From a marketing standpoint, the Lancome Pout-a-Porter collection is sheer genius. As the release date of the second lipstick in the series is fast approaching, I thought I'd take a moment to discuss what makes the product line so special. A little background for those of you who haven't been following the Beauty Addict's coverage of the collection: For Fall 2006, Lancome created a limited edition red lipstick based on the lip color used on the models at the Behnaz Sarafpour show. The lipstick, called "Behnaz," sold out before you could say Sarafpour. Pictured above is "Proenza Pink," based on the surfer girl-inspired pale pink lip seen at the Proenza Schouler Spring 2007 show.
The Pout-a-Porter Recipe for Success:
- Brand collaboration. With the Proenza and Lancome on the label, this lipstick is sure to get the attention of fashionable women. Additionally, by associating itself with cult designers, Lancome is increasing its fashion credibility relative to its competitors.
- Excellent exposure. With the number of fashion-obsessed females looking at runway photos online and the readership of magazines in which backstage beauty shots are published, runway makeup looks get plenty of exposure. Lancome is taking advantage of this by letting customers know that it is behind some of the season's hottest looks and packaging them in the form of lipsticks.
- Pretty Pictures. As the provider of the makeup for shows such as Behnaz and Proenza, Lancome sees its product photographed on some of the best models in the biz. And girls like Hilary Rhoda, Natasha Poly, and Agyness Deyn don't just make clothes look good!
The universally flattering and utterly cool Proenza Pink will be sold at Bergdorf Goodman, Lancome-USA.com, and select Neiman Marcus stores beginning March 1.