05 May 2010

Burberry Forges Ahead with Beauty Range

The Independent

As announced by the British success brand last year, Burberry will launch its line of color cosmetics this July, joining a big list of fashion labels that have introduced their own-brand beauty collections recently. So how will it be different?

First of all, products won't be updated every season as opposed to most other ranges be it fast-fashion like Topshop's new line (out May 5) or high-fashion like Dolce & Gabbana's new makeup collection. Instead, creative head Christopher Bailey will start with close to 100 'classic' items for the face, lips, cheeks, and eyes, and then introduce novelties when the time feels right.

"Like the trenchcoat, [the range] can be worn anywhere and at any time," Bailey told Women's Wear Daily. "When we feel it needs a new pop of something, we will start adding things and that will all flow with fashion, as well."

Secondly, judging from the exemplary activity on social media such as Facebook and new website launches such as The Art of the Trench, it is safe to expect a beauty brand that will interact with its customers a lot, and Bailey confirms that the new collection is "completely integrated with everything else we do with the brand and with the company."

The range, which will simply be called Burberry Beauty - a fitting name given that the brand's iconic trenches and check pattern did not only influence the packaging but also the actual product colors (trend-wise, it's a good time to launch beiges and nudes) - will be priced from $25 - $56.

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