Presenting it to the press after the end of Milan Fashion Week — during which she attended the Versace show in a bronze chainmail dress — the model said she had women of all types and ages in mind while creating the line.
“The inspiration is natural beauty: I wanted women to be able to enhance their best features, choosing among eyes, lips or cheeks,” said Valletta, who focused on offering six essential and practical items.
Launching next month exclusively at Douglas stores across Europe, the collection includes the 2-in-1 Snapshot Blush Stick for cheekbones and lips; the Spot-on Highlighter stick; the Look at You black mascara; the Big Impression Lipstick pencil; the pearly Eyelight Cream Eyeshadow and the Instant-Blur compact powder.
Winking specifically to Millennials, all products come in a metallic pink packaging with a price tag ranging from around 15 euros for the lipstick pencil to 25 euros for the compact powder.
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As reported, this is not the first time Valletta is collaborating with the European beauty retailer. Last year, the model fronted Douglas’ first glossy advertising campaign photographed by Peter Lindbergh along with Cara Delevingne, Alexa Chung, Lineisy Montero and Jon Kortajarena.
Douglas Italia’s chief executive officer Fabio Pampani defined the project with Valletta as a “prestigious collaboration, which confirms the direction undertaken with the launch of our international advertising campaign.”
“The collection perfectly reflects the new image of the Douglas perfumeries and marks just the first of several exclusives we will launch this year and that will consolidate our positioning in the prestige division,” he said.
Both the campaign and the capsule collection build on Douglas’ new strategy, aimed at refreshing the retailer’s image, enhance its brand awareness and elevate its overall positioning in the European market.
To wit, last year the company also debuted a new logo, switching from the light blue, italic lettering to a minimal, uppercased font in black, telegraphing a leaner and more modern approach and causing a renovation of its Italian and European units.
Douglas has a selection of more than 35,000 products sold through 2,400 doors in 21 European countries. As reported, the group made a series of purchases in 2017, including the key acquisition of Leading Luxury Group, the parent company of Limoni and La Gardenia, Italy’s two biggest selective beauty chains in terms of door count with around 500 stores between them. Thanks to the deal, the German beauty retailer’s sale points in the market climbed from 100 doors to 600 units, employing 2,500 people overall. In addition, Douglas acquired the Spanish perfumery chains Perfumerias If and Bodybell the same year.
Since then, the group has been working to modernize, focusing not only on updating its image but also on enhancing its brick-and-mortar experience through services, strengthening e-commerce operations and differentiating its product assortment.
To this end, last month the retailer linked with the Indie Beauty Media Group to deepen its assortment and bring small and niche brands to consumers across Europe. Through the partnership, IBMG will help Douglas source and onboard new indie beauty brands across categories.