A first for Net-a-Porter beauty
It doesn’t get more luxe than Net-a-Porter, and the online retailer is now highlighting the crème-de-la-crème of beauty on site, with its first Beauty Hall of Fame campaign.
The new vertical, which spans from facial devices to makeup, includes more than 200 products.
And as for the brands featured, Net-a-Porter global beauty director, Newby Hands, said there is a mix of old and new favourites. One thing you can bet on though, is nothing but uber-boujee brands – we’re talking Augustinus Bader, Dr. Barbara Sturm and Oribe.
“There are unofficial criteria. Women have to like it, it has to work, it has to stand out in some way,” Hands said. “For example, we have the Diptyque Baies candle, which is our global best-selling scent, and it sells as well in L.A. as it does in Singapore,” said Hands.
The timing of the launch is well fated for the retailer, which said its beauty sales have been strong through the global coronavirus pandemic, according to reports by WWD.
“It couldn’t be more timely, because with COVID-19 and the shutdown, beauty has been really successful for us and women have been doing a lot of self-care and doing things on their own while salons were closed,” added Hands.
“We’ve seen a lot of focus in that idea of me time, and we’ve seen that that’s changed a lot from candles and bath oils to women being very busy in their bathrooms and proactive with their skin care,” she said.
As for what’s gaining popularity with its customers, Hands said the site has seen a lift with facial devices.
“Even at the end of last year, we saw a big increase in devices. We’d even see a customer buy a rose quartz roller or a gua sha, and then buy a super high-tech LED mask,” she said.
SAYA SKINCARE ROSE QUARTZ FACIAL ROLLER is a crystal facial roller that helps improve lymphatic drainage, eliminate toxins and reduce puffiness of the face with daily use. The increased blood circulation in these areas will nourish the skin.
NEUTROGENA VISIBLY CLEAR™ LIGHT THERAPY SPOT TREATMENT is a spot treatment that is used to treat mild acne and pop-up spots, without using harsh chemicals. Harnessing the same technology dermatologists use in clinics, it uses red light technology to reduce inflammation, and blue light to target acne-causing bacteria.
PANASONIC IONIC TONING DEVICE is a nourishing ionic facial cleanser and toner. It harnesses the power of ionic energy to cleanse, tone and soften skin. This beauty tool incorporates the luxury of a salon facial into an everyday skincare routine.
REVLON OIL ABSORBING VOLCANIC ROLLER is an on-the-go oil absorbing tool that uses real volcanic stone to keep skin looking matte. With its naturally porous texture, volcanic stone effectively wicks away excess oil, and unlike blotting papers that are single-use and then thrown away, this is reusable and easy to wash.
LUMISKIN™ AVA 2 IN 1 SONIC BEAUTY DEVICE is a cleansing tool with a unique design and ergonomic curve that fits the contours of the face. It deeply cleanses and massages the skin, while reducing the appearance of fine lines and wrinkles by encouraging collagen production.
LUSH NAKED JADE ROLLER NAKED CLEANSING BALM is a cleansing balm part of the LUSH naked skincare collection. Cleanse, tone and massage in one with this skin-clarifying multitasker, embedded with mung beans on one side so you can make circulation-boosting massage part of your daily routine.
DB COSMETICS JADE FACIAL ROLLER is a facial roller that harnesses the healing powers of genuine jade to increase collagen production and increase blood circulation to the face. It has two contrasting textured ends: use the smooth roller to detoxify and reduce puffiness, rolling from the inside areas of the face to the outside, and use the ridged roller to stimulate the skin and promote collagen production.
By Aja Walter