MILAN — Collistar’s Ti Amo Italia, or “I love you, Italy,” campaign continues.
After joining forces earlier this year with fashion designer Antonio Marras for a limited-edition color collection and, separately, introducing a plethora of Italy-themed beauty products, the cosmetics firm has now partnered with design brand Kartell for another one-off makeup line.
Called Trasparenze, which means “transparencies,” the spring 2015 capsule will bow in January and include nail polish, eye shadow, a glittery face and body oil, pencils, blush and lip gloss, with specially designed packaging by Kartell, known for its unconventional range of brightly colored plastic furnishings.
Both Collistar and Kartell manufacture in Italy and have long made product origin and “democratic” prices a point of pride in their marketing. The new makeup line will debut in an advertising campaign shot by Italian photographer Max Cardelli and featuring Italian actress and model Margareth Madè, who also fronted the 2014 Ti Amo Italia campaign.
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Speaking at a press presentation on Dec. 3 at the Museo Kartell in Santa Corinna di Noviglio, outside Milan, Collistar chief executive officer Daniela Sacerdote said the beauty firm would continue to develop projects with Italian brands known for their creative excellence.
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“We are expanding considerably abroad, and, abroad, when you say ‘Made in Italy,’ ” consumers respond, Sacerdote said. When considering what design brands to approach for the 2015 capsule, Kartell was the obvious choice, Sacerdote added. “Kartell and Collistar have so many things in common,” she said, citing product innovation and a love of splashy colors.
“We don’t consider ourselves a proper furniture brand. We like to think of ourselves as halfway between a home furnishings and a fashion brand —more as a lifestyle brand,” said Kartell’s director of marketing and retail, Lorenza Luti.