Hourglass on WSGN

Hourglass is beginning to feature in the UK press. Check out this article on WSGN:

Until recently stocked only in the US, Hourglass Cosmetics, created by renowned beauty expert Carisa Janes, is a luxurious line of contemporary make-up products loaded with skincare benefits.
The brand, launched in 2004 features the "latest cosmetic technology and cutting-edge ingredients" and has been developed without the use of parabens and fragrances, which are usually found in colour cosmetics.
After noticing a gap in the luxury cosmetics market, Janes was inspired to create a collection of "modern luxury" make-up products. "My objective was to design and create a capsule range of make-up solutions that would become staples in a woman's cosmetics bag, so the products are highly considered,"Janes told WGSN. "For me the main emphasis is and has always been on science over, say, colourtrends, and the ability to launch exceptional products to the market."
The product range includes foundations, powders, concealers, eyeliners, mascaras, lipglosses, lipsticks, bronzers, eyeshadows and a full set of brushes is also on offer.
An impressive feature that makes Hourglass stand out from the crowd is the stylish and functional packaging design. The bronzers and duo eyeshadows are housed in sleek compacts, which incorporate a revolving mirror that can be swivelled around in a 360 degree circle - adding a practical touch to the design feature.
We love Solar Tan (£44), a unique and innovative self-tanning foundation primer that claims to "create a luminous, bronze glow" on the skin. With a colourless lightweight texture, it
acts as a perfect base for foundation, but can also be applied onto the face at night as a self-tanner.



Hourglass also has a celebrity following. Actress Mila Jovovich is a huge fan of the Hourglass Tinted Moisturiser. Angelina Jolie is a fan of the Veil Fluid Makeup, a liquid foundation with age-defying benefits of matrixyl, skin tightener ST and vitamin A and E. "Our Veil foundation is a total must-have," Janes explains. "This product is quite revolutionary as it bridges the gap between skincare and colour with the addition of the skin firming ingredient matrixyl, and was designed primarily as a result of me battling for several years to find the right foundation that would provide an even yet natural coverage for my blemish-prone skin and that would ultimately prevent me from breaking out."
In conjunction with the launch, Hourglass has also created video demonstration clips on the Zuneta website, showing consumers how to apply the cosmetics.
"The video demonstrations form an integral part of the overall Zuneta retail experience. They help to bring a brand to life, through application and technique advice and ultimately offer the consumer a more experiential quality when browsing online," says PR director Nadine Attar. "Just as you might be assisted at a cosmetics counter at a department store per say, the video demonstrations on Zuneta are able to help bridge the gap between brand and consumer. In particular with an emerging brand such as Hourglass, which has chosen to partner with an online retailer for its European debut, it is of vital importance to engage the consumer in this way as ultimately seeing is believing." At the press launch, we were given a sneak preview of the forthcoming blushers, which we predict will be a winner. The future looks bright for Hourglass and we can expect to see more innovative products in the future. Janes ends: "We have some exciting plans for 2010 and beyond."
Hourglass Cosmetics is available exclusively at www.zuneta.com. Prices start from £18.

Copyright WSGN 2009