were featured in a two page article spread on high-end and outrageous cosmetic packaging in CPC Packaging Magazine.
H. Couture Beauty founder Taysha Smith Valez was profiled alongside her bejeweled mascara in a full page article in Entrepreneur Magazine.
Taysha Smith Valez was then profiled in Women’s Wear Daily (WWD) Beauty Magazine for her overall bold branding style and line of beauty products.