IF you think the contestants from Big Brother I had long disappeared into oblivion, think again. Jemma Gawned, who became famous for her lip glossing habits, has launched her very own brand of cosmetics.
The introductory phase of the brand consists of three core lip gloss products: Jemma Gloss, Jemma Glisten and Jemma Glaze, with other products set to roll out over the next few months.
According to brand developers, Melbourne-based Milkshake, the brand was recently launched to the trade market with overwhelming success.
“Distributor orders confirmed the popularity and demandis expected to follow the high-profile consumer launchin October,” Milkshake’s Rob Burke said.
“The trade launch proved so successful that extra stock will be manufactured to fill the demand.”
Milkshake was engaged to manage the brand image and development of creative materials for the launch, starting with the logo design.
Burke said the objective was to present a fresh, funky appeal that offered girls a different brand proposition to other products in the competing price range.
“The brand appeal had to capture the feminine essence of Jemma’s personality, while positioning the range as a high-quality, fun solution for the modern girl.
“To achieve this, a minimalist approach with feminine undertones was [adopted].”
The packaging also includes an “inspirational message” which will change on a regular basis, offering a fresh and involving point of contact for consumers.
A website is also planned to offer one-to-one consumer marketing as part of the long-term strategy of maintaining ongoing contact and adding value to the brand experience.
