After recently announcing a rebrand, Rabanne (formerly known as Paco Rabanne) is launching a beauty line, and the new release fits right in line with the Spanish fashion house’s futuristic and metallic aesthetic. Headed by makeup artist Diane Kendal, the collection comes in “striking, high-gloss gold, silver metallic and mirrored packaging,” says the press release sent out by the brand.
The brand is launching their eye collection, Eyephoria, first and plans to launch three more collections soon. Within the initial collection, you can find products to complete your mascara cocktailing routine (a mascara primer, volumizing mascara, and a glitter top coat), high-impact palettes, and a cream-to-paint liquid eyeshadow that’s available in 12 shades. You can shop the collection now on Rabanne's website but the full collection will be available on October 1st at Ulta Beauty.
Photos: Courtesy of Rabanne Beauty
Reason #1: Prestige Beauty Without a Super-High Price Tag
The entire Rabanne Beauty collection ranges from $20 to $40. According to WWD, 61 percent of Gen Z shoppers are buying luxury beauty which is “higher than Gen X and Boomers, but two percentage points under Millennials.” Translation: Gen Z is super into luxury beauty, and odds are the Rabanne name will appeal to them. Don’t make the mistake of conflating luxury with expensive, though. In the same piece, Marisa Salcedo, Senior Vice President of merchandising at Ulta Beauty, says that luxury isn’t about price for Gen Z. “...it’s about branding, the aspirational quality of the brand, and what the brand represents, whether it be the quality or the experience.”
Reason #2: Available at Ulta Beauty
Speaking of Gen Z…they’re huge fans of Ulta Beauty—WWD also reported that Ulta is the preferred beauty retailer for consumers aged 18 to 25. Ulta Beauty, which is also the US’s largest beauty retailer with over 1300 stores in all 50 states, will exclusively stock the entire Rabanne Beauty collection starting in October. Also, the brand seems to already be finding success on TikTok—"Rabanne Makeup” has 20.7 million views and counting.
Reason #3: Authentic Yet On-Trend Design
Rabanne Beauty is steeped in the aesthetic language of the fashion house: the metal details and sleek silhouettes are innate to the 57-year-old brand’s DNA while still feeling contemporary. The eye collection’s pigmented colors, metallic finishes, and refined textures strike the perfect balance between creativity and wearability that are sure to satisfy. (Is anyone else as excited as I am to try out the glitter mascara top coat??)
And, of course, the formulas have to actually perform, which is the most important thing. I have yet to try the collection, so only time will tell!
Next week, Rabanne Beauty is expanding and launching two additional makeup collections: Arts Factory, “a collection of artistry–inspired pieces that break with tradition and deliver futuristic metallic and glittered finishes,” and Nudes, a foundation collection. The following week, the brand will launch Rouge Rabanne, a line of lip colors.
Photos: Courtesy of Rabanne Beauty
