September 18, 2014
Italian fashion label Gucci is joining the world of cosmetics by debuting the new line with Charlotte Casiraghi of Monaco at Milan Fashion Week.
On Sept. 17, the brand launched the make-up line, Gucci Cosmetics, at a cocktail party at its Milan flagship store. This entrance into cosmetics will likely create a broader audience for the brand and allow Gucci to compete with other fashion brands who have already entered the world of cosmetics.
Made up in Gucci
The new line was presented through a special product display and a sneak peek into the digital campaign that will surround the collection. Ms. Casiraghi will be the face of the collection.
Gucci Eye, Gucci Lip and Gucci Nail will lead the collection along with products for skin. The launch mixes the brand’s fashion with beauty.
The inclusion of make-up in an apparel and accessories brand helps consumers complete looks.
For instance, British fashion label Burberry opened a new digitally enhanced retail location to showcase its recently launched beauty line.
The Burberry Beauty Box, located in London’s Covent Garden, carries Burberry’s beauty, fragrance and accessory lines, and offers consumers the ability to discover the brand’s cosmetics through both sales associate consultations and digital touchpoints, including mobile checkout. By creating a space specifically for its beauty line, Burberry was able to encourage consumer interaction with its beauty products, drive sales of the new line and test out new retail tactics (see story).