Guthy-Renker enters joint venture with Westmore Beauty
Omni-channel marketing company Guthy-Renker LLC has entered into a new partnership with makeup line Westmore Beauty LLC, creating the joint venture Westmore Beauty Ultra LLC.
The new venture will expand the channels in which the Westmore Beauty brand can be purchased, including retail, e-retail, e-commerce and television.
Currently, Westmore Beauty is available on westmorebeauty.com, in addition to being regularly featured on QVC. Through the new partnership, the brand is meant to scale with the help of Guthy-Renker's business intelligence systems, data driven marketing campaigns, and creative capabilities.
A descendent of a Hollywood makeup dynasty, McKenzie Westmore founded The Westmore Beauty Collection in collaboration with beauty incubator IP Brands. Her products are now used by celebrities, makeup artists and consumers.
"Westmore Beauty's influence on Hollywood makeup trends combined with their passion for developing new and innovative beauty technology makes for a highly successful brand," said Rick Odum, chief executive officer of Guthy-Renker LLC, in a release. "They're well-equipped to scale and will benefit from Guthy-Renker's expertise in marketing."
Westmore Beauty Ultra is the latest brand to be backed by Guthy-Renker, joining skincare and beauty brands like Cindy Crawford's Meaningful Beauty and Perricone MD.
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