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Professional make-up brand Kryolan has opened a new store in Johannesburg’s Sandton City shopping mall, making this the brand’s 20th store in the country.
At a launch held on 18 May, head of Kryolan Make-up, Marketing & Social Media, Cuan Kemp, told Professional Beauty that the reason for introducing Kryolan stores into the consumer market was to clear up the perception that Kryolan is for theatre and stage use only.
Said Kemp: “While Kryolan was born in Berlin, Germany, in 1945 and certainly had its roots in theatrical make-up, it has evolved over the decades and now boasts several ranges – for use in theatre, stage, film, TV and consumer. Kryolan is a professional grade make-up and we aim to show more and more consumers that it is also perfect for them to use on a daily basis. For the South African market, the fact that we package the products here assists us in controlling costs, to the advantage of our customers, both professional and otherwise.
“I think that one of our strengths is that we take pride in listening to our professional make-up artists and consumers and this feedback is then used in the brand’s R&D processes. Kryolan was one of the first cosmetics brands in the world and has always used its own formulas and recipes to manufacture products.”
Kemp noted that Kryolan’s theatre and stage make-up, while still a bit thicker than everyday make-up, is considerably more refined and lightweight today than it used to be. Likewise, the brand’s film and TV make-up range changed with the advent of high definition digital cameras some years ago, which due to their high resolution, show up any skin defects on screen.
“Now, with the advent of 4K film cameras and their even higher resolution, Kryolan has made additional refinements to the film and TV range, so that no powder is needed. The Kryolan catalogue also includes incredible special effects make-up,” stated Kemp. (Report by Joanna Sterkowicz)