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FASHION VALUE CHAIN

Mumbai : Beauty standards have changed over-time. From simple black kohl for the eyes or beetroot flush for the cheeks to creating art on the face – makeup has come a long way. Throughout the majority of the twentieth century, beauty products were majorly designed for women with fair skin. Today, however, makeup has become more inclusive in nature with a wide range for all skin tones.

Keeping the ever-evolving makeup space in mind, Studiowest by Westside announced the launch of an exclusive makeup range: Rani. Studiowest has always celebrated diversity and inclusivity. With the launch of this new collection, the brand is once again putting the spotlight on beauty with pops of colour. The collection celebrates different versions of a Rani, such as Rule Breaking, Rebel, Risqué, Radiant, and Romantic.

The  Rani range has taken an inspiration from the GenZ’s. This is mainly because of their ideological leanings as they value self-expression, individuality, and inclusiveness. They mobilize themselves for several causes and rebel standard norms that has been set by the society. With fun and captivating packaging, Rani is an homage to the freethinkers of the times.

For this collection, StudioWest collaborated with start-up agencies like Whoa Mama Designs for fascinating packaging. This packing is an ode to retro matchboxes meshed up with unexpected colours. They also collaborated with Vivaci Luxury as their branding and marketing agency; both these agencies employ a GenZ crowd.

Speaking on the collection, Mr. Umashan Naidoo, Head of Customer & Beauty at Westside said, “We are thrilled to launch Rani, an exclusive makeup range by Studiowest. Rani is a range for anyone who loves a pop of colour. It is inclusive, bold, sassy, and creative. The idea behind the launch is to break all rules in creating new contemporary looks. The beauty enthusiasts can now shop the range available across select Westside stores. ”

On collaboration with Whoa Mama Designs and Vivaci Luxury, Umashan added, “We collaborated with Whoa Mama Design, a Chennai based design-company to best depict our products with super fun and engaging packaging. Delhi-based Vivaci Luxury gratified the vision behind this range through a campaign shoot. In the future, we hope to collaborate with more emerging agencies and artists that largely employ Gen Z.”

Talking about the packaging, Mr. Shaun D’sa, Creative Head of Whoa Mama Design said, “The Rani range bears a very appealing visual identity. A retro mood: as the name suggests, we gathered inspiration for typography, elements from the vintage matchbox era, looking closely at the design language of standard fireworks, as well as retro Indian cinema. With fashion being cyclical, what was old will always be new. The Rani range, with its vibrant colours and eye-catching designs, is youthful and right on trend.”

The collection includes Eye Shadow Duo Palettes, Colourful Eye Liners, a Face Palette, Lip Gloss, Liquid Lip Colour, Lipsticks, and Nail Polishes, The price-point of the collection starts at Rs. 195 to Rs. 595, and will be available online as well as in select stores.

Westside will also carry out a nation-wide social media contest on the makeup range launch where the Gen Z makeup enthusiasts will have to submit their portfolio through Instagram. The finalists of this contest will be invited for a challenge in stores to create makeup looks. The winner will get an opportunity to be featured on Westside reels, will win a Rani hamper, and be part of Westside’s 2023 summer campaign. Through this competition, Westside hopes to create a launch pad for aspiring GenZ makeup artists.