Marc Jacobs Beauty enhances its position in the cosmetic market of Russia

Marc Jacobs Beauty decided to strengthen its positions on the Russian market. Starting January 14, customers in the largest country in the world will be able to purchase the products of this popular cosmetic brand in Sephora. And the Russian supermodel Irina Shayk becomes face of advertising campaign of the famous brand of cosmetics for this year.

Recall that Marc Jacobs Beauty is a division of the French conglomerate LVMH, the organization that owns more than 14% of the world market of premium goods.

Advertising campaign in Russia will be led by a popular supermodel, actress Irina Shayk, the face of such a large cosmetics manufacturers like Avon and L’oréal Paris. Irina personally will perform in Moscow at Sephora on January 26 this year as part of the promotional campaign of the brand.

Tara Loftis, Vice President of marketing for Kendo Brands, an LVMH incubator of cosmetic and partner of Marc Jacobs Beauty, said: “When we entered the Russian market in the beginning of 2018, we knew that want someone in their nature corresponded to the beauty and power of the region. Irina was a natural choice and we are very happy to add it to the group producing a strong impression of women who represented Marc Jacobs Beauty”. Shayk will be joined by a brand to such selebritis, Jessica Lange, Edie Campbell, Kaia Gerber, Adwoa Aboa and Lila moss. The model said: “I love and admire mark for his comprehensive vision of beauty”.

Kendo Brands, a subsidiary of the LVMH group acts as an incubator for new cosmetic brands. In addition to Marc Jacobs Beauty, she is also working with such brands as Fenty Beauty Rihanna and Kat Von D Beauty. Currently, the product brands from the Kendo portfolio are distributed in 35 countries around the world.

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Recall that the network of Sephora appeared in Russia in September 2018, however, in 2003 the company became a minority shareholder of a local retailer Ile de Beauté. After 15 years, Sephora has become a holder of a controlling stake to 20%. In addition, LVMH reported that in the past year started “Zaporizhzhia” stores Ile de Beauté.

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