Cynthia Rowley working on capsule collection for Birchbox

  • Style
  • Wednesday, 06 Nov 2013

Celebrity goes online to create pre-order cosmetics

The subscription beauty service company has signed up American designer Cynthia Rowley for a new capsule cosmetics collection.

For now, the line (which will be regularly expanded with new products) offers three items: a 12-hour liquid eyeliner (US$18/RM57), an Eye Shadow Palette (US$24/RM76) and a Gilded Canvas Bag (US$15/RM48).

Cynthia Rowley explained the philosophy behind the collection, available to pre-order for US customers from today, to WWD: “We’re launching only online, creating a dialogue with our consumer, so we’re able to react and gather data and really use social media to have immediate feedback,” said Rowley. “Rather than just throwing more product in the world, it’s about influencing design in a new way.”

She’s been ahead of the curve for a while, and in June 2011 Rowley became the first celebrity to curate a Birchbox, the monthly packages of cosmetics and other fun products which are delivered by mail. Birchbox have since moved into e-commerce, selling a mix of lifestyle, beauty and mens grooming bits. Rowley has also previously teamed up with BAND-AID to create fashionable sticking plasters. – AFP Relaxnews

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