Loblaw and Joe Fresh Style launch cosmetics collection

TORONTO Canadian retailer Loblaw Companies and the Joe Fresh Style brand have teamed up to launch a collection of lower-priced cosmetic products dubbed Joe Fresh Beauty.

The collection of face, lip and eye products have been created to be comparable to prestige lines that are frequently used by makeup artists and can be found in department stores and boutiques. The collection features more than 60 shades for lips and eyes, and the color palettes are designed to work effortlessly with seasonal color introductions.

"The partnership with Joe Mimran [creative director for Joe Fresh Style] and our design team lets us enhance the shopping experience of all of our customers," stated Elizabeth Margles, VP marketing, Joe Fresh Style, Loblaw Companies. "The response to the Joe Fresh Style collections has been immediately positive, from apparel and jewelry to sunglasses and accessories. We want to continue to surprise and delight our customers with every shop."

The Joe Fresh Beauty collection has 200 SKUs with prices ranging from $4 to $8 (Canadian) for makeup and $2 to $16 (Canadian) for brushes and accessories.