Topshop is applying its fast-fashion prowess to beauty with the introduction of two cosmetics ranges, a core line and an in-and-out seasonal trend collection.
In May, the full lineup is slated to launch in Topshop’s top 30 doors, including its U.S. outpost, and on the retailer’s Web site. Topshop’s London flagship will have the most spacious display, carving out 400 square feet for the cosmetics lines, said Mary Homer, Topshop managing director. All doors will carry the lip and nail products. Topshop has about 300 doors and 140 franchise locations, globally.
The core collection is 97 stockkeeping units strong and is designed to mix whimsical design with bold color. Pencil-like doodles decorate putty-colored packaging and the black outer carton features an illustration of the product inside, designed by Sarah Thorne, Topshop graphic and packaging designer.
“It’s playful, almost like the Topshop girl drew it herself,” said Lizzie Dawson, a Topshop designer who led the line’s in-house development. Topshop tapped Intercos to manufacture the products.
Topshop plans to augment the core line four to six times a year with the trend range, a collection of about 16 items, that Homer described as, “more adventurous.”
Dawson said, “The core line offers the Topshop girl this brilliant range where she can get her staples. But, we also wanted to offer something exclusive, the trend line, that was not available on the high street.”
Topshop’s consulting makeup artist Hannah Murray, who works with the retailer on its ad campaigns, used items from both ranges backstage at Unique, the retailer’s premium line, which was shown in London Saturday.
“We really pushed it,” said Murray of the “woodland brownies,” beauty look. She used Skin Tint to warm skin and Tint on cheeks for a “weathered” effect, and applied gold paint on the inner corer of the eye and down the bridge of the nose.
“It’s everything you’d want in a range, but in a bold and confident way. It comes from people who are very passionate about fashion,” said Murray. She continued, “Women are getting so much more experimental with makeup. There aren’t any rules any more. This line sits well with Topshop’s fashion sense.”
Dawson, whose design experience at Topshop includes lingerie and blouses, said the lines were designed to trumpet color. “We really nailed the colors,” she said, noting that many shades were influenced by Topshop clothing and accessories. For instance, the cement-colored nail polish shade, The Big Smoke, nods to the smoky leather used for some Topshop’s shoes. And, while designing blouses Dawson became enamoured with a “strong lavender,” which she incorporated into a kohl eyeliner.
“Color is the absolute ultimate. We have to get it right,” declared Dawson. “If [shoppers] can’t afford a new outfit, then they will go for a new nail polish.”
The lines center on color cosmetics, and the sheer formulas of Skin Tint and Skin Glow are the closest they get to face foundations or powders.
Topshop has dabbled with cosmetics before, introducing a limited, store-branded range in the mid-Nineties, which it shelved about 15 years ago. One Topshop store, the Oxford Street location, currently carries Barry M cosmetics.
When the retailer began developing the upcoming ranges two years ago, “We started from scratch,” said Homer.
Items in the core line range from a $8 eye pencil to the $20 Skin Tint. Trend items, which include false eyelashes, are priced about 10 percent higher, said Homer.
Marketing efforts will rely on in-store events and the Internet. The retailer will host pod casts of Murray giving makeup tutorials on topshop.com, which gets 1.5 million hits weekly, according to Homer.
Asked whether Topshop will export the cosmetics lines beyond its own doors, Homer said, “When we look at the full potential of cosmetics, then yes it would be nice to think we could expand the line externally.”
In honor the @CFDA’s announcement of @iamnaomicampbell receiving the Fashion Icon Award at the 2018 #CFDAAwards, which will take place on June 4, here’s a #tbt of the supermodel on @michaelkors’ runway in 1991. #wwdfashion #wwdarchive (📷: George Chinsee)
“I was making the guacamole when my scout saw me,” says model @stuckinteenage on being discovered just six months ago while working at @chipotlemexicangrill. Since then Williams has signed with @dnamodels, walked in her first show at @calvinklein and landed on the cover of @vogueitalia – a high point of any model’s career. To read @lisajlockwood’s full interview with the model on her experiences thus far, head to WWD.com – link in bio. (📷: George Chinsee)
“I love the idea of dialogue, period. It’s where I’ve always gotten my inspiration from: hearing other women speak, their journeys and their paths,” said @hereisgina, who delivered the keynote speech during @sxsw for @createcultivate in partnership with @fossil. For her two panels, Rodriguez chose female empowering, female-led and female entrepreneurs to focus on. Head to WWD.com to read more about her thoughts on Time’s Up, growing up in a family of women and why we “need a girls’ club.” #wwdeye #sxsw (📷: @jgreenery)
Leading luxury brand are shaking things up to keep up with streetwear. Case in point: the arrival of @mrkimjones as artistic director of @diorhomme. Jones, who succeeds @Kris_Van_Assche, is seen as one of the handful of designers who can actually straddle the luxury and streetwear worlds — which could lead to even more changes at established brands. What could this mean for the rest of the menswear landscape? Head to WWD.com to find out what experts predict #wwdfashion (📷: @franckmura)
“It’s like buying groceries. You’re going to buy the best mango, the best mozzarella, the best things. You have to, or others are going to take it all,” said @gabrielahearst on why she uses only the finest fabrics. Last week, Hearst received her first @cfda nomination for Womenswear Designer of the Year, and earlier this month she opened a permanent showroom in Paris. To read @jessiredale’s interview with the designer and find out why this is shaping up to be a big year for her, head to WWD.com. #wwdfashion (📷: @francoisgoize)
“It’s an interesting thing, playing a younger version of your mother. It’s an interesting concept. I adore my mom and love her in every capacity, but it was just something that had never crossed my mind,” says @anniemstarke on playing a young Joan Castleman in “The Wife.” The same role will be played by her mother Glenn Close. Read more about her growing up in the film industry as the daughter of producer John H. Starke and Close and what she has planned for the future #wwdeye (📷: @nataliamantini)
@asics is launching a new streetwear sneaker inspired by its latest ambassador, @steveaoki. The Hyper-Kenzen x Aoki, which will launch at @footlocker stores exclusively tomorrow, is a slip-on style that incorporates the brand’s proprietary Gel technology through beads integrated into the midsole for comfort and endurance. Read the full story on WWD.com.