Range will be available through major retailer in 17 European countries from this month.
Following on from its successful launch with ASOS.com last summer, Crayola Beauty is expanding further, striking a deal with Sephora EU.
From this month, the brand will be available in 17 European countries – both online and in 1,200 Sephora stores.
Selected stores will also feature in-store POS with colour displays and product sampling stations.
Moving into 2020, and Crayola Beauty is planning to expand distribution into the US, Middle East and Asia.
The deal with ASOS.com is also continuing.
Crayola Beauty’s make-up range is inspired by the brand’s celebration of ‘self-expression, personal creativity and colourful innovation’.
The hero item of the range is the Crayola Beauty Face Crayon which can be used across the eyes, lips and cheeks.
New products for 2020 will include metallic, sheer, matte and glitter formulas in fresh packaging.
“The Crayola Beauty range launch continues to be one of our priority partner initiatives,” commented Warren Schorr, vp business development and global licensing at Crayola. “While it competes in the beauty category, it also extends into the new self-expression creative beauty trend.
“We have been thrilled with the consumer response thus far, and excited by the expansion into Sephora EU, and the ability to reach an additional audience.”
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