Prada rethinks Beauty reinventing definitions and expectations, proposing a free-thinking, avant-garde vision of beauty activated by tech and creativity.
Reconciling minimalism and maximalism, sophistication and playfulness, simplicity and versatility, heritage and technology, the collection brings luxury and responsibility into harmonious conversation: refillable products, eco-designed packaging, skin-conscious vegan formulas for consumers beyond age, gender and border.
Rethinking skincare through the lens of adaptation as the new performance in a In a perpetually evolving environment full of stimulants and stressors, Prada Skin allows skin to adapt as fast as the environment changes by empowering its inherent resilience. The skin’s ability to renew, regenerate, and reinforce itself is augmented with Prada’s Adapto.gn Smart Technology a multi-potent complex that helps skin adapt to its environment in real-time. Prada Skin offers a holistic and customizable routine based on skin’s unique needs.
Prada Color is an invitation to explore and experiment, seeing self-reinvention as the ultimate self-expression. The lipsticks provide two perspectives on matte, the bullets sealed in Safffiano and Nylon textures, the eyeshadow palettes, drawn from the Prada fashion archive, showcase an unexpected curation of pigments in dynamic finishes. Prada Color is tech-augmented: smart textures, designed to provide hyper flexible, bendable, breathable yet durable wear with over-time care.
The sensorial skin-fusing formulations, realized with an airy scent layered with heliotrope vanilla accords and iris, radiate scents that recall natural purity with a notion of strength and regeneration through technology.
Six unique faces – each chosen for their singular force – brings to life Prada Beauty’s avant-garde vision and offering through an advertising campaign directed by photographer Tim Elkaim with the contribution of Lynsey Alexander, global make-up artist for Prada Beauty and Prada Fashion.
The collection is available exclusively online from August 1st on prada.com, pradabeauty.com, harrods.com, selfridges.com and pradabeauty @Tmall, JD and Douyin.
On August 18th , permanent corners will be opened at Selfridges and at Harrds, where is also planned a 4-weeks activation including 2 pop-ups, the take-over of all windows and door 5 entrance in Brompton Road.
From September, more openings will be gradually rolled out through a selection of top doors in Europe, China and Travel Retail, while Americas, Middle East and other Asian countries will be opened in 2024.