"From logo to launch!"

Jean-Yves Bourgeois

6 February 2012

They are not that many companies in the United States who can boast having such an image as a "supplier" in the cosmetic sector. A reputation patiently built over the years, in fact, since March 18, 1962, the date when Edward Marcus officially launched Grafton Products. Fifty years later the firm based in Boynton Beach, near Palm Beach, Florida, is still one of the standards in terms of full service, in the cosmetics industry.

On March 18, 1962 Edward Marcus takes the decision of launching his company. At the time, his professional background comes down to some good technical knowledge in the food industry and on some strong commercial assets acquired in the perfume sector. He is the first one at the time in the United States to realize the value of establishing a service company for the filling and packaging of essential oils. Seduced by the name of a street in Brooklyn, he calls his company "Grafton." Four years later, Grafton Products activities have sky-rocketed and the company fills each year some 40 million bottles of perfume and eau de cologne.

It was not until 1981 that Grafton, at the request of several customers, got involved in filling activities for cosmetic and skincare products. In 1985, the decision was taken to mainly specialize in this segment of cosmetics and Steven Marcus joins what is known now as Grafton Cosmetics. That was "THE" great idea! Many small and medium companies were looking at the time for a supplier in the United States, capable of providing them with their full range of colour cosmetics. But not just supply but also develop and create. Grafton Cosmetics’ team excels in this area. The company can add to its production tool, the means to print the client’s logo on the packaging and that is when emerged the famous slogan, "from Logo to launch"!

220 different shades for eye shadows

But filling and packaging are not the only assets of the firm in Boynton Beach, Florida. Very quickly, Steven Marcus understood the benefits to the company if it went further in terms of innovation and developments of custom formulations. More than packaging, a whole new generation of customers wishes to find a partner company to help them create their own brand around a strong identity. "Today, our range is very wide," explains Marcus. "Eyes, lips, face... we offer a wide range of classic and mineral products but we can also work on more specific lines. All our products and raw materials are made in the United States.” Grafton has a range of 220 different shades just for eye shadows, and nearly forty for foundations. Grafton Cosmetics offers a range of products for "women of all colours."

"Currently 80% of our customers are American, emphasises Steven Marcus, but our share of European customers, especially from England, Belgium, Sweden and France, is gradually increasing, in South America too, not to mention countries like New Zealand, Australia and Japan.”

A "volume" effect on the lips!

The key assets of Grafton stand in its colour range based on minerals and paraben-free products, its ability to supply small quantities and its capacity for innovation. Latest launches to date, "LipLuxe," a series of seven shades of lip gloss, and mineral lipsticks that literally have a "volume" effect on lips for several hours. "You can feel instantly a tingling and invigorating freshness on the lips as if they were naturally plumped," explains Myra Kenigsman Sales Manager/Aesthetician. Each year, following the fashion trends, Grafton launches several collections elaborated by Cheryl Marcus, the Creation and Product Development Director.

The mission of Grafton Cosmetics in the beauty industry, is to offer its clients full support in the creation of their successful private label brand with quality products and marketing support. “Needless to say, Grafton Cosmetics products are never tested on animals,” the company claims.