Released on = January 28, 2006, 2:55 pm

Press Release Author = Di Kennedy Studio Colour

Industry = Apparel & Fashion

Press Release Summary = Does the world need another beauty brand?

It would definitely seem so, if the success of local beauty brand DKSC, is anything
to go by - both here in Australia and overseas.

Press Release Body = Does the world need another beauty brand?

It would definitely seem so, if the success of local beauty brand DKSC, is anything
to go by - both here in Australia and overseas.

'Absolutely yes' says Di Kennedy, makeup artist and founder of the girlie new
boutique beauty brand DKSC. 'As a makeup artist I would go searching for products I
imagined should be available, and they weren't. Originally I researched my own
products just for professional use, but clients would fall in love with something I
had used on them and wanted to know where they could buy them. So the brand really
grew from this.'

The release of DKSC Cherry Bomb, a cheek stain that provides a just flushed look,
saw DKSC explode into the beauty business and the product literally gained a cult
following overnight.

'Cherry Bomb is definitely what the brand is known for at the moment' confirms Di,
'I couldn't believe how fast it took off.it suits everyone and of course, it's great
fun.' Although there is a plethora of tints on the market, few have the pigment
level or ease of use of Cherry Bomb. It's just the right colour to emulate a natural
blush, and literally suits everyone.

The philosophy behind DKSC is simple - makeup should be fun.

For Di the range creation has been about celebrating the unique beauty every woman
has. It's about embracing the girly and feminine side, but not neglecting the
darker, naughty side too.

And, a big part of the journey has been discovering that there are many women who
really want to have fun with makeup, want to create a new look for themselves, want
to replicate the cover of the favourite magazines - but simply don't know how.

'So many women get stuck in a makeup rut' says Di, 'We live in a society that places
so much emphasis on perfection we're too scared to try something new, and stick to a
look we created years ago, not realising how dated we it can make us look.' Make up
fashion is not unlike clothing, so while every women has a certain style, we adapt
it each season to suit fashion, whilst staying true to our own personal signature
look. This gives us a fresh new look, and enables us to move through fads
gracefully.

'When I started created the range I wanted it to be of the highest quality, but also
smart, sassy and all about putting the play back into makeup; I wanted it to appeal
and be suitable for women from puberty though to post menopausal (???). The range
concept and design was all done locally but products were sourced globally to ensure
the absolute best quality. And, it was also essential to me to provide support that
I just wasn't seeing in current market place. I mean who wants to have their makeup
stripped off in the middle of a department store and have a make-over with passers
by looking on?'

Di runs hands-on DKSC makeup workshops from her Sydney base, but the brand also has
an extensive website with comprehensive application tips to create different looks.

So who is the DKSC girl?

Di laughs 'that's easy, she's me, and she's you, she's a sister, a friend, a mother,
a bride, a career-woman. She's any woman you see walking down the street - the ideas
for new products, names, colours, etc come from everyone and everywhere - DKSC is
what women want.' (Designed first and foremost to be a friend to women).

The range already features a strong line up of products, including beautiful,
professional quality brushes complete with girlie pink handles, and is launching new
staples plus seasonal lines regularly.

Many products are released in strictly limited editions so it's important to snap
them up quickly.

DKSC is available for purchase online and via selected stockists across Australia
and Asia.


Web Site = http://www.dkstudio.com.au

Contact Details = Di Kennedy
Kempbridge Ave
Seaforth NSW 2092
Australia