Italian fashion house Gucci already dominates the fashion space, and is now expanding its sphere of influence into beauty. The brand is reportedly set to relaunch its line of makeup starting with a range of lipsticks that drop today.
The cosmetics line is part of the brand's partnership with Coty. Exclusively pre-launching on Gucci.com from May 4, the three new lipstick collections come in diverse formulations: Rouge à Lèvres Satin with a satin finish, Rouge à Lèvres Voile with a sheer finish, and Baume à Lèvres, a lip balm with a translucent finish.
All colors are conceived under the creative direction of Alessandro Michele, with his aesthetic in mind. Shot by Martin Parr, the launch is accompanied by an experimental campaign, starring Dani Miller (lead singer of Surfbort) and models Mae Lapres, Achok Majak and Ellia Sophia Coggins. The campaign shows a family together at a table during a TV dinner watching the "Gucci Beauty Network," perhaps alluding to a host of new products the brand plans on debuting soon.
The products will first be unveiled through an exclusive party at the Doubles Club in New York, this evening where guests can choose from 58 different shades and three formulas. "Cloaked in richly textured décor that evokes the year it opened, in 1976, the event will take place in the private Doubles Club in New York. This intriguing location will be fittingly customized to welcome Gucci's guests and celebrate the new chapter of the Gucci Beauty story, starting with lipsticks," the brand said in a statement.
Beauty has turned out to be a particularly lucrative way for high end labels to up their profit margins. The consumer base for luxury clothing and accessories is limited, but even at a relatively high price point, beauty remains more accessible to a wider audience.
Albeit slowly, Gucci has been steadily hatching its expansion within beauty over the years, first with the introduction of its coveted fragrance Bloom and more recently with the launch of its 14-piece perfume line, The Alchemist's Garden. The company has since reported a 20 percent of overall revenue growth in the last quarter.
Gucci's first foray into beauty dates back to November 2014, when the high end label dropped a collection of 200 lip, face and eye products under a partnership with Procter & Gamble. But when the P&G sold the entirety of its beauty portfolio in 2016, the brand halted its expansion within the space.
This new drop reflects Michele's on-going commitment to both the beauty space and a formidable eye for business growth.
The Gucci Lipstick Collection launches May 4th and will be available for purchase on Gucci.com and across select boutiques in New York.
Photos courtesy of Gucci