All familiar faces – Style – Kommersant

The autumn season begins with great hopes and plans: according to the established tradition, the stars either become ambassadors of new fragrances or try their hand at the production of cosmetic lines. “Kommersant Style” finds out the details.

Today, major players in the global cosmetics market continue to attract celebrities to present their new products. So, L`Oreal Paris announced the expansion of the already considerable list of their stellar team, promoting the main idea of ​​the brand “I deserve it.” Italian Paralympic champion fencer Beatrice Maria “Bebe” Vio Grandis will present skin care products. This is the first person with a disability in the team of celebrity ambassadors L’Oreal Paris.

Actress Emma Watson, known for her role as Hermione Granger in the Harry Potter film saga, was attracted to work by Prada. The promotional image shows a radically transformed actress, as if reincarnated as a character in a computer game – all in order to attract the attention of a relevant young audience, especially for the launch of Paradoxe women’s fragrance. By the way, for this premiere, the marketing team even created a separate Prada Beauty account on Instagram (banned in the Russian Federation) – there you can see how the fragrance will look like and read about its main notes. The final distribution of Paradoxe has not yet been determined, and the premiere is scheduled for August 26th.

Interest in celebrity cosmetic brands continues unabated, although competition in this category is high – the analytical agency NPD Group considers it the fastest growing. Of great importance is the direct involvement of the name indicated on the packaging in the process of creating funds. The most active creators win and, of course, their most effective means – no one will pay only for the name. After the bright launches of the cosmetic lines of Rihanna, Scarlett Johansson, Gwyneth Paltrow and Gwen Stefani (the list goes on), we are expecting several debuts this fall.

Model Kate Moss has begun moving beyond modeling, becoming creative director of diet Coca Cola earlier this year and now launching a wellness brand that will sell products such as a detox tea and a beauty line. It will include facial oils, creams, skin cleansers. Separately, it is emphasized that active ingredients of exclusively natural origin will be used in their creation.

Designer Stella McCartney decided that there were too many cosmetics around her “for different parts of the face” and decided, with the support of LVMH, to release her own, understandable and concise. She lists the advantages of the Stella line, which will appear in the fall: eco-friendly packaging and the austerity of the line – it will contain only three products. This isn’t McCartney’s first foray into skincare – her first Care collection, which launched in 2006, has been put on hold.

The Wire star, actor Idris Elba, has come up with a family business with his wife Sabrina – they are launching a S` ABLE Labs line designed specifically for African Americans. Their A-Beauty line will, like Stella, strive for unification, so as not to overproduce, but to make one product that “you can share it with your partner, with a friend, with a roommate,” they explain.

In Russia, the celebrity market is now represented by the Natura Siberica brand, which from time to time makes collaborations with bloggers and influencers; Romanova Makeup releases makeup palettes in collaboration with pop stars, and the perfume brand Tiziana Terenzi recently presented the Christina fragrance together with singer Christina Orbakaite. We can say that while this niche is in its infancy and development.

Irina Kirienko