Zara Beauty launches permanent cosmetics line complete with 130 shades and refillable packaging

Make-up artist Diane Kendal lent her experience to the fast fashion brand to develop the range which will be available as soon as 12 May

Spanish fast fashion house Zara has unveiled the details of its first-ever global make-up line.

‘There is no beauty, only beauties’ is the tagline of the new Zara Beauty collection, comprising products for eyes, lips, face, nails and accessories, which was put together by make-up artist and Marc Jacobs Beauty consultant Diane Kendal.

Her vision for the brand sess 130 shades integrated into the range in a mix of matte, satin and pearl finishes, designed to fit every shade range and housed in refillable containers.

Meanwhile, the container designs feature diagonal shapes inspired by Zara’s ‘Z’ logo.

To integrate the line fully into Zara’s offering, the new beauty range will join Zara Woman, Man and Kids as a permanent section in-store.

The first of its bricks-and-mortar roll outs includes 22 global destinations, including Zara’s London Bond Street store, UK, as well as four destinations in the firm’s native Spain.

Other store locations across Europe, the US, Canada, countries in Asia and Australasia will also integrate the business’ beauty line.

These one-plan areas will be singled out by colour-matching flooring, walls and ceilings in contrast to the steel display trays for the products.

Eager customers, however, will be able to shop Zara Beauty via its e-commerce channel zara.com from 12 May.

This is not the first time Zara has attempted to challenge its competitors with a dedicated beauty line.

In December 2018, Zara debuted a colour cosmetics line, exclusively available via the brand’s website as part of its AW18 Zara Woman campaign shoot.

Pat McGrath, who launched her eponymous brand just before Zara’s move into the cosmetics arena, was responsible for putting together the beauty looks for the shoot, which Zara consequently took inspiration from for its shades.

The announcement of Zara’s colour cosmetics line comes at a time of overhaul for the business.

In December last year, the Inditex-owned group reopened its largest UK concept store in England’s Bluewater shopping centre, near London.

But the space will act as more than just a shopping destination for the global brand.

The 37,000sqft store will act as a model for Zara’s digital and in-store integration strategy as the business merges its omnichannel operations.

The space has been kitted out with self-service checkouts and dedicated refund tills to offer a more seamless in-store shopping experience.

Its design has also unified with Zara’s global flagship in Barcelona, Spain and Dubai, UAE.

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