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RangeMe Verified brands debut on product discovery platform

BY David Salazar

Online product discovery platform RangeMe has introduced a new premium service. The San Francisco-based company has launched RangeMe Verified brands, a premium service that it said will allow buyers to more quickly identify market-ready products and businesses, while giving suppliers an opportunity for increased visibility.

“Getting a product on store shelves can be a challenging task for both the buyer and the supplier, but it doesn’t have to be,” said Nicky Jackson, founder and CEO of RangeMe, which was acquired by ECRM earlier this year. “By launching RangeMe Verified brands we are defining a new industry measure for product sourcing, as well as creating increased opportunities for both suppliers and buyers.”

The company said that RangeMe Verified brands can reduce the time it takes to source a product. To develop the offering, RangeMe said it worked with retailers to get a sense of the criteria they want suppliers to meet to reassure buyers that they’re sourcing the best products — including high-quality images, insurance, barcodes and nutrition labels, among other offerings.

“In order to keep up with consumer demand and stay competitive in our industry's fastest moving and most innovative category, we need the ability to onboard on-trend brands quickly and efficiently,” said Sarah Groves, a buyer for natural and organic foods at Southeastern Grocers. “RangeMe Verified brands help streamline our category review process by making it easy to identify high-quality manufacturers that are ready to do business now.”

Verified brands and products will show up in RangeMe’s platform with a badge that RangeMe said will make the offerings stand out, as well as ensure appearance in advanced searches that filter out non-verified brands. Overall, RangeMe said the offering can give verified brands up to seven times more visibility than companies that aren’t verified.

“Being a RangeMe Verified brand has absolutely changed how retail buyers view and discover my products,” Snowflakes Candy founder Kenney Joyal said. “In a short time, I have been able to leverage the opportunities created on RangeMe to launch with three retailers, including Hy-Vee.”

RangeMe launched in 2015, adding more than 95,000 brands to its platform since then and adding such retail clients as Ahold USA, Albertsons, Southeastern Grocers, Rite Aid and Vitamin Shoppe. ECRM acquired RangeMe in June.

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Sephora sees substantial gains owed to Rihanna’s Fenty Beauty launch

BY Gisselle Gaitan

Sephora has seen some significant gains within the past year, and according to YouGov BrandIndex it may all be due to the launch of Rihanna and her Fenty Beauty line. The beauty retailer launched the “Diamonds” singer’s cosmetics venture earlier this year and in late November, made itself one of the few locations where the brand’s highly-coveted red lipstick, Stunna, would be available for purchase.

The Paris-based and LVHM owned retailer also had a significant amount of growth in its perception during the first 11 months of the year, according to metrics uncovered from the research. Four categories in which major improvement was seen include: buzz, quality, impression and word of mouth.

Though it was a fifth category where Sephora persevered in a resilient way, which was through purchase consideration. YouGov BrandInex reports that the number of consumers who admitted to considering shopping at the retailer for their next beauty purchase rose from 15% to 24% — the highest it’s been in a year.

The second-largest change in metrics came from October to November, where word of mouth increased to 17% between women aged 18 years old and older. Among the launch from the “Work” singer, Sephora had other notable collaborations with big names within the beauty industry, including Kat von D, which seem to have influenced these changes.

Using big names to draw in consumers is a tactic that’s been on the rise with many other notable beauty brands. SinfulColors recently named actress Vanessa Hudgens as global color collaborator, L’Oréal Paris recruited actress Aja Naomi King as a spokesperson and CoverGirl launched a new line of lipsticks with actress and writer Issa Rae, among other notable faces in both television and film.

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L’Oréal Paris taps Aja Naomi King as latest celebrity spokesperson

BY Gisselle Gaitan

Actress Aja Naomi King, best known for her role as Michaela Pratt on the series “How to Get Away with Murder” has been announced as the newest spokeswoman for L’Oréal Paris. Aja joins the company’s long list of celebrity endorsers which includes Julianne Moore, Eva Longoria, Elle Fanning and Camila Cabello

“Growing up, I watched my mom apply her makeup in the morning and wanted so badly to be part of that daily ritual with her. Seeing how much she enjoyed putting makeup on, including her go-to L’Oréal Paris Colour Riche Lipcolour, inspired me to love makeup as much as she did,” Aja Naomi King said. “Makeup became my armor growing up. It provided me with a sense of protection and gave me the power and confidence to face the world in the way I wanted. To now represent L’Oréal Paris is incredibly overwhelming. I am so excited to help others find and believe in the beauty of who they are because everyone deserves to know their own worth.”

Aja will star in television, print and digital advertising campaigns beginning in early 2018 for hair, skincare and cosmetics. The first product the actress will star in a campaign for will be the New York City-based company’s True Match Lumi Glow — a new five production collection designed to create an effortless and luminous glow, the brand said.

“In welcoming Aja to the L’Oréal Paris family, we are thrilled to strengthen our diverse roster of spokeswomen and further connect with a younger generation of consumers,” Tim Coolican, president, L’Oréal Paris USA said. “Aja has openly and powerfully shared her journey to overcoming feelings of self-doubt and as such, inspires others to embrace their own beauty and self-worth. She is incredibly talented, accomplished and most importantly, fully understands and embraces our brand philosophy of ‘Because You’re Worth It'”.

The Los Angeles native also will serve as a presenter at L’Oréal Paris’ Women of Worth celebration, which honors ten inspiring women who are making a difference in their communities across the country.

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