Brit Pack Invade Beauty Market

By Grainne Byrne

Kate Moss in Burberry campaign in 2006
Kate Moss for Burberry shot by Mario Testino (2006)

British apparel and fragrance powerhouse, Burberry, will expand into cosmetics next year, according to Womens Wear Daily.

The exclusive Burberry cosmetic collection which is reported to include over 100 products for skin, lips and eyes will be available in over 30 stores worldwide by July 2010.

With modern-day divas such as Kate Moss, Agyness Deyn, and most recently Emma Watson of Hermione fame, fronting its fashion campaigns, Burberry has done well to shake off its reputation for ‘chav’ chic sportswear.

The British brand that already has a burgeoning fragrance line and successful clothing collection is optimistic for success in the make-up market.

Philippe Benacin, Chairman of Inter Parfums SA, the cosmetics line licence holder says:  “It gives another dimension to the brand.”

Burberry could be sitting pretty next year by venturing into the cosmeceutical market, a report from Research and Markets that says the beauty industry is  set to grow by 2.7% this year despite the decline in retail spending.  Predicting a market value of £16.3bn by year-end, the figures are looking good for one equestrian ’emblemed’ empire, who should be even more appealing to investors in 2010.

Thomas Burberry created his global empire  from small beginnings as an outdoor wear supplier in 1856 and today  Burberry is recognised as a key player in the fashion world, rumoured to be  worth an estimated £1.2bn.  Burberry’s original WWI officer’s coat, which was re-incarnated as a checked interior trench is the brands most iconic item.

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