Kroger Goes Digital to Promote New Beauty Brand

CINCINNATI — Kroger is promoting its new "mirra" beauty care brand with a digital coupon for $5 off the purchase of two items. The coupon is available on the Kroger website.

Kroger describes mirra as a brand for "family-focused women seeking effortless beauty." It is marketed under two sub-brands: "Daily" includes routine personal care like shampoo and conditioner; while "Renew" offers body wash, lotions and other skincare items that providing a "rejuvenating time out."

A third sub-brand, launching soon, is called "Inspire." It's described as providing "quick transformations for a night out."

The line is being positioned as a natural alternative to other products on the market. Mirra haircare products, for instance, contain sunflower extract, soy protein, amino acids and chicory root, while mirra makeup brushes are made from natural hair and synthetic fibers "for flawless application of color cosmetics."

Mirra skincare products contain aloe, green tea, pro-vitamin A and apricot seeds. A 14-ounce bottle of shampoo or conditioner was promoted last week for $3.99. The brand is getting attention in natural-living and beauty blogs.

"The packaging is eye catching and bright, the price is slightly higher than my Suave but not salon product prices," one blogger wrote on the newlynatural.com. "I'm seriously considering trying the mirra Daily Color Care Shampoo and Conditioner," another wrote on the Kittenish Beauty blog.

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