THE WHAT? Fashion platform Moda Operandi has launched into the beauty sector, launching 55 skincare, fragrance, makeup, haircare, and body care brands.
THE DETAILS According to a press release: “Moda Operandi offers a unique curation of the best in beauty from established and emerging names from around the globe.
“With the runway at the heart of the business, Moda Operandi’s deep relationships within the fashion industry will be leveraged to provide consumers with an unparalleled level of access to everything from videos highlighting designers’ skincare routines to shoppable tutorials with the artists responsible for creating the season’s most iconic beauty looks.”
To launch Beauty, Moda is embarking on a digital marketing strategy, including a social media drive and an editorial launch campaign.
THE WHY? Moda Operandi Chief Executive Officer, Jim Gold, said: “Since the launch of Moda Operandi with runway Trunkshows in 2011, we have grown over time to become a true lifestyle destination, offering a highly-curated selection of luxury brands across the ready-to-wear, accessory, home, and fine jewelry spaces.
“Beauty felt like the natural next step for Moda, allowing us to serve our customer’s every need—across every part of her life—and truly outfit her from her house to head to toe. The launch of this category will not only increase order frequency and the cart size of existing clients, but also help us reach a new, aspirational customer demographic that shares our appreciation for impeccable curation and storytelling.”