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LEGEND
The Legend of
Hard Candy Cosmetics
Dineh Mohajer
Los Angeles, Summer 1995
Dineh Mohajer, a 22 year old
girl majoring in pre-med, but with a mod style all her own,
frustrated with classic, predictable makeup available that doesn't
match her blue strappy heels, creates a pale blue polish that people
keep raving about. Her sister, Pooneh, convinces Dineh that she is
onto something. Ben and Dineh start mixing the polish in their home,
add a jelly ring, and when it hits the chic emporium Fred Segal's
counter, it's snatched up and sold the minute it hits the counter.
Like wildfire, Hard Candy
sparked a revolution in the cosmetics industry, sending shock waves
of never-before-seen funky colors with irreverent names like Trailer
Trash, Fetish, Porno, and Scam for polishes. Suddenly finger and
toenails become hip, accessible fashion accessories for everyone
from Hollywood celebs to Generation Xers and their Gen Y sisters to
mild mannered matrons with a quirky streak. Even men have gotten
into the act with the launch of Candy Man masculine nail colors.
Having carved out a
fashion-savvy niche in an otherwise blah nail market Hard Candy
polishes catapulted across America and over to Europe and Asia.
Naturally, it wasn't long before Hard Candy spawned a region of
imitators, including some cosmetic industry Goliaths.
To satisfy Hard Candy
devotees' insatiable appetite for newness, Hard Candy lipsticks and
lip pencils, totally original luscious and hard-core frosts, were
firing up lips and imaginations one year later. Naturally, the Hard
Candy Eye Line, Blush/Highlight Compacts, The Training Brow Kit and
Lip Gloss Cubes were next to follow, making Hard Candy the ultimate
color cosmetics resource.
Hard Candy Inc.
661 N. Harper Ave.
Suite 208
Los Angeles, CA 90048
URL: www.hardcandy.com
Email Evilgrin
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