This is an incredibly long article, so I am going to try to get some of the highlights out of it. Here is the link if you want to see the entire thing.
http://www.wwd.com/content/articles/020907_11.jpg Some of it is just not that interesting. But here is the scoop...
Febuary 9, 2007
By Ellen Groves
PARIS — The Emilio Pucci fashion house is venturing into makeup for the first time, in May. Its five-unit, limited-edition color cosmetics collection was created with Guerlain...
...Cosmetics product development was inspired by a fuchsia, turquoise, pink, mauve and apricot scarf Pucci created specifically for the project. Its print appears inside the products' outer packaging and also on some fabric cases containing the makeup.
Billed as the line's star product is an Eye Set in a zip-up case that can be reused. It contains a "kohl & eyeliner" mascara, plus a four-color eye shadow palette. The Eye Set costs 68 euros, or $88.40 at current exchange rates, in France and $75 in the U.S.
Also in the collection are Guerlain's signature Meteorites pressed-powder beads that come in the scarf's colors; so, too, do its outer packaging and the fabric case holding the brush applicator. A 33-g. Meteorites container is to sell for 42 euros, or $54.60, in France and $50 in the U.S. The brush will retail for 28 euros, or $36.40, in France and $35 in the U.S.
Guerlain for Emilio Pucci's 5.1-g. blush mousse goes for 32 euros, or $41.60, in France and $39 in the U.S. The 5-ml. lip glosses come in four shades, each of which is to sell for 23 euros, or $29.90, in France and $26 in the U.S. Two glosses combine three colors recalling the Pucci scarf's swirls...
...While there will be no traditional advertising for the collection, a shot of model Julia Stegner's face covered with a colorful wave reminiscent of the Pucci scarf and featuring Guerlain's logo will be displayed at points of sale...
...The line will make its debut in Guerlain's 500 points of sale worldwide in May. In the U.S., the collection will be available in 80 doors, including Saks Fifth Avenue, Neiman Marcus and Bergdorf Goodman. "This collection was produced in limited quantities to make it the 'It color collection' of the summer season," said Pamela Baxter, president and ceo of LVMH Perfumes & Cosmetics, North America...
It's a short lineup and a short retail run," said Olivier Echaudemaison, Guerlain's creative director, who explained Guerlain by Emilio Pucci would be available only from May until August. The one-shot collection was designed to increase both brands' visibility and to attract people beyond Pucci and Guerlain's traditional customer base.
Guerlain, Pucci Unite for One-Shot Collection
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