向單眼皮講Bye Bye！簡單「偽雙眼皮妝」4個步驟 讓你擁有迷人貓眼、雙眼變大兩倍！

向單眼皮講Bye Bye！簡單「偽雙眼皮妝」4個步驟 讓你擁有迷人貓眼、雙眼變大兩倍！

Gucci illustrates new makeup looks in beauty campaign

Fragrance and personal care

Illustrated tutorials are the focus of Gucci Beauty’s newest campaign. Image credit: Gucci

Italian fashion house Gucci is bringing new beauty tutorials to life in an artistic campaign, highlighting its most accessible products at a time when consumers are seeking small luxuries.

British artist Alex Merry has illustrated new looks created by Gucci Beauty global makeup artist Thomas De Kluyber. The illustrated video tutorials highlight how consumers may achieve more looks using various products from the Gucci Beauty collections.

“Gucci is not afraid to go outside of the norm, and this campaign certainly fits that mold,” said Kristy Engels, president of Beauty Strategy Group, Orange County. “It works beautifully within the current collection and storytelling they are doing for the brand.”

Ms. Engels is not affiliated with Gucci but agreed to comment as an industry expert.

Illustrating Gucci

After largely keeping its makeup line off social media since its launch in 2014, Gucci emphasized its beauty division with a dedicated Instagram launch in 2018.

The debut spotlighted important works of art to exhibit Gucci’s creative director’s unique idea of beauty (see story). Now the brand continues in its artistic efforts by commissioning the work of Alex Merry for its newest beauty push.

A full-time illustrator based in Gloucestershire, Ms. Merry graduated from University of the West of England with a first class B.A. honors degree in illustration.

She has collaborated with Gucci previously on decor, garden and mural campaigns.

Through Mr. Merry’s illustrated videos, the new Gucci Beauty campaign shows consumers how to powder their skin using Poudre De Beauté Mat Naturel to lock in foundation, focusing around the sides of the nose, forehead and cheeks.

The illustrated women complete their looks using various Gucci Beauty products, such as: Sérum de Beauté primer, Fluide De Beauté foundation, Crayon Definition Sourcils eyebrow pencil, L’Obscur mascara and Rouge à Lèvres lipstick.

While the brand is notorious for its culturally relevant and creative campaigns, Gucci could be missing a critical sales opportunity with this illustrated beauty demonstration.

“From a technological perspective, I think [the videos] might be slowing down the page load speed time,” Ms. Engels said. “It takes way too long for the product pages to come up when you click on them, and why are there no ‘shop now’ links for the powder compacts used?

“It does not deliver much of a consumer benefit in terms of what the product textures are like, how they actually blend into the skin and what results you can realistically expect.”

View this post on Instagram A post shared by Gucci Official (@gucci)

Gucci has been ramping up efforts around its beauty offerings after relaunching in 2019 with a lipstick line (see story). The brand expanded its cosmetics offerings with the launch of liquid foundations and primers late last year (see story).

Earlier this month, Gucci Beauty launched on Alibaba’s Tmall Luxury Pavilion, connecting products with more than 770 million Chinese consumers on the digital platform (see story).

Road to digital beauty

With stores shut down for extended periods of time, beauty brands have worked to overcome many hurdles in digitizing the shopping experience.

Beauty group Estée Lauder Companies has embraced a variety of omnichannel tactics, from virtual consultations to Postmates deliveries, to bringing the cosmetics counter to shoppers’ homes. Taking advantage of in-store inventory, the company turned closed stores into micro-fulfillment, using Postmates messengers to deliver products to nearby customers who were waiting for their orders.

Estée Lauder also pivoted to virtual selling by enlisting previous in-store staff members to participate in Zoom parties, live chats, FaceTime consultations or other virtual events (see story).

LVMH-owned beauty retailer Sephora and French beauty brand L’Oréal have utilized social selling platform Replika Software, allowing brands to leverage both store associates and consumers as peer-to-peer influencers, “social sellers.” Founded in 2016, the platform was inspired by an observation that consumers were visiting stores less and getting inspiration from social media.

For instance, at L’Oréal salons, stylists can use Replika to suggest products to their clients and retrieve transactional data (see story).

“Luxury brands are meant to convey exclusivity, a feeling of being in a special club or inner circle,” Ms. Engels said. “That environment can be extended to the digital space with private zoom events, exclusive chat rooms and private member groups to give the customer the exclusivity and access to information they crave."

Gucci Beauty 全新推出粉底液與妝前精華，復古唯美的嫩粉色瓶身太吸引人！

自推出以來 Gucci Beauty 的彩妝系列受到不少時髦女的青睞，融合了 Gucci 的唯美復古風格，不論是粉餅、睫毛膏、指彩到唇膏，都成為梳妝台上的一處風景，今回品牌再度帶來令人注目的底妝新品：妝前精華與粉底液，並找來 Gucci Beauty 新一代靈感繆思 Lily Gavin 演繹，與化妝師 Thomas de Kluyver 和多位模特兒展現每個人獨特的性格美。

這次的底妝系列包含了 Sérum de Beauté Fluide Soyeux 妝前精華，透明而滑順好塗抹的質地，細緻且不會帶來黏膩感，在所有彩妝之前先為均勻膚色，使肌膚變得飽滿，營造出自然柔和的亮顏效果，並且當中加入了有助於淡化細紋及隱形毛孔的成分，除了作為妝前底霜，也可以單獨保養使用，配方為所有膚質而設計。

另外則是 Fluide De Beauté Fini Naturel 粉底液，擁有舒適輕盈的美肌配方，隨著層次疊加可以打造出裸妝或精緻的無瑕妝容，不泛油光的柔焦妝效下，依舊有水潤的保濕度，搭配上妝前精華還能提升整體的光澤感，且一次推出 40 種色調，不僅能配合所有膚質，也為不同膚色的女生而設計，兩款產品皆以透明磨砂的玻璃瓶包裝，搭配上淡粉色的瓶蓋以及金色 Gucci Logo，十分惹人喜愛！