In an exciting strategic move that is set to redefine the world of beauty, Prada, the revered fashion powerhouse, has announced its entry into the skincare and makeup sectors. This venture materializes under the esteemed licensing partnership with L'Oréal Luxe and comes on the heels of the brand's recent success with their fragrance lines.
This eagerly awaited makeup and skincare collection will be launched in a series of rollouts, commencing with a direct-to-consumer release via prada-beauty.com and prada.com, scheduled for August 1. The unveiling of the range will continue through major retail venues like Harrods and Selfridges in London on August 18, followed by Douglas in Munich, Frankfurt and Dusseldorf, Germany, and Rinascente in Rome in October. The US market can anticipate this exclusive line in retail from January 2024, as per WWD.
Following the triumphant launch of Prada Paradoxe in 2022, L'Oréal Luxe President, Cyril Chapuy, expresses high expectations for this novel venture. He believes that the introduction of skin and color products will elevate the brand to unprecedented heights.
The creative genius behind Prada, co-creative directors Miuccia Prada and Raf Simons, reflect their groundbreaking vision for beauty. "Abandoning all the clichés of the past, we believe that beauty today is the representation of one’s personality, freedom and self-confidence," they jointly stated.
This pioneering range will feature six four-color eye palettes and an advanced "soft-filter" foundation in 33 shades, developed using state-of-the-art artificial intelligence technology. The product pricing is expected to range from 45 euros (for a lipstick) to 360 euros (for a face cream), with the eye shadow priced at 80 euros.
The creative force behind the range, Lynsey Alexander and Inès Marzat — aka Ines Alpha — have been handpicked as the brand's global creative makeup artist and "e-makeup" artist respectively. Their contribution over the past three years has been pivotal in shaping this collection.
The skincare range promises an innovative approach with a cream, serum, and makeup remover, focusing on enhancing the natural skin rather than "correcting faults."
The acquisition of the Prada Beauty license by L'Oréal at the beginning of 2021 hinted at the brand's entry into beauty. The brand subtly teased this move through beauty-specific Instagram posts that gradually shifted from fragrance promotions to intriguing questions about color cosmetics.
Despite Prada's brief venture into makeup in 2000, which was subsequently discontinued, this time the brand seems prepared to make a lasting impact. The introduction of Prada into the designer makeup category follows the footsteps of other designer labels like Hermès, Valentino, and Dries van Noten, while longstanding brands like Giorgio Armani, YSL, Chanel, and Dior continue to flourish in the sector.
As Prada dives into the beauty realm with its distinctive take on skincare and makeup, the fashion world awaits with bated breath to experience the brand's unique blend of elegance, innovation, and style.
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