By Cassidy Mantor, Fashion Network
Ofra Cosmetics is relaunching with a new independent consumer approach focusing on beauty influencers and bloggers. The company's rebranding resets the logo, packaging, e-commerce and social imagery.
The company's rebranding takes Ofra from its old B2B model to a social media and influencer-focused independent approach. The marketing strategy includes partnerships with NikkieTutorials and KathleenLights who have used the brand's highlighters and liquid lipsticks in their social content.
"We outgrew our image and needed to change the vision of our business," explained Ofra President Ofra Gaito in a release. "As a team we felt that we needed to appeal to our emerging target audience."
All Ofra products are made to order, and are vegan and cruelty free. The brand is a proud member of both PETA and Leaping Bunny, and has not changed its most popular formulas for the relaunch.
Ofra reentered retail this week at Ulta's 450 store locations in the US. The brand is also launching a new South Florida-inspired collection on its website which will become available later this week.
Ofra is a 20-year-old brand based in Florida. It is the top supplier for beauty kits to over 750 United States cosmetology schools and salons, with a client list including the Miss Universe competition as well as Olympic athletes. It is a vertically integrated company, undertaking research, testing, manufacturing, packaging and shipping in house.
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| A rebranded Ofra campaign image |
