Direct Chemist Outlet (DCO) and Runway Room have announced an exclusive partnership to launch a curated selection of its beauty offerings across all 120 stores nationally from Nov. DCO Buying Manager Hannah Jackson confirmed, “I am ecstatic to introduce Runway Room to the Direct Chemist Outlet line-up of cosmetics and tanning products”. Runway Room founder, Alex Fevola, (pictured with DCO Dingley team), says she is “thrilled” to be partnering with DCO as their values are aligned. “We have plans to grow the diffusion line should the partnership prove to be as successful as we anticipate. “We are so excited to have more tangible touch points for our customers and also to be introduced to so many new customers via DCO’s national presence,” Fevola added. The diffusion line ‘Runway Express’ will include Runway Room’s best-selling and coveted products including the award winning First Base Primer, hydrating Lip Prep, and a collection of new and compact lip glosses, as well as a first to market product that is yet to launch across the business. In support of this new partnership DCO will have standout POS displays and easy to access clip strips at several high traffic areas within the stores. In a first for DCO they will also be supporting the launch by setting up multiple brand touch points and hydration stations within several key outlets. Runway has already begun to roll out its professional product and cosmetics application training with DCO staff across the country with positive feedback. In an exciting addition to the base range, DCO will also be stocking BROSH, a new product concept within the beauty industry offering customers an instant Glow Up and Tan Blender in one. JG