07.15.11
Payless ShoeSource is rolling out a new teen brand, Brash, which in addition to footwear and accessories, will include beauty items.
Rolling out in early August, the beauty products will include fragrances and makeup items like lip stain and eyeshadow roller balls. All are designed to be “styled and collaged together to create a unique and edgy look,” according to the retailer.
Beauty items will start at $3, the company said.
Payless has tapped musical artist Sierra Kusterbeck, lead singer of alt-rock band VersaEmerge, to serve as the Brash Girl . She will be the face and voice of the new exclusive-to-Payless brand.
To support the new brand, Payless is launching brashgirl.com, a special site dedicated to the new brand and featuring the full shoppable collection, as well as background information on Kusterbeck.