2023 Author: Devin Ellington | [email protected]. Last modified: 2023-08-31 19:22
We met Kelly Colman, London-based entrepreneur and founder of the multifaceted brand New Cid Cosmetics. White or superminimal steel packaging and a very practical approach to make-up but without losing attention to formulations, the long lasting effect, practicality and elegance. Founded about fifteen years ago, New Cid Cosmetics owns some flagship stores in London and has signed an exclusive agreement with QVC for Italy.
We literally fell in love with lipsticks and nail polishes (an absolute novelty that will be launched shortly) with built-in LED light: no more tweaks in the dark with the fear of making a mistake. A smart detail that immediately conquered us «as happened in the last London Fashion Week where the enamel with the light saved some touches before the catwalk» Kelly tells us.
With the help of Micheal Phillips, the brand's official make-up artist, we observed the products at work on the models who, under the very hot spotlight of the television studio, saw the make-up remain almost intact.
An hour of live jousting with great skill: the QVC studios are huge and we have browsed everywhere with unparalleled freedom and availability. Every day there are seventeen hours of live coverage to manage and everything has to go the right way: even when there are unexpected events.
From the control room with the help of the operators and the studio assistant, communication is always open: they never stop being in contact with each other in a continuous bounce of corrections and improvements to optimize times. QVC customers are another fundamental element: they can participate with phone calls and talk about the products they have appreciated the most, ask for advice, give suggestions and express criticisms.
During our chat Kelly invited us to her make up studio in London for a complete make up test: two magic words. London and make up. We arrive!
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