Retail Profile - Colart

Face value with Colart’s Snazaroo brand

Dan Sugrue, mass channel director at Colart, outlines how Snazaroo – the Colart-owned face and body paint brand which has been making its products in the UK for over 30 years – ignites a love of creative play and what the year ahead has in store.

Are you seeing a lot of interest among consumers in face-painting at the moment?

We’re seeing a huge resurgence in popularity for all things art, connectivity and creativity across our artistic brands, from Winsor & Newton, due to consumers either re-discovering or developing a new passion for art, through to face painting, as a result of parents and children using Snazaroo Face Paint to inspire imaginative play. Parents find that when they invest a little time in face painting, it sparks hours of family fun and creativity.

Why do you feel creative play is so important?

We recognise that creativity promotes positive emotions, and that is extremely important to all of us right now, adults and kids alike. It sparks the imagination and inspires grownups, children and everyone in between to learn and create, while enabling them to experiment and express themselves safely.

What sets Snazaroo apart from other face paint brands in the marketplace?

Snazaroo is a global name and the most trusted face paint brand in the UK. We have built up that trust by really listening to our consumers and understanding what is important for them when choosing a face paint brand for their children. From our consumer insights, we know that safety is an important factor for parents looking for face painting products. They want to know the paint is safe to use on a child’s delicate skin. Our products are proudly made in the UK to the highest quality standards, are fragrance-free and specially formulated to be gentle on sensitive skin. Our products go through extensive testing by independent dermatology and toxicology experts, and we have never tested on animals.

Being easy to use is also important to our customers. This is why our face paint is waterbased and easy to wash off. We make the face painting experience a fun and simple one to follow with clear, easy-to-follow instructions and 3-step guides inside our face paint kits. In addition, we also offer online tutorials on our website so that the looks can be easily re-created at home.

What are your best-selling products?

Our Brush Pens were developed with the young child in mind, so that children can use them on their own and be as creative as they like. The Snazaroo Ultimate Party Pack has always been a best-seller for us. This kit that contains sponges, a brush and everything else needed to get started with some creative face painting fun. Consumers come back time and time again to buy this product. It is the perfect party gift, and a go-to for all childrens’ celebrations.

What are your plans for the year ahead?

In 2022, we can see consumers wanting to celebrate the big face painting events in the diary, beginning with World Book Day through to the Queen’s Jubilee, family festivals and sporting events, and the FIFA World Cup.

In 2021 we moved our production facilities to larger premises in Somerset, giving us even greater production capacity. We are expecting great things from 2022 and from our new factory in Rainbow Way - yes, that is really the name of the street. We’re also seeing increased consumer optimism and a desire to come together and celebrate not only big occasions, but small ones too.

To see our full range of products, visit www.snazaroo.com.