Topshop Debuts Private Brand Beauty

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 is the president of My Private Brand and the co-founder of The Vertex Awards. He is a strategist, author, consultant and retailer who built brands at Delhaize-owned Food Lion, and lead strategy and brand development for Lowe’s Home Improvement. He has consulted with retailers around the world on their private brand portfolios including: Family Dollar, Petco, Staples, Office Depot, Best Buy, Metro (Canada), TLW (Taiwan) and Hola (Taiwan). Durham has published five definitive books on private brands, including his first book, Fifty2: The My Private Brand Project. In 2017, he will debut his newest book, Vanguard: Vintage Originals, a visual tour of innovation and disruption in private brand going back to the mid-1800’s. Dynamic in his presentation while down to earth and frank in his opinions, he has presented at numerous conferences, including FUSE, The Dieline Conference, Packaging that Sells, Omnishopper and PLMA’a annual trade show in Chicago. Durham lives in Charlotte, NC with his wife, Laraine, and two daughters, Olivia and Sarah.