Jemma Kidd moves into premium market
The Jemma Kidd Make Up School collection is being positioned to target a more premium market it has emerged today. The brand is being taken out of mass-market retailer Boots and is launching itself as the first and only UK brand to be sold in the more premium niche retail space of Space.NK.
The Jemma Kidd Make Up School collection is being positioned to target a more premium market it has emerged today. The brand is being taken out of mass-market retailer Boots and is launching itself as the first and only UK brand to be sold in the more premium niche retail space of Space.NK.
Speaking at the launch of the new Skin-Intelligents launch make up artist Jemma Kidd said of the move: “As the brand evolves it has moved on from the target audience that Boots has to offer. The packaging has got more sophisticated and the products are now being launched to a more mature audience, which we feel Space.NK offers.”
The brand has now launched the new collection Backstage Essentials, which is said to be 'food for the skin'. Products include the Skin Rescue Bio-Complex Veil SPF 15, an all in one anti-ageing moisturiser, prep, primer, illuminator and tint and the I-Rescue Bio-Complex Cover SPF 15, an anti-ageing brightening eye treatment that de-puffs and covers dark circles and evens skin tone.
Another new launch for the brand was the Spring/Summer 2009 Tropicana collection. The range is inspired by Kidd’s childhood in Barbados and includes products such as the Mineral Skin Nourishing Tint SPF 20 and the Mineral Balm Foundation and Setting Power.
