P & G Take On Luxe Market With 'Dolce & Gabbana The Makeup'
Geebee Micro — March 9, 2009 — Luxury
References: designscene.net & online.wsj
You’ve gotta give ‘em credit for taking the risk, as Proctor & Gamble are indeed gambling during one of the toughest economic times in decades to venture into the luxury cosmetics market with Dolce & Gabbana.
This is not your or your mothers’ Max Factor or CoverGirl, as prices for “Dolce & Gabbana The Makeup” include $30 lipstick, $44 rouge and $59 foundation; the line will be first available at Saks Fifth Avenue starting in April.
Just to differentiate and add to the line, they’re going to throw in some fragrances for men and women.
To get a little different idea of the new partnership, even the acoustics of the lipstick tube are paid excruciating attention, as Mr. Gabbana told the Wall Street Journal:
No. This is definitely not the Proctor & Gamble we’ve experienced in the past.
This is not your or your mothers’ Max Factor or CoverGirl, as prices for “Dolce & Gabbana The Makeup” include $30 lipstick, $44 rouge and $59 foundation; the line will be first available at Saks Fifth Avenue starting in April.
Just to differentiate and add to the line, they’re going to throw in some fragrances for men and women.
To get a little different idea of the new partnership, even the acoustics of the lipstick tube are paid excruciating attention, as Mr. Gabbana told the Wall Street Journal:
“It clicks, like an antique box. It’s very for you, very private.” P & G’s Mr. Strobel likens the click to shutting the door of a Ferrari sports car. Getting the right packaging sounds for products ranging from screw-top lip glosses to compact-encased eye shadows was like ‘creating a perfect symphony.'”
No. This is definitely not the Proctor & Gamble we’ve experienced in the past.
Trend Themes
1. Luxury Cosmetics Market - Proctor & Gamble's venture into the luxury cosmetics market with Dolce & Gabbana The Makeup presents opportunities for disruptive innovation in high-end beauty products.
2. Premium Fragrances - The addition of fragrances for men and women in the Dolce & Gabbana The Makeup line opens up possibilities for disruptive innovation in the premium fragrance industry.
3. Attention to Packaging - The focus on intricate and unique packaging for Dolce & Gabbana The Makeup creates opportunities for disruptive innovation in cosmetic packaging design.
Industry Implications
1. Cosmetics - Proctor & Gamble's foray into the luxury cosmetics market demonstrates potential for disruptive innovation within the cosmetics industry.
2. Fragrance - The introduction of fragrances in the Dolce & Gabbana The Makeup line highlights opportunities for disruptive innovation in the fragrance industry.
3. Packaging Design - The emphasis on exquisite packaging in Dolce & Gabbana The Makeup unlocks possibilities for disruptive innovation in the packaging design industry.
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