When singer Dua Lipa revealed that her debut beauty brand would launch via a partnership with Augustinus Bader, reactions ranged from curiosity and disappointment to admiration.
Why would one of the most scientifically revered luxury skin care brands power a celebrity-led diffusion line?
Victoria Beckham Beauty, meanwhile, had already partnered with Augustinus Bader on its original skin care launch, but that was built on the brand’s core technology at a price that reflected its luxury positioning.
The Foundation Drops with TFC8 is the latest product launch from Victoria Beckham Beauty, which makes use of Augustinus Bader’s technology.
The new question is whether reduced-price diffusion innovation risks diluting the core of the brand – or whether this represents a smart evolution.
And, more so, whether Augustinus Bader is intentionally positioning itself as beauty’s next big celebrity brand builder.
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