Beautybyfrieda

Zalando, Europe’s leading online platform for fashion and lifestyle, is launching its beauty range in the Netherlands with the “Unleash Your Beauty” campaign. With this campaign, Zalando gives an inclusive perspective on the concept of “beauty”.

• From 28 August 2019, Dutch customers can purchase beauty and care products at Zalando

• The carefully composed range of beauty and care products for women and men includes skin care, makeup, hair and beard care and more of popular international and niche brands

• ‘Unleash Your Beauty’ focuses on values such as “empowering” and “self-acceptance.” The campaign shows products that are not only functional but also fun to experiment with

Unleash Your Beauty

From August 28, consumers in the Netherlands can also order their favorite beauty products from Zalando. The ZalandoBeauty range includes more than 8,500 products from more than 200 brands. The wide range for men and women is a mix of both renowned international brands and less well-known niche brands. It contains a range of products, from innovative skin care to sparkling new makeup and beauty tools. This interesting mix, added to Zalando’s new shopping experience and the easy and safe ordering process, opens the door for customers to endless possibilities and choices.

With the beauty range, it becomes easy for customers to order a complete look – clothing, accessories, shoes and makeup – quickly and easily. From 28 August choosing the perfect lipstick for an outfit will also be a piece of cake with the ‘Get the Look’ function from Zalando. This feature will recommend beauty products that match an outfit for a top-to-toe look.

“With the launch of Zalando Beauty, we are taking a logical next step to become the platform for all your clothing and lifestyle purchases in the Netherlands. We want to make it as easy as possible for our customers to show their style and individuality, and a beauty range naturally fits in with that,” says Jacintha de Graaf, Regional Lead Benelux.

“With this beauty range, our customers can combine their love of fashion and care in one order. From the other markets, in which Zalando is already active in beauty, it appears that 60% of customers with a beauty purchase already combine this with fashion. So a beauty offer is something that our customers ask for, and we are very excited that we can launch over 8,500 products in the Netherlands.”

The campaign “Unleash Your Beauty” is the result of a hidden camera stunt in London and presents a wide range of makeup, skin care and hair and wellness products that will be available from 28 August on zalando.nl. Some of the brands are: M.A.C, Clinique, Topshop, Maybelline, Hej Organic, L’Oreal Paris, NYX, Dr. Botanicals, Ouai, Löwengrip, Golden Beards, 3ina and Edible Beauty. The advertising spotlight, directed by Lauren Caris Cohan, focuses on the power of beauty rituals.

The cast is diverse and breaks the classic beauty ideal. Models Nadine Leopold, Anuthida Ploypetch, Cajsa Wessberg, Charli Howard and Marvin Durell selected via agencies or simply addressed on the street. They were invited to a conventional beauty shoot and were asked to apply their make-up themselves. What they did not know is that they have been secretly filmed. The intention of this concept was to show the cast to the outside world in their purest, most authentic form.

“By talking to our customers, we learned that the concept of beauty is different and very unique for everyone. Being comfortable in your skin can also have a different meaning every day. With the campaign “Unleash Your Beauty” we want to make it clear that beauty starts when you stop attracting something that others think of you.” Thus Jonny Ng, Director Marketing Strategy & Campaigns.

Follow Zalando Beauty via @zalando_beauty.

XO Frieda