Can you do well by doing good? That’s something Lancôme hopes will be the case with a limited edition color cosmetics collection created by one of its spokesmodels, Daria Werbowy. Out in April as a Sephora exclusive, the threestockkeeping- unit lineup will benefit Centro Espacial Vik Muniz, a children’s art center in Brazil.
Most cosmetics companies employ supermodels to advertise their products — few, if any, actually allow those models to create them. That's a trend Lancôme is bucking with a new color cosmetics collection created by Daria Werbowy, one of the faces of the powerhouse brand.
Werbowy has created a three-stockkeeping-unit, limited edition collection that will be sold to benefit Centro Espacial Vik Muniz. The center, based in Rio de Janeiro, provides arts programs, education and training for young people from that city in an effort to keep kids off the streets and keep them away from gangs and drugs.
"This collection is a true expression of modern femininity, and it was really Daria's passion that inspired the project," said Odile Roujol, global president of Lancôme. "She truly believes in this cause and in fact, Daria shared her desire to help children the very first time we met her."
Werbowy's collection, which consists of a $42 eye shadow quad, a $24 lip gloss and a $26 lipstick, will begin to roll out in April 2008 globally and is a Sephora exclusive, except in countries where the beauty giant is absent. For instance, in Germany it will be exclusive to Douglas, while in the U.K. it will be exclusive to Selfridges.
"We are extremely pleased to be the exclusive retailer of the Daria Werbowy Collection for Lancôme — our first exclusive collection [with the brand]," said Betsy Olum, senior vice president of marketing for Sephora. "Daria has a wonderful creative flair and awareness of social responsibility — both of which are evident in this collection. We are confident our clients will be as excited about this collection as we are."
"Daria has a true passion for the charity, which we were very impressed by," said Eric Lauzat, president of Lancôme in the U.S., who added that Werbowy had long been eager for a project she could call her own. "Also, at Lancôme, our spokespeople don't just appear in ads. They are also brand ambassadors." For instance, Elettra Rossellini Wiedemann was the inspiration behind Lancôme's eco-chic initiative with Carbonfund.org earlier this year, Lauzat noted. "[Our spokespeople] are a new generation — they are very invested in philanthropic ventures, and it's important to us to be corporately involved in philanthropy, also."
A Stella McCartney sketch of a custom dress made from protein-based silk in partnership with biotech lab Bolt Threads. The dress will be displayed at The Museum of Modern Art's upcoming design exhibition, "Items: Is Fashion Modern?"