La Mer is gearing up for a big launch this fall, partnering with a group of makeup artists for the first time in the brand’s history.
Today, Kayleen McAdams, Violette and Patrick Ta — a Hollywood veteran with a signature “natural look;” a Parisian artist who specializes in editorial and runway and a self-taught talent who was discovered on Instagram, respectively — will become official brand ambassadors for La Mer. They will work with the company to create video content that both engages and teaches consumers how to wear La Mer’s upcoming collection.
It might sound odd that a skin-care brand is working with makeup artists, but Sandra Main, La Mer’s global president, said there is good reason.
“It’s a perfect time to see how we — an authority in luxury skin care — could bridge skin care and makeup in a meaningful way that’s true to La Mer’s heritage and authenticity,” Main said of the brand’s anticipated entry into the makeup category.
She was mum on specifics about exactly what kind and how many products the company will unveil this fall, but offerings will double as makeup and skin care, an extension of La Mer’s existing Reparative Skin Tint, an antioxidant and SPF30 that comes in five shades and retails for $95.
“We’ve done extra well in that category [Skin Tint]. We’re taking that one step further and leveraging that growth of makeup in today’s world,” Main said. “We aren’t a makeup brand, we really are a skin-care brand. We see this as being the last step in skin care versus the first step in makeup.”
In preparation for the launch, the three makeup artists will create educational photo and video content that will live on every customer touch point for the brand — including the social platforms of La Mer, the brand’s retail partners and those of each artist.
McAdams, Violette and Ta will soon embark on a three-city trip to Seoul, Paris and Los Angeles to work with press and influencers on filming content that will go live in tandem with the product roll out.