WHAT? Fashion and lifestyle brand Ted Baker has made its first foray into the beauty world with the launch of its new cosmetics line, With Ted.
THE DETAILS Launching exclusively online on 31st January, the products will then be rolled out in select stores across the UK on 1st February. The launch will be complemented with a pop-up experience named Ted’s Townhouse in Covent Garden, London, where there will be product testing and express make-overs, as well as other events.
The 59-piece range comprises eye, lip and cheek products, including blushers, lip pencils, bronzers and highlighters.
THE WHY? Created to complement its existing range of beauty accessories and fragrances the range is Ted Baker’s latest diversification into new markets.
Speaking in a statement, Ted Baker Global Head of Marketing and PR Gail Dobinson said, “Creating a beautiful range of cosmetics has given us the opportunity to bring the same standards of quality and creativity that we stand for in fashion. Weʼve worked with the best labs and used the latest innovations in textures and pigments. The result is a truly modern approach to beauty – easy and effective.”