10.03.14
Supermodel and media personality Tyra Banks is making a foraty into the makeup business with a new brand, Tyra Beauty.
For the past four years, Banks has covertly been developing the cosmetics experience and has surprised the world with what she has kept top-secret for all of these years. After a mysterious blackout of her social media followed by a suspenseful countdown, Banks shook up all social media platforms by announcing the launch of Tyra Beauty exclusively through her online megaphone reaching more than 32 million people worldwide.
Banks has radically overhauled the tyra.com website, that now introduces people everywhere to experience Tyra Beauty and purchase the one-of-a-kind products. The collection is wrapped in what Banks calls 'Beautytainment'—where beauty and entertainment collide.
Tyra Beauty is billed as fierce from the outside in, dripping with product and packaging innovation that engages all of the senses. The cosmetics experience launches with three high-tech pillars that each highlight a unique ingredient, story or theme.
For the past four years, Banks has covertly been developing the cosmetics experience and has surprised the world with what she has kept top-secret for all of these years. After a mysterious blackout of her social media followed by a suspenseful countdown, Banks shook up all social media platforms by announcing the launch of Tyra Beauty exclusively through her online megaphone reaching more than 32 million people worldwide.
Banks has radically overhauled the tyra.com website, that now introduces people everywhere to experience Tyra Beauty and purchase the one-of-a-kind products. The collection is wrapped in what Banks calls 'Beautytainment'—where beauty and entertainment collide.
Tyra Beauty is billed as fierce from the outside in, dripping with product and packaging innovation that engages all of the senses. The cosmetics experience launches with three high-tech pillars that each highlight a unique ingredient, story or theme.
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TYover: The TYover pillar introduces easy-to-use products "in a Stick" for a fierce face…fast! Banks' secret application technique called "Four Fast Fierce Fingers" creates a complete transformation in six minutes or less without the use of a brush! Through Banks' proprietary 'TY-Glide Technology,' the silky smooth application and easy blendability will have women werkin' their fiercest faces, Tyra-style.
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Smize: The Smize pillar offers new technologies to create the fiercest "Smize," one of Banks' famously coined words that means, "smiling with your eyes." With rich products exclusively for the eyes, every woman can tantalize with the fiercest Smize!
- It Factory: The It Factory pillar provides a mix of runway-inspired cosmetics infused with unique textures and innovative formulas. These products will surprise and delight a woman's sense of touch, starting when she applies her fiercest lip!