Prada is ramping up the launch of its first-ever skin care and make-up collections with new campaign Rethinking Beauty.
The Italian luxury fashion house has invested in a worldwide print and digital campaign to accompany its big move into beauty, which it announced earlier this week.
Facial skin care line Prada Skin and cosmetics range Prada Color take centre stage, with models wearing striking beauty looks created using both collections.
The campaign focuses on how each range “rethinks beauty” through technology and creativity.
“Rethinking skin to adapt to your skin in real time, rethinking colour to explore all the shades of you,” Prada Beauty states in the campaign video.
Facial skin care range Prada Skin comprises a cleanser, serum and moisturiser and is said to harness the power of adaptive skin technology.
“The augmented skin range empowers the skin's inherent resilience to renew, regenerate and reinforce itself,” read a statement from the brand.
Make-up range Prada Color includes a collection of lipsticks, a lip balm, eyeshadow palettes and foundation, most of which are refillable.
Make-up brushes and application tools are available too.
“Prada Color rethinks self-reinvention as the new self-expression,” read Prada Beauty’s statement.
“Showcasing an eclectic curation of colours and textures that are mindfully drawn from the brand's vision and inspiration.”
Rethinking Beauty was photographed and directed by Tim Elkaim, while Prada’s Global Creative Make-up Artists Lynsey Alexander and Inès Alpha created the looks.
The campaign features models Lucas El Bali, Selena Forrest, Dara Gueye, Greta Hofer, Chenyin Qi and Guinevere van Seenus.
Prada is not the only luxury fashion house making moves in the beauty arena.
Luxury fashion and fragrance brand Paco Rabanne is planning to expand into make-up for the very first time.
D&G is revamping its entire make-up collection and is set to launch a skin care line.
Kering, the owner of Gucci and Balenciaga, has also acquired luxury perfume house Creed for its newly formed beauty division.
