The brand’s “inimitable design principles” set it apart, says David Legrand, lifestyle director at Selfridges. Sustainability also plays a key part in the appeal, he adds. “Refill is at the heart of [Prada Beauty] across skincare, eyeshadow palettes, lips and foundation. This focus on a behavioural shift for both brands and customers aligns with Selfridges’s commitments.” While refillable beauty has faced challenges, many brands are betting on the long-term uptake of refillables to reduce packaging waste and build loyalty.
The price points for Prada’s beauty offering are high, suggesting that the company is targeting the top end of the consumer pyramid — a shift away from many luxury peers that built profitable beauty businesses by targeting the mid-market consumer, and offering an accessible entry point into their brands. The ultra-premium category is where Cyril Chapuy, president of L’Oréal’s Luxe division (under which Prada sits), sees an opportunity. “Super-premium luxury has developed strongly in the last five years, both in skincare and fragrances. It’s at the beginning of it in makeup also,” he told Vogue Business last month.
Over the 12 months, L’Oréal has been rebooting the Italian luxury house’s perfume portfolio, introducing scents such as Prada Paradoxe, with Emma Watson directing — a first for the actor — and starring in its campaign. During Prada’s earnings call last Thursday, analysts asked how the relationship with L’Oréal was progressing. Prada Group chief executive Andrea Guerra said he was “extremely happy” and the extension into beauty marked “another milestone”.
To introduce the new ranges, Prada is working with ambassadors London-based Alexander, who has collaborated with brands including Loewe, Fendi and Lanvin, and Paris-based 3D artist Alpha, known for creating beauty looks using 3D software and augmented reality. The two artists also play a part in colour development. A marketing rollout will include a campaign by director and photographer Tim Elkaïm, photographer Benoît Delhomme and 3D studio Tomorrow Bureau.
Photo: Courtesy of Prada
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