Any big makeup launch would be incomplete without a sultry, glamorous video to help tell its story. And making full use of the power of video is Gucci’s 60-second clip titled ‘Stolen Moments’. The video, directed by Fabien Baron, features the new cosmetic line’s muse and face, Charlotte Casiraghi, daughter of Princess Caroline of Monaco, granddaughter of Grace Kelly – not to mention model, journalist and equestrian ambassador of the brand. With glamour and sensuality at the heart of the video, it’s safe to say the essence of Gucci was well captured.
“Frida Giannini, creative director of Gucci, wanted someone who would be able to perfectly embody the Gucci woman, a real woman and a real story. Miss Casiraghi was a natural choice. She is a modern and independent woman: a producer, writer, accomplished equestrian and mother,” Carla Liuni, Global Vice President, P&G Prestige.
And it was only matter of time before Gucci stepped up to the beauty bar to join its designer pals Armani, Chanel and Dior. Tom Ford and Marc Jacobs, heavy hitting designers, also moved from fabric to face over the past few years, as did Calvin Klein.
“Frida always wanted a cosmetics line to complement her Gucci woman,” said said P&G Prestige’s Carla. “Cosmetics is a natural extension of a fashion brand universe. Hair and makeup are very much an integral part of every collection. Gucci is a brand with very loyal followers and we wanted to provide Gucci lovers with the best products possible to meet their very exacting standards, hence it was important to get it right. Gucci has a creative vision and positioning that is unique to the fashion house and that will give us a right to win in the global marketplace. Makeup is very much an integral part of every collection and will allow us to get bigger visibility for the brand.”
Not since Marc Jacobs released his impressive and extensive beauty line last year has a company put so much thought, execution and design elements—essentially paying tribute to the brand—by rolling out over 200 products. That includes 18 shades of foundation, 38 Magnetic Color shadows and 70 lipstick sku’s.
The cosmetic project took four years to complete and was inspired by the company’s heritage, signature motifs and technology. It also highlights past fabrics—six, to be precise. The colors red, gold, black, bronze, copper and vivid peacock are found throughout the collection. And what would colors be without the creative and signature Gucci seal of approval? To keep integrity to the logo, shiny interlocking G’s are featured on the top of each product. A “Guccissima” pattern is embossed into powders and shadows. The Gucci web stripe is re-imagined in black and gold on compacts and product collars.
Frida’s personal touches can be seen with each compact and lip liner, as well as by make-up artist Pat McGrath, the creative design director of P&G’’s beauty division, who leaves her own thumbprint on each product, too.
“The connection between brand and designer is fundamental. Frida has always wanted a cosmetics line to complement her Gucci woman,” Carla shared, adding that for Frida, beauty and fashion are always connected. “Make-up is a key element of the Gucci runway show —it helps communicate the essence of the Gucci woman. Eyes, skin, lips— they’re like accessories, all working together to create an unmistakable look,” she said.
To view the Gucci ‘Stolen Moments; video please click here.
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