Topshop Debuts Private Brand Beauty

Christopher Durham May 6, 2010 0

UK based fast fashion retailer Topshop is bringing its rendition of fashion-focused designs to the beauty world. The new Private Brand makeup collection is available online and in stores.

“We’ve created this range as a monument to Topshop girls’ uniqueness. I think that festival makeup should be all about experimenting,” Topshop’s Lizzie Dawson told InStyle UK.

The Core Collection features products for eyes, skin and lips, such as Eyeshadow Duos for $12.00, Lips (lipstick) for $16.00 and SKin Tint for $20.00

SS10 Trend Collection provides a “directional, limited edition, color update” every three months. The debuting collection is explained on the website as “festival spirit-think face paint, art, ethereal beauty-and get set to discover your inner folk goddess.” Products in the line include Amazon Shadow in Sunstar or Moon Dust for $16.00 (a trio of shades), Amazon Lip and Cheek Tint in Bitten Berry for $12.00, a highlighter, two Metallic Kohls and two Crayons.

The products are stylishly packaged in black and white designs, such as illustrated stripes and polka dots, and the website features video tutorials by make up artist Hannah Murray. A virtual makeover application is coming soon.

To promote the new line make up artists will be in store until May 9th and the retailer is giving away a free Topshop Make Up Bag while stocks last.

Makeup artist Hannah Murray collaborated with Topshop on the line by offering her cosmetics expertise, and Topshop’s Sarah Thorne designed the packaging in all its cheeky black-and-white polka-dot and striped glory.

Already a much-loved spot for fashionistas worldwide, Topshop is clever in launching  a new Private Brand beauty collection that functions as an accessory. It is a unique positioning for a brand much less a Private Brand and plays into Topshops core equities.

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Christopher Durham

Vice President of Retail Brands at Theory House

Christopher Durham is the founder of My Private Brand and the VP of retail brands at Theory House, the branding and retail marketing agency. He is the author of “Fifty2: The My Private Brand Project,” a consultant, strategist and retailer who has worked with the world’s largest retailers to build, manage and grow compelling billion dollar brands.

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