Seattle-based color cosmetics and nail color line Julep is whipping up treats it hopes will tempt customers for the holidays — including a few that aren’t wearable.
The brand’s new creative director, Loann Lam, has been working to shake up Julep’s aesthetic since arriving at the brand in March. Lam immediately inked Paris-born, London-based illustrator Camille Rousseau — known for her work with Louis Vuitton and Liberty of London — to give the brand a visual overhaul, beginning with Julep’s holiday offerings, which launched Nov.1 on ulta.com and is set to launch on Nov. 4 on julep.com, nordstrom.com and qvc.com.
The limited-edition holiday collection has more than 20 items, ranging in price from $22 for Light On Your Lips full-coverage lipstick in Vixen, a vampy red, to $98 for Love At Your Fingertips, a build-your-own nail polish set with 12 full-size colors. In the middle of the price range, there are several choices, including RSVP, a $38 eye shadow palette with 11 shades and a two-sided brush, and Coveted, a set of 12 nail polish minis (the brand’s bestsellers for 2015) for $48. If Looks Could Thrill, $30, contains a trio of black liquid “chameleon” eyeliners — when caught at a particular angle, the three liners will show glints of silver, gold and violet, respectively.
Lam and Rousseau also brought in an unusual partner for one additional aspect of the line: Theo Chocolate, which produced dark chocolate bars in two flavors — one sea salt, the other coconut — using two illustrations created by Rousseau. The first 1,000 customers who purchase holiday items on julep.com will receive chocolate bars with their orders.
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“The opportunity to work for Julep was quite liberating,” said Rousseau. “Pattern flow and waves of illustration created our light-and-pretty narrative. I felt very comfortable in my work.”
The brand will complete a new Web site and a complete packaging redesign before expanding its retail distribution in the second half of 2016.