UK fashion and lifestyle brand Ted Baker has unveiled its first-ever cosmetics line, as the company tries to stem lagging sales across it mid-luxury men’s and women’s apparel and accessories.
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Dubbed ‘With Ted’, the premium makeup collection will arrive at the end of the month, and consists of 59 items including eye, lip and cheek cosmetics in a range of vibrant colours, designed to “enhance and illuminate all skin tones,” said the British brand in a press release.
Up close, the lip makeup essentials boast both satin and matte finishes, gloss, and pencils, while for the eyes, the collection includes eye quads, volumising mascara, eyeliner marker pens and metallic eye shadow.
For the skin, the collection also includes blushers, bronzers and highlighters, complementing Ted Baker’s current beauty items and perfumes on sale.
“Creating a beautiful range of cosmetics has given us the opportunity to bring the same standards of quality and creativity that we stand for in fashion,” said Gail Dobinson of Ted Baker in a statement.
“We have worked with the best labs and used the latest innovations in textures and pigments. The result is a truly modern approach to beauty – easy and effective,” continued Gail.
The collection will debut globally on 31st January, first online, and then in-store from 1st February.
Celebrating the launch, Ted Baker will open a temporary pop-up store called ‘Ted’s Townhouse’ on Burleigh Street in Covent Garden, London for the day.
The pop-up will offer product testing and mini makeovers for customers, as well as consumer events, such as a meet-and-greet with influencer InTheFrow and celebrity make-up artist Andrew Gallimore.
In its most recent trading update mid December, Ted Baker announced that financial expectations for the period ending 25th January, have been reduced to a minimum profit before tax of 5 million pounds, with a potential outcome of up to 10 million pounds dependent on Christmas trading.
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The company also lowered its profit outlook while announcing resignations of two senior executives, including CEO Lindsay Page and Executive Chairman David Bernstein.