WWD reported Friday that Burberry is launching a cosmetic line in July. Chief Creative Director Christopher Bailey told WWD that the line will consist of foundations, powders, bronzers, eye shadow, eyeliner, lip gloss, lip definers, lipstick and mascara. Despite the company’s past interest in fragrances, this is the brand’s first foray into cosmetics.
“It started because I felt that, at shows and the shoots, the whole [Burberry] attitude is epitomized through the shoes, the bags, the clothes, the accessories, but then the face was the one thing I really struggled with. When we were doing makeup, I felt like we weren’t able to get the right attitude,” Bailey told WWD.
Playing off of the brand’s iconic khaki trench coats, Bailey went for a color palate that was effortlessly wearable, unlike “other brands [that] are screaming out-and-out Hollywood glamour.” Shoppers can expect to buy Burberry Beauty from Harrods, as it will carry exclusive U.K. rights to the brand for the first year.
We can’t say that it’s a bad idea for Burberry. In 2005, Tom Ford collaborated with Estee Lauder, launching the Tom Ford cosmetic line. The line proved to be a huge success, and has continually held a spot in the top ranking cosmetic companies since its launch. Burberry is hoping to find similar success, estimating that the cosmetic line will generate 1 million euros ($1.3 million) per counter within the first year. Other companies such as Chanel and Dior have launched cosmetic lines in the past, undeniably tapping into a lucrative industry — one in which the Estee Lauder company carries an estimated net-worth of $8 billion alone. The cosmetic industry proves to be a highly profitable market, even in these times of economic troubles.
The Styleite team can’t wait to try out the products!