Fans of Victoria Beckham’s collection with Estée Lauder have reason to celebrate this week. Last week WWD reported that Beckham would be teaming up with the beauty brand for another “season” of her popular line of makeup.
The announcement follows the knock-out success of Beckham’s first line with Lauder last September. That limited-edition capsule collection included 14 products and sold out in record time. It was so popular that Lauder released an “encore” featuring 12 products in February.
This September, the collaboration is back for a new “season” and will feature even more products. Ten hero products from the original collection will return, along with 18 new products. Following on the success of the previous collection, production will triple and availability will increase from 450 to 1,200 doors. This means it will available at various department stores and beauty retailers, along with e-Commerce sites such as Net-a-Porter and Sephora.com. Prices will range from a $34 Lip Pencil to a $95 Morning Aura Illuminating Crème. It will also include two splurge items: a $1,500 light box and a leather case makeup kit. Both will come with a range of products from the line.
The original collection featured four city “looks” chosen by Beckham, and the new collection will add an additional city look. Beckham will add Miami to the previous L.A., London, New York and Paris ones, and she has also created a “Signature” look.
The makeup collection has a strong fashion connection and allows Beckham fans to have a taste of her fashion brand. Beckham told WWD,
“The collections really are informed by what I do in fashion… I’d say the makeup goes hand in hand with what I’m doing as a fashion brand.”
Indeed, her fall runway show featured models wearing Gris, an eyeshadow from her Eye Palette.
While there has yet to be talk of a permanent collaboration, there’s not an end in sight. Though currently focusing on producing seasonal collections (much like seasonal fashion collections), Beckham admitted there is more she wants to explore. She continued,
“There is so much that I still want to do. I haven’t touched on foundation or eyebrows. There were things we wanted to get into this collection but we wanted to get it right.”
So while she’s focusing on capsule collections, it sounds like there will be more to come. No doubt Estée Lauder won’t be letting go of the lucrative relationship anytime soon. In the meantime, fans of her first collection – and those who missed it – can look forward to the launch on September 1. Mark those calendars – it surely won’t last long!