LONDON — Marc Jacobs Beauty is making its way to the U.K., and is set to launch exclusively at Harrods next month.
The collection will land on the retailer’s Web site on Jan. 31 and at the Knightsbridge store on Feb. 1.
Created by Jacobs and beauty brand developer Kendo, the lineup includes color cosmetics and makeup brushes. Three products will be exclusive to Harrods, including the Le Marc Lip Crème in Charlotte; the Style Eye Con eye shadow palette No. 7 in La Parisienne, and the Kiss Pop lacquer box collection.
“The U.K. for us has always been an important part of the brand’s whole strategy,” said Catherine Gore, Marc Jacobs Beauty vice president and general manager.
“From what we see, the U.K. market has an incredible appetite for beauty, newness and playing with color. But even more so, we found a really great partner in Harrods, which makes this a significant global milestone for the brand. We receive comments and correspondence via social media from brand supporters in the U.K. every day and so we are excited to finally be able to offer them the opportunity to experience Marc Jacobs beauty in person at Harrods. We’re planning to stay focused on our U.K. business at Harrods and continue to nurture our brand in Europe, which is offered exclusively through Sephora.”
The line launched in 2013, and Gore said it’s witnessed growth in Europe and the Middle East, “which will be a nice link-up to Harrods as well.”
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She said bestsellers include the Blacquer collection, of dark and shiny eyeliners and mascaras. Coconut face primer, which launched last July, has also become a big product for the brand.
“There is an incredible story behind it as well. It was inspired by a trip that Marc took to Brazil two years ago. He was drinking a lot of coconut water during that trip and it inspired us to take all of the attributes of a coconut and deconstruct them into this incredible hydrating primer.”
The Marc Jacobs Beauty line will be showcased in three of the Brompton Road windows at Harrods on Feb. 5. The launch will be supported by a series of in-store events for consumers.
“Our clients are always on the lookout for the most exciting new beauty brands,” said Mia Collins, Harrods’ head of beauty. “This launch will have huge appeal to both beauty addicts as well as fashion mavens who want to discover the latest makeup trends from a brand that’s synonymous with creativity and quality. Personally, I am very excited to see our clients respond to the exquisite new mascara launch: Velvet Noir.”
The company is optimistic in its outlook for the U.K. market. “On a business level our projection is that Harrods Knightsbridge will become one of the highest-ranking doors for Marc Jacobs Beauty in the world. So we really hope that the global success of the brand continues in the U.K.”
The brand has tapped actress Winona Ryder to front the beauty campaign shot by David Sims in a New York studio.
“Winona is not only a timeless film icon, but a true beauty icon and we were very honored to have her represent the collection in such a gorgeous way,” Gore said. “When Marc released the campaign image via his Instagram in December he cited her brilliant mind, talent and physical beauty like no other and we fully agree. ”
The spring ads will run in the February issues of publications including Vogue and Love.
Last year, actress Jessica Lange fronted the campaign, which was shot by David Sims and styled by Katie Grand.
“I see beauty in many things, and I am attracted to all sorts of imperfection, to style, to confidence or experimentation,” Jacobs said. “It’s unexpected and surprises you. I think the idea of transforming into this person you want to be is a lot of fun. It’s this idea of a young woman enjoying creating her look, getting ready for her night out, or her night after her night out.”
Marc Jacobs Beauty was originally launched as a Sephora-exclusive brand. The company unveiled its plans earlier this month to roll out at Bergdorf Goodman and 12 Neiman Marcus stores.