Retail Beauty recently reported on Alex Fevola, the visionary behind Runway Room, who realised a long-held dream by opening the first-ever Runway Room retail concept store. Now, the brand is expanding further with an exciting exclusive partnership.
Starting in November 2023, Runway Room Cosmetics will introduce a carefully curated selection of its renowned cosmetics in all 120 Direct Chemist Outlet (DCO) stores nationwide. This new line, Runway Express, will include Runway Room’s best-selling products such as the First Base Primer (pictured above), hydrating Lip Prep, a collection of new compact Lip Glosses, and a yet-to-be-launched product exclusive to this partnership.
Alex said she was “thrilled to be partnering with DCO, an Australian business who aligns with our values”.
“Delivering quality and affordability is a focus for both of us, so it was a perfect match. We have plans to grow the diffusion line should the partnership prove to be as successful as
we anticipate. Our goal will be to provide premium Australian beauty solutions at an affordable price and make them more accessible via the DCO store locations.”
Meanwhile, Direct Chemist Outlet Buying Manager Hannah Jackson said she was “ecstatic to introduce Runway Room to Direct Chemists Outlets line-up of cosmetics and tanning products”.
To support this collaboration, DCO will feature Runway Express prominently in-store, POS displays and easily accessible clip strips in high-traffic areas.
In a first for DCO, they will also establish multiple brand touchpoints and hydration stations in key outlets. Runway Room has already initiated comprehensive product and application training for DCO staff across the country, receiving overwhelmingly positive feedback.
In addition to the core range, DCO will stock BROSH, a beauty concept offering an instant Glow Up and Tan Blender in one. This versatile mineral bronzer, enriched with Vitamin E, can be used on the face and body for contouring, eyeshadow, or an all-over sun-kissed look. Designed with sustainability in mind, the sleek compact is refillable, and replaceable pans and a vegan-friendly dual glow-up brush will be available in all DCO stores.
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