Jacopo Raule/WireImage
After many much-deserved Gwyneth Paltrow comparisons, Jessica Alba announced earlier this summer that she was making one more “Goop” footstep, and also launching a full color cosmetics and skin care line in stores in the fall – making health-conscious beauty accessible to all. Although she’s had quite a backlash from her sunscreen product-users as of late, she spoke with WWD today discussing what this expansion will mean for the future of the company.
Apparently, beauty was always a part of the plan for the company, but with everything, Alba didn’t want to do it “half-ass.” The line (which launches online Sept. 9) is an 83-piece collection which will be primarily marketed by social media at launch, from quick tutorials on Instagram to inspirational quotes on Pinterest.
But, what about those negative sunscreen claims, that were also primarily driven by social? Alba has stayed pretty quiet about them, refusing to elaborate on anything beyond a given statement. In order to get ahead of that negative press in the future though, experts say that she’ll need to speak out more to maintain her loyal audience – and to keep the brand statement of “Honest” alive.
Moving ahead and beyond that though, and into color, safety and effectiveness are still the brand’s tentpoles. “It’s about giving people peace of mind and telling them what we are honestly free of,” said Alba. The products boast naturally derived botanicals such as chamomile, calendula, aloe vera, rosehip and green tea, yet still range in prices from $8 – $40 for all.
“The company was founded to help create a healthier environment for everybody, not just rich folks,” said Alba.
And that’s a company philosophy we can all get behind.
MORE: Jessica Alba Is Launching a Beauty Brand Too
No comments:
Post a Comment