.HouseofHerrera New York, which introduced makeup as the coronavirus pandemic hit, has many learnings to share.
You May Also Like“Because fashion was the starting point, we started to imagine the line as a collection of ready-to-wear pieces, rather than traditional keep-it-in-your-vanity or hidden-inside-your-purse makeup,” Gordon explained. “Mrs. Herrera is a big fan of vintage jewelry and has the most amazing collection, so that in part sparked the idea of mimicking precious objects for the design.
The makeup line was launched on Harrods’ e-commerce site on March 15, 2020, followed by the debut at the retailer’s brick-and-mortar location.“This allowed us to have a really strong emotional bond with our consumers,” said Trias Arraut. “We started interacting with our audience in a very different way, trying to show them what this line is all about — celebrating color, joy, freedom, a sense of humor and self-expression.“The digital world allowed us to express that a lot,” she continued.
The idea, she explained, is to go beyond just selling, making the experience be about how consumers connect with and get to know the brand, mixing fashion, fragrance and beauty, too. Even after brick-and-mortar doors have opened, there’s been no slowdown in Herrera makeup sales online, which now generate about half of its overall color cosmetics business.
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