Laura Mercier Cosmetics launches in Canada

Laura Mercier Cosmetics launches in Canada

Having been acquired by Shiseido Americas Corporation last year, the prestige brand’s portfolio of color cosmetics, skin care, bath and body care, and fragrance is now available in Canadia. Several of the brand’s functions—public relations, logistical operations, etc.—are also up and running there.

Shiseido has also launched the RéVive skin care brand in Canada. The two companies were acquired at the same time last June, when, as Cosmetics Design reported, Shiseido Americas Corporation bought the holding company Gurwitch Products.

“We are thrilled to welcome Laura Mercier and RéVive to the Shiseido family,” Marc Rey, president and CEO of Shiseido Americas, told the press at that time. “Both brands have unique viewpoints, fast-growing and loyal customer bases, and the same focus on innovation that defines all of Shiseido’s brands.”

New territory

“The Canadian Laura Mercier team looks forward to further acquainting our retailers, media, influencers, and especially our consumers—the most important priority for all of our brands—with Laura Mercier through retail excellence, beautiful events and innovative partnerships,” says Louanne McGrory, president of Shiseido Canada, in a media release about last month’s launch.

As of April, sales, marketing, public relations, and logistics for both Laura Mercier cosmetics and RéVive skin care have been operational in Canada. And there are likely more changes for the brands in the pipeline. According to the release, the Shiseido Global Centers of Excellence and Americas Innovation Center will lend the brands skin care, color cosmetics, and digital expertise, effectively “amplifying market impact and boosting awareness.”

There are plans for brand-specific in store activities, as well as digital, media, and influencer programs that will expand Laura Mercier in the Canadian marketplace. The Shiseido media release even suggests that the brand will be hiring more staff in country.

Overall it seems the plan is to use Shiseido company resources to bolster what the brand does best. “Through Laura Mercier's exceptional products and her investment in the brand's Makeup Artist Collective, which includes celebrity makeup artists Pati Dubroff and Jenn Streicher, and renowned digital fashion influencers like Suki Waterhouse, the brand has done an incredible job of connecting with consumers through engaging and aspirational content,” says McGrory.

“And we couldn't be happier to play a role in expanding the reach of the brand's iconic French elegance and inspiring innovation,” adds Rey.

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