British manufacturer AEPEC has acquired the Marks & Spencer-owned make-up brand Lola Cosmetics in a bid to expand its current offering to the personal care market.
The company has entered into a sole worldwide distribution deal and will push the range forward, expanding its global sales channels to reach out to more consumers with new product launches, enhanced research and development and increased marketing activity.
The acquisition of the range adds make up to the company’s current portfolio of skincare and hair care products, and will see the brand targeted more specifically at make-up professionals and make-up artists by becoming a partner of the British Association of Beauty Therapy and Cosmetology (BABTAC) and sponsoring its Hair and Make Up Artist of the Year Award in June 2016.
Mike Mirzaee, AEPC UK’s European Operations Manager said, “LOLA has built up a great following among consumers and the professional make-up user market, which is why it fits perfectly within our portfolio of brands.
“Our products tend to require a more assisted sales environment in order to highlight the end-user benefits that can be achieved through a more structured use of the products as part of a daily regime.”