Charmed, I’m sure! We put on quite the charm offensive with the Charmsies hair brand, which The Loft launched and marketed to become a mega hit. Distribution to over 1,000 stores, including Nordstrom, Francesca’s, Kitson, Fred Segal, Nasty Gal, Zumiez, Plaza Japan, and Urban Outfitters UK? Check. Creation of special co-branded product for Free People and American Eagle? Check. Landing a full on air program with QVC, with one line selling out in six minutes? Check, check, check.
How about this: we placed Charmsies in Disney’s hit movie “Cinderella,” creating sparkles throughout the ball on Cinderella’s hair as well as glimmering up her Fairy Godmother’s hair. The brand was also featured on NBC’s The Voice three times, and named by Cosmopolitan as "out-of-this-world HOT!”
Charmsies took on a life of their own, and we helped in all marketing efforts, including trunk shows at retail stores such as Henri Bendel and Nordstrom. Our celebrity partners included activations with Bella Thorne, Oliva Holt, Terri Seymour, Shenae Grimes, and Tori Spelling, which generated major press and social media buzz, including Us Weekly, Star Magazine, E!, Extra, Huffington Post Celebrity, and many others. Bella Thorne also posted several times for Charmsies to her millions of her followers.
We couldn’t leave well enough alone, so we launched a division brand for Charmsies called Glitizies. Another hit. We distributed the product to Claire’s Boutique and Barnes and Noble College; licensed the brand to an informercial company to be a part of the the Glam Twirl product; and acquired several licenses for Glitizies, including from Bratz and Stella from “Angry Birds.”
And still, we kept going, spinning Glitizies off into a brand called Sparkle Nation with “Pretty Little Liars” star Tammin Sursok. Whew!
