La Mer’s long anticipated steps into the world of cosmetics looks set to take place later this year, with a rollout of skincare-based make-up products.
The news arrives with the confirmation of a trio of professional make-up artists as the brand’s official ambassadors - Kayleen McAdams, Violette, and Patrick Ta. The make-up artists will be responsible for creating video content for La Mer and enhancing brand engagement, as well as instructing consumers how to best utilise its upcoming collection.
The success of the partnership will help to determine the brand’s future in make-up, says global president Sandra Main: “It’s a perfect time to see how we — an authority in luxury skincare — could bridge skincare and make-up in a meaningful way that’s true to La Mer’s heritage and authenticity.”
It is believed the line will include offerings that double as both make-up and skincare products, including an extension of La Mer’s Reparative Skin Tint. Main explains: “We’ve done extra well in that category [Skin Tint]. We’re taking that one step further and leveraging that growth of make-up in today’s world. We aren’t a make-up brand, we really are a skincare brand. We see this as being the last step in skincare versus the first step in make-up.”
