Michael Kors is expanding his glam all-American empire. The quippy designer is going full steam ahead into beauty with a brand new collection of color cosmetics, body and sun care, and three new fragrances, set to launch in August.
According to WWD, there are going to be three distinct lines in the collection: “Sporty,” “Sexy,” and “Glam.” “I think those three things–sexy, sporty and glam–have always been the DNA of Michael Kors, and in a strange way, the Michael Kors woman really is all three of those things–it’s just that she feels more strongly about one of them at certain given times,” Kors told the trade.
Kors looked to some of the important women in his life for inspiration for the seemingly disparate collections. “My grandmother was over-the-top glam — she worshipped at the altar of Elizabeth Taylor,” Kors said. “And I then had the absolute opposite in my mother, who wore very natural makeup, very little print, was very laid-back and relaxed and sporty.”
The collection will be sold at Michael Kors stores and at Macy’s exclusively for one year with prices ranging from $18 for a nail lacquer to $95 for a fragrance. Each collection features a fragrance, two lipstick colors, two lip gloss colors, and two nail lacquers in colors that represent each collection’s vibe. Think nudey-taupes in the “Sporty” collection and dark violet in “Glam.” And because the Kors woman is always sun-kissed, there’s a full line of bronzing and self-tanning products, too.
Kors’s approach seems to be that beauty products should be treated as accessories, hence the colors and bronzing. What you won’t find is basics like mascara and foundation. “I wanted to do the essentials–the things you absolutely have to have to represent that mood,” Kors said.
There’s going to be a full-on marketing push, starring Kors fave Karmen Pedaru in the print and TV ads, which were shot by Mario Testino. The TV commercial will feature Pedaru dancing to Duran Duran‘s “Girls on Film,” and there will be a shoppable, choose-your-own adventure type video.
Kors seems to have a Midas touch lately, so we have no doubt that this cosmetics line will be a massive success.