Are movie stars on the verge to lose their near-monopoly on glamour? We are still far from such a situation, but the stars of cabaret, whose fame, until the mid-2000s, never exceeded a limited number of connoisseurs, are now beginning to gain access to worldwide fame. No wonder that cosmetics manufacturers are interested in them. More generally, the sensual and glamorous image of the cabaret stage fits perfectly with the development of cosmetic lines especially dedicated to life’s moments of seduction.
Artdeco launches Dita Von Teese
Dita Von Teese, the famous stripper who greatly contributed to the renaissance of burlesque, had already launched an eponymous perfume in October 2011, with German group Luxess. The creation even received a Duftstar Award, the German equivalent of a FiFi Award.
It is again with a German company, Artdeco, a leading brand for colour cosmetics, that Dita Von Teese signed last year in Paris a licence agreement for the launch of a makeup line to her name.
A naturel choice for Artdeco’s CEO Helmut Baurecht: “We couldn’t identify any other woman who is so closely linked with the perfect make-up. She is a true icon.”
Dita Von Teese, who participated in the presentation of the new line in Munich at the end of April, explained that she wanted to be part of the products’ design and that it was one of the reasons of a choice for Artdeco. “I had all liberties to drive the creative process, to influence the development of the textures and colours to make them my signature products. For me it’s important to give more than just my name to a product.”
For Artdeco, which is still a family-owned business, the size of this challenge is also an opportunity to strengthen its position on a market where its main competitors are global brands. However, it does not seem to intimidate the team, which is sure of the quality of its work. “We have never worked so long or so hard on a product launch. We compared ourselves to benchmarks and ultimately surpassed them by delivering better solutions,” said Anna Blasco-Salvat, marketing director.
Louboutin products by late 2013
For Chrisitian Louboutin, for which it is legendary said that a bottle of bright red nail enamel inspired him to coat the soles of his vertiginous stilettos, the leap into the cosmetics sector may seem less obvious, but it is consistent with the glamorous image of the French shoemaker, known for his fascination for Parisian cabarets, from the Moulin Rouge, where he started his career, to the Crazy Horse, for the dancers’ of which he made booties and stilettos and signed four scenes of the latest show.
For its first foray into the beauty industry, Christian Louboutin partnered with U.S company Batallure Beauty, with the aim to develop and globally market luxury products across a number of classifications.
“Wearing a pair of Christian Louboutin shoes completely transforms a woman and Christian will bring that same transformative quality to women through his beauty products,” said Robin Burns, Chairman & Co-Founder of Batallure Beauty.
“Twenty years ago I started what I thought would be a small adventure, which ended up becoming a company. The beauty adventure is a natural extension for someone like me, who likes to empower women and to be a part of creating beauty seems like the right next step,” added Christian Louboutin.
The first Christian Louboutin Beauté products are expected to launch late 2013.