Zara Cult Satin ULTIMATTE MATTE LIQUID LIPSTICK
Zara recently debuted its first ever comprehensive Beauty collection, with an ambition to create an inclusive collection of products that anyone - regardless of skin colour, gender, age or personal style - will want to use, embracing individuality and a fresh take on the notion of beauty. Each product has been made with the highest performance ingredients, clean formulas, and refillable packaging.
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The collection of products for eyes, lips, face and nails has been developed with the creative direction of legendary British makeup artist Diane Kendal, who has created some of New York, Paris and Milan’s most memorable runway looks, as well as having collaborated on some of the world’s most iconic fashion photography. It is the result of deep thought and consideration, born of more than a year’s development with virtual interactions between the team in Spain and Diane in New York.
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“When Zara approached me to lead the creative direction of Zara Beauty, I saw an opportunity to make something that everyone would want to use,” says celebrated British-born and New York-based makeup artist Diane Kendal. “Zara has always reached such a diverse audience, and I wanted to bring that same big vision to beauty with a collection that is clean, refillable, and accessible to all. I am really proud of what we have created: an expansive array of consciously unique formulas for eyes, lips, face, and nails. To have this breadth of colour and sense of playfulness, while also being clean and using high-quality ingredients, is something that hasn ́t really existed before. Through a multiplicity of faces and looks, the collection celebrates what I believe to be most important in our industry: there is no beauty, only beauties.” Diane has worked with photographers like Steven Meisel, David Sims, Craig McDean and Mario Sorrenti, and her work has appeared on the covers of Italian, French, Japanese, and American Vogue, as well as W Magazine, and Allure Magazine.
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“Our goal was to create something truly inclusive in which many can participate - innovative products with a playful, personal and individualistic character, all made with the high-performance ingredients and true colour innovation,” says Eva Lopez- Lopez, who leads Zara Beauty. “Those were mutual ambitions that we shared with Diane, so she is the perfect person for us to work with.”
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New York and Paris based creative agency, Baron & Baron, developed the unique custom packaging. Inspired by the “Z” from the Zara logo itself – the entire line is on a slant – elegant, re-fillable and designed to enhance the experience of using each product that it contains. Baron & Baron also developed the brand concept, the launch and strategy and the 360 creative, digital and social program: “Instead of gearing their concept towards specific targeted markets, which is something very common in the beauty industry, Zara has opted to cover the entire market with a groundbreaking line that is flexible with its products to obtain any look for any beauty,” says renowned French director Fabien Baron, who is known for his iconic fashion ad campaigns, and has worked with the likes of Madonna. “This is what inspired our overarching brand message, of celebrating something for everyone.”
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Zara Beauty comes with a holistic shopping experience that includes integrated virtual ‘try on’ features at Zara.com and at Zara at DLF Promenade, New Delhi with more stores across India to follow.
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It’s an exciting time for brands all over the world. With change comes opportunity. With the global ‘reset’ and uncertainty on many fronts, there is a chance to write a new script. Let’s be those pioneers.
A bit about me:
A luxury and fashion journalist with 25 years of experience in publishing and magazine journalism, I have edited some of India’s top fashion and luxury magazines. I got my BA in Comparative Literature from UC Berkeley, and went on to receive my Master’s in English and French from the University of Strasbourg, France. I have also studied German and Film. I live in Gurugram, India, and look forward to once again exploring our world with a new-found freedom.
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