I'd examine my painted lashes in a magnifying mirror (not recommended if you don't want bad news). She collects Chanel’s Le Vernis limited-edition nail polishes.Every day, we'd apply a different product. Colville Somma is not immune to the charms of short runs. Beauty’s usual cycle doesn’t allow for that, so that’s where these one-offs come in.” “Women are trained to come back to retailers like Zara and H & M on a weekly basis to see what’s new. “Limited-edition cosmetics are like beauty’s answer to fast fashion,” said Ann Colville Somma, 36, a beauty blogger. But the effort is worth it, he said, not for marketing’s sake but because “it’s stretching the color palette” and “speaking to the consumer about their passions outside of the brand.”Įven if companies claim lofty goals, there’s no denying the potential business value of a seemingly hard-to-get set.
“From a manufacturing point of view, it can be very difficult with our vendors to get François’s vision across,” Mr. Some of his more-extreme ideas for limited editions, though, have run aground. “I love the decadence and the insanity of the makeup in Guy’s pictures,” Mr. François Nars, the company’s founder, said that he had long been obsessed with the photographer. The company has also collaborated with the estates of Andy Warhol and the photographer Guy Bourdin.
MAC released a lip conditioner and blot film wrapped in Bathing Ape’s black-and-white camouflage print.Īnother early collaboration involved the cross-dressing comedian Eddie Izzard and a red glitter lipstick, which reflected the brand’s reputation for diverse takes on beauty, Mr. The brand was mostly known for men’s clothing, so “we took it as a kind of challenge,” he said. In 2003, when the company first dabbled in limited editions, one of the first collaborations was with the Japanese streetwear brand A Bathing Ape, Mr. “The landscape has changed dramatically,” said James Gager, the creative director of MAC, who has been with the company for 14 years. If it fizzles - well, there wasn’t much of it made to begin with. If an item really appeals, it might become part of the permanent collection. Sometimes the products are sold for many times their list price on eBay.
If the item appeals, the venture can create excitement akin to the debut of a new iPhone. And actually because they are, they’ll make good gifts, too.”Īs in art and fashion, releasing short runs of a product, often featuring the imprimatur of a celebrity or special packaging, like RiRi’s metallic pink tubes, has become a tactic of the cosmetics industry, one with little risk in proportion to the potential public relations payoff. “I wouldn’t do it unless it was limited edition. “I’ve never stood in line for makeup before,” she said.
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