Joe Fresh Makes Up Loblaws


Canadian Private Brand legend, grocer and big-box retailer Loblaw plans to extend its fashion forward Private Brand Joe Fresh into makeup, the Joe Fresh Style makeup collection The collection created by Canadian designer, Joe Mimran is currently in 250 Loblaw Superstores throughout Canada and features more than 60 shades blush, eye shadow and lipstick as well as brushes and accessories.

The introduction of Private Brand make up, seems to be on the upswing as retailers attempt to find some bright spots in the economy, including Walgreens, Target and CVS to name just a few.
Read more about Joe Fresh Style in this excerpt from The Calgary Herald

Joe Fresh adds cosmetics to Superstore line
By Chantal Eustace
joelogo… Joe Mimran says shoppers can expect eight eye products, with 61 shades in total; eight lip products, with 69 shades; seven face products, with 47 shades; 13 makeup brushes and 13 cosmetic accessories, including eyebrow grooming and pedicure kits.

The line has been a year in the making and Mimran is happy with the end result, right down to the sleek packaging.

“It’s all quite clean lines, again very in keeping with the brand,” he says.

It’s good, too.

The lip gloss is creamy, not too sticky, with plenty of colour and shine. Eyeshadows, which go on nicely, are available in fun colours including vivid green and light purple. We especially like the double-ended concealer, liquid on one end and solid on the other.

So now the Joe Army, clad in $19 tunic dresses and $24 wool sweaters, can make up their faces with on-brand beauty stuff…


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Christopher Durham is the president of My Private Brand and the co-founder of The Vertex Awards. He is a strategist, author, consultant and retailer who built brands at Delhaize-owned Food Lion, and lead strategy and brand development for Lowe’s Home Improvement. He has consulted with retailers around the world on their private brand portfolios including: Family Dollar, Petco, Staples, Office Depot, Best Buy, Metro (Canada), TLW (Taiwan) and Hola (Taiwan). Durham has published five definitive books on private brands, including his first book, Fifty2: The My Private Brand Project. In 2017, he will debut his newest book, Vanguard: Vintage Originals, a visual tour of innovation and disruption in private brand going back to the mid-1800’s. Dynamic in his presentation while down to earth and frank in his opinions, he has presented at numerous conferences, including FUSE, The Dieline Conference, Packaging that Sells, Omnishopper and PLMA’a annual trade show in Chicago. Durham lives in Charlotte, NC with his wife, Laraine, and two daughters, Olivia and Sarah.