The luxury fashion brand teased Prada Beauty’s arrival on its social channels and according to a report via WWD, the arrival of the lines to purchase is imminent.
Prada’s popular fragrances, including the hit recent triangular shaped Prada Paradoxe EDP, have been created under a licensing partnership with L’Oréal since 2021. The new lines look to operate in the same way, with the Italian fashion house making the most of the global beauty giant’s expertise and research and development in the skincare and cosmetics arena.
It is another indication luxury fashion brands are finding the extension into beauty appealing in a bid to boost the bottom line and extend brand awareness. In recent years we have seen the arrival of high-end makeup lines by Paco Rabanne, Valentino, Gucci and Hermès.
WWD reports the sustainable, cruelty-free formulas of the new Prada products have been created in a considered and high-tech way, using technology like AI to inform foundation colours and create product shades that link with the brand’s reputation for inventive colour pairings.
While further specifics on the line are yet to be revealed, according to the report the makeup collection will include six four-color eye palettes, a “soft-filter” foundation in 33 shades and 26 lipsticks in two different matte finishes: “soft matte and hyper-matte”.
The new skin care line will include “Prada Augmented Skin The Cream, The Serum and The Cleanser and Makeup Remove.”
Prada has announced Scotland-born makeup artist Lynsey Alexander as Global Creative Makeup Artist at Prada and Prada Beauty. In collaboration with the brand and Miuccia Prada and Raf Simons, co-creative directors of Prada, Alexander came on board as development for the makeup line began three years ago, during pandemic lockdowns.
Alexander told WWD she considered the brand’s leather textures, swatches of fabric, archive prints and runway images to help create the line and used a repetitive dialogue to guide her work:
She said: “Do I desire it? Do I want to wear it? Would I put it on the runway? Would Mrs. Prada wear it?
“Because you can go so off-piste with makeup when you have no real framework,” she continued. “There’s no limits to where you can take it.”
She did reveal one intriguing element that further shaped her work.
“Mrs. Prada hates glitter, which is music to my ears,” says Alexander. “So everything metallic and shiny has a grown-up, luxe quality.”
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Prada has also chosen to work with Inès Marzat — aka Inès Alpha — for makeup in the virtual world.
According to WWD, the launch of makeup and skin care will take place first on prada-beauty.com and prada.com, on Aug. 1. The rollout will then include high-end department stores and beauty retailers including Harrods and Selfridges in the UK from August 18 with selected retailed in Europe carrying the products in October. The US launch is expected to follow in January.
Prices were reported to range from 45 euros ($80NZD/$75AUD) for a lipstick to 80 euros ($143NZD/$132AUD) for an eye shadow and 360 euros ($644NZD/$596AUD) for a cream.
There is no word yet on whether the lines will be launched Down Under.
Images (above and top): @Pradabeauty
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