Tony&Tina – Good Vibrations

Can a New Age/holistic cosmetics line find happiness as part of an international corporation?

By Janet Herlihy, Editor

At first look, the concept of Tony&Tina appears to be the latest marketing gimmic to hit cosmetics. The notion that there is a metaphysical aspect to color cosmetics seems like psycho-babble that may or may not sell product.

But New York City-based Tony&Tina Vibra­tional Remedies, founded by British artist Tony Gill and New York City born and bred Cristina Bornstein (also an artist), has found success and credibility enough to attract the attentions and the dollars of Cosmopolitan Cosmetics, the cosmetics and fragrance business of Wella AG. In June, Wella signed a purchase agreement to acquire 72.2 percent of the capital stock of the North American cosmetics company Noon-in-China, LLC, doing business as Tony&Tina through its subsidiary Inter­cosmetics, based in New York.

The unlikely partnership with the trendy line is well-founded, according to Wella, because it offers “international potential currently from a base of close to $10 million in sales.”

“With the strategic acquisition of Tony&Tina, we build up and extend our position in makeup and skin care using synergies with our global fragrance business,” stated Heiner Gürtler, chief executive officer of Wella AG.

Tiny&Tina is definitely a change, as Cosmopolitan Cosmetics’ other beauty lines include prestige brands like Anna Sui,Escada, Gucci Parfums, Mont­blanc, Rochas and Naomi Campbell.

But Why?

Diversification is a good reason for Wella’s interest in Tony&Tina, but what’s a New Age cosmetics company doing teaming up with an international corporation with annual sales of $1.95 billion?

According to Tony Gill, despite the line’s success, “Since start up we’ve always been aware of the costs and cash flow has always been a challenge. We needed additional backing to continue to grow. We want to be big enough to reach more people.”

Wella and Tony&Tina are developing a global plan, Gill explained, and the two entrepreneurial conceptualartists will also work with the German giant on other lines. Most important to Gill is that, “Wella wants to stay true to our original concept.”
That idea is that theories concerning colortherapy, aromatherapy and positive thought can be incorporated into cosmetic products in order to enhance the well being of the consumer as well as her outside appearance.

Gill noted that when he and Born­stein began working on the line five years ago, “Tina wanted the line to be truly therapeutic and safe. The amount of essential oil (for instance) in the lipsticks is actually enough to be beneficial,” he stated.

Gill and Bornstein explain their theories fully in Tony&Tina Color Energy – How Color Can Transform Your Life, published by Simon & Schuster this past May.

Tony&Tina now offers a wide range of cosmetics for lips, eyes, nails and face as well as bath and shower gel and treatment products such as Skin Refiner.

Packaging is clean and modern, designed by Gill, who noted that creating the look of the line was a natural extension of his and Bornstein’s art work.

The cosmetics line is available at department and specialty stores including Macy’s, Filene’s, Mish Mash, Nordstrom’s, Bloom­ingdale’s and Sephora’s.

Con­sumers can also shop and learnmore about Tony&Tina at www.tonytina.com.