Jose J. Martinez
Top H&M will launch a complete beauty line. Above H&M opened in Perú with 2,000 queuing up.
Hennes & Mauritz has dabbled in beauty before, but this autumn will see the Swedish fashion retailer launch a full line, with make-up, hair care, body care and beauty tools. The company says the range will complement its fashion line and change seasonally, and that it will go out to all 900 stores worldwide and online at hm.com. It will consist of 700 products, with seasonal drops of new and limited-edition colour collections, and replace all current beauty products at H&M.
There will be two additional subsidiary collections: a premium line and an Ecocert-approved, sustainable Conscious line.
‘We are very excited to offer “fashion for the face” at H&M. It’s an opportunity to be inventive and creative, and to have fun with colours,’ said Sara Wallander, concept designer at H&M Beauty in a release.
The announcement comes on the heels of H&M’s announcement that it has opened a store in Perú on Saturday. As with many of its earlier openings, there were plenty of fans queuing up to get a first taste of the Swedish retailer. The new store, one of the largest globally, is located at the Jockey Plaza mall in Lima, spans three floors, and includes H&M Home. The autumn fashion collections for men, women and children and the Conscious collection are represented.
Of the 2,000 who came to the opening, H&M handed out gift cards: the first three in line received gift cards of S/. 700, S/.500 and S/.300 respectively; the next 299 in line received S/.150 each, and the last 998 in line, S/.70.
Jose J. Martinez
Above, from top At the H&M Lima opening: Marina Mora and Percy Lucio. Natalia Merino. Rebeca Escribens and Maria Grazia Gamarra.
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