The much-anticipated Marc Jacobs makeup line is launching in North America on August 9, exclusively at Sephora, sephora.com and select Marc Jacobs boutiques. The plan for 2014 is to bring the line to Europe, and the following years to launch in China. The choice of Sephora as the main retailer should not surprise anyone. Marc Jacobs- the fashion brand- is part of LVMH, the company that owns Sephora and many of the brands that are sold exclusively in the store (Marc Jacobs fragrances are licensed to Coty, though). Below you can see the Marc Jacobs Beauty counter display at Sephora:
"We spent a lot of time developing materials and choosing the colors. We work with the technicians at the mills to achieve a certain effect, so we did the same thing with Sephora. The color palette tells a story and that story is based on a spirit. I chose different types of characters, such as an ingénue. ... Putting this together and working on this with the team from Sephora was very much like putting a [fashion] collection together with my design team. It was exactly the same approach. I mean, I didn't go to them with a specific idea and I couldn't define for them what Marc Jacobs Beauty should be no more than I could define a collection the first day we meet about fabric or define what the shoe will be on the first meeting we have about shoes. It’s an evolutionary process."
The talking about the line's "color story" seems a bit disconnected from the reality of Marc Jacobs Beauty as it appears in the released photos. According to the article, the line is going to include e-v-e-r-y-t-h-i-n-g: base products (concealer, powder, foundations) and a wide range of color cosmetics: precision pen eyeliner, lash lifter, gel crayons, lipsticks and lip balms, blush, eye shadow palettes, bronzers, brow tamer, and nail lacquer. As far as I can tell from the pictures, apart from the sexy packaging there's little to suggest a unique brand identity. There's something from everyone, it seems, many pretty colors to choose from, but is it really a Marc Jacobs creation? I doubt it.
Nevertheless, the deciding factor for me is going to be texture and quality. The colors look more interesting than Michael Kors for Estee Lauder, so that's a good starting point. Sephora Beauty Insiders will get a sneak peek before the official launch, so ask me again in July.
Photos and info via WWD.