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The Brief
Published: 26 Feb 2018

Gucci Westman Launches Natural Brand

Extra
Westman Atelier

American celebrity make-up artist Gucci Westman and US-based designer David Neville are launching a new colour cosmetics line that touts natural beauty values and targets a demographic aged 30 and above. 

Westman Atelier will launch in April 2018 with six products, including a highlighter, blush and foundation – the essentials for creating a ‘no make-up’ look, which Westman is most known for.

Westman’s balanced approach to a healthy lifestyle has driven the brand’s ethos of “consciously crafted beauty”, whereby natural ingredients work in tandem with innovative synthetics in its formulas. As an example, the Baby Cheeks Blush Stick contains organic jojoba oil and raspberry stems that tone the skin and prevent inflammation, while the colour payoff and deluxe feel of the blush is made possible with the use of non-toxic synthetics.

The whole range harnesses an innovative sustainable pigment technology that blocks fragments of synthetic colour pigment from touching the wearer’s skin by encapsulating the molecules in clean ingredients. The brand’s launch taps into the growing trend for eco-friendly beauty labels that combine traditional raw elements with synthesised naturals to provide effective, science-backed products sustainably. For more on this, see Future Beauty: New Era Naturals.

Another distinctive selling point for the brand is its target market, which is older millennials and above. The formulas are designed to sit well on older skin, which appeals to this group’s desire to have a flawless complexion without looking overly made up. For more on mature consumers in the beauty category, see Boomer Beauty: Securing the Silver Spend and Mature Beauty: Entering a New Age

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