Fashion brand Zara enters beauty products market

December 26, 2018

A number of globally renowned fashion brands have, after tasting success in the apparels market, ventured into the beauty segment, which seems to a natural graduation in leveraging the brand image. Zara is the latest brand that has joined this bandwagon, much to the delight of the loyal consumers of thebrand. The company has launched its ‘The Ultimatte Lipsticks’ series targeting the holiday season

Zara, a globally renowned fashion brand – known for its dresses, footwear and fragrances – has now ventured into beauty products, with the launch if a lipstick series. The series comprises an assortment of matte lipsticks, lip kits and glosses. Named The Ultimatte Lipsticks, the series has 12 shades of lipsticks, packed in matte navy lipstick cases with a magnetic clasp. The collection also has 9 matte liquid lipsticks, along with 12 velvet matte bullet lipsticks. The products were launched on the Zara website.

Priced at ₹ 638, the Zara Ultra-Matte super pigmented liquid lipstick is filled with argan oil and vitamin E and offers complete coverage to your bare pout. The liquids come in cool shades like red, pink, nude and mauve – all in a sleek-looking package. The Zara Behind The Scenes Kit is priced at ₹ 1,845. The kit consists of a lip liner, creamy matte lipstick and a liquid lippie.

Target: The holiday season

The lipsticks are said to be designed in L.A. and made in France. The products have been launched targeting the Christmas and the holiday season. If you are planning for a secret Santa gift or stocking filler, three lipsticks will be available to buy in a set, while the limited-edition ‘Ultimatte Trio Set’ will help you get the precise look from Zara’s Autumn-Winter 18 campaign, claimed a company press release.

After making its mark in fashion and accessories segment, venturing into the beauty product market is seen as the natural next step for the fashion brand. With other fashion product majors, such as Topshop and H&M also offering a wide range of lip products, along with skin care products, makeup, eyeshadows, mascaras, it was expected that Zara would also venture into the beauty product sector, according to a media report.

A range of vivid colours

While the 12 shades are of a traditional formula, the range also features eight liquid lipstick colours, promising a smooth, easy-to-apply matte lip for a colour that gives a more vivid finish, according to the company media release. The new lipstick collection comes in several colours, from classic reds to pinks, in two matte finishes, stated to be inspired by the “backstage magic of the Zara fashion campaigns.”

According to a report in a beauty segment media, Zara’s lipstick range has colours to suit everyone – from peachy-nudes to an almost inky-black plum. The lip products are touted as first of the products in Zara’s new beauty collection. The “Ultimatte” lipsticks offer lively colours and a silky texture. With the bullet lipsticks, also comes an array of liquid lipsticks designed for one stroke application.

The beauty collection offers bold reds, berries and browns, which are claimed to be ideal for the holiday season. And as a limited edition Christmas surprise, Zara has also created the Ultimatte Trio Set, which comprises a lipstick, a liquid lipstick and a matching lip pencil. The lipstick shades available in the trio set were used in their Autumn-Winter 18 women campaign and are packaged in a pretty clutch, the article mentions.

The brand already had colour cosmetics way back in 2007, but the current collection represents the launch of a new era of Zara beauty products. While the products are claimed to be chicer, they will be complemented by matte black packaging and shades and formulae as the Zara clothes they will be sold along with, the press release claims.

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