After a long wave of fragrances by designer names, could designer skincare be in the making? L’Oréal’s Giorgio Armani brand is realizing its intention to become a global beauty brand with the launch of women’s and men’s facial care lines and the organic skincare line Care by Stella McCartney was marketed as an extension of the designer’s lifestyle.
As another example, Issey Miyake and Narcisso Rodriguez (Shiseido) ancillary lines have been touching on treatment skincare. A US research company senior analyst Maria Badescu told me than they are seeing the designer element across all three categories and we have seen the increases in designer fragrances, so they are watching this in skincare.
Maria describes the trend for designer’s skincare as still in its infancy. However, whether the designer name will have credibility to deliver on its promises like a doctor brand is not expected to hinder the brand. The is a question of credibility. With the likes of Chanel, Dior and Yves Saint Laurent well established across the beauty categories, Maria points out, having a designer footing does not disclaim such a brand. The challenge, however, will be selling skincare based on the mystic of the brand. Continue reading
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