This December ZARA launches its first-ever comprehensive beauty collection with a holistic shopping experience that includes integrated virtual ‘try-on’ features.
The launch comes with an ambition to create an inclusive collection of products that anyone – regardless of skin colour, gender, age or personal style – will want to use, embracing individuality and a fresh take on the notion of beauty. Each product is made with the highest-performance ingredients, clean formulas, and refillable packaging.
The collection of products for eyes, lips, face and nails has been developed with the creative direction of legendary British makeup artist Diane Kendal, who has created some of New York, Paris and Milan’s most memorable runway looks, as well as having collaborated on some of the world’s most iconic fashion photography. It is the result of deep thought and consideration, born of more than a year’s development with virtual interactions between the team in Spain and Diane in New York.
“When Zara approached me to lead the creative direction of Zara Beauty, I saw an opportunity to make something that everyone would want to use. Zara has always reached such a diverse audience, and I wanted to bring that same big vision to beauty with a collection that is clean, refillable, and accessible to all. I am really proud of what we have created: an expansive array of consciously unique formulas for eyes, lips, face, and nails.
To have this breadth of colour and sense of playfulness, while also being clean and using high-quality ingredients, is something that hasn´t really existed before. Through a multiplicity of faces and looks, the collection celebrates what I believe to be most important in our industry: there is no beauty, only beauties.” Diane Kendal.
Eva Lopez-Lopez, who leads Zara Beauty, remarks: “Our goal was to create something truly inclusive in which many can participate – innovative products with a playful, personal and individualistic character, all made with the high-performance ingredients and true colour innovation. Those were mutual ambitions that we shared with Diane, so she is the perfect person for us to work with.”
New York and Paris-based creative agency, Baron & Baron, have developed unique and custom packaging. Inspired by the “Z” from the Zara logo itself – the entire line is on a slant – elegant, re-fillable and designed to enhance the experience of using each product that it contains. Baron & Baron also developed the brand concept, the launch and strategy and the 360 creative, digital and social program:
“Instead of gearing their concept towards specific targeted markets, which is something very common in the beauty industry, Zara has opted to cover the entire market with a groundbreaking line that is flexible with its products to obtain any look for any beauty. This is what inspired our overarching brand message, of celebrating something for everyone.” Fabien Baron.
