Why are fashion giants Zara and Valentino launching makeup lines now?

From clothes to the creation of cosmetics, many fashion retailers have gone through this path. Zara and Valentino are next in line: how and, most importantly, why did brands dare to launch a beauty line during a pandemic?

The coronavirus has hit the entertainment industry hard. The first thing that people began to refuse was pleasure, “unnecessary" trifles, which, probably, form the basis of our life. However, total cosmetics revenue for 2020 was up 1.4%. With enviable enthusiasm, people bought body care products (hand creams and sanitizers attracted the most public attention, which is not surprising), in second place was decorative cosmetics. And, no matter how paradoxical it may sound, lipstick became the best-selling product in the Makeup category … 

Forecasts for the future of the beauty industry vary. Some argue that the income of cosmetic corporations will steadily fall, others predict the world of luxury and luxury will “rise from the ashes” by the end of 2021 – the beginning of 2022. Whom to believe is up to you. In the meantime, let's try to find out what the brands that dare to launch in such a difficult time are thinking. 

Over the past year, special attention has been riveted to beauty novelties – no, not because they have become worse or better: just the appearance of each is akin to the birth of a new star – cosmetics manufacturers began to pamper us so rarely. However, while some brands are postponing their launches indefinitely, others are launching entire beauty divisions. Let's quickly find out what the first makeup collections from Zara and Valentino Beauty are like.  

For Zara, this is not the first entry into the cosmetics arena: for many years the company has been successfully implementing its perfume line, which includes not only gender-separated fragrances, but also diffusers for the home. In the positioning of cosmetics, the brand adheres to absolute equality: not only girls, but also no less colorful young people flaunt stylish images. “We aimed to create a collection that anyone would want to use, regardless of gender, skin color, age or personal style,” says Eva Lopez, Director of Zara Beauty. “We wanted to please everyone,” echoes British makeup artist Dinah Kendal, who played a key role in the development of the products. 

Unsurprisingly, the set of products turned out to be very basic: lipsticks, eyeliner, nail polishes, contouring products, eyeshadow palettes and accessories. I was pleasantly surprised by the fact that there are refills in the assortment of the brand for almost every type of product. 

The color palette deserves special attention. In line with the classic red lipsticks are eye shadow palettes, including catchy blood red and turquoise shades. 

In general, the process of creating products was very exciting and took about 18 months. “For the first time, I was able to work with a brand that didn't already have an existing line of cosmetics,” says makeup artist Dinah Kendal. Despite the global production of Zara, the cosmetic line complies with all ethical standards: the formulas are not tested on animals, and the packaging is reusable. 

As for the “bad timing” for a launch, Zara sees that as an advantage. “People who have survived the pandemic are going to want to really play with makeup,” Kendal concludes. 

The idea of ​​the game formed the basis of the products of the spectacular representative of the luxury segment Valentino Beauty. What is worth only the design of funds that are more reminiscent of fashion accessories. According to Pierpaolo Piccioli, creative director of Valentino, the launch of the new cosmetics sub-brand symbolizes the fact that the fashion house is becoming more inclusive and less traditional. 

“We have grown from a two-dimensional vision of beauty to a three-dimensional one, in which emotions, dreams and individuality are as important, if not more so, than any other aspect,” Piccioli proudly declares.

And these are not just nice words. For example, to create the Very Valentino satin foundation, the brand worked with 5,000 women from eight countries around the world! As a result, 40 shades were born, among which everyone will find their own. Eyes also run up from the variety of the color palette of Rosso Valentino lipsticks: among the 50 possible options there are all shades of red, a few nudes and even black. A kind of tribute to caring for the environment – again, the possibility of reusable use and the presence of refills. 

The mini versions of the lipsticks are packaged in a stylish Go-Clutch with a pendant. The most attentive have already seen it at the Valentino spring-summer 2017 show. The tiny bag also includes a bronzer, blush and highlighter. We carry everything with us!

In addition, the collection includes mono eye shadow, a two-level palette, glitter, liner, eyebrow pencil and mascara. All of them are presented in crimson cases, decorated with a golden Valentino logo.

Analyzing these two bright launches, we can conclude that the need for beautiful things, in fact, has not disappeared anywhere. On the contrary, in difficult times, we need to pamper ourselves with pleasant little things like a new lipstick or highlighter even more. After all, makeup is not only a way to look better, but also a source of inspiration.