Camila Cabello joined the L’Oréal Paris team as a spokesperson and has been involved with the brand's Women of Worth events and the Elvive Haircare campaign. According to a media release announcing the Havana makeup collection, Cabello “encapsulates the true spirit of the brand by creating dreams that are bigger than our fears by valuing a sense of worth.”
Co-creation, influencer brands, and celebrity entrepreneurs are important avenues for product and brand development in the current cosmetics and personal care market place. So developing a makeup line with Cabello was a prudent move for the L’Oréal Paris. (Read more on beauty co-creation here on Cosmetics Design.)
“L'Oréal Paris is thrilled to bring Camila's vision for her own makeup collection to life for the first time,” says Tim Coolican, president at L'Oréal Paris USA, in the release announcing Havana. He explains the brand’s thinking on the collaboration this way: “Camila is such an inspiration and empowering role model to women everywhere. She's defied expectations, has broken records, uses her voice to advocate for important causes and truly embodies our brand mission of championing worth.”
The concept
“I am extremely proud and excited about the Havana collection," says Cabello. "I wanted to create products that not only I would personally wear, but that would work well across various skin tones. For me, looking and feeling my best helps fuel my confidence and I hope to inspire other people to feel the same.”
The colors are intended to be fairly universal while the “vibrant packaging [is] a tribute to the natural beauty [Cabello] grew up surrounded by in her beloved home city of Havana,” according to the release.
The product
The Havana makeup line in made up of five color products, priced between $9.99 and &14.99. The L'Oréal Paris media release describes them as follows:
- Havana Sun-Lit Bronzer: A liquid bronzer available in two shades for dewy, bronzed skin
- Havana Gotta Give Brow: A liquid brow product available in three shades for natural-looking brows
- Havana Flash Liner: A black felt-tip marker-like eyeliner for easy and precise application
- Havana Lip Dew: Lip glosses in four juicy hues
- Havana Eye Shadow: Creamy eye shadows available in four shades for a natural or sultry look
The collection launches at Ulta on Sunday and will be available at mass market, grocery, drug stores around the world and across the nation next month.
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Deanna Utroske, CosmeticsDesign.com Editor, covers beauty business news in the Americas region and publishes the weekly Indie Beauty Profile column, showcasing the inspiring work of entrepreneurs and innovative brands.