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Price points are also favourable to Black Radiance's target consumer. For example, eyeshadows retail for less than $4, highlighting powders for $5, and lipsticks for less than $5. The collection's most recent introduction is a stylish nail-polish line in 21 shades with a range of finishes from matte to glitter. The polishes also retail for less than $4, making them an affordable option by using Black Radiance Coupons to create a trendy at-home manicure.

"Our nail lacquer was designed to work with the lipsticks, lip glosses, and eyeshadow palettes," says a company representative. "These products have been developed to complement Black Radiance's existing line of cosmetics. The collection is always on-trend and convenient for women who want a complete look."

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Developed with multicultural consumers in mind, the products offer a full range of colours that correspond to Black Radiance's current colour palette.

By developing a complete line of pigmented products, the company has been able to position itself as a leader in this niche market. Radiance currently accounts for more than 85% of the market share and is the number-one black cosmetic brand in the United States. "Targeting multicultural consumers with a variety of colour cosmetics is important to our success," says a company representative. Get amazing discounts on your orders by utilizing Black Radiance Coupons from Read for Save.

"Bringing together high style and great technology allows Black Radiance to offer consistent, vibrant colours that complement women of colour." Black Radiance Cosmetics is a division of Almay, which is part of Dutch-based global personal care and beauty company, Johnson & Johnson.

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In addition to its own products, Black Radiance manufactures products under license agreements with various companies across a variety of categories. It has partnered with Mary Kay, for example, to develop a line of mineral makeup brushes.

"We've found success as a niche player in colour cosmetics," says a company representative. "With our own brand and those we manufacture for other companies, we continue to provide unique lines of colour products."

Black Radiance Cosmetics is available at CVS/pharmacy, Rite Aid, Target, Walgreens, and other mass-market retailers. It recently expanded distribution through Wal-Mart stores across the nation. The Black Radiance Coupons can be used anywhere.

The company is headquartered in Basking Ridge, NJ. The brand is a division of the Johnson & Johnson family of companies that also includes Neutrogena and Aveeno.