Decorté adds to Selfridges link with new exclusive products

By

Sandra Halliday

Published
Jan 5, 2018

The importance of Selfridges as a shopping destination, and London as a focus for global shoppers, has been underlined by Decorté saying it would launch key products through the store before they arrive in its core Asian market.

The Kosé Corporation-owned brand launched at the prestige department store in November as part of a European expansion programme that also saw it debuting in Italy.

It’s now launching new colour cosmetics exclusively at the London store and said it “hopes to strengthen its relationship with the UK by giving Selfridges' customers this opportunity to experience these new items before anyone else in the world.”

Selfridges will be the first to launch Dip In Glow, Eye Glow Gem and The Rouge lipsticks, which will be available online from January 15 in-store and online. And for a week from January 25, the brand will have make-up artists on hand at the Selfridges Oxford Street flagship to help boost sales of the new products.

Decorté currently offers only a limited make-up selection with its primary focus being skincare. The company said that the thinking behind its new products “mirrors its skincare counterpart, to enhance and emphasise healthy, glowing skin. All products in the range work in harmony with the body, with luxury textures and soft-focus colours that allow women to truly embrace their natural beauty from the inside out.”

The new items retail between £25 and £32. Dip In Glow is a multi-use highlighter that “performs as a serum and moisturising oil with a pearlescent lustre.” Formulated with a moisturising resin claimed to “seal in hydration throughout the day,” it’s intended to be used with or without any foundation base for a “lit from within glow.”

Eye Glow Gem is a lustrous eyeshadow available in 30 shades, offering a “dewy shine with a gradational, three-dimensional effect” and customisation via shade combinations.

The Rouge is a lipstick available in both a matte and glow formula, for a high-pigmented finish and a moisturising feel in 25 shades.

Decorté may be little known in Europe but it’s a Japanese big-hitter that’s a top seller in its home country.