Beginning with an intricately embossed 3-D nail strip, Revlon is launching a series of Marchesa-inspired beauty items, including nail polish, lip and eye products, nail art and beauty tools.
This story first appeared in the June 7, 2013 issue of WWD. Subscribe Today.
“I feel that sitting at the cross section of fashion and beauty is very much a place where Revlon has always been,” said Julia Goldin, chief marketing officer of Revlon. “This is a part of the DNA of the brand and something we will continue to do.”
The first in a series of three collections, Revlon by Marchesa 3D Jewel Appliqués features eight patterns of nail decoration that nod to couture Marchesa gowns. The collection will first hit the U.K. in September, U.S. and Canada in October and then other markets globally thereafter. “Marchesa’s designs are all about the essence of all glamour,” said Goldin. “They are exciting, intricate, unique and make women look beautiful.”
Over the next 18 months, two more ranges will launch, including one with a philanthropic component, according to Goldin.
“This partnership has tremendous amount of congruence and synergy and therefore it could go anywhere,” she said.
In addition, Revlon has also signed on to be the official makeup and nail partner for Marchesa’s New York Fashion Week shows, with Revlon global artistic director Gucci Westman — who worked backstage at Marchesa’s fall 2013 and spring 2014 bridal shows — as the lead makeup artist.
“Fashion and beauty are about self-expression and experimentation and taking a creative approach to your personal style,” said Keren Craig, cofounder of Marchesa. “While we can’t reveal all the details of our multicollection partnership with Revlon just yet, each collection will truly embody our brand’s feminine and dramatic spirit.”
According to Goldin, the partnership is aimed at making high-end runway fashion accessible to all women. “As a mass brand our strategy is [offering] glamour at affordable prices,” said Goldin, adding that there will be coordinating in-store visuals and marketing activities to promote the collections. “Democratizing glamour and magic is a very important part of what Revlon can do.”
Georgina Chapman, cofounder and designer of Marchesa, echoed the sentiment; “Through Revlon’s incredible global reach, we will be able to bring a little piece of Marchesa to women around the world.”