Dolce & Gabbana. The Make Up
Dolce & Gabbane and Pat McGrath created makeup line. Here is what is written at www.com:
McGrath said women would really enjoy the feminine, glamorous elements of the line, as well as the innovative, silky touch of the formulations, which include high-quality pigmentation. “The fact that glamour in makeup is truly back means it will resonate with women. In today’s climate, it’s going to be about more, and these products really answer to that,” McGrath said.
McGrath developed three looks that epitomize the line: “Lustful Lips,” inspired by a silver screen siren with dark ruby colored lips and nails; “Provocative Eyes,” a smoky eye and pale lip, and “Sensually Natural,” a pared-back look of neutral hues.Johansson models the looks in the sultry advertising campaign, photographed in a studio in London by Sølve Sundsbø. The images depict Johansson on a bed and are reminiscent of a Marilyn Monroe shoot.“Scarlett is sure of herself,” Gabbana said. “She’s a beautiful girl, but she’s really easygoing. She is very Dolce & Gabbana. There’s only one photo [of the three] in the campaign that is truly Marilyn, with her gestures and her attitude. For me, a woman’s coquettishness is very important.”
Traditionally, when a high-profile designer enters the color cosmetics arena, it can have a transformative effect on the brand. But it is a process that has proven difficult in the past for some companies, due to the high cost of inventory and the expensive need for space and demonstration in the stores. For instance, ck Calvin Klein’s beauty brand was relaunched with Markwins last year, which is the design house’s third attempt at cracking the category. Versace’s line recently faded from shelves, and Ralph Lauren is preparing its second attempt at makeup, with a launch reportedly planned for fall.Giorgio Armani has proven to be one of the recent successes in the color market, at least in terms of building sales. Historically, Chanel has been a standard bearer in fashion color. Also, YSL Beauté, Dior and Givenchy also have achieved varying degrees of success.
Distribution will be highly selective, and Strobel named only three doors for its initial launch strategy, adding points of sales would total under 100 by 2010. Starting with Italian luxury department store La Rinascente’s Milan flagship at the end of January, the line will be unveiled in two other key retailers in March: Selfridges of London and Saks Fifth Avenue. Beyond those sales points, Strobel said he was unable to elaborate on the rollout plan. “Our strategy initially is to be in the best cities and in the best doors,” he said, outlining Paris, Madrid, Moscow and Barcelona as target locales.
“Dolce & Gabbana is a top luxury brand, and if we reflect on the strength of our fragrance business, which is growing at double digits, it shows the brand has huge potential to be a total beauty player,” he added.Dubbed “luxury lounges,” Dolce & Gabbana The Makeup’s in-store spaces are designed by Ferruccio Laviani, who shapes the Dolce & Gabbana boutique interiors. The areas will be customized according to every store’s layout but will be outfitted with Dolce & Gabbana interior motifs: black glossy furniture with gold accents, mirrors and chandeliers. Some spaces will be closed and all will feature an area dedicated to personalized makeup consultancies.Dolce & Gabbana The Makeup’s price positioning is high: from nail lacquer for $20; mascara for $28; lipsticks for $30, and eye shadow duos for $36, up to perfect finish powder foundation for $59. Other categories include bronzing powder, blush, eye and lip pencils, and lip gloss.