Last week Topshop’s range of makeup hit stores amongst a flurry of all sorts of in store and online promotion. The range consists of a core collection as well as a trend collection which will be updated each season. The collection certainly has the whole blogosphere talking about it as it seems to have been featured on all the blogs I follow. I like how Topshop have carried over their reputation for on trend fashion over to make up and the packaging and look of the products all represent Topshop’s trendy image.
On the Topshop web site you’ll also find things like a virtual make over where you can upload a picture of yourself and virtually try out the products. My attempt is below, I think it’s got a definite air of transsexual about it but is a nice idea none the less. You can then share your results on the Topshop facebook page which is another well placed bit of online viral marketing from Topshop.
They also have a range of video tutorials on their web site showing you the types of look you can create with the products which is a great idea. The makeup artist explains to you how to use the products to get the looks they promote on their models and given the prominence of makeup tutorials at the moment on youtube with people like Lauren Luke and Ricebunny it is a very clever way to promote their products. With the youtube ones they can come off quite amateur so by having the more professional appearing Topshop ones it shows you the potential of the products. I’ve seen hair care brand Aussie have done a similar thing with their products which is a great and authentic way to promote themselves on the Internet.
In the Oxford Street store they’ve also worked with the SHOW Studio.com project. At the makeup counter you can get a free makeover and then have your photo taken in front of the ‘Magic Mirror’ where over thirty top fashion creatives – including Lady Gaga’s stylist Nicola Formichetti, Edward Enninful of US Vogue, make-up artist Hannah Murray and fashion’s favourite illustrator Julie Verhoeven – dispense sartorial advice that appears written, as if by magic, across the mirror’s surface. Requires a hell of a lot of bravery!