Topshop's highly anticipated first beauty range launched online and in stores May 5, focusing on 'fun' products that are easy to use - made even easier by corresponding tutorials that can be watched on the chain's website.
Four clips are already online to help create a sparkling evening makeup look (Glitter Cascade), a golden summer look (Sun Shower), the perfect red pout (Statement Lip), or a smoky eye (Midnight Eye). After each of the one-minute tutorials, the products used can be purchased with one click.
Topshop also hosts events in UK stores all weekend - one highlight has to be blogger Bryanboy whose comments on shoppers' outfits 'magically' appear on an interactive mirror (more information at the link below) - and is planning to launch a 'virtual makeover' tool on its website, where users can upload their own pictures to see what the products would look like on their faces.
The range consists of one core collection, with more basic nail, lip, eye, and skin products, and a trend line that will be updated every three months. For spring/summer 2010, this line includes lots of metallic and coral as well as midnight blue tones.
Topshop's launch came relatively late, after competitors including H&M and Forever21 introduced their ranges - adding to the trend of fashion brands, including luxury (Dolce & Gabbana, Burberry, Tom Ford), branching out into beauty for quicker sales in tough times - but it seems as if its range is well thought-out and ready to become a makeup bag staple, at least for younger customers.
Bryanboy's Mirror Mirror project: http://www.bryanboy.com/bryanboy_le_superstar_fab/2010/05/topshop-mirror-mirror-project.html