Although we only heard about Gucci’s imminent plunge into cosmetics a year ago, it turns out the project has been in the works for four years!
“[T]he idea emerged much earlier — I’ve always wanted to do a cosmetics line for Gucci,” Frida Giannini, the brand's creative director told Women’s Wear Daily. “As a woman, of course I tried absolutely every product and color we made.” Working with Pat McGrath, Giannini fleshed out a series of eye, lip, face, skin, and nail essentials, inspired by Gucci's archives and fashion mood boards.
Giannini’s goal was to “look for things that were missing from the market, or to improve products that were already there” in the form of high-tech and high-performance products. Offerings include a triangle bristled brush for a more precise application and a long wear pencil that, once smudged, sets and stays put for hours. All of the products will be housed in Art Deco-inspired packaging with the brand’s signature interlocking GG logo, making it “a precious object that you would be proud to pull out of your bag.” Aligning with the brand's Chime for Change initiative, the external packing is made of 100 percent Forest Stewardship Council certified recycled paper.
The beauty line will maintain the luxe appeal of the brand and will be available at key Gucci flagships, on its e-commerce site, and ““top department stores in the world’s most renowned luxury capitals such as New York, London, Dubai and Hong Kong” when it hits shelves in September. The prices will also follow suit with $29 for a nail lacquer to $65 for an eye shadow quad while the skin prep line will be range between $49 and $69. Talk about little luxuries!