Brand Evaluation

The brand I based my project on for this unit is Dolce and Gabbana. I chose this brand because I am constantly amazed by their beautiful catwalk shows and their constant references to the beautiful island of their roots- Sicily- instantly makes me think of Summer. As this project was to be based on SS15, it all just fitted together really well. 

Dolce and Gabbana is the cosmetic line the clothing designer duo had dreamt about for years. Their dream became a reality in 2009, when they launched their line of luxury cosmetics, to be sold in "very selected top luxury department stores". 

Domenico Dolce and Stefano Gabbana are very deeply attached to their home isle of Sicily, and this always shows through in their work. Their clothing line exudes Italian sophistication, and this is no different in their makeup and fragrance lines. Both designers have a passion for red lips, but only added orange hues after makeup artist Pat McGrath (who is also the Creative Director for P&G) insisted they add other tones to the collection, to suit different tastes and skin tones. The designers said they would only tolerate it if it was the colour of oranges from Sicily. 

The Dolce and Gabbana makeup range falls into the higher price bracket of high-end or premium products. Their foundations range from £37-£50, and their nail varnishes are around the £20 mark. On the website, their slogan says "The collection is inspired by the Dolce and Gabbana woman who is always looking for the perfect look each day." Tom Pecheaux, when speaking of the range of matte lipsticks he created for the brand, said "For me the Dolce & Gabbana woman is definitely a powerful and sexy woman. The sexiness comes either from the eyes or the lips, and when it’s from the lips that is when the red colour becomes very important. There is constant reference to "the Dolce and Gabbana woman", which speaks about who their customer is. She is someone who is sophisticated, sensual and stays classically beautiful, rather than flitting between trends. Although they say the brand is for all ages, it is definitely aimed at women between the ages of 25 and 50, who like to spend a little more on themselves and have a healthy amount of disposable income.

The packaging for the range is gold, weighted and luxurious. When speaking of the lipstick tubes, Stefano Gabbana said "It clicks, like an antique box. It is for you, very private." The packaging is beautiful, and something women would want to show off in their handbags or makeup bags. The simple but renowned Dolce and Gabbana logo is clearly visible on the packaging, with each product embossed with a simple, but elegant "D&G". 

The brand has been known to use celebrities such as David Gandy, Matthew McConaughey, Colin Farrell to endorse their male fragrances. As far as female celebrities go however, the only international female celebrity that has made the cut is Scarlett Johansson. She is the face of the majority of their fragrance and makeup campaigns, and has been deemed by Dolce and Gabbana a "modern day Marilyn Monroe". Where most beauty campaigns are closeups of the face, they insist on shooting her whole body. Besides Scarlett Johansson, the designers stay true to their roots and brand ethos by using Italian or Italian-looking models such as Kate King, and Italian actress Monica Bellucci. 

The brand is a very prestigious brand, and over the years, they have built themselves up to be a name you want to be associated with. Who doesn't want to be referred to as sophisticated, or elegant? They do a great job of selling a lifestyle rather than just products. Their campaigns make you want to purchase the entire collection before jumping on the next flight to the Amalfi coast. You may not be able to afford a £2000 dress, but the £25, weighted, luxuriously textured lipstick will make you feel the most sensual, sophisticated version of yourself.