Farfetch, the luxury fashion online retailer, has teamed up with more than 100 brands for its big break into beauty.
Following the acquisition of e-commerce player Violet Grey in January, the British-Portuguese company is seeking to dominate the prestige beauty pure-play space with its inclusive, youth culture focus.
The battle to be the leading retailer to offer a selection of 'highly edited' beauty brands has intensified in recent years, following THG's acquisition of Cult Beauty, Flannels and Harrods entering the pure play space as well as Space NK teaming up with mass retailer Walmart.
Farfetch previously teamed up with Space NK to develop a beauty offering in 2016.
“Beauty is such an important way for people to be able to express themselves and their individuality – it’s transformative," said Holli Rogers, Chief Brand Officer of Farfetch.
"We took this as an opportunity to shake up the online beauty retail experience by bridging fashion and beauty to appeal to our existing audience of fashion lovers.
Beauty model shots via Farfetch
"We knew we had to offer beauty in an ‘Only On Farfetch’ way – combining our know how with bringing together a diverse community of expert voices that resonate with the modern beauty customer and their needs."
Former Byredo creative director Isamaya Ffrench; founder of Violet Grey, Cassandra Grey; drag artist Violet Cachki and cosmetic scientist Michelle Wong are among Farfetch's collective of spokespeople.
Farfetch is also tapping into the video game sector to boost brand awareness. Digital campaigns will include ambassadors working with gaming brands Roblox and The Sims 4 to create digital avatars.
Consumers will also be able to virtually try-on products.
The debut campaign 'Your Choice. Your Beauty. Your Farfetch' stars Amya Powell, Aweng Chuol, Isamaya Ffrench, Nacho Penin, Olivia Francis and Stevan Journey.
It aims to "celebrate the transformational nature of beauty as a mode of identity in contemporary culture, while championing the emotional connection of how modern beauty makes you feel, in addition to how you look".
Rogers added: "Our launch campaign 'Your Choice. Your Beauty. Your Farfetch', celebrates the emotions attached to choice and self-expression along with the feelings it evokes knowing that beauty is subjective."