Gucci Cosmetics line

Gucci Cosmetics line will launch in September 2014 Photo by George Chinsee for WWD

For many brands the next step in the strategy of strengthening the position in the world markets becomes the launch of a line of beauty products : this initiative was announced last time by Burberry, and now we can have a look at the first cosmetics line by Gucci.

Recently it became known that the face of Gucci Cosmetics ad campaign will be Monaco’s royalty Charlotte Casiraghi , continuing her collaboration with the iconic Italian  brand .

“Makeup is part of the holistic brand universe for luxury fashion brands and is a natural next step for Gucci,” said P&G Prestige president Joanne Crewes.

“I feel good, and confident: I’m very satisfied with the final result that we were able to achieve, to perfection….As a woman, of course I tried absolutely every product and color we made, ” said Gucci creative directorFrida Giannini

For the right palette, one of the essential elements of a new line Giannini searched the impressive  archives of the house  and vintage pictures of Jane Birkin , Veruschka and Jerry Hall . Of great help makeup artist Pat McGrath.

According to WWD : “The Gucci Cosmetics line aims to win over die-hard Gucci fans and new consumers with its high-tech, high-performance products, such as an impact long-wear eye pencil that defines the lash line and, once smudged, will set and last, and a triangular bristled brush for more precise nail polish application. A set of eight natural hairbrushes will also be available. Prices will run from $29 for a nail lacquer to $65 for an eye shadow quad, and the skin preparation line will retail for between $49 and $69.”

The ad campaign was shot by Mert Alas and Marcus Piggott and a video in support of it was directed by Fabien Baron . The face of the line a glamorous Casiraghi is shot and filmed in “stolen moments,” when she is applying her makeup.

The Gucci Cosmetics line is expected to launch globally in September 2014.


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